Marriott International Announces Robust Growth Momentum in Europe, Middle East and Africa by 2025 | News
Marriott International, Inc. announced an exceptional year of growth in Europe, the Middle East and Africa (EMEA) in 2025, with more than 230 organic signings representing more than 31,000 rooms. Marriott also added 170 properties and nearly 24,000 rooms in EMEA last year, contributing to net room growth of 7.8% in the region.
“2025 was another strong year for Marriott International in EMEA, marked by strategic expansion and segment-wide momentum across the region,” said Satya Anand, President, Europe, Middle East and Africa, Marriott International. “We have continued to purposefully grow our portfolio by expanding into new destinations, thoughtfully scaling our brands and delivering even more diverse experiences to 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.”
The company’s EMEA region ended the year with a pipeline of more than 600 properties and nearly 113,000 rooms.
Germany, Italy, Saudi Arabia, the United Arab Emirates and the United Kingdom were the highest growth markets, with the largest number of contracts for the company across the region by 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 this year.
Unparalleled luxury brands drive extraordinary growth
Marriott strengthened its leadership in luxury in 2025. EMEA represented the company’s strongest region in luxury contracts with a record 40 luxury deals signed. 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 brand advertising for homes
Reinforcing the company’s 25 years of leadership in branded residential properties, Marriott has signed a record 24 residential deals in EMEA, more than double the volume signed in 2024. Since the end of 2023, the company has grown its total branded residential portfolio of open and pipeline properties by 33% in Europe and 70% in the Middle East and Africa, demonstrating the growing demand for luxury living in the region. The company ended the year with 33 open locations and 60 in the pipeline in the region. Highlights of the 2025 signings 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 the mid-range segment
Marriott has experienced extraordinary growth in the mid-market while maintaining a strategic focus on and scaling regionally resonant brands. Four Points Flex by Sheraton, a conversion-friendly mid-market 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 ended the year with 38 open properties with more than 4,300 rooms.
Marriott recently introduced two new brands to the region: Series by Marriott, a global collection brand for the mid-range and luxury lodging segments designed to deliver a personalized experience that reflects the distinctive character of each destination, and StudioRes, a mid-market extended stay 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 travel destination, Marriott completed the acquisition of the CitizenM brand, known for its genuine service, tech-savvy hotel experience, highly efficient use of space and focus on art and design. The CitizenM portfolio was integrated into Marriott’s platforms in the fourth quarter of 2025, adding 19 hotels and nearly 4,000 rooms to the company’s EMEA portfolio.
Jerome Briet, Chief Development Officer, Europe, Middle East and Africa, Marriott International added: “From record purchases in luxury and branded residential properties to the remarkable momentum of our mid-market offering, we are seizing opportunities for growth and new audiences in every segment of the region. These milestones underscore the depth and diversity of our portfolio and reinforce our commitment to delivering long-term value to our hotel owners in this region.
Marriott has added 170 properties to its operating portfolio in the region by 2025. Highlights during the opening 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, made its debut in Luxembourg with the Luxembourg Marriott Hotel Alfa.
Morea House, Autograph Collection, opened in Camps Bay in Cape Town, further expanding the brand’s diverse and dynamic portfolio of independent hotels in the region.
To mark its 10th anniversary, Moxy Hotels reached 100 open properties in the region with Moxy Belfast City, along with other major openings in Istanbul, Lisbon and Warsaw.
Four Points Flex by Sheraton added more than 20 properties to its operating portfolio, including launching the brand in Germany, Austria, Italy and Spain.
As Marriott continues to expand its offerings, the breadth and depth of the company’s portfolio remains well-positioned to provide attractive options to developers and real estate investors. For more information about Marriott’s development opportunities and updates, visit https://www.hotel-development.marriott.com/.
