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

Marriott International today announced plans to introduce Series by Marriott in Europe following the signings of 11 projects across the United Kingdom and Italy and in collaboration with Splendid Hospitality Group and the Amapa Group. Fuelling the company’s growth momentum in the midscale segment, Series by Marriott aims to deliver reliable, affordable accommodation complete with all the essentials, providing travellers the comfort to unwind and immerse themselves in the surrounding location. 

Photo credits: Marriott International

Globally announced in May 2025, Series by Marriott is Marriott’s new global collection brand that spans the midscale to upscale segments, designed to deliver a simple and approachable experience for travellers with a focus on fundamentals and well-executed basics - all while preserving local identity. Hotels in the portfolio are expected to feature:

• Modern, comfortable accommodation 

• Essentials delivered well for a seamless experience

• Locally inspired design reflecting cultural cues and neighbourhood aesthetics

• Grab & Go options offering convenient food and beverage offerings for modern travellers

“There continues to be strong demand for affordable accommodation across the region, and our collaboration with Splendid Hospitality Group and Amapa Group allows us to bring an approachable, locally relevant experience to travellers across the United Kingdom and Italy while delivering on the essentials of a hotel stay,” said Neal Jones, President, EMEA, Marriott International. “We see strong potential to further expand the Series by Marriott brand across the continent, which has been created to bring established, regionally relevant brands and hotels into the Marriott portfolio with industry-leading revenue generation capabilities and affiliation cost structures. Owners will have the ability to maintain their portfolio's independent identity while leveraging the power of our award-winning Marriott Bonvoy loyalty programme with nearly 271 million members globally.”

Five-deal Agreement with Splendid Hospitality Group in the UK

Marriott plans to further strengthen its collaboration with Splendid Hospitality Group following an agreement to bring five hotels into the Series by Marriott portfolio.  The existing properties are situated in Earls Court, Euston, Kings Cross in London and other prime regional locations.  Across the portfolio, Splendid plans to offer travellers a reliable stay with comfort, quality and efficiency along with smart functional design and the essentials done right. Both organisations are also in discussions for additional projects under Series by Marriott in the UK.

Splendid Hospitality Group is one of the UK’s fastest-growing privately owned hospitality groups, with a diverse portfolio of 24 hotels with over 2,500 rooms across luxury, midscale and select-service brands. Splendid and Marriott collaborated to introduce the Four Points Flex by Sheraton brand in the UK in 2023.

Nadeem Boghani, Executive Chairman, Splendid Hospitality Group said, “We are immensely proud to be launching Series by Marriott in the UK, which marks a new chapter in Splendid Hospitality Group’s growth story. This continued collaboration with Marriott reflects our shared belief that great hospitality is about thoughtful design, authentic experiences, and an unwavering focus on the guest.”

Six-deal Agreement with Amapa Group in Italy

As part of its agreement with Marriott, Amapa Group plans to transform five of its existing properties in Montesilvano, Peschici, Pomezia, Rimini and Venice, and rebrand them under a new brand that will join the Series by Marriott portfolio. In addition, the deal also includes the development of a new build hotel in Valmontone.

Amapa’s portfolio today comprises 21 hotels in operation across Italy. The agreement between Marriott and Amapa further strengthens the collaboration between both organisations, following the successful openings of Courtyard by Marriott Milan Linate and Residence Inn by Marriott Milan Linate.   

Ezio Romani, Chief Executive Officer of Amapa commented, “Working with Marriott International to bring Series by Marriott to Italy is a significant milestone for Amapa. Through this agreement, we will combine our deep understanding of Italian hospitality with Marriott’s global expertise and powerful distribution network, creating benefits for guests across these properties.”

Accelerated Expansion of Midscale Segment

Jerome Briet, Chief Development Officer, EMEA, Marriott International commented, “Midscale is one of the most dynamic growth segments across Europe’s hospitality sector today, driven by travellers who want great value without compromising on quality and consistency.  We remain focused on building on the rapid expansion of midscale offerings in the region, to meet the demand of owners and franchisees looking for an efficient conversion of an existing hotel or portfolio of hotels.”

With the launch of Series by Marriott in Europe, Marriott continues to experience extraordinary growth in the midscale segment across the region. The company entered Europe’s midscale segment in 2023 with the launch of Four Points Flex by Sheraton, a conversion-friendly midscale brand, which today represents the fastest growing brand for the company in the region with 40 open properties with over 4,500 rooms across seven markets since its debut.  In addition to Series by Marriott, the company also aims to continue expanding StudioRes, an extended-stay midscale brand that launched in the U.S. and has received significant interest from developers across Europe.