Marriott International Achieves Unprecedented Growth Across Europe, Middle East, and Africa, Marking Exceptional Expansion and Landmark Openings

Published on February 26, 2026

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Marriott International, Inc. has set a remarkable growth benchmark in 2025, making headlines across the Europe, Middle East, and Africa (EMEA) region. With more than 230 organic signings and over 31,000 new rooms, Marriott’s footprint in the region has expanded at an impressive pace, achieving a 7.8% net rooms growth year-over-year. This surge highlights Marriott’s resilience and strategic investment in the hospitality sector, marking the company’s most successful year to date in EMEA.

At the close of 2025, Marriott’s EMEA pipeline stood strong, boasting over 600 properties and nearly 113,000 rooms—setting the stage for future growth and innovation in one of the most dynamic hospitality markets globally. From luxury hotels to midscale accommodations, Marriott is elevating the region’s hospitality landscape across a spectrum of brands.

EMEA: The Epicenter of Growth for Marriott International

Among the countries that played a pivotal role in Marriott’s EMEA growth were Germany, Italy, Saudi Arabia, the United Arab Emirates, and the United Kingdom. These markets recorded the highest number of signings, driving Marriott’s footprint further across the region. Notably, conversions and adaptive reuse projects emerged as a major force behind the expansion, with nearly 50% of signings attributed to these strategies. This surge in adaptive reuse projects demonstrates Marriott’s ability to transform existing spaces into high-end hospitality offerings while maintaining a strong commitment to sustainability and innovation.

Marriott Reinforces Leadership in Luxury Hotels

One of the most striking aspects of Marriott’s growth in 2025 is its continued dominance in the luxury hospitality sector. With a record-breaking 40 signed luxury deals in EMEA, Marriott has solidified its position as a leader in high-end accommodations. St. Regis, a prominent name within Marriott’s luxury portfolio, led the charge, securing 14 signed agreements across the region. Signature projects included The St. Regis Karya Cove Resort in Bodrum and The St. Regis Jeddah Corniche. These prestigious signings mark a continued commitment to catering to affluent travelers seeking unique and exceptional experiences.

Other notable luxury milestones included The Cape Town EDITION, JW Marriott Hotel Tashkent, and the JW Marriott Milos Resort and Spa—further reinforcing Marriott’s luxury offerings across key international destinations. Each of these developments underscores the company’s commitment to expanding its luxury segment and delivering extraordinary, world-class experiences to global travelers.

Record-Breaking Branded Residential Expansions

In addition to its stellar performance in luxury hotels, Marriott achieved a significant milestone in its branded residential offerings in 2025. The company signed an all-time high of 24 residential deals, more than doubling the volume signed in 2024. Marriott’s branded residences are becoming an increasingly sought-after living choice, as the demand for elevated, hotel-style living spaces continues to grow.

In Europe, the Middle East, and Africa, Marriott saw a 33% increase in its branded residential portfolio, with the Middle East & Africa (MEA) experiencing a 70% surge. The company’s success in this sector is evident, as evidenced by significant signings such as The Residences at the Dubai Beach EDITION and The Ritz-Carlton Residences, Palm Hills, Cairo. This expansion marks a significant shift in consumer expectations for residential living, with Marriott now offering an unparalleled combination of luxury, style, and convenience.

Marriott’s Midscale Segment Experiences Explosive Growth

2025 also marked a year of rapid growth for Marriott’s midscale segment. With a strategic focus on regionally resonant brands, Marriott’s Four Points Flex by Sheraton became the fastest-growing brand in the EMEA region. With 18 new signings and 23 openings, Four Points Flex is revolutionizing the midscale segment, meeting the needs of budget-conscious travelers without compromising on style or quality.

In addition to Four Points Flex, Marriott introduced two new brands to the region: Series by Marriott and StudioRes. Series by Marriott is designed to deliver a personalized experience with a distinctive touch for midscale and upscale lodging. Meanwhile, StudioRes, an extended-stay midscale brand, provides long-term guests with a modern, flexible living arrangement. Both brands have garnered significant interest from developers, cementing Marriott’s reputation as an innovator in the global hospitality space.

CitizenM Acquisition Boosts Marriott’s Offerings

As part of its ongoing commitment to meeting the evolving needs of travelers, Marriott completed the acquisition of the citizenM brand in 2025. Known for its tech-savvy, efficient, and art-driven design, citizenM has carved out a niche among travelers seeking a modern and personalized hotel experience. The integration of citizenM’s 19 hotels and nearly 4,000 rooms into Marriott’s EMEA portfolio in the fourth quarter of 2025 adds yet another dynamic offering to the company’s impressive portfolio of diverse brands.

The acquisition strengthens Marriott’s position in the tech-savvy, millennial-driven market, offering a fresh alternative to traditional hotel experiences. This move also aligns with Marriott’s goal of providing a broad range of options for every type of traveler, from luxury connoisseurs to digital nomads and tech enthusiasts.

Exceptional Openings and Continued Expansion Across EMEA

Marriott’s aggressive expansion strategy continued throughout the year with over 170 properties added to its operating portfolio across EMEA. High-profile openings included Patmos Aktis, a Luxury Collection Resort & Spa in Greece, and The H15 Palace, a Luxury Collection Hotel in Krakow. Lifestyle luxury brands such as EDITION and W Hotels also made notable debuts, with The Lake Como EDITION, W Florence, and W Sardinia marking milestone openings.

JW Marriott also entered Greece with the highly anticipated JW Marriott Crete Resort & Spa, the brand’s first Mediterranean beach resort. Other iconic openings included Moxy Hotels’ 100th property in the region, the Moxy Belfast City, along with key properties in Istanbul, Lisbon, and Warsaw. The Four Points Flex by Sheraton continued its impressive trajectory, expanding into new markets like Germany, Austria, Italy, and Spain.

These openings reflect Marriott’s strategy of broadening its reach while staying true to its commitment to high-quality offerings across a diverse range of price points and brand experiences.

Marriott’s Future Outlook: A Strong Foundation for Growth

Looking ahead, Marriott International’s position in the EMEA region remains exceptionally strong. With a growing portfolio of over 600 properties in the pipeline and a diversified brand offering spanning luxury, midscale, and residential sectors, Marriott is well-equipped to continue its robust expansion strategy across Europe, the Middle East, and Africa.

As the region’s hospitality sector continues to evolve, Marriott remains committed to offering innovative and relevant travel experiences that meet the ever-changing needs of guests. From luxury escapes to tech-driven hotels and affordable midscale options, Marriott is redefining hospitality for a global audience, positioning itself as an industry leader for years to come.

As Marriott continues to expand, the company’s focus on adaptive reuse, new brand introductions, and the acquisition of brands like citizenM ensures its ability to lead the charge in the highly competitive global hospitality market. With Marriott’s exceptional growth across EMEA, the company is not just meeting the demands of today’s travelers but is also paving the way for the next generation of innovative and elevated travel experiences.