Marriott International Expands Across Europe With Nearly 100 Hotel Conversions and Adaptive Reuse Projects

From the International Hospitality Investment Forum in Berlin, Marriott International, Inc. announced plans to incorporate nearly 100 properties and over 12,000 rooms into its European portfolio through hotel conversions and adaptive reuse projects by the end of 2026. This initiative represents a substantial portion, more than 40 percent, of Marriott’s European development pipeline over this period.

The expansion aims to bolster Marriott’s presence across Europe, complementing its existing portfolio of over 800 properties and nearly 150,000 rooms spanning 25 brands in 47 countries and territories.

Satya Anand, President, Europe, Middle East & Africa, Marriott International, stated, “We are continuing to observe significant growth across Europe via conversion and adaptive reuse opportunities, reflecting the confidence our owners and franchisees have in Marriott International. Conversions with Marriott provide owners and franchisees with the chance to capitalize on our established brands, competitive affiliation costs, robust revenue generation engines, and Marriott Bonvoy – our esteemed travel program boasting more than 200 million members.”

Marriott is witnessing increased interest in hotel conversions and adaptive reuse ventures in countries like Italy, the United Kingdom, Spain, and Turkey, spanning all brand segments.

The rollout of Marriott’s new midscale brand, Four Points Express by Sheraton, in 2023 has ignited conversion possibilities in the region. The brand’s recent opening in Bursa, Turkey, will be followed by five additional properties across the United Kingdom and Turkey by the end of 2025.

In the select segment, brands such as Moxy Hotels, AC Hotels by Marriott, Four Points by Sheraton, and Residence Inn by Marriott will constitute over 25 percent of Marriott’s anticipated additions through conversions and adaptive reuse projects in Europe by the end of 2026. Tribute Portfolio and Autograph Collection will lead Marriott’s premium segment growth, representing more than 20 percent of the expected additions in Europe during the same period.

The luxury segment is also witnessing growth, with The Luxury Collection, W Hotels, The Ritz-Carlton, and St. Regis Hotels & Resorts collectively contributing more than 10 percent of the anticipated additions in Europe by the end of 2026.

Jerome Briet, Chief Development Officer, Europe, Middle East & Africa, Marriott International, emphasized, “We are experiencing significant interest from independent hoteliers, developers, and investors seeking to leverage the efficiencies of renovating and rebranding existing properties. Incorporating an existing property into our portfolio grants access to Marriott Bonvoy, our loyalty program, sales and marketing platforms, and our global customer base. This allows Marriott to further broaden the reach of our brand portfolio for our guests and members, particularly through The Luxury Collection, Autograph Collection, and Tribute Portfolio brands, which enable hotels to retain their identity while benefitting from Marriott’s global systems.”