Marriott Brings Series Brand to Europe: 11 New Projects
Marriott International is officially launching the Series by Marriott brand on the European market, marking its regional debut with 11 projects located in Italy and the United Kingdom. This initiative, carried out in collaboration with partners Amapa Group and Splendid Hospitality Group, targets the midscale and upscale segments, responding to the increased demand for accommodation units that combine operational efficiency with the maintenance of the properties’ local identity.
In Italy, the portfolio will include six units managed in partnership with Amapa Group: five conversions in Montesilvano, Peschici, Pomezia, Rimini and Venice, plus a new construction in Valmontone. In the United Kingdom, the agreement with Splendid Hospitality Group provides for the integration of five hotels in strategic areas of London — Earls Court, Euston and Kings Cross — as well as in other regional destinations. The two companies are already exploring opportunities for future projects under this brand.
The Series by Marriott model, officially announced globally in May 2025, allows hoteliers to access the Marriott Bonvoy platform without giving up the hotel’s independent character. Standard amenities include modern rooms, essential services delivered efficiently and “grab-and-go” food options. The launch underscores the group’s strategy to strengthen its presence in the mid-segment in Europe, where Marriott already operates the Four Points Flex by Sheraton brand in 40 locations and is developing the StudioRes concept for extended stays.
Frequently Asked Questions
What is the Series by Marriott brand?
Series by Marriott is a brand targeting the midscale and upscale segments, allowing independent hotels to join the Marriott Bonvoy network while maintaining their local identity.
Where will the first Series hotels open in Europe?
The first 11 projects are located in Italy (Venice, Rimini, Valmontone, etc.) and the United Kingdom (London — Earls Court, Euston and Kings Cross).
What amenities do these hotels offer?
They offer modern rooms, efficient essential services and “grab-and-go” food options, ideal for travelers seeking efficiency and comfort.