Last updated: 03:00 PM ET, Mon March 09 2015

Marriott Announces Plans for Rapid European Expansion

Hotel & Resort | Patrick Clarke | March 09, 2015

Marriott Announces Plans for Rapid European Expansion

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Marriott International has announced plans for rapid expansion in Europe over the remainder of the decade.

According to, the Maryland-based company expects to more than double in size in Europe by 2020, anticipating as much as 150,000 signed or open rooms across a variety of its brands by then.

Marriott, which began the decade with 40,000 rooms in Europe, currently has 74,000 rooms signed or opened in Europe, according to Reuters.

"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," said president and managing director of Marriott International Europe Amy McPherson in a statement.

"Currently, we anticipate opening an additional 9,000 rooms by the end of 2016 and over half of these rooms are positioned in the luxury lifestyle portfolio."

The ongoing movement across Europe is part of a broader goal to have one million rooms open or in the development pipeline stage worldwide by the end of 2015.

To reach that mark, Marriott hopes to take advantage of research that has shed light on what frequent business travelers often look for in accommodations. As a result, the company has developed a growth strategy focused on select service and luxury lifestyle brands including Moxy Hotels, Courtyard, AC Hotels and Residence Inn.

Among the aforementioned Marriott brands, Moxy Hotels and Courtyard are due for mighty growth in Europe, with 25,000 and 11,000 signed rooms expected by 2020 respectively. 

The Moxy Hotels brand will experience significant growth in the U.K. and Ireland as well as Central Europe, while the Autograph Collection will expand rapidly in Western Europe over the next couple of years. 

McPherson said that "Marriott has seen double-digit increases in revenue per available room over the past nine months in Britain" and that "Germany has made a strong start to the year," according to Reuters.

What's more, demand in Paris has returned to normal following a drop in the wake of January's Charlie Hebdo attacks, according to Marriott Chief Executive Officer Arne Sorenson.

While Marriott's recent growth in Europe is undeniable, only time will tell whether the company meets its long-term goals, both continental and worldwide. 

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