LONDON – Marriott International, Inc. (Nasdaq: MAR, “Marriott”) 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. Marriott also added 170 properties and nearly 24,000 rooms across EMEA last year, contributing to a 7.8% net rooms growth in the region.
2025 was another strong year for Marriott International in EMEA defined by strategic expansion and segment-wide momentum across the region. We continued to grow our portfolio with purpose by expanding into new destinations, scaling our brands thoughtfully and offering even more diverse experiences for our guests and Marriott Bonvoy members. Our robust growth is a testament to the dedication of our teams and the trust of our owners, and we remain committed to shaping the future of travel in the region.
Satya Anand, President, Europe, Middle East & Africa, Marriott International
The company’s EMEA region ended the year with a pipeline of over 600 properties and nearly 113,000 rooms.
Germany, Italy, Saudi Arabia, United Arab Emirates and the United Kingdom were the highest growth markets, with the leading number of signings for the company across the region in 2025. Conversions and adaptive reuse projects continue to drive significant growth for the company in the region, fueled by the company’s portfolio of collection brands and conversion-friendly offerings. Conversions and adaptive reuse projects represented nearly 50% of the region’s signings in the year.
Unrivaled Luxury Brands Deliver Extraordinary Growth
Marriott reinforced its luxury leadership in 2025. EMEA represented the company’s strongest region for signings in the luxury segment with a record 40 signed luxury deals. St. Regis saw the highest number of signed agreements in the region with 14 deals, including The St. Regis Karya Cove Resort, Bodrum and The St. Regis Jeddah Corniche. Other luxury milestone signings included The Cape Town EDITION, JW Marriott Hotel Tashkent and JW Marriott Milos Resort and Spa.
Record Breaking Branded Residential Signings
Reinforcing the company’s 25-year leadership in branded residences, Marriott signed a record-breaking 24 residential deals across EMEA, more than double the volume signed in 2024. Since year-end 2023, the company has grown its branded residential total portfolio of open and pipeline properties by 33% in Europe, and 70% in the Middle East & Africa, demonstrating the growing demand for elevated living in the region. The company closed the year with 33 open locations and 60 in the region’s pipeline. Signings highlights in 2025 included The Residences at the Dubai Beach EDITION; Marriott Residences, Budapest; The Ritz-Carlton Residences, Palm Hills, Cairo and Seamont, Autograph Collection Residences, Al Reem Island, Abu Dhabi.
Accelerated Expansion of Midscale Segment
Marriott has experienced extraordinary growth in the midscale segment, while maintaining a strategic focus on regionally resonant brands and scaling them. Four Points Flex by Sheraton, a conversion-friendly midscale brand offered in EMEA, represented the fastest growing brand for the company in the region with 18 signings and 23 openings in 2025. The brand closed the year with 38 open properties with over 4,300 rooms.
Marriott recently introduced two new brands to the region – Series by Marriott, a global collection brand for the midscale and upscale lodging segments that is designed to deliver a personalised experience that reflects the distinct character of each destination, and StudioRes, an extended-stay midscale brand. Both brands have received significant interest from developers across the EMEA region.
Acquisition of the citizenM brand
As the company continues to strive to meet the evolving needs of every traveler and trip purpose, Marriott completed its acquisition of the citizenM brand, known for its genuine service, tech-savvy in-hotel experience, highly efficient use of space, and focus on art and design. The citizenM portfolio was integrated on Marriott’s platforms in the fourth quarter of 2025, adding 19 hotels and nearly 4,000 rooms to the company’s EMEA portfolio.
From record luxury and branded residential signings to the remarkable momentum of our midscale offerings, we are capturing opportunity for growth and new audiences across every segment in the region. These milestones underscore the depth and diversity of our portfolio and reinforce our commitment to delivering long-term value for our hotel owners in this region.
Jerome Briet, Chief Development Officer, Europe, Middle East & Africa, Marriott International
Marriott added 170 properties to its operating portfolio in the region in 2025. Opening highlights included:
-
The Luxury Collection continued its expansion in the region following the openings of Patmos Aktis, a Luxury Collection Resort & Spa, Greece and H15 Palace, a Luxury Collection Hotel, Krakow
-
Lifestyle luxury brands EDITION and W Hotels celebrated milestone openings such as The Lake Como EDITION, The Red Sea EDITION, W Florence and W Sardinia.
-
JW Marriott made its debut in Greece with the JW Marriott Crete Resort & Spa, the brand’s first Mediterranean beach resort.
-
The company’s flagship brand, Marriott Hotels, marked its debut in Luxembourg with the Luxembourg Marriott Hotel Alfa.
-
Morea House, Autograph Collection, opened within Camps Bay in Cape Town, further expanding the brand’s diverse and dynamic portfolio of independent hotels in the region.
-
Celebrating its 10th anniversary, Moxy Hotels reached 100 open properties in the region with the Moxy Belfast City along with other key openings in Istanbul, Lisbon and Warsaw.
-
Four Points Flex by Sheraton added over 20 properties to its operating portfolio which included the brand’s entry into Germany, Austria, Italy and Spain.
As Marriott continues to expand its offerings, the breadth and depth of the company’s portfolio remain well-positioned to offer compelling options for developers and real estate investors. To learn more about Marriott’s development opportunities and updates, visit https://www.hotel-development.marriott.com/.
