Marriott International has reported a strong year of expansion across Europe, the Middle East and Africa (EMEA) in 2025, recording more than 230 new signings representing over 31,000 rooms.
The company also added 170 properties and nearly 24,000 rooms across the region last year, contributing to a 7.8 per cent net rooms growth.
“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.”
By the end of the year, the EMEA region had a development pipeline of more than 600 properties and nearly 113,000 rooms.
Germany, Italy, Saudi Arabia, the United Arab Emirates and the United Kingdom led growth across the region, accounting for the highest number of signings in 2025. Conversions and adaptive reuse projects continued to drive expansion, making up nearly half of all new signings.
Luxury brands and premium developments drive expansion
The company strengthened its position in the luxury segment with a record 40 new signings in EMEA. St. Regis Hotels & Resorts recorded the highest number of new agreements with 14 deals, including The St. Regis Karya Cove Resort in Bodrum and The St. Regis Jeddah Corniche. Other notable luxury developments included The Cape Town EDITION, JW Marriott Hotel Tashkent and JW Marriott Milos Resort and Spa.
Record growth in branded residences
Marriott also reported record growth in its branded residential portfolio, signing 24 residential projects across EMEA in 2025—more than double the number recorded in 2024. Since the end of 2023, the company’s branded residences portfolio has grown by 33 per cent in Europe and 70 per cent in the Middle East and Africa.
Notable signings included The Residences at the Dubai Beach EDITION, Marriott Residences in Budapest, The Ritz-Carlton Residences at Palm Hills in Cairo and Seamont, Autograph Collection Residences in Abu Dhabi. The company closed the year with 33 open residential locations and 60 more in development.
Midscale segment expansion gathers pace
Marriott also accelerated its expansion in the midscale segment. Four Points Flex by Sheraton emerged as the fastest-growing brand in EMEA, with 18 new signings and 23 openings in 2025, bringing its portfolio to 38 operational properties and more than 4,300 rooms.
The company also introduced two new brands to the region — Series by Marriott and StudioRes — both of which have attracted strong interest from developers.
citizenM acquisition boosts portfolio
To meet evolving travel demands, Marriott completed the acquisition of the citizenM brand in 2025. Known for its technology-driven guest experience and design-led approach, the brand added 19 hotels and nearly 4,000 rooms to Marriott’s EMEA portfolio following its integration in the fourth quarter.
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.”
New hotel openings across key destinations
Marriott added 170 properties to its operating portfolio in the region in 2025, with major openings across multiple brands and destinations.
The Luxury Collection expanded with new openings in Greece and Poland, while lifestyle luxury brands EDITION and W Hotels launched new properties in destinations including Lake Como, the Red Sea, Florence and Sardinia.
JW Marriott debuted in Greece with its first Mediterranean beach resort in Crete, while Marriott Hotels opened its first property in Luxembourg. Autograph Collection also expanded its footprint in Cape Town, while Moxy Hotels reached 100 open properties in the region, including a milestone opening in Belfast.
Four Points Flex by Sheraton continued its growth trajectory with more than 20 new properties, including entries into Germany, Austria, Italy and Spain.
As Marriott continues to expand its presence, the company said its diverse portfolio remains well positioned to meet the needs of developers, investors and travellers across EMEA.
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