Marriott International Targets 100 European Hotel Conversions by 2026

Marriott International announces aggressive growth in Europe with plans for nearly 100 hotel conversions and adaptive reuse projects, leveraging its brand strength and loyalty program.

Marriott International Targets 100 European Hotel Conversions by 2026

At the International Hospitality Investment Forum in Berlin, Marriott International, Inc. disclosed ambitious plans to significantly expand its European portfolio. By the end of 2026, the company aims to add nearly 100 properties and over 12,000 rooms through hotel conversions and adaptive reuse projects. These projects, which involve transforming existing buildings into hotels, are expected to constitute more than 40% of Marriott's European development pipeline set to open within this timeframe.

Currently, Marriott boasts a substantial presence in Europe, with over 800 properties that encompass nearly 150,000 rooms across 25 brands in 47 countries and territories. Satya Anand, President for Europe, Middle East & Africa at Marriott International, emphasized the growth strategy, stating, "We continue to see meaningful growth across Europe through conversion and adaptive reuse opportunities." Anand highlighted the trust that owners and franchisees place in Marriott to reposition assets and maximize returns.

Marriott's growth trajectory in Europe includes a strong emphasis on conversions in key markets such as Italy, the United Kingdom, Spain, and Türkiye. The introduction of the new midscale brand, Four Points Express by Sheraton, has already spurred conversion opportunities, with plans to add five properties in the United Kingdom and Türkiye by the end of 2025.

In the select service segment, brands like Moxy Hotels, AC Hotels by Marriott, Four Points by Sheraton, and Residence Inn by Marriott represent more than 25% of the company’s anticipated additions through conversions in Europe by 2026. The premium and luxury segments are also seeing robust growth, with Tribute Portfolio, Autograph Collection, The Luxury Collection, W Hotels, The Ritz-Carlton, and St. Regis Hotels & Resorts making significant contributions to the expansion.

Jerome Briet, Chief Development Officer for Europe, Middle East & Africa at Marriott International, noted the strong interest from independent hoteliers, developers, and investors in joining the Marriott brand family. "Adding an existing property to our portfolio provides access to Marriott Bonvoy, our well-established loyalty program, and our sales and marketing platforms," Briet said. He highlighted the unique positioning of The Luxury Collection, Autograph Collection, and Tribute Portfolio brands, which allow hotels to maintain their identity while benefiting from Marriott's global systems.

As Marriott continues to expand its footprint across Europe, it remains focused on leveraging the efficiencies and advantages of renovating and rebranding existing hotels and properties, thus offering a broader range of experiences to guests and loyalty program members.