Note on Forward-Looking Statements
This press release contains “forward-looking statements” within the meaning of United States federal securities laws, including statements related to our expectations regarding new brands, offerings and growth opportunities; deal signings and expected future project openings; our development pipeline; the pace and momentum of development activity, conversion activity and growth in certain segments and product tiers; brand debuts in certain markets and sectors; owner interest, demand and preferences for our brands; and similar statements concerning anticipated future actions and expectations that are not historical facts. We caution you that these statements are not guarantees of future performance and are subject to numerous evolving risks and uncertainties that we may not be able to accurately predict or assess, including the risk factors that we identify in our U.S. Securities and Exchange Commission filings, including our most recent Annual Report on Form 10-K or Quarterly Report on Form 10-Q. Any of these factors could cause actual results to differ materially from the expectations we express or imply in this press release. We make these forward-looking statements as of the date of this press release and undertake no obligation to publicly update or revise any forward-looking statement, whether as a result of new information, future events or otherwise.
About Marriott International
Marriott International, Inc. (Nasdaq: MAR) is based in Bethesda, Maryland, USA, and encompasses a portfolio of nearly 9,100 properties across more than 30 leading brands in 142 countries and territories. Marriott operates and franchises hotels and licenses vacation ownership resorts all around the world. The company offers Marriott Bonvoy®, its highly awarded travel program. For more information, please visit our website at www.marriott.com. In addition, connect with us on Facebook and @MarriottIntl on X and Instagram.
About Marriott Bonvoy
Marriott Bonvoy, Marriott International’s award-winning travel programme and marketplace, gives members access to transformative, eye-opening experiences around the corner and across the globe. Marriott Bonvoy’s portfolio of 31 extraordinary brands offers renowned hospitality in the most memorable destinations in the world. Members can earn points for stays at hotels and resorts, including all-inclusive resorts and premium home rentals, as well as through everyday purchases with co-branded credit cards. Members can redeem their points for experiences including future stays, Marriott Bonvoy Moments™, or through partners for luxurious products from Marriott Bonvoy Boutiques®. With the Marriott Bonvoy app, members enjoy a level of personalisation and contactless experience that allows them to travel with peace of mind. To enrol for free or for more information about Marriott Bonvoy, visit marriottbonvoy.com. To download the Marriott app, go here. Travelers can also connect with Marriott Bonvoy on Facebook, X, Instagram and TikTok.
Marriott International, Inc., (NASDAQ: MAR) is based in Bethesda, Maryland, USA, and encompasses a portfolio of nearly 8,200 properties under 30 leading brands spanning 138 countries and territories. Marriott operates and franchises hotels and licenses vacation ownership resorts all around the world. The company offers Marriott Bonvoy®, its highly awarded travel program.
The citizenM philosophy is ‘affordable luxury for the people’, offering guests all the luxuries they
would expect from a high-
end hotel in a prime location, but without sky-high prices. citizenM was founded by Rattan Chadha,
the founder and former
CEO of the fashion brand Mexx. The first citizenM hotel opened at Amsterdam’s Schiphol Airport in
2008, followed by
citizenM Amsterdam in 2009; citizenM Glasgow in 2010, and citizenM London…
JW Marriott is part of Marriott International’s luxury portfolio of brands and consists of beautiful properties and
distinctive resort locations around the world. JW Marriott is a tribute to the founder of Marriott International, J.
Willard “J.W.” Marriott, who prioritized his own well-being so that he could take better care of others. Inspired by his
approach to life and rooted in holistic well-being, JW Marriott properties offer a haven…
Four Points by Sheraton is a global brand with 295 hotels in more than 45 countries and territories. At Four Points, travel is reinvented where timeless
classics are woven with modern details, paired with genuine service in a casual environment—all around the world. Four Points hotels can be found in the
heart of urban centers, near the beach, by the airport, or in the suburbs.
Moxy offers a playful hotel experience for the young at heart. With more than 70 properties open across North
America, Europe, and Asia
Pacific, Moxy boldly breaks the rules of a conventional hotel stay across the globe. The nontraditional experience
starts with check-in at Bar
Moxy and comes to life throughout its social public spaces, like the Lounge and Library, and the small but smart
bedrooms.
Autograph Collection Hotels advocates for the original, championing the individuality of each of its 200+ independent
hotels located in the most desirable destinations across more than 30 countries and territories. Each hotel is a product of
passion and a personal realization of its individual founder’s vision, making each hotel singular and special: Exactly Like
Nothing Else.
EDITION Hotels is an unexpected and refreshing collection of individualized, customized, one-of-a-kind hotels which
redefines the codes of traditional luxury. Displaying the best of dining and entertainment, services and amenities “all under
one roof,” each EDITION property is completely unique, reflecting the best of the cultural and social milieu of its location and
of the time.
Born from the social electricity of New York City, W Hotels has been at the forefront of lifestyle hospitality for over
two decades. With 70 destinations around the world, the detail-driven design, signature Whatever/Whenever
service, and buzzing Living Rooms cultivate experiences of social connectivity. Each location brings together the
magnetic energy of W Hotels and the essence of local culture, creating spaces for new perspectives and a…
The Luxury Collection®, part of Marriott International, Inc., is comprised of world-renowned hotels and resorts offering
unique, authentic experiences that evoke lasting, treasured memories. For the global explorer, The Luxury Collection offers a
gateway to the world’s most exciting and desirable destinations. Each hotel and resort is a unique and cherished expression of
its location; a portal to the destination’s indigenous charms and…
Combining timeless glamour with a vanguard spirit, St. Regis Hotels & Resorts is committed to delivering exquisite
experiences at over 65 luxury hotels and resorts in the best addresses around the world. Beginning with the debut of
The St. Regis Hotel in New York by John Jacob Astor IV at the dawn of the twentieth century, the brand has remained
committed to an uncompromising level of bespoke and anticipatory service for all of its guests,…