Marriott International is bringing its new Series by Marriott brand to Europe.
The hotel giant announced the signing of six properties with the Amapa Group in Italy and plans to add five hotels in the United Kingdom with Splendid Hospitality Group.
Announced last year, Series by Marriott is Marriott’s new global collection brand spanning the midscale to upscale segments. The brand seeks to preserve the local identity and emphasizes features such as modern, comfortable accommodations, essentials delivered well, locally inspired design reflecting cultural cues and neighbourhood aesthetics and convenient Grab & Go food and beverage options.
Amapa Group will transform five of its existing properties in Montesilvano, Peschici, Pomezia, Rimini and Venice, and develop a new build hotel in Valmontone.
In the UK, the existing properties are located in Earls Court, Euston, Kings Cross in London and other prime regional locations, Marriott announced.
"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 travelers across Italy and the United Kingdom while delivering on the essentials of a 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," added Jones. "Owners will have the ability to maintain their portfolio's independent identity while leveraging the power of our award-winning Marriott Bonvoy loyalty program with nearly 271 million members globally."
"Midscale is one of the most dynamic growth segments across Europe's hospitality sector today, driven by travelers who want great value without compromising on quality and consistency," according to 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."
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