Marriott International is accelerating its expansion in Europe’s fast-growing midscale hotel segment with the launch of its Series by Marriott brand, signaling a strategic shift toward more affordable and conversion-friendly hospitality offerings. The company has announced 11 new properties across Italy and the United Kingdom, marking the brand’s regional debut and reinforcing Marriott’s ambition to scale its presence beyond luxury and premium segments.

The move reflects broader changes in traveler behavior, with rising demand for hotels that balance price, quality, and location. Increasingly, guests are prioritizing practical, well-designed accommodations that deliver consistent standards without the higher costs associated with upscale properties. Marriott’s Series brand is positioned to meet that demand by focusing on essential comforts, local design identity, and operational efficiency.

The initial rollout includes six hotels in Italy, located in destinations such as Venice, Rimini, and Pomezia, as well as a new-build property in Valmontone. In the UK, five hotels will join the portfolio, including locations in London neighborhoods such as Earls Court, Euston, and Kings Cross. These projects are being developed in partnership with Amapa Group in Italy and Splendid Hospitality Group in the UK, both established operators with strong regional portfolios.

A Conversion-Driven Growth Strategy

A defining feature of Series by Marriott is its emphasis on conversions rather than new construction. Many of the announced properties are existing hotels that will be rebranded and integrated into Marriott’s global system. This approach allows the company to scale quickly while offering hotel owners access to Marriott’s distribution channels, operational expertise, and its Bonvoy loyalty program, which now counts hundreds of millions of members worldwide.

For owners, the model provides a balance between independence and global affiliation. Hotels can maintain elements of their local identity while benefiting from Marriott’s revenue management systems and brand recognition. This hybrid approach has become increasingly attractive in Europe, where many properties are independently operated and seek international visibility without full brand standardization.

The strategy also builds on Marriott’s earlier success in the midscale segment with Four Points Flex by Sheraton, which has rapidly expanded across several European markets since its introduction in 2023. Together, these brands form part of a broader push to capture a segment that has historically been fragmented but is now consolidating as demand grows.

Meeting Shifting Traveler Expectations

The expansion of Series by Marriott comes at a time when affordability and flexibility are becoming central to travel decisions. Economic pressures, combined with a rebound in travel demand, have pushed many consumers to seek better value without sacrificing comfort or location. Midscale hotels are increasingly seen as offering that balance, particularly in major urban and leisure destinations.

Series by Marriott is designed around these expectations, emphasizing streamlined services, modern rooms, and locally inspired design elements that reflect the surrounding neighborhood. Features such as grab-and-go dining options cater to travelers who prioritize convenience and mobility over traditional full-service amenities.

At the same time, the brand aligns with a broader industry trend toward experience-driven travel. By preserving local character while ensuring consistent quality, Marriott aims to appeal to both international visitors and domestic travelers looking for reliable yet authentic stays.

As competition intensifies across Europe’s hospitality sector, Marriott’s expansion into the midscale category underscores a shift in how global hotel groups are positioning themselves. Rather than focusing solely on luxury growth, companies are increasingly targeting scalable, high-demand segments that offer both resilience and long-term growth potential.

ITA Airways is taking a major step in its integration with Lufthansa Group by joining the Miles & More loyalty program, a move that significantly expands benefits for passengers and strengthens the airline’s position within a global aviation network. The transition, set to take effect on April 1, marks a key milestone following Lufthansa’s acquisition of a 41% stake in the Italian carrier earlier this year.

The integration means that all ITA Airways passengers will gain access to one of the world’s largest airline loyalty programs, allowing them to earn and redeem miles across Lufthansa Group airlines, Star Alliance members, and a wide range of global partners. For travelers, this shift introduces a broader network of routes, rewards, and status benefits that extend far beyond ITA’s existing footprint.

The move also reflects a strategic effort by Lufthansa to align ITA Airways more closely with its broader ecosystem, streamlining operations and customer experience across the group. Loyalty programs play a central role in this process, serving not only as a customer retention tool but also as a key component of airline partnerships and revenue generation.

Passengers currently enrolled in ITA’s Volare loyalty program will be offered a status match, allowing them to transition into Miles & More while retaining equivalent benefits. This approach is designed to minimize disruption for frequent flyers while encouraging adoption of the new system. Registration for the program will be available through ITA’s website and mobile app, making the transition accessible to a wide range of travelers.

For Lufthansa Group, the expansion of Miles & More to include ITA Airways strengthens its competitive position in Europe, particularly in the Italian market. By integrating loyalty programs, the group can offer a more unified experience across its airlines, which include Lufthansa, Swiss, Austrian Airlines, and Brussels Airlines. This creates additional incentives for passengers to remain within the network when booking flights.

The development also highlights a broader trend in the airline industry, where consolidation and partnerships are increasingly focused on enhancing customer ecosystems rather than simply expanding route networks. Loyalty programs have become a critical differentiator, influencing traveler choice through benefits such as upgrades, lounge access, and earning potential across multiple carriers.

As ITA Airways continues its integration into Lufthansa Group, further changes are expected, including deeper coordination of schedules, distribution systems, and services. The adoption of Miles & More represents one of the most visible steps in this process, signaling a shift toward a more connected and standardized experience for passengers.

Ultimately, the move underscores how loyalty programs are evolving from standalone offerings into central pillars of airline strategy. For travelers, it means greater flexibility and access. For airlines, it represents an opportunity to build stronger, more cohesive global networks in an increasingly competitive market.

Radisson Hotel Group is accelerating its sustainability strategy with plans to develop 100 net-zero hotels worldwide by 2030, marking one of the most ambitious environmental commitments in the global hospitality sector. The initiative builds on the company’s Verified Net Zero Hotels program, which is now transitioning from pilot phase to full-scale international rollout.

