Marriott's plans for Europe: More Moxy and a new Edition

Marriott Moxy

Marriott International in Europe, a division of Marriott International, has announced plans to double in size once its acquisition of Starwood Hotels & Resorts Worldwide is complete. In Europe, the company will reach over 123,000 opened or signed rooms when Marriott’s 61,000 open rooms join with Starwood’s 40,500 open rooms and the combined pipeline of 21,500 rooms.

Starwood’s luxury brands, including St. Regis, Luxury Collection and W Hotels, are set also complement Marriott’s luxury brands, including The Ritz-Carlton, Edition and JW Marriott. The newly acquired luxury brands will complement Marriott’s existing offering in the economy and mid-tier sector, including Moxy Hotels, AC Hotels and Courtyard Hotels, yielding 22 lodging brands across Europe from economy to luxury.

“[Marriott] signed over 10,000 new rooms in 2015 for the first time in our history, doubling in size since 2010," Amy McPherson, president and managing director, Marriott International, Europe said in a statement. 


Marriott’s Autograph Collection, a collection of independent hotels and the industry’s fastest growing full-service brand, is expected to open four hotels in 2016 including two Roomers hotels in Germany. AC Hotels, the urban European design hotel brand, which has recently been introduced to the U.S., looks poised to open 22 hotels globally and will get its UK debuts in May when it opens in Manchester and Birmingham. Moxy Hotels, Marriott’s lifestyle economy brand, should experience its biggest growth in 2016 with five new hotels expected to open by the end of 2016 and at least nine new hotels open by end 2017. In addition, Courtyard Hotels is expected to see its new contemporary design at three new hotels in Edinburgh, The Czech Republic and Brussels. 

Notably, Marriott’s Central and Eastern European regions look likely to account for more 70 percent of Marriott’s total European development, with more than 4,400 rooms scheduled to open this year. Five new Marriott Hotels are expected to open in Germany, Belarus, Macedonia and Russia, and three new Moxy hotels should open in Germany, along with an AC Hotel in Mainz, Germany. Two new Marriott Hotels opened in the Netherlands earlier this year along with an AC Hotel in Marseille. In April, a new Renaissance property, the Renaissance Paris Republique Hotel, is expected to open in Paris' Canal Saint Martin district.

In the UK, the London Marriott Hotel County Hall and Grosvenor House, a JW Marriott Hotel, should complete major renovations by spring of this year and the Moxy Hotels brand is expected to open its first UK hotel in Aberdeen. 

Moxy on the rise
Marriott's Moxy brand—which is only represented in Milan and Tempe, Ariz. so far—is set to grow significantly in Europe this year. Beyond the previously mentioned Aberdeen hotel, the brand will also open in Germany (Munich, Eschborn and Berlin) and Norway (Oslo). All five of the upcoming European properties will be developed in partnership with Vastint Hospitality as the owner and developer and franchise partner, Nordic Hospitality. Nine more hotels are planned for 2017.

Barcelona's new Edition
Barcelona EditionMarriott is also continuing its partnership with Ian Schrager to open a new property in Barcelona, Spain next year. The Barcelona Edition will be owned and developed by KKH Property Investors and managed by Marriott International under a long-term agreement. Spanish designer Lázaro Rosa-Violán will also be involved in the project, which will involve a total transformation by Barcelona's Office of Architecture of an existing office building.

The 100-room hotel will be in the city's Ciutat Vella district, close to the Cathedral of Barcelona and nearly adjacent to the Santa Caterina Market.