Europe is witnessing a dynamic expansion in lifestyle and collection hospitality, with major global hotel groups — Marriott International, Hilton, IHG Hotels & Resorts, and Accor — actively scaling their operations across the continent. The growth reflects rising traveller demand for experience-driven stays, combined with strategic brand development, conversions, and new-build projects across key urban, resort, and culturally significant destinations.
Marriott Introduces Series by Marriott to Europe
Marriott International is set to introduce its Series by Marriott brand in Europe following the signing of 11 projects across Italy and the U.K. in partnership with Rome-based Amapa Group and Splendid Hospitality Group from Watford, England. The Series by Marriott, launched in May 2025, spans the midscale to upscale segments and focuses on delivering locally inspired, flexible, and socially engaging guest experiences.
In Italy, six properties in Montesilvano, Peschici, Pomezia, Rimini, Valmontone, and Venice will join the Series portfolio, including five conversions and one new-build in Valmontone. Amapa currently operates 21 hotels across Italy and has previously collaborated with Marriott on the Courtyard by Marriott Milan Linate and Residence Inn by Marriott Milan Linate.
In the U.K., five properties in London’s Earls Court, Euston, Kings Cross, and other regional locations will join the Series brand. Splendid Hospitality Group, one of the U.K.’s fastest-growing privately owned hotel groups with 24 properties and over 2,500 rooms, first partnered with Marriott in 2023 to introduce the Four Points Flex by Sheraton brand in the U.K. Discussions for additional Series by Marriott projects are ongoing.
Hilton Doubles Lifestyle Portfolio in EMEA
Hilton Hilton continues to expand its lifestyle portfolio in Europe, the Middle East, and Africa (EMEA), having already surpassed 100 operational lifestyle hotels. Over the past three years, Hilton has more than doubled its portfolio through a combination of new-build developments and conversions.
The company recently announced seven new signings in Europe, including:
- Motto by Hilton Paris La Villette (153 keys), marking the brand’s debut in France. Developed by Groupe Galia, it will feature flexible guest rooms, connecting rooms, and social-centric F&B spaces.
- Hotel Ventura Saint-Tropez, Tapestry Collection by Hilton (97 keys), opening this summer in the Côte d’Azur, offering a leisure-focused experience.
- Quiete Taormina Naxos, Tapestry Collection by Hilton (103 keys), set to open in 2026 in Italy with a beach club, spa, and multiple dining options.
- Cologne City Centre, Tapestry Collection by Hilton (183 keys), marking Tapestry’s German debut in 2027.
- Cork City Centre, Tapestry Collection by Hilton (103 keys), expected in 2027.
- Hotel Paris Vaugirard, Tapestry Collection by Hilton (89 keys), scheduled for 2027 after a historic Haussmann-style refurbishment.
- New Continental Plymouth, Tapestry Collection by Hilton (120 keys), opening in spring 2027 in the U.K.
Both Curio Collection by Hilton and Tapestry Collection by Hilton have seen strong growth across EMEA, with Curio more than doubling in five years and Tapestry doubling in three years, reflecting owner interest in unique, locally anchored properties supported by Hilton’s global platform.
IHG Hotels & Resorts Expands by 27%
IHG Hotels & Resorts has also aggressively grown its European footprint, adding over 32,800 rooms in the past three years — a 27% increase. Last year, IHG opened 102 hotels, signed 117 properties, and acquired Ruby, a premium European urban lifestyle brand. Its current portfolio spans more than 1,230 open and pipeline hotels across 40-plus countries, with Germany as a central growth market, representing over 20% of open and pipeline rooms.
Accor Accelerates Collection Brand Expansion
Accor Accor continues to grow its collection brands, which now comprise over 180 hotels worldwide across Emblems Collection, MGallery Collection, and Handwritten Collection, as well as Morgans Originals and Paris Society Hotel Collection under Ennismore. Over 125 additional hotels are in the pipeline, reflecting more than 65% growth.
Key developments include:
- Emblems Collection, targeting 60 global properties by 2032, with Lucknam Park Hotel & Spa in the U.K. opening in 2025.
- MGallery Collection, with 125 operating hotels and 50-plus in the pipeline, continues strong expansion in France, Greece, and Albania.
- Handwritten Collection, launched in 2023, has surpassed 40 operational hotels with 45-plus in the pipeline across Europe.
- Ennismore lifestyle brands, Morgans Originals and Paris Society Hotel Collection, are expanding internationally, including Greece and India, with LUURA Paros and Roswyn Mumbai opening this year.
Outlook: Europe’s Lifestyle Hospitality Booms
With Marriott introducing Series by Marriott, Hilton doubling its EMEA lifestyle footprint, IHG growing by 27%, and Accor expanding its collection brands, Europe is experiencing a significant lifestyle hospitality boom. The expansion reflects shifting traveller preferences for unique, locally inspired, and experience-led stays while highlighting the strategic importance of conversions, new-builds, and global brand partnerships.
