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Marriott International has revealed it signed a record-breaking 291 deals representing over 34,000 rooms in 2024.
The company added over 180 properties to its operating portfolio in EMEA last year, expanding its product offerings in the region across travel purposes and segments. It also entered three new markets, Luxembourg, Angola and Senegal.
The company’s total pipeline for EMEA grew to 596 properties at year-end, representing 104,731 rooms, a 10% increase from the previous year.
Conversions drove growth across segments and markets in EMEA, representing 45% of the region’s room signings in the year.
The company saw exciting development activity in Denmark, Germany, Saudi Arabia, Türkiye and the United Kingdom, all of which led the way with the highest number of signed deals in EMEA.
Courtyard by Marriott, Four Points by Sheraton and Moxy Hotels spearheaded the company’s growth in the select service segment with 39 deal signings in EMEA in 2024.
In the premium segment, Autograph Collection, Tribute Portfolio and Marriott Hotels signed a combined 50 deals in the region in the past year.
Satya Anand, president, Europe Middle East and Africa, Marriott International, said: “We celebrated exceptional growth across the EMEA region in 2024 with a record-breaking number of deal signings, growth across all segments and entry into emerging markets – further enhancing our portfolio and bringing even more unique travel experiences to the region.
“We remain focused on connecting people through the power of travel and look forward to building on this growth momentum to offer our owners, Marriott Bonvoy members and customers even greater options to extend their horizons.”
Jerome Briet, chief development officer, Europe, Middle East and Africa, added: “Our growth achievements in the past year, particularly in the conversion space, reflect the trust our owners have in Marriott International and the power of our well-established brands, competitive affiliation costs, powerful revenue generation engines and award-winning loyalty program.
“This region continues to offer tremendous opportunities for us to expand into new segments and markets, catering to the evolving needs of both domestic and international travelers.”
