Marriott International has announced plans to bring its Series by Marriott brand to Europe following the signing of 11 new projects. This expansion includes five hotels in the United Kingdom through a partnership with Splendid Hospitality Group and six properties in Italy with the Amapa Group. The move signals a major push into the midscale and upscale segments across the region.

In the UK, the agreement focuses on existing sites in London locations such as Earls Court, Euston and Kings Cross. Splendid Hospitality Group manages a diverse portfolio of 24 hotels and previously collaborated with Marriott on the Four Points Flex by Sheraton brand. Nadeem Boghani, Executive Chairman of 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.”

The Italian portion of the deal involves five existing properties in Venice, Rimini, Pomezia, Peschici and Montesilvano. A new build hotel is also planned for Valmontone. 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.”

Series by Marriott was first announced globally in May 2025. The brand focuses on delivering essential services with a locally inspired aesthetic. 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.”

Neal Jones, President, EMEA, Marriott International, said: “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 of a hotel stay.” Marriott also intends to continue expanding its StudioRes brand across the continent following its launch in the United States.