Marriott, Hilton & Hyatt

Accommodation 5 × non-EU 6 × European alternatives

Loyalty points are the product. You are the inventory.

Three American groups run most of the branded hotel rooms on earth, and the loyalty programme is the actual business — it locks the guest to the chain and the chain to the owner of the building. Europe has real scale here, which is unusual in this list. Note that NH is not one of the answers: Minor International of Bangkok holds about 96% of it and renamed the group in 2024.

What you are replacing (5)

Marriott ↗

Bethesda, Maryland. Sheraton, Westin, Ritz-Carlton, Moxy.

🇺🇸 United States ·outside Europe
Hilton ↗

McLean, Virginia. DoubleTree, Hampton, Waldorf Astoria.

🇺🇸 United States ·outside Europe
Hyatt ↗

Chicago.

🇺🇸 United States ·outside Europe
IHG ↗

Windsor — British, so already European. Holiday Inn, Crowne Plaza.

🇬🇧 United Kingdom ·United Kingdom
NH Hotels ↗

Spanish-founded, and about 96% owned by Minor International of Bangkok since 2018. Renamed Minor Hotels Europe & Americas.

🇹🇭 Thailand ·outside Europe

European alternatives (6)

Suggest another →

Accor ↗

Paris, and the largest hotel group in Europe. Ibis, Novotel, Mercure, Sofitel.

🇫🇷 France · EU member state
Meliá Hotels ↗

Palma de Mallorca, family-controlled, strong across Spain and the Caribbean.

🇪🇸 Spain · EU member state
Scandic Hotels ↗

Stockholm. The Nordic default, and unusually good on accessibility.

🇸🇪 Sweden · EU member state
Motel One ↗

Munich. Cheap, central, and better designed than the price suggests.

🇩🇪 Germany · EU member state
B&B Hotels ↗

Brest. Budget chain now across most of western Europe.

🇫🇷 France · EU member state
Radisson Hotel Group ↗

Brussels-headquartered — though Jin Jiang of Shanghai is the majority owner, so weigh it accordingly.

🇧🇪 Belgium · EU member state