Marriott reports record European growth for 2017


Marriott International has reported its most successful year for signing development contracts in Europe, adding 35 hotels and signing 12,000 rooms in 2017.

The company now operates or franchises more than 547 properties and over 110,000 rooms in 40 countries and territories in Europe, representing nine per cent of Marriott’s global room distribution, across 23 of the company’s 30 brands.

Marriott is now the third largest hotel group in Europe, and with the acquisition of Starwood, doubled in size in Italy, Germany, Poland, Sweden, Portugal, Georgia, Greece, Serbia and Turkey.

The signed pipeline for Marriott Europe has more than 200 hotels and over 36,000 rooms.

Since opening its first property in Europe in 1975, the Marriott Amsterdam, Marriott has continued to bring innovative brands to the market.

Five new brands have launched into the continent in recent years, starting with AC Hotels by Marriott, a joint venture with the Spanish lifestyle brand AC – expanding footprint into Spain and Southern Europe.

This was followed by the introduction of Autograph Collection Hotels, a distinguished collection of independent, boutique-style hotels offering one-of-a-kind hotel experiences. 

One of Marriott’s fastest growing brands, Autograph has quickly grown to 135 hotels worldwide, with five new European locations added in 2017 including Madrid, Munich and Florence.

Nine further additions are planned for 2018 in exciting destinations such as Rome, Athens and London. 

Additionally, the extended stay brand Residence Inn and the luxury-lifestyle brand Edition have made their mark in Europe in recent years.

Most recently, Marriott launched its first affordable lifestyle brand, Moxy Hotels, in Europe, now with 20 open hotels across the continent. 

More than 50 signed Moxy hotels across 40 destinations are expected to open between now and 2020.

With hotels already established in Berlin, London and Amsterdam, anticipated openings in key destinations this year include Warsaw, The Hague, and Copenhagen.

Combining contemporary style and approachable service, Moxy appeals to the next-generation travellers offering a tech savvy, high energy, playful experience.

“After a successful year in 2017 which built on the added portfolio of hotels that the Starwood merger brought to Europe in 2016, Marriott International is well placed to continue its focus on growth for the continent.

“With the choice of 23 brands across all lodging tiers we had a historic year for signing deals in 2017, so the momentum for this year is terrific,’’ said Carlton Ervin, chief development officer, Europe, Marriott International.

“With more than 200 hotels in the pipeline for Europe, we will continue to increase our European presence this year, entering new markets with properties coming to Belfast, Kiev, Mostar and Tblisi; joining key openings in Paris, London, Amsterdam and Athens.”

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