Marriott International plans to significantly increase its
portfolio in Europe across all service segments. President and managing director
for Europe Amy McPherson said the company has 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." This is the first
vision for development the company has announced since it merged with Starwood
Hotels & Resorts in September.
Marriott's 2020 Goals
- Introduce Delta Hotels by Marriott in Europe, opening or
signing 4,000 rooms.
- Triple the number of signed deals for W Hotels in Europe. Eight
are open, and another eight are set to open between July 2017 and 2021.
- Double the number of upscale rooms opened or signed.
Marriott has 24,000 in Europe under such brands as AC Hotels, Aloft Hotels and
Four Points by Sheraton.
- Grow Courtyard by more than 12,000 opened or signed rooms by
2020.
- Sign or open 30 Residence Inn and Element extended-stay
properties.
- Add 22,000 rooms to lifestyle brand Moxy and open 18,000 of
those by 2020.
-
Expand the presence of Marriott's other brands,
including The Ritz-Carlton, St. Regis, The Luxury Collection, Autograph Collection
Hotels, Tribute Portfolio, Marriott Hotels and Sheraton.