Top 10 Expanding Hotel Brands in Europe Over the Last Five Years
Introduction
The European hospitality industry has proliferated over the past five years, driven by increased tourism, business travel, and investments. Several hotel brands have aggressively expanded internationally, opening new properties to capture diverse markets. This article focuses on the top 10 hotel brands expanding their presence in Europe, detailing the number of hotels they’ve opened and their latest property additions.
1. Moxy Hotels (Marriott International)
Moxy Hotels, a lifestyle-focused brand from Marriott International, is designed to appeal to the millennial traveller. Known for its bold design, social atmosphere, and affordability, Moxy Hotels has opened over 40 new properties across Europe since 2018. These properties are spread across major European cities like London, Berlin, and Amsterdam and emerging travel hubs.
The latest Moxy opening took place in October 2023, when Moxy Prague, a vibrant hotel in the Czech Republic's capital, was launched.
2. ibis Styles (AccorHotels)
ibis Styles, part of the Accor group, has positioned itself as a stylish yet budget-friendly brand, ideal for travelers seeking affordability without compromising design. With over 50 new properties opened in Europe since 2019, ibis Styles has been expanding rapidly in major cities and regional towns across France, Germany, and Italy.
Most recently, ibis Styles opened a new property in Madrid, Spain. You can find more details about the property here.
3. Hampton by Hilton (Hilton Worldwide)
Hampton by Hilton has become one of Europe's fastest-growing mid-market hotel brands, offering comfortable stays to business and leisure travellers. In the past five years, Hampton by Hilton has opened over 60 hotels across Europe, with significant growth in countries like the UK, Germany, and Spain.
The latest addition is the Hampton by Hilton London Hendon, which opened in January 2024. This property is located near key transportation hubs, attracting business and leisure travellers.
4. Holiday Inn Express (IHG Hotels & Resorts)
Holiday Inn Express, a part of IHG Hotels & Resorts, is a leading choice for business and leisure travellers seeking affordable and comfortable accommodations. Over the past five years, the brand has opened more than 70 new hotels in Europe, particularly in the UK, France, and Germany. These new properties have enhanced the brand’s reputation as a convenient option for travellers seeking value and efficiency.
The most recent Holiday Inn Express opened in Lisbon, Portugal, in April 2024, further strengthening the brand’s presence in Southern Europe.
5. Radisson Blu (Radisson Hotel Group)
Radisson Blu is Radisson Hotel Group’s premium brand, known for its upscale amenities and focuses on business and leisure travellers. Since 2019, Radisson Blu has opened over 30 new European hotels, targeting key destinations in countries like Poland, Turkey, and the UK. The brand continues to expand in popular business and leisure destinations, focusing on offering a blend of luxury and sustainability.
In 2024, Radisson Blu Hotel opened in Ljubljana, Slovenia, further enhancing its appeal to travellers visiting this growing business and tourism hub.
6. Meliá Hotels & Resorts (Meliá Hotels International)
Meliá Hotels & Resorts is one of the leading hotel brands for resort and luxury travellers, particularly in Mediterranean destinations. Over the last five years, Meliá has opened more than 25 new European properties, focusing on resort-style hotels in coastal regions of Spain, Italy, and Greece. The brand also emphasizes sustainability and eco-friendly practices, aligning with the increasing demand for responsible tourism.
The latest addition to the Meliá portfolio is the Meliá Milano, which opened its doors in early 2024, offering luxurious amenities in the heart of Italy’s fashion capital.
7. B&B Hotels (Independent)
B&B Hotels has made a name for itself in the budget hotel segment across Europe, offering affordable, no-frills accommodations focusing on technology-driven solutions. Since 2018, B&B Hotels has expanded aggressively, opening over 100 new properties in France, Germany, and Italy. The brand appeals to business and leisure travellers looking for simplicity and comfort at reasonable prices.
The most recent B&B Hotels property opened in Warsaw, Poland, in 2024, marking the brand’s growing footprint in Eastern Europe.
8. Hyatt Place (Hyatt Hotels Corporation)
Hyatt Place, a midscale brand within Hyatt Hotels Corporation, has gained popularity among business travellers and families looking for modern and spacious accommodations. Over the last five years, Hyatt Place has opened over 20 new European properties, particularly in major urban centres like London, Paris, and Madrid. The brand focuses on a blend of contemporary design, convenience, and hospitality.
The latest addition to Hyatt Place’s European portfolio is the Hyatt Place Zurich Airport, which opened in May 2024, catering to business and leisure travellers near Switzerland’s busiest airport.
9. NH Collection (NH Hotel Group)
NH Collection is the premium arm of NH Hotel Group, offering upscale properties catering to business and leisure guests. The brand has increased in Europe, opening over 30 new properties since 2019, focusing on Spain, Italy, and the Netherlands. NH Collection hotels are known for their central locations, high-end amenities, and stylish design.
NH Collection opened a new property in Rome, Italy, in early 2024, further solidifying its presence in one of Europe’s most iconic cities.
10. Scandic Hotels (Independent)
Scandic Hotels dominates the Northern European hotel market and has expanded its regional presence recently. Since 2018, Scandic has opened over 25 new properties, primarily in Scandinavian countries, with a growing presence in other parts of Europe. Known for its commitment to sustainability and eco-friendly practices, Scandic appeals to environmentally conscious travellers.
The most recent opening is the Scandic Helsinki Hub in Finland, which opened in 2023, featuring sustainable design and innovative amenities.