Marriott has announced plans to “dramatically” increase the size of its European portfolio across all segments of the industry.
The hotel giant, which acquired Starwood Hotels and Resorts last year, has ambitious goals to expand its luxury and full-service brands, plans to have the largest upscale tier and grow its affordable lifestyle category.
Marriott will “accelerate” growth of luxury and collection brands The Ritz Carlton, St Regis, The Luxury Collection, Autograph Collection Hotels and Tribute Portfolio, as well as industry stalwarts Marriott Hotels and Sheraton.
There are also plans to debut Delta Hotels, expecting to have more than 4,000 opened or signed rooms for the brand in Europe by 2020.
The largest portion of its growth will come from its affordable lifestyle brand, Moxy Hotels. It currently has over 1,000 rooms in Europe with 9,000 in the pipeline, but expects to add an additional 22,000 rooms by 2020 of which 18,000 will open in the next three years.
Marriott is also planning to triple the number of signed deals for design brand, W Hotels, in Europe over the next four years.
“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 MD, Marriott International, Europe. “Now, as we look to the future, we have set ambitious goals for 2020.”
Marriott is also aiming to lead in the European upscale segment by 2020. It currently has the fifth largest portfolio of open hotels in that segment featuring brands including AC Hotels, Aloft Hotels and Four Points by Sheraton. The company plans to double this portfolio in opened and signed rooms by 2020.
The company will expand its Courtyard Hotels presence by over 12,000 extra rooms in the next four years.