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Marriott inks deal to open first JW Marriott in Spain next year

April 20, 2021
3 min read
Marriott inks deal to open first JW Marriott in Spain next year
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Marriott is setting its eyes on expanding its portfolio. The world's largest hotel chain announced in a press briefing on Tuesday that it's planning to open its first JW Marriott in Spain.

Located in the central Plaza de Canalejas, the JW Marriott in Madrid will open in 2022. With the opening of the property, it will become the first JW Marriott in Spain.

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(Photo courtesy of Marriott)

In total, the hotel will feature 139 rooms, including two floors of suites, which will all feature outdoor terraces. Additionally, the property will feature a lobby bar, restaurant and wellbeing spaces. The redesign of the building will be led by Madrid-based architecture firm Arvo Arquitectura de Juan.

"This incredible city is home to iconic architecture, an enviable culinary scene as well as stunning parks and botanical gardens, and the new JW Marriott Madrid is located in the heart of it all," said Marriott SVP and Managing Director of Design Hotels in Europe, the Middle East and Africa Jenni Benzaquen.

At this time, there's no indication from Marriott at what price point the JW Marriott will start, nor what Bonvoy members can expect in term of redemptions for award nights.

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Marriott President EMEA Satya Anand said on Tuesday that the chain is focusing on its leisure markets in Europe as the group plans to return to full service.

Marriott is "optimistic that recovery is coming," and that "leisure travel will return first," Anand said.

The company has been using glimpses of increased demand from summer 2020 to provide a positive outlook for the summer 2021 season around the continent. Specifically, Marriott is looking at the "continued resilience of the luxury consumer." Benzaquen detailed, for example, that Marriott's high-end Bodrum Edition was at 90% occupancy last summer.

Related: Run, don't walk here: A review of the Bodrum Edition in the Turkish Riviera

With the opening of the JW Marriott in Madrid in 2022, the chain is looking at capitalizing both on the demand for the luxury traveler but also on Spain as a destination. Elsewhere around the country, Mariott has plans to open new properties. In early 2022, Marriott will open the Madrid Edition, boasting 200 rooms and suites, as well as the W Madrid. Additionally, it's opened the W Ibiza and will open the Hotel Riomar Ibiza, a Tribute Portfolio property. On the Canary Islands, it's opened its first AC Hotel in Tenerife at the AC Hotel Tenerife.

Related: Marriott’s Collections brands are growing — and there’s more to come in the future

Editorial disclaimer: Opinions expressed here are the author’s alone, not those of any bank, credit card issuer, airline or hotel chain, and have not been reviewed, approved or otherwise endorsed by any of these entities.