Initially launched in 2025 with two proof-of-concept properties in Manchester and Oslo, the program demonstrated that existing hotels can be transformed into carbon-neutral operations. The results, according to the company, showed strong reductions across emissions, high levels of guest awareness, and growing support for sustainable travel options. These early outcomes have provided the foundation for a broader expansion across multiple regions.

Scaling a Verified Net-Zero Model

The next phase of the rollout will begin in Europe and Africa, with new properties planned in Norway, Denmark, Sweden, the United Kingdom, and South Africa. The inclusion of South Africa marks the program’s first expansion beyond Europe, signaling Radisson’s intention to position sustainability as a global standard rather than a regional initiative.

Further growth is expected over the next five years, with additional net-zero hotels planned in countries such as Germany, Austria, and Spain’s Canary Islands. Each property in the program will undergo independent verification by TÜV Rheinland, ensuring compliance with internationally recognized standards aligned with the Science Based Targets initiative.

The Verified Net Zero framework focuses on eliminating Scope 1 and 2 emissions through electrification, renewable energy sourcing, and sustainable heating and cooling systems. At the same time, Scope 3 emissions – often the most complex to address – are reduced through changes in food sourcing, waste management, laundry operations, amenities, and business travel practices.

This structured approach is designed to provide a replicable model for hotel owners and operators, offering a pathway to reduce environmental impact while maintaining operational performance.

Sustainability Becomes a Competitive Advantage

Radisson’s expansion comes at a time when sustainability is increasingly influencing decision-making across the travel industry. Regulators, investors, and travelers are placing greater emphasis on transparency and measurable environmental performance, pushing hotel groups to adopt more rigorous standards.

Early data from the pilot properties suggests that sustainability is also becoming a factor in consumer choice. Around 20% of guests at the Manchester and Oslo hotels cited net-zero status as a reason for booking, while overall awareness of the concept exceeded 70%. These figures indicate that environmentally conscious travel is moving from a niche preference to a mainstream expectation.

The program also introduces visible elements to communicate its impact, including a dedicated net-zero certification icon displayed throughout participating hotels. This reflects a broader shift toward making sustainability more tangible and accessible to guests.

For Radisson, the initiative is not only about reducing emissions but also about future-proofing its portfolio in a rapidly changing market. As climate considerations become embedded in travel planning, hotels that can demonstrate credible, independently verified progress are likely to gain a competitive edge.

By scaling its Verified Net Zero program, Radisson is positioning itself at the forefront of sustainable hospitality. The challenge ahead will be maintaining consistency and credibility across a growing global network while meeting rising expectations from both guests and stakeholders

A Netflix cooking show is doing more than entertaining audiences – it is actively reshaping how and where people travel. “Culinary Class Wars,” a South Korean series that pits elite chefs against lesser-known culinary talents, has triggered a surge in global food tourism, with measurable impacts on restaurants, hotels, and destination strategies.

According to booking data, restaurants featured in the show saw reservations and waitlists jump by an average of 303% in the weeks following the release of its second season. The spike highlights how streaming content is increasingly influencing real-world consumer behavior, particularly among younger travelers seeking immersive, experience-driven trips.

Entertainment Meets Travel Demand

The concept behind “Culinary Class Wars” – dividing chefs into “White Spoons” and “Black Spoons” – has resonated strongly with audiences by showcasing both fine dining and street food cultures. This duality has encouraged travelers to explore a wider spectrum of culinary experiences, from Michelin-level restaurants to local food stalls.

Millennials and Generation Z are driving much of this trend. Surveys indicate that these groups prioritize cultural immersion over traditional sightseeing, with food emerging as one of the most accessible and engaging ways to experience a destination. Rather than focusing solely on landmarks, travelers are increasingly building itineraries around restaurants, markets, and local culinary traditions.

The effect is already visible in major Asian destinations. In Singapore, spending on food and beverage tourism rose by 15% despite only modest overall visitor growth. In Japan, more than 80% of tourists now consider local cuisine a core part of their travel expectations, reflecting a steady increase over the past decade.

Governments and Hotels Adapt to Culinary Demand

The influence of food tourism is now shaping national strategies. South Korea has formally integrated culinary tourism into its 2026 development plans, recognizing its potential to attract visitors and differentiate the country in a competitive global travel market.

Hospitality brands are also adjusting their offerings. Hotels are moving beyond traditional dining formats, positioning their restaurants as standalone destinations rather than secondary amenities. Industry data shows that 60% of luxury travelers now prioritize hotels with strong food experiences, while nearly one in five actively seeks out new culinary activities during their trips.

To meet this demand, some hotel groups are introducing curated food experiences such as guided market tours, cooking classes, and chef-led cultural programs. These initiatives blur the line between accommodation and local exploration, allowing travelers to engage more deeply with a destination’s culinary identity.

From Dining to Cultural Storytelling

Beyond the numbers, the rise of food tourism reflects a broader shift in traveler mindset. Food is increasingly seen not just as a necessity, but as a gateway to culture, history, and human connection. Travelers are showing growing interest in seasonal ingredients, traditional cooking methods, and the stories behind local dishes.

Importantly, this trend is not limited to high-end dining. While fine dining offers curated, narrative-driven experiences, casual and street food continue to play a central role in shaping authentic travel moments. Many travelers actively seek out local markets and neighborhood eateries, valuing authenticity over formality.

Experts note that this shift has accelerated since the pandemic, as travelers prioritize meaningful, personal experiences over conventional tourism. Culinary exploration, whether through a chef’s tasting menu or a street-side meal, provides a direct connection to local culture that few other travel experiences can match.

As streaming platforms continue to shape global tastes and interests, the success of “Culinary Class Wars” underscores a new reality for the travel industry: what people watch increasingly determines where they go – and what they eat when they get there.