March 7, 2017
Huge Marriott Expansion Coming to Europe Through 2020

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Featured Image Courtesy of Gritti Palace, Venice


Marriott and Starwood Integration

Marriott acquired Starwood back in September 2016 and became the world’s largest hotel chain. Since then, Marriott has been working on integrating its massive portfolio of 30 brands and its three reward programs. We can already transfer points between Marriott and Starwood at a 3:1 ratio, status match hotel status across Marriott, Starwood, and Ritz-Carlton, and earn reciprocal benefits from the Marriott and Starwood credit cards from Chase and American Express. All that’s not enough, as Marriott is now pushing ahead with huge expansion plans for Europe across its portfolio of hotel brands.


Hotel Expansion

Marriott plans on growing its luxury, upscale, more affordable brands across Europe by 2020. The company singled out Ritz-Carlton, St. Regis, Luxury Collection, Autograph Collection, Tribute Portfolio, Marriott Hotels, and Sheraton brands as the first properties ripe for further penetration in Europe. Marriott also wants to triple the number of W Hotels in Europe by 2020 and has already announced new W openings in Prague and Budapest in 2017.


Marriott currently operates 24,000 rooms across its ‘upscale’ portfolio of hotels in Europe including AC Hotels, Aloft Hotels, and Four Points. Its goal is to double this to 48,000 rooms by 2020. It also wants to add 12,000 rooms to its ‘upscale’ Courtyard branded hotels in Europe.


Finally, Marriott wants to grow its budget-minded Moxy brand of hotels from its current 1,000 rooms to 31,000 rooms by 2020. Moxy is being targeted for expansion first in London, Amsterdam, Frankfurt, Vienna, and Oslo. Amy McPherson, President of Marriott International, Europe said:


“Now, as we look to the future, we have set ambitious goals for 2020.  We plan to expand our lead in the luxury and full-service segments, to have the largest portfolio in the upscale tier and to win with Millennials in the affordable lifestyle category.” 

Courtesy of Courtyard Vienna Prater

Final Thoughts

This is a massive expansion across Marriott’s 30 diverse brands. CEO Arne Sorenson said to expect a new Marriott property opening on average every 15 hours through 2017. Anytime there’s more options for travelers it’s a win. I know it can be frustrating when you’re traveling to a city and the hotel you want to stay at just doesn’t exist. As a Starwood and Marriott Platinum, this is especially great news to me as it will make obtaining elite status significantly easier if there are Marriott hotels in more cities.