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12,000 rooms in two years: Marriott to grow Euro footprint through conversions

12,000 rooms in two years: Marriott to grow Euro footprint through conversions

Targeting nearly 100 properties and over 12,000 rooms by the end of 2026, Marriott’s conversions plan represent more than 40% of the company’s European development pipeline expected to open during that period.

“We continue to see meaningful growth across Europe through conversion and adaptive reuse opportunities, reinforcing the confidence our owners and franchisees have in Marriott International as they look to reposition assets and maximise returns,” said Marriott International President, Europe, Middle East and Africa, Satya Ana

“Conversions with Marriott offer owners and franchisees the opportunity to leverage our well-established brands, competitive affiliation costs, the company’s powerful revenue generation engines and Marriott Bonvoy – our award-winning travel programme with more than 200 million members.”

In Europe, Marriott currently has a portfolio of over 800 properties with nearly 150,000 rooms across 25 brands in 47 countries and territories.

The hotel operator is seeing a rise in hotel conversions and adaptive reuse projects in countries such as Italy, the UK, Spain and Türkiye, and across all brand segments.

Marriott’s latest midscale brand, Four Points Express by Sheraton, has spurred conversion opportunities in the region since its launch last year, with five properties across the UK and Türkiye set to open under the brand name by the end of 2025.

More than 25% of the new additions will sit within the select segment, spanning Moxy Hotels, AC Hotels by Marriott, Four Points by Sheraton and Residence Inn by Marriott, with over 20% representing the premium segment, including Tribute Portfolio and Autograph Collection.

Marriott has also reported an increase in conversion and adaptive reuse opportunities in the luxury segment in Europe, with The Luxury Collection, W Hotels, The Ritz-Carlton and St. Regis Hotels and Resorts to account for more than 10% of the anticipated additions.

“We are seeing significant interest from independent hoteliers, developers and investors looking to leverage the efficiencies and advantages of renovating and rebranding existing hotels and properties,” said Marriott International, Chief Development Officer, Europe, Middle East and Africa, Jerome Briet.

“Adding an existing property to our portfolio provides access to Marriott Bonvoy, our well-established loyalty programme, our sales and marketing platforms and our global customer base.

“This in turn gives Marriott the opportunity to further expand the breadth of our brand portfolio for our guests and members. We are particularly seeing momentum across The Luxury Collection, Autograph Collection and Tribute Portfolio brands which allow hotels an opportunity to keep their identity and personality while pulling into the power of Marriott’s global systems.”

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