Marriott International has announced plans to introduce Series by Marriott to Europe following the signings of 11 projects across Italy and the UK in collaboration with the Amapa Group and Splendid Hospitality Group.

Fuelling the company’s growth momentum in the midscale segment, Series by Marriott aims to deliver a simple and approachable experience for travellers with a focus on fundamentals and well-executed basics – all while preserving local identity.

Hotels in the portfolio are expected to feature modern, comfortable accommodation; essentials delivered well for a seamless experience; locally inspired design reflecting cultural cues and neighbourhood aesthetics; and grab and go F&B options.

“There continues to be strong demand for affordable accommodation across the region, and our collaboration with Amapa Group and Splendid Hospitality Group allows us to bring an approachable, locally relevant experience to travellers across Italy and the United Kingdom while delivering on the essentials oa hotel stay,” says Neal Jones, President, EMEA, Marriott International. “We see strong potential to further expand the Series by Marriott brand across the continent, which has been created to bring established, regionally relevant brands and hotels into the Marriott portfolio with industry-leading revenue generation capabilities and affiliation cost structures. Owners will have the ability to maintain their portfolio’s independent identity while leveraging the power of our award-winning Marriott Bonvoy loyalty programme with nearly 271 million members globally.”

As part of its agreement with Marriott, Amapa Group plans to transform five of its existing properties in Montesilvano, Peschici, Pomezia, Rimini and Venice, under a new brand that will join the Series by Marriott portfolio. In addition, the deal also includes the development of a newbuild hotel in Valmontone.

The agreement between Marriott and Amapa further strengthens the collaboration between both organisations, following the successful openings of Courtyard by Marriott Milan Linate and Residence Inn by Marriott Milan Linate.

Ezio Romani, Chief Executive Officer of Amapa comments: “Working with Marriott International to bring Series by Marriott to Italy is a significant milestone for Amapa. Through this agreement, we will combine our deep understanding of Italian hospitality with Marriott’s global expertise and powerful distribution network, creating benefits for guests across these properties.”

Marriott also plans to further strengthen its collaboration with Splendid Hospitality Group following an agreement to bring five hotels into the Series by Marriott portfolio. The existing properties are situated in Earls Court, Euston and Kings’ Cross in London, as well as other prime regional locations.

Nadeem Boghani, Executive Chairman, Splendid Hospitality Group adds: “We are immensely proud to be launching Series by Marriott in the UK, which marks a new chapter in Splendid Hospitality Group’s growth story. This continued collaboration with Marriott reflects our shared belief that great hospitality is about thoughtful design, authentic experiences, and an unwavering focus on the guest.”