Primed for a landmark year of premium Glaswegian hospitality
“Glasgow is evolving to be one of the most dynamic hospitality cities outside of London and when primed for a landmark year of global events, collaboration with city attractions and partners will be key.”
Chris McGuinness, General manager of Glasgow Marriott Hotel
Having worked in hospitality for almost three decades, eight of which at the helm of The Glasgow Marriott, we have weathered many storms. The economic backdrop continues to present business challenges across the board but Glasgow’s hospitality offering, in my view, is exceptionally well positioned to thrive. With strong air and rail links, a packed global events calendar and an internationally recognised warm welcome, the city delivers something genuinely distinctive and continues to attract international and staycation guests alike.
Demand for Glasgow as a destination has remained strong in 2025 and is set to grow in 2026. For us at Glasgow Marriott, 2025 was a year of repositioning following the completion of a multi-million pound refurbishment. Major events, conferences and cultural attractions are absolutely critical for a city-centre hotel like ours. Visitor attractions and organisations continue to elevate Glasgow’s profile internationally for example hosting experiential exhibitions like Tutankhamun and the upcoming Barbie exhibition.
We’re already preparing to support major medical conferences, music and international events, including the Commonwealth Games, Country 2 Country, Ocean Sciences and All Energy alongside sports tourism such as Hyrox with many key dates already at full occupancy.
One year on from our refurbishment, I can say with confidence that the investment has fundamentally reshaped the Glasgow Marriott’s market position. The most immediate measure of success has been increasing guest satisfaction and review scores. Revenue and overall business levels are significantly up following a buoyant summer trading period and one of the strongest Decembers on record. We’ve seen a notable increase in large group bookings, including elite and premier sports teams. That growth is reflected in a healthy forward book, which gives us real confidence heading into 2026.
The refurbishment has allowed us to elevate the hotel into a true four-star deluxe offering evidenced by the uplift in executive room demand from individuals, alongside different corporate and group business now choosing to stay with us. Not forgetting the industry recognition we’ve received, including being named Best 4-Star Hotel (West) at the Prestige Hotel Awards 2025.
Looking ahead, there are challenges facing our industry, including the proposed Visitor Levy, due to be introduced in 2027. As co-chair of the Greater Glasgow Hotel Association, alongside my fellow hoteliers, we are calling on our Local Authority to reconsider its position and make this a fixed fee rather than percentage model. This would offer greater transparency for guests. We’ll continue constructive dialogue with the local authority throughout 2026 to achieve the best possible outcome.
Sustainability improvements remain a focus for our industry and this was central to our refurbishment. We are proud to be one of the first hotels in Glasgow to achieve Green Key certification. This commitment continues as we recently installed EV chargers in our car park and are currently in the process of rolling out motion sensors for heating and air conditioning across all 303 guest rooms. Other sustainability improvements, such as the installation of solar panels, are in the pipeline for 2026.
Marriott is also undergoing a major technology transformation as this continues to rapidly evolve. This includes investing heavily in AI, cloud and data to modernise systems for better guest and staff experiences. We ensure all our digital content is accurate and updated and offer online check-in, mobile keys and ordering which all adds convenience, but for me the approach will continue to be blended with true in-person Glaswegian hospitality.
People remain at the heart of everything we do. Our industry-beating employee retention speaks volumes. We continue to invest in our people and support their professional development which in turn influences happy staff and happy guests.
Glasgow is evolving to be one of the most dynamic hospitality cities outside of London and when primed for a landmark year of global events, collaboration with city attractions and partners will be key. I look forward to welcoming more guests through our doors to experience everything the city has to offer in 2026 and beyond.
Chris McGuinness is General manager of Glasgow Marriott Hotel