Marriott International Boosts France Portfolio with Plans for 10 New Hotels by 2025

Tuesday, June 11, 2024

Marriott International revealed its strategy to grow in France, aiming to include 10 new properties totaling over 1,000 rooms by 2025. These additions will bolster the company’s presence in France, which presently encompasses 69 properties featuring more than 12,000 rooms across 16 brands and 29 cities, including popular destinations like Paris, Nice, Cannes, Lyon, Strasbourg, Marseille, Reims, Lille, Bordeaux, and Toulouse.

Alexandra Goguet, Vice President of Development, France and Benelux, Marriott International commented: “We remain focused on strengthening our presence in primary and secondary markets in France in line with the strong demand we are seeing for leisure and resort experiences, as well as for business travel. With our captivating portfolio of brands, world-class distribution platform and Marriott Bonvoy, our award-wining travel program, we continue to drive robust growth opportunities with owners and franchisees in the market.”

Marriott’s select service brands are gaining significant traction, particularly Moxy Hotels, which is leading growth in this segment with three upcoming additions. The brand’s plans include launching Moxy Annecy and Moxy Paris Clamart in 2024, followed by the anticipated opening of Moxy Nice by the end of 2025. Known for its innovative and playful lifestyle concept, Moxy Hotels has already made its mark in France with nine operational hotels boasting nearly 1,500 rooms. Further expansions expected by 2025 comprise Residence Inn by Marriott Lille, Courtyard by Marriott Lyon East, and Aloft Dijon—a creative transformation of a former post office located in the city center.

Goguet added: “Conversion and adaptive reuse projects represent nearly half our properties expected to join the Marriott portfolio in France by the end of 2025. These projects allow us to add hotels in key locations in city centres and demonstrate our expertise and flexibility in finding innovative solutions to adapt existing buildings whilst creating fantastic guest experiences.”

Marriott is actively pursuing opportunities for conversion and adaptive reuse projects within the luxury sector. The company’s focus on enhancing its luxury portfolio in France is highlighted by the eagerly awaited launch of Hôtel du Couvent, a Luxury Collection Hotel in Nice. This project involves the transformation of a historic convent originally constructed in 1604. Collaborating with Studio Mumbai, Studio Méditerranée, and Festen Architecture, Marriott has meticulously restored the property, which is set to introduce 88 luxurious guest rooms and suites to the market upon its anticipated opening in the summer of 2024.

In the premium segment, Marriott plans to introduce a Tribute Portfolio Hotel in Mougins.

France currently hosts 16 brands within the Marriott Bonvoy portfolio, each offering distinct experiences catering to various traveler segments and purposes. These brands include The Luxury Collection, JW Marriott, Marriott Hotels, Sheraton, Le Méridien, Westin, Renaissance Hotels, Autograph Collection Hotels, Tribute Portfolio, Design Hotels, Residence Inn by Marriott, Aloft Hotels, AC Hotels by Marriott, Moxy Hotels, Courtyard by Marriott, and Marriott Vacation Club.