Marriott International expects to triple its size in Europe by 2020—based on continued growth since 2010—to reach 150,000 signed or opened rooms across its brand portfolio.
This European expansion is only part of Marriott’s global growth strategy, which is to have one million rooms open or in development by the end of 2015.
“Since 2010, we have been focused on developing strong brands across all tiers to meet different customer needs, and we are seeing incredible momentum with over 34,000 new rooms opened or signed by the end of 2014,” says Amy McPherson, president and managing director of Marriott International, Europe. “This includes the introduction of four new luxury lifestyle brands (Autograph Collection, AC Hotels by Marriott, EDITION, and Moxy Hotels) to Europe.” The company anticipates opening an additional 9,000 rooms by the end of 2016.
By 2020, Marriott Europe anticipates that more 70 percent of its new rooms will come from select service and luxury lifestyle brands such as Moxy Hotels, Courtyard, AC Hotels, and Residence Inn.
Over the next two years, Eastern and Western Europe are expected to see the most growth, though central Europe should also see approximately 25 percent of development pipeline growth. JW Marriott Bodrum, Turkey, Europe’s seventh JW Marriott hotel, is opening this spring.
