Marriott International reports strong growth trends in Europe and the Middle East

Marriott International, a prominent global hospitality company, has reported a significant surge in growth across Europe, the Middle East, and Africa (EMEA) in 2025. Throughout the year, Marriott secured over 230 organic signings, amounting to more than 31,000 rooms. Additionally, the company added 170 properties and nearly 24,000 rooms to its portfolio, resulting in a 7.8% net rooms growth in the EMEA region.

Satya Anand, President of Europe, Middle East, and Africa for Marriott International, expressed his satisfaction with the company’s performance in 2025. Anand highlighted strategic expansion efforts and widespread momentum felt throughout the region. He emphasized Marriott’s commitment to thoughtful brand scaling and the careful consideration of new destinations to enhance guest experiences and cater to its loyal Marriott Bonvoy members.

The EMEA region closed the year with over 600 properties and nearly 113,000 rooms in its robust pipeline. Key markets like Germany, Italy, Saudi Arabia, the United Arab Emirates, and the United Kingdom experienced notable growth, with high numbers of signed agreements. The company attributes this growth to conversions and adaptive reuse projects, which accounted for almost half of the region’s signings in 2025.

Luxury brands under the Marriott umbrella saw exceptional progress in 2025. EMEA presented a record number of 40 luxury deals signed by the company. Significant signings included agreements for upscale properties like The St. Regis Karya Cove Resort in Bodrum and The Cape Town EDITION. The successful signing of high-end projects such as these demonstrates Marriott’s continued leadership in the luxury segment.

Furthermore, Marriott saw a surge in branded residential deals, making 2025 a groundbreaking year for this division. The company signed a record 24 residential deals across EMEA, showcasing a doubling in volume compared to the previous year. The demand for branded residences in Europe and the Middle East & Africa has been on the rise, prompting Marriott to enhance its portfolio with developments like The Residences at the Dubai Beach EDITION and The Ritz-Carlton Residences in Cairo.

Marriott’s midscale segment also experienced accelerated expansion in 2025, particularly with the success of Four Points Flex by Sheraton. This conversion-friendly brand witnessed 18 signings and 23 openings in the region, closing the year with 38 properties and over 4,300 rooms in operation. Moreover, the introduction of two new brands – Series by Marriott and StudioRes – has sparked interest from developers across EMEA.

Lastly, Marriott’s acquisition of the citizenM brand underscores the company’s commitment to innovation. Known for its unique services and modern approach to hospitality, citizenM’s integration into Marriott’s portfolio in 2025 added 19 hotels and nearly 4,000 rooms to the EMEA region. Marriott’s Chief Development Officer for Europe, Middle East, and Africa, Jerome Briet, expressed enthusiasm for the company’s diverse growth opportunities and its ability to cater to a wide range of audiences in the region.

Throughout 2025, Marriott saw notable property openings across its various brands, marking significant milestones and further solidifying its presence in the EMEA region. Notable launches included luxury properties like Patmos Aktis in Greece and H15 Palace in Krakow, as well as lifestyle brands such as EDITION and W Hotels entering new markets with properties like The Lake Como EDITION and W Sardinia.

Marriott’s unwavering commitment to expansion and innovation in the EMEA region has positioned the company as a leader in the hospitality industry. With a diverse portfolio of brands and a strong pipeline of projects, Marriott continues to offer enticing opportunities for developers and real estate investors looking to collaborate with a reputable global brand.