Marriott International Sets a New Benchmark in EMEA with Record-Breaking 230+ Organic Signings and More Than 31,000 New Rooms, Driving Impressive Expansion Across Europe, the Middle East, and Africa

Published on February 26, 2026

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Marriott International has set a new benchmark for growth in the EMEA region, marking a significant milestone in 2025 with over 230 new organic signings and the addition of more than 31,000 rooms to its portfolio. This impressive expansion is a testament to Marriott’s strategic focus on strengthening its presence across Europe, the Middle East, and Africa. The company’s ability to secure such a high volume of signings in a year underscores its commitment to meeting the growing demand for high-quality hospitality and reinforces its position as a leader in the global hotel industry. With a 7.8% increase in net room growth, Marriott’s expansion in this region reflects both the robust demand for diverse accommodations and the brand’s ability to tap into new markets, solidifying its footprint in some of the most dynamic travel hubs worldwide.

Marriott International, Inc. (Nasdaq: MAR) revealed remarkable expansion in 2025 across Europe, the Middle East, and Africa (EMEA), securing over 230 new organic signings, adding more than 31,000 rooms to its portfolio. The company also introduced 170 new properties and nearly 24,000 rooms throughout the region, leading to a 7.8% increase in net room growth within EMEA.

“2025 was another strong year for Marriott International in EMEA defined by strategic expansion and segment-wide momentum across the region,” said Satya Anand, President, Europe, Middle East & Africa, Marriott International. “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.”

The EMEA region of the company concluded 2025 with a robust pipeline, boasting over 600 properties and close to 113,000 rooms.

Germany, Italy, Saudi Arabia, the UAE, and the UK emerged as the leading markets, registering the highest number of signings across the region for the year. Conversions and adaptive reuse projects have been pivotal in driving this growth, with nearly half of the region’s signings stemming from the company’s diverse portfolio of collection brands and conversion-friendly offerings. This strategy remains a key focus for expansion in the region.

Unmatched Luxury Brands Propelling Exceptional Growth

Marriott strengthened its leadership in the luxury sector in 2025, with EMEA emerging as the company’s strongest region for luxury signings. The company achieved a record 40 luxury deals, with St. Regis leading the charge with 14 signed agreements. Notable additions include The St. Regis Karya Cove Resort, Bodrum, and The St. Regis Jeddah Corniche. Other significant luxury signings include The Cape Town EDITION, JW Marriott Hotel Tashkent, and JW Marriott Milos Resort and Spa.

Historic Residential Brand Expansion

Demonstrating its long-standing dominance in the branded residential market, Marriott signed an all-time high of 24 residential deals across EMEA in 2025, more than double the volume from 2024. Since the end of 2023, the company’s portfolio of branded residences has expanded significantly, with a 33% increase in Europe and a 70% surge in the Middle East and Africa. At the close of 2025, Marriott’s branded residential portfolio boasted 33 open properties and an additional 60 in the pipeline. Noteworthy signings include The Residences at the Dubai Beach EDITION, Marriott Residences Budapest, The Ritz-Carlton Residences in Palm Hills, Cairo, and Seamont, Autograph Collection Residences in Al Reem Island, Abu Dhabi.

Surge in Midscale Segment Growth

Marriott experienced remarkable success in the midscale segment, focusing on regionally relevant brands. Four Points Flex by Sheraton, a flexible, conversion-friendly brand, was the fastest-growing for Marriott in EMEA, with 18 signings and 23 openings in 2025. By year-end, Four Points Flex had 38 open properties with over 4,300 rooms. Additionally, Marriott introduced two new brands in the region: Series by Marriott, a global collection brand tailored for midscale and upscale markets, and StudioRes, an extended-stay brand for midscale properties. Both brands have generated significant developer interest across the region.

Strategic Acquisition of citizenM Brand

Marriott expanded its portfolio with the acquisition of the citizenM brand, renowned for its efficient use of space, tech-forward service, and design-centric approach. The integration of citizenM’s 19 hotels, totaling nearly 4,000 rooms, into Marriott’s platforms was completed in the fourth quarter of 2025, enhancing the company’s presence in the EMEA region.

Jerome Briet, Marriott International’s Chief Development Officer for Europe, the Middle East & Africa, stated, “From groundbreaking luxury and residential signings to the incredible growth of our midscale offerings, we are tapping into new opportunities across every segment. These achievements highlight the depth and diversity of our portfolio and reinforce our commitment to long-term value for hotel owners in the region.”

Marriott added 170 properties to its operational portfolio in EMEA in 2025, including notable openings such as:

• The Luxury Collection’s expansion continued with the debut of Patmos Aktis, a Luxury Collection Resort & Spa in Greece, and H15 Palace, a Luxury Collection Hotel in Krakow.
• Lifestyle luxury brands EDITION and W Hotels celebrated key openings, including The Lake Como EDITION, The Red Sea EDITION, W Florence, and W Sardinia.
• JW Marriott marked its entry into Greece with the JW Marriott Crete Resort & Spa, the brand’s first Mediterranean beach resort.
• The flagship Marriott Hotels brand launched in Luxembourg with the opening of the Luxembourg Marriott Hotel Alfa.
• Morea House, part of the Autograph Collection, opened in Cape Town’s Camps Bay, expanding the brand’s distinctive portfolio of independent hotels in the region.
• Moxy Hotels, celebrating its 10th anniversary, reached 100 open properties in the region, with new locations in Belfast, Istanbul, Lisbon, and Warsaw.
• Four Points Flex by Sheraton significantly expanded, adding over 20 properties, including the brand’s entry into Germany, Austria, Italy, and Spain.

In 2025, Marriott International achieved a remarkable milestone in the EMEA region, securing over 230 organic signings and adding more than 31,000 rooms to its portfolio. This growth highlights the company’s commitment to expanding its presence across Europe, the Middle East, and Africa, with a 7.8% increase in net room growth. Marriott’s strategic expansion reinforces its position as a leading force in the global hospitality industry.

As Marriott’s offerings continue to expand, the diverse and extensive portfolio positions the company as a key player in the EMEA region, providing developers and real estate investors with attractive opportunities for growth.