Marriott announced plans to introduce its locally designed collection brand Series by Marriott in Europe following the signing of six projects with the Amapa Group in Italy, and five hotels in the United Kingdom with Splendid Hospitality Group.
The six properties set to join the Series by Marriott brand portfolio in Italy are located in Montesilvano, Peschici, Pomezia, Rimini, Valmontone and Venice, and the five in the United Kingdom are in Earls Court, Euston, Kings Cross in London, and other prime regional locations.
The introduction of Series by Marriott in Europe fuels Marriott’s accelerating midscale growth in the region, building on momentum from the launch of Four Points Flex by Sheraton in 2023.
Marriott International today announced plans to introduce Series by Marriott in Europe following the signings of 11 projects across Italy and the United Kingdom (UK) in collaboration with the Amapa Group and Splendid Hospitality Group. Fuelling the company’s growth momentum in the midscale segment, Series by Marriott aims to deliver reliable, affordable accommodation complete with all the essentials, providing travellers the comfort to unwind and immerse themselves in the surrounding location.
Globally announced in May 2025, Series by Marriott is Marriott’s new global collection brand that spans the midscale to upscale segments, designed to deliver a simple and approachable experience for travellers with a focus on fundamentals and well-executed basics – all while preserving local identity. Hotels in the portfolio are expected to feature:
- Modern, comfortable accommodation
- Essentials delivered well for a seamless experience
Locally inspired design reflecting cultural cues and neighbourhood aesthetics - Grab & Go options offering convenient food and beverage offerings for modern travellers
Six-deal Agreement with Amapa Group in Italy
As part of its agreement with Marriott, Amapa Group plans to transform five of its existing properties in Montesilvano, Peschici, Pomezia, Rimini and Venice, 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 today comprises 21 hotels in operation across Italy. The agreement between Marriott and Amapa further strengthens the collaboration between both organisations, following the successful openings of Courtyard by Marriott Milan Linate and Residence Inn by Marriott Milan Linate.
Five-deal Agreement with Splendid Hospitality Group in the UK
Marriott plans to further strengthen its collaboration with Splendid Hospitality Group following an agreement to bring five hotels into the Series by Marriott portfolio. The existing properties are situated in Earls Court, Euston, Kings Cross in London and other prime regional locations. Across the portfolio, Splendid plans to offer travellers a reliable stay with comfort, quality and efficiency along with smart functional design and the essentials done right. Both organisations are also in discussions for additional projects under Series by Marriott in the UK.
Splendid Hospitality Group is one of the UK’s fastest-growing privately owned hospitality groups, with a diverse portfolio of 24 hotels with over 2,500 rooms across luxury, midscale and select-service brands. Splendid and Marriott collaborated to introduce the Four Points Flex by Sheraton brand in the UK in 2023.
With the launch of Series by Marriott in Europe, Marriott continues to experience extraordinary growth in the midscale segment across the region. The company entered Europe’s midscale segment in 2023 with the launch of Four Points Flex by Sheraton, a conversion-friendly midscale brand, which today represents the fastest growing brand for the company in the region with 40 open properties with over 4,500 rooms across seven markets since its debut. In addition to Series by Marriott, the company also aims to continue expanding StudioRes, an extended-stay midscale brand that launched in the U.S. and has received significant interest from developers across Europe.