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Marriott International is bringing Series by Marriott to Europe, starting with 11 hotels across Italy and the UK, as it steps up its push into one of its biggest gaps in midscale.
The first European signings for the brand include six hotels with Italy’s Amapa Group and five with UK-based Splendid Hospitality Group.
For Marriott, the launch is a way to fix a longstanding hole in its brand lineup.
“Historically, our distribution has really been going anywhere from upscale to luxury. All of which are very strong in this region, but we were missing that segment,” said Jerome Briet, Marriott’s chief development officer for Europe, the Middle East, and Africa (EMEA).
That gap has become harder to ignore as midscale demand has grown across Europe.
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