Marriott Issues Five-Year Plan To Double Rooms In Europe
Marriott International this week announced plans to double its European portfolio in the next five years, growing from 40,000 to 80,000 rooms in the region by 2015.
The company currently has 174 hotels in Europe across three tiers: the luxury Ritz-Carlton and Bulgari brands, the upper upscale JW Marriott, Marriott and Renaissance brands and the select-service Courtyard by Marriott brand, as well as Marriott Executive Apartments. Marriott's European pipeline today consists of 30 properties—including a Renaissance in Moscow, a Courtyard in Budapest and a JW Marriott in Ankara all scheduled to open this year—and Marriott also plans to introduce its new boutique-lifestyle Edition brand and extended stay Residence Inn brand to the region in coming years.
Marriott plans to speed its growth further with its recently announced Autograph Collection brand, a collection of upper upscale and luxury independent resorts that will be able to use Marriott's sales and technology resources. Marriott's chief development officer in Europe, Carlton Ervin, said he expected several independent and small hotel groups in Europe to sign onto the collection.
"Europe is the largest lodging market in the world and holds enormous potential for Marriott," Marriott International Europe president and managing director Amy McPherson said in a statement. "With a footing in most of Europe's gateway cities, we are thrilled to see our expansion continue into secondary cities and emerging markets."
Marriott president and COO Arne Sorenson said the company's recent reorganization into four continental divisions would help fuel European growth. McPherson was part of that reorganization, taking lead of the European division in July 2009.
About one-third of Marriott's pipeline and half of its upper upscale and luxury openings this year are outside of North America, according to Sorenson.