Marriott International Accelerates Midscale Growth in Europe with the Launch of Series by Marriott

Marriott International announced plans to introduce Series by Marriott in Europe following the signings of 11 projects across Italy and the United Kingdom (UK) in collaboration with the Amapa Group and Splendid Hospitality Group.

Regional Debut:
Marriott is introducing its new Series by Marriott collection brand in Europe, with 11 projects signed across Italy and the UK.

Italy:
Six properties with Amapa Group in locations including Montesilvano, Peschici, Pomezia, Rimini, Venice, and a new build in Valmontone.

United Kingdom:
Five properties with Splendid Hospitality Group, including hotels in Earls Court, Euston, Kings Cross, and other prime regional sites.

Brand Concept:
- Reliable, affordable accommodation in the midscale-to-upscale range.
- Focus on essentials done well: modern rooms, locally inspired design, grab-and-go food options.
- Allows owners to retain local identity while leveraging Marriott’s Bonvoy loyalty program (271M members globally).

Strategic Context:
- Builds on momentum from Four Points Flex by Sheraton (launched 2023, now 40 properties in Europe).
- Complements StudioRes, Marriott’s extended-stay midscale brand gaining traction in Europe.
- Industry Impact: Marriott is aggressively expanding in the midscale segment, one of Europe’s fastest-growing categories, driven by demand for value-focused yet consistent hotel experiences.