Moxy, the budget, lifestyle brand, is to head the expansion of Marriott International across Europe following the company's acquisition last year of Starwood Hotels & Resorts.
Launched in 2014, Moxy currently has more than 1,000 rooms open in Europe, with more than 9,000 in the pipeline. A further 18,000 rooms are expected to open in the next three years.
Moxy's first hotel in London and the second in the UK, after Aberdeen, has just launched with 164 bedrooms, near the ExCeL convention centre.
Amy McPherson, president and managing director, Marriott International, Europe, said that 2016 was "a momentous year" for the company. "We added 40,000 rooms in Europe with the Starwood acquisition alone, and achieved our long-term goal to triple in size, from 40,000 open rooms in 2010 to 134,000 open or signed rooms at the end of 2016.
"Now, as we look to the future, we have set ambitious goals for 2020. We plan to expand our lead in the luxury and full-service segments, to have the largest portfolio in the upscale tier and to win with millennials in the affordable lifestyle category."
Marriott's expansion in Europe will include the introduction to the continent of the four-star style Delta Hotels brand, which is currently primarily located in Canada. More than 4,000 opened or signed rooms are expected to be in place by 2020.
The group also intends to triple the number of signed deals of the lifestyle W brand; double its current 24,000-strong room portfolio of upscale hotels including AC Hotels, Aloft Hotels and Four Points by Sheraton by 2020; and expand the select Courtyard Hotels brand by over 12,000 opened and signed rooms by 2020, which will include an opening later this year in Edinburgh.
Expansion in the extended stay segment will come from the addition of 30 open and signed hotels to the Residence Inn and Element brands, which include new signings in London and Aberdeen .
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