Marriott signs eight-hotel deal with Townhouse Hotels to bring Series by Marriott to the Netherlands
The agreement adds more than 700 rooms across five Dutch cities, debuts Series by Marriott in the Netherlands and takes Marriott into Maastricht and Eindhoven for the first time.
News Desk
5 min read
Marriott International has signed an agreement with Townhouse Hotels to add eight hotels and more than 700 rooms to its portfolio in the Netherlands. Six properties are expected to join Series by Marriott, marking the collection brand’s debut in the Dutch market, while two boutique hotels will be affiliated with Tribute Portfolio.
Announced in Amsterdam on 5 October, the multi-property deal spans five cities. It extends Marriott’s presence in Amsterdam, Breda and The Hague, and is set to take the company into Maastricht and Eindhoven for the first time.
Six Townhouse Hotels properties for Series by Marriott
Series by Marriott brings established, regionally recognised hotel brands together in a single curated collection, with each property keeping its local character. The six Townhouse Hotels properties expected to join are:
- Townhouse Amsterdam WTC, Series by Marriott: 84 rooms in the Zuidas business district, rebranding from Hotel Qbic WTC Amsterdam
- Townhouse The Hague, Series by Marriott: 88 rooms with easy access to government institutions, international organisations and cultural landmarks
- Townhouse Maastricht, Series by Marriott: 82 rooms near the city’s historic centre
- Townhouse Mabi Maastricht, Series by Marriott: 55 rooms in a former cinema
- Townhouse Kaboom Maastricht, Series by Marriott: 79 rooms built around a bold, lifestyle-led design concept
- Townhouse Breda, Series by Marriott: 106 rooms, rebranding from Hotel Keyser and the largest of the six
Two boutique hotels for Tribute Portfolio
The Ald Hotel The Hague, a Tribute Portfolio Hotel, is a 91-room boutique property in the heart of the city. Hotel Mariënhage Eindhoven, a Tribute Portfolio Hotel, occupies a landmark former monastery complex with 134 rooms and will mark Marriott’s entry into Eindhoven, one of Europe’s leading technology and innovation hubs.
What the partners said
“This agreement represents a significant milestone for Marriott International in the Netherlands, bringing eight distinctive hotels into our portfolio and introducing Series by Marriott to the Dutch market,” said Jerome Briet, Chief Development Officer, Europe, Middle East & Africa, Marriott International.
Joost Mees, Managing Partner at European Hotel Capital, said the agreements reflect a long-term vision for “a portfolio of distinctive hotels with a strong identity, backed by a global platform”, adding that the move positions the company for sustainable growth.
Rick de Jonge, CEO of Townhouse Hotels, said: “This is a defining moment for our company and a clear recognition of what our teams have built. Joining Marriott’s global platform opens the door to new guests, new markets and new opportunities, and marks the start of an ambitious next chapter.”
Marriott’s footprint in the Netherlands
Founded in Maastricht in 2008, Townhouse Hotels operates ten hotels across Amsterdam, The Hague, Maastricht, Eindhoven and Breda. Marriott had more than 30 properties operating in the Netherlands across 12 brands as of the second quarter of 2026, including W Hotels, Moxy Hotels, Element by Marriott and citizenM. Worldwide, it counts more than 10,000 properties in 148 countries and territories.
The deal adds a new market for Series by Marriott, which has been a leading driver of Marriott’s signings in India, and continues the group’s use of conversions to grow quickly in established markets, as seen in its recent New Zealand agreement with CP Group. Marriott did not give dates for when the eight hotels will join its portfolio.
