Marriott Expands in Europe with Nearly 100 Hotel Conversions

Marriott International has announced plans to add nearly 100 properties and over 12,000 rooms to its portfolio in Europe through hotel conversions and adaptive reuse projects, the conversion of existing buildings into a hotel, by the end of 2026.

The anticipated hotels represent more than 40% of Marriott’s European development pipeline expected to open during that period.

The robust growth plans are expected to strengthen the company’s footprint across Europe, where it currently has a portfolio of over 800 properties with nearly 150,000 rooms across 25 brands in 47 countries and territories.

Marriott is seeing momentum for hotel conversions and adaptive reuse projects in countries such as Italy, United Kingdom, Spain and Türkiye, and across all brand segments.

Marriott’s new midscale brand, Four Points Express by Sheraton, has spurred conversion opportunities in the region since its launch in 2023. The company announced the launch of the brand in response to growing consumer demand for reliable yet affordable accommodation in Europe, the Middle East and Africa.

Following the recent opening of Four Points Express by Sheraton Bursa (Türkiye), the brand is slated to add five properties across the United Kingdom and Türkiye by the end of 2025.

In the select segment, Moxy Hotels, AC Hotels by Marriott, Four Points by Sheraton and Residence Inn by Marriott represent more than 25% of Marriott’s anticipated additions through conversions and adaptive reuse projects in Europe by the end of 2026.

Across the premium segment, Tribute Portfolio and Autograph Collection make up over 20% of the expected additions in Europe through the same period.

Marriott is also seeing an increase in conversion and adaptive reuse opportunities in the luxury segment in Europe, with The Luxury Collection, W Hotels, The Ritz-Carlton and St. Regis Hotels & Resorts representing more than 10% of the anticipated additions in the region by the end of 2026.