The company ended the year with a regional pipeline exceeding 600
properties and nearly 113,000 rooms. Germany, Italy, Saudi Arabia, United Arab
Emirates and the United Kingdom recorded the highest number of signings across
EMEA in 2025.
Satya Anand, President, Europe, Middle
East & Africa, Marriott International, said: “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. 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.”
Conversions and adaptive reuse projects represented nearly 50% of signings
in the region during the year, supported by the company’s collection brands and
conversion-focused offerings.
In the luxury segment, EMEA represented Marriott’s strongest region for signings, with a record 40 luxury deals. St. Regis led the segment with 14 signed agreements, including The St. Regis Karya Cove Resort, Bodrum and The St. Regis Jeddah Corniche. Additional milestone signings included The Cape Town EDITION, JW Marriott Hotel Tashkent and JW Marriott Milos Resort and Spa.
Marriott also recorded 24 branded residential signings across EMEA in 2025,
more than double the volume signed in 2024. Since year-end 2023, the company
increased its branded residential portfolio of open and pipeline properties by
33% in Europe and 70% in the Middle East & Africa. The year closed with 33
open residential locations and 60 in the pipeline. Key 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.
The midscale segment recorded accelerated expansion. Four Points Flex by Sheraton, positioned as a
conversion-friendly midscale brand in EMEA, achieved 18 signings and 23
openings in 2025, closing the year with 38 open properties and more than 4,300
rooms.
Two additional brands were introduced to the region: Series by Marriott, a global collection brand in the
midscale and upscale segments, and StudioRes, an extended-stay midscale brand.
Both brands generated development interest across EMEA.
Marriott completed the acquisition of the citizenM brand during the year. 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 & Africa, Marriott International, added: “From record luxury and branded residential signings to the
remarkable momentum of our midscale offerings, we are capturing opportunity for
growth and new audiences across every segment in the region. These milestones
underscore the depth and diversity of our portfolio and reinforce our
commitment to delivering long-term value for our hotel owners in this region.”
During 2025, Marriott added 170 properties to its operating portfolio across EMEA. Opening highlights included Patmos Aktis, a Luxury Collection Resort & Spa, Greece and H15 Palace, a Luxury Collection Hotel, Krakow. EDITION and W Hotels recorded milestone openings including The Lake Como EDITION, The Red Sea EDITION, W Florence and W Sardinia.
JW Marriott debuted in Greece with the JW Marriott Crete Resort &
Spa, marking the brand’s first Mediterranean beach resort. Marriott
Hotels opened in Luxembourg with the Luxembourg Marriott Hotel
Alfa. Morea House, Autograph Collection,
opened in Camps Bay, Cape Town. Moxy Hotels reached
100 open properties in the region with Moxy Belfast City and
additional openings in Istanbul, Lisbon and Warsaw. Four Points Flex by Sheraton expanded with more
than 20 property additions, including entries into Germany, Austria, Italy and
Spain.
Tags: Satya Anand, Marriott International