Marriott International has revealed plans to introduce Series by Marriott in Europe following the signings of 11 projects across Italy and the United Kingdom, further growing momentum for one of the company’s fastest growing brands globally.

The growth, revealed at the 2026 International Hospitality Investment Forum (IHIF) in Berlin recently (23 March), is happening thanks to collaborations with the Amapa Group in Italy and Splendid Hospitality Group in the UK.

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, according to Marriott International President – EMEA, Neal Jones.

“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 of a hotel stay,” he said.

“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,” Jones said.

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.

“Working with Marriott International to bring Series by Marriott to Italy is a significant milestone for Amapa,” said Amapa Chief Executive Officer, Ezio Romani.

“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 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 and the existing properties are situated in Earls Court, Euston, Kings Cross in London and other prime regional locations.

“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,” said Splendid Hospitality Group Executive Chairman, Nadeem Boghani.

“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.”

Globally announced in May 2025, Jones said Series by Marriott is the company’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”.