Marriott reveals ambitious growth plans
Marriott International has announced plans to dramatically increase the size of its European portfolio across all segments of the industry.
This planned expansion is the first development vision announced since the acquisition of Starwood Hotels & Resorts Worldwide in September 2016.
Marriott currently operates a portfolio of hotels in the luxury and full-service segments in Europe and plans on expanding this through accelerated growth of its luxury brands, including The Ritz-Carlton and St. Regis, its collection brands, including The Luxury Collection, Autograph Collection Hotels and Tribute Portfolio, as well as Marriott Hotels and Sheraton.
The company also plans to launch Delta Hotels by Marriott in the continent and is also targeting to triple the number of signed deals for the design brand, W Hotels, in Europe by 2020, with announced signings in Prague and Budapest already in 2017.
Currently with the fifth largest portfolio of hotels in the European upscale segment, Marriott is also aiming to lead in this sector with brands including AC Hotels, Aloft Hotels and Four Points by Sheraton.
Marriott’s goal of expanding its Courtyard Hotels presence in Europe by over 12,000 opened and signed rooms by 2020, is backed by a strong pipeline of expected openings including Paris, Dresden and Edinburgh in 2017.
Expansion in the extended stay segment should come from adding over 30 open and signed hotels to the Residence Inn and Element brands, which have signed deals in cities including London, Aberdeen and Amsterdam.
With a strong focus on Millennials, Marriott expects the biggest growth will come from its affordable lifestyle brand, Moxy Hotels. With the expansion of Moxy, Marriott expects to have the most robust affordable lifestyle portfolio in Europe by 2020.
In 2017, Moxy Hotels are expected to open in key European cities including London, Amsterdam, Frankfurt, Vienna and Oslo. Looking further afield, the brand will continue its expansion in the United States with openings in New York, Seattle and Nashville in 2017, as well as the first signings in Asia in Bandung, Indonesia and Tokyo, Japan.
“2016 was a momentous year for both the company and our continent team,” said Amy McPherson, president and managing director, Marriott International, Europe. “We added 40,000 rooms in Europe with the Starwood acquisition alone, and achieved our long-term goal to triple in size, from 40,000 open rooms in 2010 to 134,000 open or signed rooms at the end of 2016.
"Now, as we look to the future, we have set ambitious goals for 2020. We plan to expand our lead in the luxury and full-service segments, to have the largest portfolio in the upscale tier and to win with Millennials in the affordable lifestyle category.”
JW Marriott Sheraton Moxy Millennials Europe expansion Ritz-Carlton hotels growthMarriott’s Luxury Brands to open 30 hotels in 2017
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