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Marriott International has welcomed “exceptional growth” in its EMEA region in 2025, adding 170 properties and nearly 24,000 rooms across the region last year, marking a net room growth of 7.8%.
It comes as the group secured more than 230 organic signings in 2025, representing over 31,000 rooms. According to Marriott, Germany, Italy, Saudi Arabia, United Arab Emirates and the UK were the highest growth markets.
Conversions and adaptive reuse projects also drove significant momentum over the year, with these projects representing nearly 50% of regional signings. The group ended the year with a pipeline of over 600 properties.
Marriott reinforced its luxury leadership with a record 40 signed deals. The St. Regis brand led this segment with 14 agreements. Notable signings included sites in Bodrum, Jeddah and Cape Town.
The group also signed 24 residential deals, doubling its 2024 volume. The branded residential portfolio has grown by 33% in Europe and 70% in the Middle East and Africa since 2023.
Meanwhile, Four Points Flex by Sheraton was the fastest growing brand for the company. It recorded 18 signings and 23 openings. The group also introduced the Series by Marriott and StudioRes brands.
Marriott also completed the acquisition of citizenM in 2025, with the portfolio integrated during the fourth quarter. This added 19 hotels and nearly 4,000 rooms to the regional portfolio.
Other openings during the year included the JW Marriott Crete Resort and Spa. The flagship Marriott Hotels brand also debuted in Luxembourg. Moxy Hotels reached 100 open properties in the region.
Satya Anand, president, EMEA, 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.”
