Marriott Expands in Europe with New Series Brand and 11 Hotels

Marriott International keeps adding brands to its portfolio, and the latest one to cross the Atlantic is Series by Marriott.

The company has signed 11 hotels across the UK and Italy, marking the brand's first expansion into Europe. If you haven't come across Series yet, you're not alone – it's one of Marriott's newest labels, and it's growing fast.

What Is Series by Marriott?

Series by Marriott launched in May 2025 as a conversion-focused brand targeting the midscale segment. Rather than building new hotels from scratch, Series brings existing independent properties into the Marriott Bonvoy ecosystem.

Hotels keep elements of their local identity while gaining access to Marriott's distribution network and loyalty platform.

The brand has scaled quickly. Within its first year, Series opened 37 properties across India and debuted in the US with hotels in Miami Beach and Santa Monica, with Chicago, San Francisco, San Diego, and Santa Barbara in the pipeline.

Canada is part of the picture, too. Marriott signed 13 agreements to bring Series to Canadian markets in 2025, with two properties already open.

Think of it as Marriott's answer to the growing demand for reliable, well-located hotels at a lower price point – without the full-service extras of a Sheraton or Marriott-branded property.

The European Expansion

The 11 new European signings are split between two partnerships:

• Five hotels in the UK with Splendid Hospitality Group, concentrated in London neighbourhoods including Earls Court, Euston, and Kings Cross
• Six hotels in Italy with Amapa Group, in Montesilvano, Peschici, Pomezia, Rimini, Valmontone, and Venice

Jerome Briet, Marriott's Chief Growth Officer, noted that "the midscale segment is one of the fastest-growing areas in the European hospitality market." The company expects continued expansion as independent hotel owners seek brand affiliation and distribution support.

No specific opening dates have been announced, but conversions typically move faster than new builds since the properties already exist. Marriott previously entered Europe's midscale space in 2023 with Four Points Flex by Sheraton, which now operates over 40 properties across the region.

Earning and Redeeming Bonvoy Points at Series Properties

Series properties are part of Marriott Bonvoy, so you can earn and redeem points. The earning rate is 5 Bonvoy points per $1 (USD) spent.

One important caveat: stays at Series properties earn only 0.5 Elite Night Credits per night – half the usual rate. So a two-night stay counts as one elite night, not two. If you're chasing Bonvoy elite status, keep that in mind.

As a midscale brand, these will likely sit at the lower end of the Bonvoy redemption chart. If the European properties follow a similar pricing pattern to Four Points Flex, you could be looking at some of the cheapest Bonvoy redemptions in major cities like London and Venice.

US properties like FOUND Hotels in Miami Beach are already bookable on the Bonvoy platform, so the infrastructure is proven. Expect the European properties to follow as conversions wrap up.

Conclusion

Marriott now has over 30 brands, and at some point you have to wonder whether travellers can keep track. Still, Series fills a real gap in the Bonvoy portfolio for budget-conscious stays in prime locations.

If you're planning a points trip to London or Italy, these could end up being some of the best-value Bonvoy redemptions on the continent – just don't rely on them for elite night qualification.