Marriott and IHG Roll Out Midscale Conversion Brands
Global hotel operators expand in Europe and China using flexible conversion models to capture demand for affordable lodging.
The short answer
Major hotel chains are accelerating their international growth pipelines through midscale conversion brands that offer flexible property standards. Marriott has signed 11 deals across Italy and the UK, while IHG launched its Garner brand in Greater China.
“Midscale is one of the most dynamic growth segments across Europe’s hospitality sector today, driven by travellers who want great value without compromising on quality and consistency.”
The short version
- Marriott International signed 11 Series by Marriott projects across Italy and the United Kingdom.
- IHG Hotels & Resorts debuted its Garner conversion brand in Greater China with an opening in Beijing.
- Amapa Group and Splendid Hospitality Group are serving as primary regional launch partners for Marriott in Europe.
Global hotel chains are deploying midscale conversion brands to accelerate international expansion by partnering with regional operators to reflag existing properties quickly, reducing capital requirements while capturing rising demand for affordable accommodation [2]. Marriott International introduced its Series by Marriott collection across Europe, while IHG Hotels & Resorts brought its Garner brand to Greater China [2], [3].
Where is Marriott expanding its midscale footprint in Europe?
Marriott International announced plans to introduce Series by Marriott in Europe with initial signings for 11 properties across Italy and the United Kingdom [1], [2]. According to HospitalityNet, the expansion follows agreements signed with regional partners Amapa Group in Italy and Splendid Hospitality Group in the UK [2]. This move builds directly on the group's midscale momentum following the 2023 rollout of Four Points Flex by Sheraton [2].
What are the terms of the regional partner agreements in Italy and the UK?
In Italy, Amapa Group agreed to convert five of its operating hotels and build one new property under the Series by Marriott banner [2]. Lodging Magazine noted the regional distribution of the deals, while HospitalityNet detailed that the Italian properties are situated in Montesilvano, Peschici, Pomezia, Rimini, Venice, and a new build in Valmontone [1], [2]. Amapa operates 21 properties in Italy and previously collaborated with Marriott on Courtyard and Residence Inn assets at Milan Linate [2]. In the UK, Splendid Hospitality Group agreed to bring five hotels into the brand, covering London locations in Earls Court, Euston, and Kings Cross alongside regional sites [2]. Splendid oversees 24 hotels comprising more than 2,500 rooms across the UK [2].
| Brand | Parent Company | Target Market | Initial Portfolio Scope | Key Regional Partners |
|---|---|---|---|---|
| Series by Marriott | Marriott International | Europe (Italy, UK) | 11 projects (10 conversions, 1 new build) | Amapa Group, Splendid Hospitality Group |
| Garner | IHG Hotels & Resorts | Greater China | Debut property open in Beijing 798 Art District | Not disclosed |
| Four Points Flex by Sheraton | Marriott International | Europe / UK | Launched in 2023 | Splendid Hospitality Group |
How does the Series by Marriott collection model operate?
Series by Marriott operates as a collection brand spanning midscale to upscale tiers, focusing on essentials, modern accommodations, and Grab & Go dining while keeping local property identities intact [2]. The model allows independent owners to affiliate without complete physical redesigns, granting them access to the Marriott Bonvoy program and its nearly 271 million members [2]. Jerome Briet, Chief Development Officer, EMEA, for Marriott International, stated that the group is targeting owners seeking efficient conversions of existing assets [2].
How is IHG addressing midscale conversions in Asia?
In a separate market development, IHG Hotels & Resorts launched its midscale conversion brand Garner in Greater China [3]. HospitalityNet reported that Garner represents IHG's 14th brand in the Greater China market [3]. The brand relies on flexible renovation models designed for existing hotel owners, and IHG has already opened an initial property located in Beijing's 798 Art District [3].
Reported by
This article was written from the following reporting. Follow the links for the original coverage.
- [1]Marriott Debuts Four Points Express In Europe— Lodging Magazine
- [2]Marriott Launches 'Series by Marriott' Brand in Europe— HospitalityNet
- [3]IHG Introduces Garner Hotels to Greater China Market— HospitalityNet
Frequently asked
+What is Series by Marriott?
Series by Marriott is a global collection brand spanning midscale to upscale tiers that focuses on hotel essentials, Grab & Go dining, and locally inspired designs while letting owners preserve property identity [[2]].
+Which countries are included in the European rollout of Series by Marriott?
The European debut includes 11 projects located across Italy and the United Kingdom through partnerships with Amapa Group and Splendid Hospitality Group [[2]].
+What properties are converting to Series by Marriott in Italy?
Amapa Group is converting five existing hotels in Montesilvano, Peschici, Pomezia, Rimini, and Venice, alongside a new build project in Valmontone [[2]].
+Where did IHG debut its Garner brand in Greater China?
IHG opened its first Garner hotel in Greater China within Beijing's 798 Art District as its 14th brand in that market [[3]].
+Why are hotel brands prioritizing midscale conversions?
Midscale conversions give hotel owners an efficient route to access global distribution systems and loyalty networks while meeting guest demand for affordable accommodation [[2]], [[3]].
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