The demand for branded and luxury, lifestyle hotels is expected to help Marriott International reach 150,000 signed or opened bedrooms across Europe by 2020.
If achieved, this will mean the company, which operates nearly 4,000 hotels across 18 brands worldwide, will have tripled its European portfolio since 2010.
Marriott has introduced four new luxury lifestyle brands to Europe over the past five years including Autograph Collection, AC Hotels by Marriott, Edition and Moxy Hotels, the latter which will be launched into the UK in 2016 with three openings in London and one in Aberdeen.
Amy McPherson, president and managing director, Marriott International, Europe, said: "Since 2010, we have been focused on developing strong brands across all tiers to meet different customer needs.
"Currently, we anticipate opening an additional 9,000 rooms by the end of 2016 and over half of these rooms are positioned in the luxury lifestyle portfolio."
Looking ahead to 2020, Marriott Europe expects over 70% of its new rooms to come from select service and luxury lifestyle brands, led by Moxy Hotels with an anticipated 25,000 signed rooms, followed by Courtyard with 11,000 rooms.