Rendering of a Hotel Reception for Splendid’s Series by Marriott portfolio in the UK.
Marriott International expands its midscale strategy in Europe with the launch of Series by Marriott, signing 11 projects across Italy and the UK in collaboration with Amapa and Splendid Hospitality.
Marriott International has announced plans to introduce its Series by Marriott brand in Europe, marking a further step in the company’s expansion within the midscale segment across the region.
The launch includes 11 signed projects across Italy and the United Kingdom, developed in collaboration with Amapa Group and Splendid Hospitality Group. Six properties are located in Italy, in Montesilvano, Peschici, Pomezia, Rimini, Valmontone and Venice, while five hotels are situated in the UK, including locations in Earls Court, Euston and Kings Cross in London, alongside additional regional destinations.
Series by Marriott, globally introduced in May 2025, is a collection brand spanning the midscale to upscale segments. The concept focuses on delivering essential services, modern accommodation and locally inspired design, while preserving the identity of each property. The offering includes functional guest rooms, streamlined service, and convenient food and beverage options such as grab-and-go concepts.
The initiative supports Marriott’s strategy to expand its midscale footprint in Europe, building on the launch of Four Points Flex by Sheraton in 2023, which has grown to 40 properties and more than 4,500 rooms across seven markets.
Rendering of a Guestroom at the Series by Marriott Hotel in Pomezia, Italy
Neal Jones, President, EMEA at 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 oa hotel stay.
“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.”
Under the agreement with Amapa Group, five existing hotels in Italy will be converted and rebranded under a new brand joining the Series by Marriott portfolio, alongside the development of a new-build property in Valmontone. Amapa currently operates 21 hotels across Italy and has previously collaborated with Marriott on projects including Courtyard by Marriott Milan Linateand Residence Inn by Marriott Milan Linate.
Ezio Romani, Chief Executive Officer of Amapa, said: “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.”
In the United Kingdom, the agreement with Splendid Hospitality Group will add five properties to the Series by Marriott portfolio. Splendid operates 24 hotels with more than 2,500 rooms across multiple segments and previously partnered with Marriott to introduce Four Points Flex by Sheraton in the UK in 2023.
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.”
Jerome Briet, Chief Development Officer, EMEA at Marriott International, added: “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.”
Alongside Series by Marriott, the company is also advancing the expansion of StudioRes, its extended-stay midscale brand launched in the United States, which has attracted interest from developers across Europe.