Marriott International Dominates EMEA with Record-Breaking Growth, Luxury Expansions, and Bold Acquisitions in 2025, Here’s What’s Next!

Published on February 26, 2026

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Marriott International has witnessed remarkable growth in 2025, expanding its presence across Europe, the Middle East, and Africa (EMEA) with a robust strategy for regional expansion. The company secured more than 230 organic signings, adding over 31,000 rooms to its portfolio. Additionally, Marriott opened 170 new properties, contributing to a net room increase of 7.8% across the EMEA region. These developments are a clear testament to Marriott’s commitment to meeting growing demand for diverse travel experiences and high-quality accommodations.

Expansion Across Key EMEA Markets

2025 marked a period of significant growth for Marriott International in its EMEA region, with some of the highest growth markets being Germany, Italy, Saudi Arabia, the United Arab Emirates, and the United Kingdom. These countries not only led the region in terms of signings but also highlighted Marriott’s expansion strategy, which focuses on tapping into both established and emerging destinations.

The company’s pipeline continues to grow, with more than 600 properties and close to 113,000 rooms in the pipeline by the end of 2025. Conversions and adaptive reuse projects remain a vital component of Marriott’s growth strategy, with nearly half of the company’s signings in EMEA in 2025 stemming from these efforts. The company’s collection brands have been instrumental in supporting this conversion-friendly approach.

Marriott’s Luxury Segment Soars to New Heights

Marriott International reinforced its leadership in the luxury hotel segment in 2025. EMEA represented the company’s most successful region for luxury signings, with a record 40 luxury deals secured. Among the standout achievements was the signing of 14 St. Regis properties, including the prestigious St. Regis Karya Cove Resort in Bodrum and The St. Regis Jeddah Corniche. Other luxury highlights include The Cape Town EDITION, JW Marriott Hotel Tashkent, and JW Marriott Milos Resort and Spa.

This stellar performance further solidified Marriott’s dominance in the luxury segment, offering guests exclusive, high-end experiences that are synonymous with the St. Regis and JW Marriott brands.

Unprecedented Growth in Branded Residences

Marriott’s 25-year leadership in the branded residences sector was reinforced in 2025 with the signing of a record 24 residential deals across the EMEA region. This marked more than double the volume of residential signings compared to 2024. Marriott’s continued success in this market reflects the growing demand for elevated living in sought-after destinations.

Noteworthy signings include The Residences at the Dubai Beach EDITION, Marriott Residences in Budapest, and The Ritz-Carlton Residences in Cairo. Marriott’s branded residential portfolio in EMEA now spans 33 open properties, with 60 additional developments in the pipeline.

Midscale Segment: Marriott’s Fastest Growing Category

Marriott experienced extraordinary growth in the midscale hotel category in 2025, with a focus on regional brands that resonate with local travelers. The Four Points Flex by Sheraton brand emerged as the company’s fastest-growing brand in the region, with 18 signings and 23 openings in 2025. By year-end, Four Points Flex had 38 open properties, offering over 4,300 rooms across the region.

Additionally, Marriott introduced two new brands to EMEA in 2025 – Series by Marriott and StudioRes. Series by Marriott is a global collection brand designed for midscale and upscale segments, offering personalized guest experiences that reflect the unique character of each destination. StudioRes, an extended-stay midscale brand, also generated significant developer interest, reinforcing Marriott’s ability to cater to evolving travel needs.

Strategic Acquisition of CitizenM Brand

In a move to diversify its offerings, Marriott International completed the acquisition of the citizenM brand in 2025. Known for its innovative and tech-savvy hotel experience, citizenM focuses on efficient use of space, art and design, and personalized service. The integration of the citizenM portfolio onto Marriott’s platforms added 19 hotels and nearly 4,000 rooms to the company’s EMEA portfolio, expanding Marriott’s reach in the budget-friendly segment.

The acquisition aligns with Marriott’s ongoing strategy to meet the diverse needs of modern travelers, providing them with a blend of high-tech services and affordable luxury.

Key Openings and Brand Milestones

Marriott’s 2025 expansion included several major hotel openings across various brands. The Luxury Collection saw key additions like Patmos Aktis, a Luxury Collection Resort & Spa in Greece, and H15 Palace, a Luxury Collection Hotel in Krakow. The lifestyle luxury brands, EDITION and W Hotels, celebrated significant openings with The Lake Como EDITION, The Red Sea EDITION, W Florence, and W Sardinia.

JW Marriott also made its debut in Greece with the opening of the JW Marriott Crete Resort & Spa, marking the brand’s first Mediterranean beach resort. Marriott Hotels entered Luxembourg with the Luxembourg Marriott Hotel Alfa, while Moxy Hotels reached a milestone of 100 open properties in the region.

Looking Ahead: Marriott’s Future in EMEA

As Marriott International continues its growth trajectory in the EMEA region, the company remains focused on expanding its footprint in both established and emerging markets. The company’s strategic investments in luxury, midscale, and branded residential properties demonstrate its adaptability and commitment to providing diverse, high-quality experiences for all types of travelers.

Marriott International’s achievements in 2025 underscore its ongoing commitment to shaping the future of travel across Europe, the Middle East, and Africa. With a strong portfolio of brands, a growing pipeline of properties, and a diverse array of offerings, Marriott is well-positioned to lead the hospitality industry in the coming years.

Conclusion

Marriott International’s remarkable growth in 2025 highlights its commitment to strategic expansion and continued innovation in the hospitality industry. With record-breaking luxury and residential signings, impressive midscale growth, and the strategic acquisition of citizenM, Marriott is setting a new standard for the future of travel in the EMEA region. As the company expands its portfolio and deepens its presence in key markets, it remains dedicated to delivering exceptional experiences for travelers and value for hotel owners.