Marriott sets sights on significant growth in France

As the Summer Olympics wrap up in Paris this August, Marriott is looking ahead with its plans for France.

The largest hotel chain globally aims to introduce 10 new hotels and over 1,000 additional rooms throughout France by the end of 2025. This expansion will feature brands such as 2023 TPG Award-winner Moxy, Residence Inn, Courtyard, Aloft, and The Luxury Collection, enhancing Marriott's current portfolio of 69 hotels across 29 cities in France.

"Our strategy is to strengthen our footprint in both primary and secondary markets in France, driven by the robust demand for leisure, resort experiences, and business travel," stated Alexandra Goguet, Marriott International's vice president of development for France and the Benelux region.

It's no surprise that Marriott is eager to expand in France. The country was among the first in Europe to return to pre-pandemic levels of tourism and spending, and it holds the title of the most-visited nation in the world, as reported by the United Nations World Tourism Organization.

This initiative is part of a larger trend among companies like Hilton and Hyatt to strengthen their foothold across Europe. For Marriott, hotel performance in the region rose nearly 22% last year, with rates climbing over 7%, as reported in the company's latest annual filing with the U.S. Securities and Exchange Commission.

Moxy is leading the charge in this expansion, with Moxy Annecy and Moxy Paris Clamart set to open this year, and Moxy Nice anticipated by the end of 2025. Currently, there are nine other Moxy hotels in operation throughout France. Upcoming openings include Residence Inn by Marriott Lille, Courtyard by Marriott Lyon East, and Aloft Dijon.

Marriott's flagship project is the Hotel du Couvent, a Luxury Collection Hotel in Nice. This endeavor involves the renovation of a convent dating back to 1604, resulting in 88 luxury guest rooms and suites expected to debut this summer. Additionally, a Tribute Portfolio hotel is planned for Mougins, a picturesque town just 15 minutes north of Cannes.

"Conversion and adaptive reuse projects are set to make up nearly half of the properties joining the Marriott portfolio in France by the end of 2025," said Goguet. "These initiatives enable us to establish hotels in prime city center locations and showcase our ability to creatively adapt existing structures while enhancing the guest experience."