Marriott expands midscale portfolio with series by Marriott launch in Europe

Marriott International has announced plans to launch its new Series by Marriott brand in Europe, marking a major expansion in the midscale hospitality segment. 

The move follows agreements covering 11 projects across Italy and the UK in partnership with Amapa Group and Splendid Hospitality Group.

First introduced globally in May 2025, Series by Marriott is designed to provide reliable, affordable stays with a focus on comfort, simplicity, and well-executed essentials, while maintaining local character.

The brand will feature modern accommodations, efficient service, locally inspired design, and convenient grab-and-go food options.

In Italy, Amapa Group will convert five existing properties and develop a new hotel in Valmontone, strengthening its collaboration with Marriott. In the UK, Splendid Hospitality Group will bring five properties—primarily in London and key regional locations—into the portfolio, with further projects under discussion.

This expansion reflects Marriott’s broader strategy to grow its midscale offerings in Europe. Since entering the segment in 2023 with Four Points Flex by Sheraton, the company has rapidly scaled to 40 properties across seven markets.

Alongside Series by Marriott, Marriott also plans to expand StudioRes, its extended-stay midscale brand, signaling continued momentum and strong developer interest across the region.

“There continues to be strong demand for affordable accommodation across the region, and our collaboration with Amapa Group and Splendid Hospitality Group allows us to bring an approachable, locally relevant experience to travellers across Italy and the United Kingdom while delivering on the essentials oa 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.”

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.”

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.” -TradeArabia News Service