Marriott International Announces Robust Growth Momentum Across Europe, Middle East and Africa in 2025

Marriott International, Inc. announced an exceptional year of growth across Europe, Middle East & Africa (EMEA) in 2025 with more than 230 organic signings representing over 31,000 rooms.

Expansion Highlights
- Signings: Over 230 organic deals representing 31,000+ rooms.
- Openings: 170 properties added, nearly 24,000 rooms, driving 7.8% net rooms growth.
- Pipeline: 600+ properties, ~113,000 rooms.
- Top growth markets: Germany, Italy, Saudi Arabia, UAE, UK.

Strategic Drivers
- Conversions & adaptive reuse: Nearly 50% of signings came from conversion-friendly brands and collection properties.
- Luxury leadership: Record 40 luxury deals signed in EMEA.
- St. Regis led with 14 agreements (e.g., Bodrum, Jeddah).
- Other milestones: The Cape Town EDITION, JW Marriott Milos, JW Marriott Tashkent.
- Branded residences: Record 24 signings, doubling 2024’s volume.
- Highlights: Ritz-Carlton Residences Cairo, Dubai Beach EDITION Residences, Marriott Residences Budapest.
- Midscale growth:
- Four Points Flex by Sheraton fastest-growing brand (18 signings, 23 openings).
- New brands introduced: Series by Marriott (collection brand for midscale/upscale) and StudioRes (extended-stay midscale).
- Acquisition: Completed purchase of citizenM, adding 19 hotels (~4,000 rooms) to EMEA portfolio.

Opening Highlights
- Luxury Collection: Patmos Aktis (Greece), H15 Palace (Krakow).
- Lifestyle brands: EDITION (Lake Como, Red Sea), W Hotels (Florence, Sardinia).
- JW Marriott: Debut in Greece with JW Marriott Crete Resort & Spa.
- Marriott Hotels: Debut in Luxembourg.
- Autograph Collection: Morea House, Cape Town.
- Moxy Hotels: Reached 100 open properties in EMEA (new entries in Belfast, Istanbul, Lisbon, Warsaw).
- Four Points Flex: Expanded into Germany, Austria, Italy, Spain.

Strategic Significance
Marriott is balancing luxury expansion, branded residences, and midscale growth to capture diverse traveler segments. The acquisition of citizenM signals a push into tech-savvy, design-forward hospitality, while Four Points Flex and StudioRes strengthen its midscale footprint.

This positions Marriott as a multi-segment powerhouse in EMEA, appealing to both high-end and value-conscious travelers, while offering developers flexible conversion opportunities.