Marriott International plans to add by the end of 2026
“nearly 100” properties through conversions and other adaptive reuse
measures—the conversion of existing non-hotel buildings into hotels—the company
announced Monday. The planned additional properties would total more than
12,000 rooms, according to Marriott.
The conversions and adaptive reuse projects represent
“more than 40 percent” of Marriott’s European pipeline through 2026,
according to the company, which said it currently has more than 800 properties
in Europe totaling nearly 150,000 rooms.
More than a quarter of the new hotels will be
limited-service brands Moxy Hotels, AC Hotels, Four Points by Sheraton and
Residence Inn, with Tribute Portfolio and Autograph Collection making up about
20 percent and luxury brands Luxury Collection, W, Ritz-Carlton and St. Regis
comprising more than 10 percent. Tribute Portfolio, Autograph Collection, and Luxury
Collection are soft brands in which the hotel maintains distinct branding.
After launching
the Four Points Express by Sheraton brand in 2023, Marriott said the brand
would add five properties in the United Kingdom and Türkiye by 2025.
