The Marriott International hotel group is planning an accelerated expansion in the Romanian market, with a target of adding seven new hotels and 925 rooms to its local portfolio in the next three years. The plan aims to diversify brands, enter new cities and strengthen its presence in key segments, from economy to luxury.
Marriott currently operates six properties in Romania under five different brands, totaling almost 1,400 rooms. According to Pankaj Birla, Regional Vice President Eastern Europe at Marriott International, the current portfolio covers the luxury (JW Marriott Bucharest Grand Hotel), premium (Sheraton Bucharest, Marmorosch Autograph Collection) and select-service (Moxy Bucharest Old Town, Courtyard by Marriott Cluj-Napoca Downtown, Courtyard by Marriott Bucharest Floreasca) segments. The announced expansion projects include the opening of Courtyard by Marriott units in Sibiu (planned for 2026) and Timișoara, as well as the entry into the resort segment with Courtyard by Marriott Călimănești. The group will also bring two new brands to the local market for the first time: Four Points by Sheraton, with a unit in Cluj-Napoca scheduled for 2027, and Residence Inn by Marriott, aimed at extended stays, which will be launched in Bucharest in 2028.
The local expansion is part of the company’s global “Growing Forward” strategy. In Europe, growth will be led by select-service brands, which account for more than 50% of projects signed in the region. In parallel, Marriott is stepping up its investment in the luxury segment, where demand is expected to grow three times faster over the next two years. Another strategic pillar is interest in conversion and adaptive reuse projects in existing buildings. The group plans to add close to 100 properties and more than 12,000 rooms in Europe through such projects by the end of 2026, offering investors flexible management or franchise models.
Pankaj Birla emphasizes that Romania is one of the most important markets in Eastern Europe, a region where Marriott operates almost 120 hotels with more than 21,000 rooms in over 20 countries. For a faster local development, Marriott’s representative believes that a stronger international promotion of the country and a continuous infrastructure development are necessary.