Marriott International has signed 11 projects to introduce its Series by Marriott brand to Europe, focusing on midscale conversions in the United Kingdom and Italy.

The expansion includes five properties in the United Kingdom through a partnership with Splendid Hospitality Group. 

These hotels are situated in London locations, including Earls Court, Euston, and Kings Cross, and other regional sites. 

The Series by Marriott brand is designed as a midscale-to-upscale collection that allows independent owners to maintain local identity while accessing the Marriott Bonvoy loyalty programme. 

The UK portfolio will focus on functional design and grab-and-go food offerings for travellers seeking affordable, consistent accommodation.

In Italy, Marriott has partnered with Amapa Group to rebrand five existing properties in Montesilvano, Peschici, Pomezia, Rimini, and Venice. 

The agreement also includes a new-build hotel in Valmontone. This move follows Marriott’s entry into the European midscale segment in 2023 with Four Points Flex by Sheraton. 

The company is targeting conversion-friendly opportunities to meet rising demand for value-driven stays without the overheads of traditional full-service brands.

The midscale segment is currently a primary growth driver for Marriott in the EMEA region. By providing a lower affiliation cost structure, the brand intends to attract franchisees looking for efficient portfolio integration. 

The strategy aligns with the company’s broader push into the extended-stay and select-service markets, including the planned European expansion of its StudioRes brand.

Neal Jones, president of EMEA at Marriott International, said: “There is demand for affordable accommodation across the region, and our collaboration allows us to bring a locally relevant experience to travellers while delivering on the essentials. Owners will have the ability to maintain their portfolio’s independent identity while leveraging our loyalty programme with nearly 271 million members.”

Nadeem Boghani, executive chairman of Splendid Hospitality Group, added: “We are launching Series by Marriott in the UK, which marks a chapter in Splendid Hospitality Group’s growth. This collaboration reflects our belief that hospitality is about design, experiences, and a focus on the guest.”

Ezio Romani, chief executive officer of Amapa, concluded: “Bringing Series by Marriott to Italy is a milestone for Amapa. Through this agreement, we will combine our understanding of Italian hospitality with Marriott’s expertise and distribution network.”