Marriott International is planning to launch its Series by Marriott collection in Europe following the signings of 11 projects across Italy and the United Kingdom in collaboration with the Amapa Group and Splendid Hospitality Group.
“There continues to be strong demand for affordable accommodation across the region, and our collaboration with Amapa Group and Splendid Hospitality Group allows us to bring an approachable, locally relevant experience to travellers across Italy and the United Kingdom while delivering on the essentials oa hotel stay,” Neal Jones, president, EMEA, Marriott International, said in a statement. “We see strong potential to further expand the Series by Marriott brand across the continent, which has been created to bring established, regionally relevant brands and hotels into the Marriott portfolio with industry-leading revenue generation capabilities and affiliation cost structures. Owners will have the ability to maintain their portfolio's independent identity.”
Six-deal Agreement with Amapa Group in Italy
As part of its agreement with Marriott, Amapa Group plans to reflag five of its existing properties in Montesilvano, Peschici, Pomezia, Rimini and Venice under a new brand that will join the Series by Marriott portfolio. In addition, the deal also includes the development of a new-build hotel in Valmontone.
Amapa’s portfolio today comprises 21 hotels in operation across Italy. The agreement between Marriott and Amapa follows the openings of Courtyard by Marriott Milan Linate and Residence Inn by Marriott Milan Linate.
“Working with Marriott International to bring Series by Marriott to Italy is a significant milestone for Amapa,” Amapa CEO Ezio Romani said. “Through this agreement, we will combine our deep understanding of Italian hospitality with Marriott’s global expertise and powerful distribution network, creating benefits for guests across these properties.”
Five-deal Agreement with Splendid Hospitality Group in the U.K.
Marriott plans to further strengthen its collaboration with Splendid Hospitality Group following an agreement to bring five hotels into the Series by Marriott portfolio. The existing properties are in Earls Court, Euston, Kings Cross in London and other prime regional locations. Both organizations are also in discussions for additional projects under Series by Marriott in the U.K.
Splendid Hospitality Group has a portfolio of 24 hotels with more than 2,500 rooms across luxury, midscale and select-service brands. Splendid and Marriott collaborated to introduce the Four Points Flex by Sheraton brand in the UK in 2023.
Accelerated Expansion of Midscale Segment
“Midscale is one of the most dynamic growth segments across Europe’s hospitality sector today,” said Jerome Briet, chief development officer, EMEA, Marriott International. “We remain focused on building on the rapid expansion of midscale offerings in the region, to meet the demand of owners and franchisees looking for an efficient conversion of an existing hotel or portfolio of hotels.”
Marriott entered Europe’s midscale segment in 2023 with the launch of Four Points Flex by Sheraton, a conversion-friendly midscale brand, which today represents the fastest growing brand for the company in the region with 40 open properties with more than 4,500 rooms across seven markets since its debut. In addition to Series by Marriott, the company also aims to continue expanding StudioRes, an extended-stay midscale brand that launched in the U.S. and, according to the company, has received significant interest from developers across Europe.