Series By Marriott Launch in Europe Plugs Midscale Hole

Key Points

• Marriott is launching its Series by Marriott brand in Europe with 11 hotels in Italy and the UK, targeting a gap in the midscale market.
• The brand focuses on affiliating with existing portfolios and regional hotel groups, offering Marriott's distribution and branding advantages.
• Rising land and construction costs make hotel conversions more appealing, and Marriott aims to help hotels reduce reliance on expensive OTAs by increasing direct bookings.

Summary

Marriott International is addressing a longstanding gap in its European portfolio by launching Series by Marriott, a midscale collection brand, through partnerships with hotel groups in Italy and the UK. Unlike its Four Points Flex by Sheraton brand, Series is designed to bring established regional hotel portfolios into Marriott’s network, leveraging its brand and direct booking channels. This strategy is influenced by Marriott's successful rollout in India and responds to the economic realities in Europe, where hotel conversions are more feasible than new construction and hotels seek to reduce dependence on costly online travel agencies.