Brands tout European growth

INTERNATIONAL REPORT — Marriott International, Hilton, IHG Hotels & Resorts and Accor are touting their growth in Europe, with Marriott introducing its Series by Marriott brand on the continent and the other major brands expanding through conversions and collection brands.

Marriott said it plans to introduce its Series by Marriott in Europe following the signings of 11 projects across Italy and the U.K.  in collaboration with Rome-based Amapa Group and Watford, England-based Splendid Hospitality Group.

Hilton said it plans to double its lifestyle portfolio in EMEA, with more than 200 trading and pipeline properties. As part of this growth, the company has announced multiple new signings across its lifestyle and Collection brand portfolio, including the debut of Motto by Hilton in France and Tapestry Collection by Hilton in Germany.

IHG Hotels & Resorts is also expanding its European footprint, with 27% growth over the last three years, while Accor touted growth across its collection of brands.

Series growth for Marriott

The six properties set to join the Series by Marriott brand portfolio in Italy with Amapa are located in Montesilvano, Peschici, Pomezia, Rimini, Valmontone and Venice, and the five in the U.K. through Splended are in Earls Court, Euston, Kings Cross in London and other regional locations.

Marriott launched its Series by Marriott brand last May. The collection brand spans the midscale to upscale segments.

Amapa Group plans to convert five existing properties and rebrand them under a new brand that will join the Series by Marriott portfolio. In addition, the deal also includes the development of a new-build hotel in Valmontone.

Amapa’s portfolio currently has 21 hotels in operation across Italy. The agreement strengthens the collaboration between the companies, following the successful openings of Courtyard by Marriott Milan Linate and Residence Inn by Marriott Milan Linate.

Splendid Hospitality Group is one of the U.K.’s fastest-growing privately owned hospitality groups, with a portfolio of 24 hotels and over 2,500 rooms across luxury, midscale, and select-service brands. Splendid and Marriott first collaborated in 2023 to introduce the Four Points Flex by Sheraton brand in the UK. In addition to the five hotels in the agreement, both companies are under discussion for additional projects under the Series by Marriott brand.

Hilton's EMEA lifestyle portfolio

Hilton has now surpassed 100 trading lifestyle hotels across EMEA, more than doubling over the past three years, driven by both new-build and conversion opportunities across urban, resort, and culturally significant destinations. Building on this momentum, Hilton plans to more than double its lifestyle presence across EMEA with more than 100 additional hotels under development.

As part of this continued growth, Hilton is announcing seven new lifestyle signings across Europe. The new signings include the 153-key Motto by Hilton Paris La Villette, which will mark the debut of the Motto by Hilton brand in France and is being developed by Groupe Galia; the 97-key Hotel Ventura Saint-Tropez, Tapestry Collection by Hilton, which is being developed and will be operated by Sohoma; the 103-key Quiete Taormina Naxos, Tapestry Collection by Hilton in Italy, which is scheduled to open in summer 2026; the 183-key Cologne City Centre, Tapestry Collection by Hilton, which will mark the brand debut of Tapestry Collection in Germany when it opens in 2027; the 103-key Cork City Centre, Tapestry Collection by Hilton in Ireland, which is expected to open in 2027; the 89-key Hotel Paris Vaugirard, Tapestry Collection by Hilton, which will be operated by Sohoma and is scheduled to open in 2027; and the 120-key New Continental Plymouth, Tapestry Collection by Hilton, in the U.K., which is scheduled to open in spring 2027.

Both Collection brands have delivered strong growth across EMEA for Hilton in recent years. The Curio Collection has more than doubled its presence over the past five years, while the Tapestry Collection by Hilton has also expanded rapidly, with its EMEA portfolio more than doubling over the past three years.

IHG up 27% in Europe

IHG Hotels & Resorts also said it is rapidly expanding its footprint in Europe, adding over 32,800 rooms to its portfolio in the past three years — a 27% increase.

Last year, IHG opened a record 102 hotels, signed 117 properties in Europe, and acquired Ruby, a European-based premium urban lifestyle brand. The company’s European portfolio now comprises more than 1,230 open and pipeline hotels across 40-plus countries.

Germany is central to that growth story – both as a strong domestic market and one of Europe’s most important outbound markets. One of IHG’s fastest‑growing countries in the region, it represents more than 20% of open rooms (32,700) and nearly 20% of its pipeline (8,340 rooms).

Accor's collection brand growth

Accor touted the growth of its collection brands, which now have over 180 hotels worldwide across Emblems Collection, MGallery Collection, and Handwritten Collection, as well as Morgans Originals and Paris Society Hotel Collection, which are both part of Ennismore. The company said a further 125-plus hotels are currently in the pipeline across the group's collection brands, representing more than 65% growth over the coming years.

One of Accor's newest entries in its collection brands portfolio is the luxury soft brand Emblems Collection, which now has 13 properties in the pipeline and aims to reach 60 properties globally by 2032. The opening of Lucknam Park Hotel & Spa, Emblems Collection in the U.K. in November 2025 was the brand's first location.

MGallery Collection continues to strengthen its global leadership with 125-plus hotels currently operating and 50-plus in the pipeline. The brand has grown by nearly 30% since 2022, supported by a balanced mix of conversions and new developments. In Europe, France remains the brand's leading market, with recent openings such as L'Isle de Leos Hotel & Spa – MGallery Collection in Provence and Le Talaia Hotel & Spa – MGallery Collection in Biarritz. The brand also recently opened in Greece and marked its first opening in Albania.

Ennismore continues to expand its curated collections through its two collection lifestyle brands, Morgans Originals and Paris Society Hotel Collection. Marking Ennismore's debut in Greece and India, two hotels opening under the Morgans Originals umbrella this year include LUURA Paros and Roswyn Mumbai.

Launched in 2023, Handwritten Collection has grown rapidly and has already surpassed 40 hotels open with an additional 45-plus hotels in the pipeline. Accor said recent openings across France, Belgium, Greece, the Netherlands, Hungary, and Romania in 2025 illustrate the speed and adaptability of the model.