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Marriott is continuing its never-ending expansion in Europe with the debut of its new midscale collection brand, Series by Marriott. The new flag is backed by 11 signed hotel projects across Italy and the United Kingdom. The move marks the regional launch of the brand, which was first introduced globally in 2025 and highlights Marriott’s growing focus on the midscale segment.
As part of the rollout, Marriott has partnered with the Amapa Group to bring six properties in Italy into the Series by Marriott portfolio. These include hotels in Montesilvano, Peschici, Pomezia, Rimini, Valmontone, and Venice (with one new-build project planned in Valmontone alongside conversions of existing properties).
In the United Kingdom, Marriott has signed an agreement with Splendid Hospitality Group to add five hotels. Locations will be in London neighborhoods such as Earls Court, Euston, and Kings Cross, as well as other key regional markets.
Series by Marriott emphasizes modern accommodations, functional design, and convenience-driven features such as grab-and-go dining options. At the same time, each property is expected to reflect its local surroundings through design and atmosphere. This approach positions the brand between traditional midscale and upscale offerings while targeting travelers seeking comfort and value without sacrificing quality.
The European expansion builds on Marriott’s recent success in the midscale segment, particularly following the launch of Four Points Flex by Sheraton in 2023. That brand has quickly become one of Marriott’s fastest-growing in the region with dozens of properties already open across multiple markets. Series by Marriott is expected to complement this growth by offering a conversion-friendly platform for existing hotels while also supporting new developments.
The agreements with Amapa Group and Splendid Hospitality Group further deepen Marriott’s relationships with key regional partners. Amapa currently operates more than 20 hotels across Italy while Splendid Hospitality Group manages a diverse portfolio of properties across the UK (spanning luxury to select-service segments). Both partnerships are expected to expand further with additional projects already under discussion.
The launch of Series by Marriott in Europe is part of a broader strategy to scale the company’s midscale presence globally. Alongside this new brand, Marriott is also continuing to develop other concepts such as StudioRes (an extended-stay midscale offering that has already gained traction in the United States and is attracting interest from European developers).
Anthony’s Take: If there was one thing that Marriott needed, it was another brand. But, seriously, demand for affordable, high-quality accommodations continues to grow and Marriott’s latest expansion signals a significant push to capture a larger share of the midscale market across Europe.
(Featured Image Credit: Marriott.)
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Advertiser & Editorial Disclosure: The Bulkhead Seat earns an affiliate commission for anyone approved through the links above This compensation may impact how and where links appear on this site. We work to provide the best publicly available offers to our readers. We frequently update them, but this site does not include all available offers. Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed, or approved by any of these entities.
