Since 2010, Marriott International has opened or signed almost 27,000 new rooms and launched five brands in Europe; Autograph Collection, EDITION, AC Hotels by Marriott, Residence Inn by Marriott and Moxy. The number of hotels signed annually in Europe has doubled since 2010 and Marriott worldwide had a record growth year in 2013, signing 67,000 rooms. These positive figures demonstrate the growing strength of Marriott’s portfolio of brands and signify a greater understanding of its product differentiation from economy tier to luxury hotel product.
“We are excited by these record results and the momentum moving into 2014,” commented Amy McPherson, President and Managing Director, Marriott International, Europe. “The next two years are particularly exciting for Europe as we already have plans to open 38 hotels and launch ground-breaking experiences that will surprise and delight our customers and guests. Marriott’s new affordable lifestyle brand, Moxy (launched at ITB Berlin in 2013) is scheduled to open its first hotel in Milan in September, Moxy Milan Malpensa. We are also on track to open an extraordinary JW Marriott Resort & Spa in Venice on its own island in February 2015, along with new Marriott hotels in Moscow and Istanbul. Renovations at Paris Marriott Rive Gauche Hotel and London Marriott Hotel Kensington will showcase our new and innovative future of meetings concept.”
UK & Ireland – Lifestyle Growth
In 2013, London was a strategic focus for Marriott’s lifestyle brands with three major iconic hotel launches throughout the year. The Autograph Collection, a collection of unique independent hotels, added two London hotels to its portfolio, St Ermins Hotel and Threadneedles, which were followed closely by the much acclaimed London EDITION. These hotels, appealing to both leisure and business guests, joined St Pancras Renaissance Hotel adding to the strong network of lifestyle hotels across the city. Autograph Collection also opened The Glasshouse in Edinburgh, an extraordinary hotel with an historical church façade against a modern glass construction and also added Powerscourt in Ireland, a palatial hotel in the grounds of a 12th century estate. In addition, the UK is expected to be one of the key markets for Moxy over the next few years. Other big news for the UK in 2013 included the launch of Courtyard by Marriott Aberdeen Airport Hotel. It is the first Courtyard hotel to feature the new European design which aims to promote productivity, with rooms equipped with ample work space, task lighting and multiple power outlets along with free Wi-Fi throughout.
Eastern Europe – Fastest Growing Market
In 2013, Eastern Europe was the fastest growing market for Marriott in Europe and now has 16 hotels scheduled to open by the end of 2015. Russia and Turkey’s growing economies are stimulating significant investor interest and expansion in Russia is robust with six hotels slated to open in the next two years, including Moscow Marriott Hotel Novy Arbat in May and Novosibirsk Marriott Hotel in June 2014. In Turkey, two hotels have opened over the last couple of years, the Renaissance Istanbul Bosphorus Hotel in 2012 and the Renaissance Izmir Hotel in 2013. The Istanbul Marriott Hotel Sisli, opening in March 2014, will be a flagship Marriott hotel in the central business district of the city.
Western Europe – Doubling Presence
Over the last few years, Marriott has seen accelerated growth in Western Europe especially in France and Italy.
In France, Marriott has nearly doubled its presence since 2010 with a total of 21 hotels and three more are due to open by 2015. Marriott has almost tripled its presence in Italy since 2010, growing to 23 hotels by the end of 2013 and will be the location for two major new flagship hotels – JW Marriott Resort & Spa, Venice scheduled for February 2015 and Moxy Milan Malpensa planned for September 2014. Marriott’s lifestyle brands are also doing well in Western Europe. The Autograph Collection expects to launch two hotels in Spain, Fontecruz Sevilla in Summer 2014 and Fontecruz Toledo in Autumn 2014. AC Hotels by Marriott, Marriott’s stylish and contemporary urban hotel brand, has been embraced by investors following the successful launch of two AC Hotels in Antibes and Nice. The new AC Hotel Paris Porte Maillot should open in June 2014 with a further two in the pipeline. Increased interest in Marriott’s lifestyle brand Renaissance Hotels, has resulted in two new hotels opening in quick succession, Renaissance Aix en Provence, France in January 2014 and now the Renaissance Paris Hippodrome de St Cloud Hotel, France slated for June 2014.
Central Europe – Growth in Germany
As the fourth largest source market for Marriott International globally, Germany is one of Marriott’s strongest countries in Europe. It is the location for many of Marriott International’s key innovations including the launch of Marriott Hotels’ future of meetings concept. Marriott Munich was one of the first hotels to introduce the next generation meeting spaces in October 2013, showcasing stylish design, natural light, flexible seating and wireless technology. Germany is also the location for several high profile hotel launches in the next few years, including Courtyard by Marriott Cologne at the end of March 2014 and four Moxy hotels planned for the next two years, Moxy Munich and Moxy Berlin Ostbahnhof in spring 2015, Frankfurt Gateway Gardens in summer 2015 and Moxy Berlin Airport in autumn 2015. Another 13 Moxy hotels are expected to be signed in Europe by the end of 2014.