From the Worldwide Hospitality Funding Discussion board in Berlin, Marriott Worldwide, Inc. introduced plans so as to add almost 100 properties and over 12,000 rooms to its portfolio in Europe portfolio via lodge conversions and adaptive reuse initiatives by the top of 2026. The anticipated motels signify greater than 40 p.c of the corporate’s European improvement pipeline anticipated to open throughout that interval.
The expansion plans are anticipated to strengthen the corporate’s footprint throughout Europe, the place it at the moment has a portfolio of over 800 properties with almost 150,000 rooms throughout 25 manufacturers in 47 nations and territories.
“We proceed to see significant development throughout Europe via conversion and adaptive reuse alternatives, reinforcing the arrogance our homeowners and franchisees have in Marriott Worldwide as they give the impression of being to reposition property and maximize returns,” says Satya Anand, president, Europe, Center East & Africa, Marriott Worldwide. “Conversions with Marriott supply homeowners and franchisees the chance to leverage our well-established manufacturers, aggressive affiliation prices, the corporate’s highly effective income era engines, and Marriott Bonvoy.”
Marriott is seeing momentum for lodge conversions and adaptive reuse initiatives in nations similar to Italy, the UK, Spain, and Türkiye, and throughout all model segments.
Marriott’s new midscale model, 4 Factors Specific by Sheraton, has spurred conversion alternatives within the area since its launch in 2023. The corporate introduced the launch of the model in response to rising shopper demand for dependable but inexpensive lodging in Europe, the Center East, and Africa. Following the current opening of 4 Factors Specific by Sheraton Bursa (Türkiye), the model is slated so as to add 5 properties throughout the UK and Türkiye by the top of 2025.
Within the choose phase, Moxy Inns, AC Inns by Marriott, 4 Factors by Sheraton, and Residence Inn by Marriott signify greater than 25 p.c of the corporate’s anticipated additions via conversions and adaptive reuse initiatives in Europe by the top of 2026. Throughout the phase, Tribute Portfolio and Autograph Assortment make up over 20 p.c of the anticipated additions in Europe via the identical interval.
The corporate can also be seeing a rise in conversion and adaptive reuse alternatives within the luxurious phase in Europe, with The Luxurious Assortment, W Inns, The Ritz-Carlton, and St. Regis Inns & Resorts representing greater than 10 p.c of the anticipated additions within the area by the top of 2026.
“We’re seeing vital curiosity from impartial hoteliers, builders, and traders seeking to leverage the efficiencies and benefits of renovating and rebranding current motels and properties,” stated Jerome Briet, chief improvement officer, Europe, Center East & Africa, Marriott Worldwide. “Including an current property to our portfolio gives entry to Marriott Bonvoy, our well-established loyalty program, our gross sales and advertising and marketing platforms, and our international buyer base. This in flip provides Marriott the chance to additional broaden the breadth of our model portfolio for our friends and members. We’re notably seeing momentum throughout The Luxurious Assortment, Autograph Assortment, and Tribute Portfolio manufacturers which permit motels a possibility to maintain their id and persona whereas pulling into the ability of Marriott’s international methods.”
