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Europe: Marriott International has announced plans to expand its midscale offering in Europe with the launch of its Series by Marriott brand, following the signing of 11 properties across the UK and Italy.
The agreements include five hotels in the UK with Splendid Hospitality Group and six projects in Italy with Amapa Group.
The properties are located in key urban and regional markets, including London and Venice, and will be converted into the Series by Marriott portfolio.
The company said the move reflects growing demand for midscale accommodation in Europe, as travellers seek more affordable options.
Series by Marriott was launched globally in 2025 as a conversion-focused brand, allowing existing hotels to join the Marriott system while retaining elements of their local identity.
Jerome Briet said the midscale segment is one of the fastest-growing areas in the European hospitality market.
Marriott entered the midscale segment in Europe in 2023 with Four Points Flex by Sheraton, which now has more than 40 properties across the region.
The company said it expects further expansion of its midscale portfolio as owners seek brand affiliation and distribution support.
Highlights:
- Marriott has signed 11 hotels in the UK and Italy under its Series by Marriott brand.
- The move supports the company’s expansion in Europe’s midscale segment.
- The brand follows a conversion model, bringing existing hotels into the Marriott system.
- The expansion reflects growing demand for affordable accommodation in Europe. Marriott continues to scale its midscale portfolio across the region.
