Marriott has announced that it expects to dramatically increase its portfolio in Europe.
The European expansion is the first announced for the region since the acquisition of Starwood in September 2016.
President and managing director of Marriott International, Europe, Amy McPherson said:
“2016 was a momentous year for both the company and our continent team. 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.”
The company plans to debut four star brand Delta Hotels by Marriott in Europe with more than 4,000 rooms across the continent by 2020. It is also making efforts to triple the number of signed deals for design brand W Hotels in Europe by the same year, with recent signings in Prague and Budapest.
Marriott is also aiming to lead in the European upscale segment by 2020. It currently has 24,000 rooms with brands such as AC Hotels, Aloft Hotels and Four Points by Sheraton. It is aiming to double this portfolio in Europe by 2020, expanding its Courtyard Hotels presence in Europe with over 12,000 rooms by 2020, backed by a pipeline of new openings including Paris, Dresden and Edinburgh this year. Expansion in extended stay properties is also expected, with 30 hotels such as the Residence Inn and Element brands, which have signed deals in London, Aberdeen and Amsterdam.
The group expects the largest portion of its rooms growth to come from its young, lifestyle brand Moxy Hotels. Launched in 2014 in Milan, Moxy has over 1,000 rooms open in Europe and more than 9,000 in the pipeline. The company expects to add a further 22,000 rooms for the brand by 2020, of which 18,000 rooms are expected open in the next three years.
In 2017, Moxy Hotels is expected to open in Amsterdam, Frankfurt, Vienna and Oslo, with its first London property opened this week. The brand will continue to grow in the US with openings in New York, Seattle and Nashville this year, as well as the first signings in Asia in Bandung, Indonesia and Tokyo, Japan.