Marriott International to accelerate European expansion
Following the recent opening of Four Points Express by Sheraton Bursa (Türkiye), the brand is slated to add five properties across the United Kingdom and Türkiye by the end of 2025
Marriott International has announced plans to add nearly 100 properties and over 12,000 rooms to its portfolio in Europe through hotel conversions and adaptive reuse projects, the conversion of existing buildings into a hotel, by the end of 2026.
The anticipated hotels represent more than 40 percent of the company’s European development pipeline expected to open during that period.
The robust growth plans are expected to strengthen the company’s footprint across Europe, where it currently has a portfolio of over 800 properties with nearly 150,000 rooms across 25 brands in 47 countries and territories.
Satya Anand, president, Europe, Middle East and Africa, Marriott International, said: “We continue to see meaningful growth across Europe through conversion and adaptive reuse opportunities, reinforcing the confidence our owners and franchisees have in Marriott International as they look to reposition assets and maximise returns.
“Conversions with Marriott offer owners and franchisees the opportunity to leverage our well-established brands, competitive affiliation costs, the company’s powerful revenue generation engines and Marriott Bonvoy – our award-winning travel programme with more than 200 million members.”
Marriott said it sees momentum for hotel conversions and adaptive reuse projects in countries such as Italy, United Kingdom, Spain and Türkiye, and across all brand segments.
Marriott’s new midscale brand, Four Points Express by Sheraton, has spurred conversion opportunities in the region since its launch in 2023.
The company announced the launch of the brand in response to growing consumer demand for reliable yet affordable accommodation in Europe, the Middle East and Africa. Following the recent opening of Four Points Express by Sheraton Bursa (Türkiye), the brand is slated to add five properties across the United Kingdom and Türkiye by the end of 2025.
