Tuhin Sarkar
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Marriott International is set to significantly expand its presence in France, unveiling plans to add at least 10 new properties with over 1,000 rooms each to its extensive portfolio by the end of 2025. This strategic move aims to capitalize on the growing demand for both leisure and business travel experiences across the country.
Expanding Footprint in France
Currently, Marriott boasts a robust portfolio in France, featuring 69 properties encompassing over 12,000 rooms across 16 distinct brands and 29 cities. From the bustling streets of Paris to the serene landscapes of Nice and the historic allure of Lyon, Marriott‘s diverse offerings cater to a wide array of travelers. Cities like Cannes, Marseille, Reims, Lille, Bordeaux, and Toulouse also house Marriott properties, each contributing to the company’s extensive network within France.
“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,” stated Alexandra Goguet, Vice President of Development for France and Benelux at Marriott International. She emphasized that Marriott’s robust portfolio, coupled with its award-winning loyalty program, Marriott Bonvoy, continues to drive growth and opportunities with hotel owners and franchisees in the region.
Select Service Brands Leading the Charge
Leading Marriott’s expansion in the select service segment are the Moxy Hotels. Known for their vibrant, playful design and social atmosphere, Moxy Hotels are rapidly gaining popularity. Three new Moxy properties are on the horizon: Moxy Annecy and Moxy Paris Clamart are expected to open this year, followed by Moxy Nice, set to debut by the end of 2025. These additions will bolster the Moxy brand’s presence in France, joining nine existing locations with nearly 1,500 rooms collectively.
Diverse Additions Across Marriott’s Brands
Beyond Moxy, Marriott’s expansion plans include several notable additions across different brands. The Residence Inn by Marriott Lille, Courtyard by Marriott Lyon East, and Aloft Dijon are all slated to open by the end of 2025. The Aloft Dijon represents an intriguing adaptive reuse project, transforming a former city center post office into a contemporary hotel designed to attract both business and leisure travelers.
Strengthening the Luxury Portfolio
In the luxury segment, Marriott is poised to enhance its offerings with the highly anticipated Hôtel du Couvent, a Luxury Collection Hotel in Nice. This project is a prime example of Marriott’s focus on adaptive reuse and conversion opportunities. Originally built as a convent in 1604, the property has been meticulously restored in collaboration with Studio Mumbai, Studio Méditerranée, and Festen Architecture. When it opens in the summer of 2024, it will add 88 luxurious guest rooms and suites to Nice’s market, promising an unparalleled blend of historic charm and modern luxury.
Additionally, Marriott plans to introduce a Tribute Portfolio Hotel in Mougins, further expanding its premium hotel offerings. This new property will cater to guests seeking unique, locally inspired experiences, aligning with the Tribute Portfolio’s ethos.
Embracing Adaptive Reuse and Conversion
Goguet highlighted Marriott’s strategic focus on adaptive reuse and conversion projects, which account for nearly half of the new properties expected to join the French portfolio by 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,” she noted.
Adaptive reuse not only preserves historical and architectural significance but also aligns with contemporary sustainability practices. This approach enables Marriott to create distinctive hotels that resonate with the local culture and heritage while meeting modern hospitality standards.
Marriott International’s ambitious expansion in France underscores its commitment to meeting the evolving needs of travelers and capitalizing on market opportunities. By adding 10 new properties and enhancing its existing brands, Marriott is poised to strengthen its foothold in both the luxury and select service segments across France. This growth strategy will not only boost Marriott’s presence in primary cities but also expand its reach into secondary markets, offering travelers more options and experiences in their journeys.
As Marriott continues to roll out these new additions, the company remains dedicated to delivering exceptional guest experiences through its diverse and dynamic portfolio. With a keen focus on innovation, sustainability, and quality, Marriott is set to redefine the landscape of hospitality in France in the coming years.
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