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Marriott Ramps Up European Expansion

(March 2017) posted on Tue Mar 07, 2017

Plans include push for Delta, Moxy flags

Marriott Intl. plans to significantly expand its presence in Europe by 2020. The hotelier has announced its first development vision for the Continent since its acquisition of Starwood Hotels & Resorts Worldwide in September 2016, including plans to debut Delta Hotels by Marriott and add an additional 22,000 signed rooms for Moxy Hotels in Europe by 2020.

“2016 was a momentous year for both the company and our continent team,” says Amy McPherson, president and managing director, Marriott Intl., Europe. “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,” she adds. “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 currently operates the largest portfolio of hotels in the luxury and full-service segments in Europe and plans to accelerate the growth of its luxury brands, such as The Ritz-Carlton and St. Regis; its soft-brand collections, including The Luxury Collection, Autograph Collection Hotels and Tribute Portfolio; and its core brands, Marriott Hotels and Sheraton. The hotelier also expects to debut its Canada-based Delta Hotels unit on the Continent, with plans to have 4,000-plus opened or signed rooms for that brand in Europe by 2020. The hotel giant is also targeting to triple the number of signed deals for W Hotels on the continent by 2020, having announced signings in Prague and Budapest so far this year.

Marriott currently has the fifth-largest portfolio of hotels in the upscale segment, with nearly 24,000 rooms in operation, including such brands as AC Hotels, Aloft Hotels and Four Points by Sheraton. The company says it hopes to double this portfolio on the continent by 2020 so it can lead that sector. The hotelier also aims to expand its Courtyard Hotels presence in Europe by more than 12,000 opened/signed rooms by 2020, backed by a pipeline of properties in locales such as Paris, Dresden and Edinburgh that are slated to open this year.

In addition, the company is ramping up its presence in the extended stay segment with plans to add more than 30 open/signed hotels to the Residence Inn and Element brands, which currently have signed deals in cities including London, Aberdeen and Amsterdam.

The hotelier says the largest portion of its room growth will come from its value-centric lifestyle brand, Moxy Hotels. That flag currently has 1,000-plus rooms open in Europe and more than 9,000 in the pipeline. Marriott expects to add an additional 22,000 signed rooms for Moxy by 2020, 18,000 of which are expected open in the next three years. This year, Moxy properties are expected to open in such European cities as London, Amsterdam, Frankfurt, Vienna and Oslo. The brand will also continue its expansion in the U.S. with openings in New York, Seattle and Nashville this year, as well as its first signings in Asia, in Bandung, Indonesia and Tokyo, Japan.

The announcement was made at the International Hotel Investment Forum (IHIF) in Berlin, where Marriott Intl. president and ceo Arne Sorenson received the Lifetime Achievement Award.


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