Marriott International, Inc. announced it expects to dramatically increase the size of its portfolio in Europe across all segments of the industry. The planned expansion in Europe is the first development vision announced for the continent since the acquisition of Starwood Hotels & Resorts Worldwide.
"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," said Amy McPherson, president and managing director, Marriott International, Europe. "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.”
Marriott currently operates the largest portfolio of hotels in the luxury and full-service segments in Europe and plans on expanding this lead through accelerated growth of its luxury brands, such as The Ritz-Carlton and St. Regis, its collection brands, including The Luxury Collection, Autograph Collection Hotels and Tribute Portfolio, and industry stalwarts, Marriott Hotels and Sheraton.
The company also plans to debut Delta Hotels by Marriott in the continent, expecting to have over 4,000 opened or signed rooms for the brand in Europe by 2020. Marriott is also targeting to triple the number of signed deals for W Hotels, in Europe by 2020, and has already announced signings in Prague and Budapest.
Marriott is also aiming to lead in the European upscale segment by 2020. Marriott currently has the fifth largest portfolio of open hotels in that segment today with nearly 24,000 open rooms featuring brands including AC Hotels, Aloft Hotels and Four Points by Sheraton. The company is targeting to double this portfolio in the continent in opened and signed rooms by 2020 and, in doing so lead the segment.
Marriott has set a goal of expanding its Courtyard Hotels presence in Europe by over 12,000 opened and signed rooms by 2020, backed by a strong pipeline of expected openings including Paris, Dresden and Edinburgh in 2017. Expansion in the extended stay segment should come from Residence Inn and Element brands, which currently have signed deals in London, Aberdeen and Amsterdam.
Finally, Marriott expects the largest portion of its rooms growth will come from its affordable lifestyle brand, Moxy Hotels. Marriott expects to have a robust affordable lifestyle portfolio in Europe by 2020.
The Moxy brand will also 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.