Marriott International has announced record-breaking growth in its EMEA region for 2025, with the addition of 170 new properties and nearly 24,000 hotel rooms across Europe, the Middle East, and Africa. This growth resulted in a net room increase of 7.8%, marking the company’s most significant expansion in the region to date.

Expansion Across Key Markets

The growth was driven by strong performance in key markets including Germany, Italy, Saudi Arabia, the United Arab Emirates, and the United Kingdom. These countries accounted for the majority of Marriott’s new property additions and signings in the region.

Marriott secured more than 230 organic signings in 2025, representing over 31,000 rooms. This includes a significant number of conversions and adaptive reuse projects, which accounted for nearly 50% of the total regional signings. The company ended the year with a pipeline of over 600 properties, indicating continued momentum in its expansion strategy.

Luxury Brand Leadership

Marriott reinforced its leadership in the luxury segment with a record 40 signed deals in 2025. The St. Regis brand led this segment with 14 agreements, including notable signings in Bodrum, Turkey; Jeddah, Saudi Arabia; and Cape Town, South Africa.

The company also signed 24 residential deals, more than doubling its 2024 volume. The branded residential portfolio grew by 33% in Europe and 70% in the Middle East and Africa since 2023, reflecting increased demand for luxury residential accommodations in the region.

Innovation and New Brand Launches

Four Points Flex by Sheraton emerged as the fastest-growing brand for the company, with 18 new signings and 23 openings in 2025. Marriott also introduced two new brands in the region: Series by Marriott and StudioRes, which are designed to cater to evolving travel and hospitality needs.

The company completed the acquisition of citizenM in 2025, with the portfolio integrated during the fourth quarter. This acquisition added 19 hotels and nearly 4,000 rooms to the regional portfolio, further strengthening Marriott’s presence in the budget and mid-range hotel segments.

Other notable openings in the year included the JW Marriott Crete Resort and Spa in Greece. The flagship Marriott Hotels brand also made its debut in Luxembourg, expanding its footprint in Europe. Moxy Hotels reached 100 open properties in the EMEA region, reflecting strong performance in the lifestyle and boutique hotel segment.

Satya Anand, president of EMEA for Marriott International, stated: “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.”

Anand added that the company’s strong growth is a testament to the dedication of its teams and the trust of its owners, and that Marriott remains committed to shaping the future of travel in the region.

The expansion of Marriott’s footprint in EMEA comes at a time when the region is experiencing a surge in tourism and business travel. With more than 31,000 new rooms added through organic signings and conversions, the company is well-positioned to meet the growing demand for accommodations across the region.

Analysts have noted that the hospitality sector in EMEA is on a strong upward trajectory, with increasing investment in infrastructure, tourism, and leisure activities. The integration of new brands and the expansion of existing ones are expected to further boost the region’s tourism economy and create more jobs in the hospitality sector.

Looking ahead, Marriott has outlined plans to continue its expansion in the region, with a focus on sustainability, innovation, and customer-centric experiences. The company is also expected to use its growing portfolio of brands to cater to the diverse needs of travelers in EMEA.