SINGAPORE, 5 March 2026: Marriott International reports exceptional growth across Europe, the Middle East & Africa (EMEA) in 2025 with more than 230 signings representing over 31,000 rooms.
Marriott also added 170 properties and nearly 24,000 rooms across EMEA last year, contributing to a 7.8% net room growth in the region.
The company’s EMEA region ended the year with a pipeline of over 600 properties and nearly 113,000 rooms.
Germany, Italy, Saudi Arabia, the United Arab Emirates, and the United Kingdom were the highest-growth markets, with the most signings for the company across the region in 2025. Conversions and adaptive reuse projects continue to drive significant growth for the company in the region, fueled by the company’s portfolio of collection brands and conversion-friendly offerings. Conversions and adaptive reuse projects represented nearly 50% of the region’s signings in the year.
In 2025, EMEA was the company’s strongest region for luxury signings, with a record 40 luxury deals signed. St. Regis recorded the highest number of signed agreements in the region, with 14 deals, including The St. Regis Karya Cove Resort, Bodrum, and The St. Regis Jeddah Corniche. Other luxury milestone signings included The Cape Town EDITION, JW Marriott Hotel Tashkent, and JW Marriott Milos Resort and Spa.
Record-breaking residential signings
Reinforcing the company’s 25-year leadership in branded residences, Marriott signed a record-breaking 24 residential deals across EMEA, more than double the volume signed in 2024. Since year-end 2023, the company has grown its branded residential total portfolio of open and pipeline properties by 33% in Europe and 70% in the Middle East and Africa, demonstrating the growing demand for elevated living in the region. The company closed the year with 33 open locations and 60 in the region’s pipeline. Signings highlights in 2025 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.
Midscale segment expands
Marriott has experienced extraordinary growth in the midscale segment, while maintaining a strategic focus on regionally resonant brands and scaling them. Four Points Flex by Sheraton, a conversion-friendly midscale brand offered in EMEA, was the fastest-growing brand for the company in the region, with 18 signings and 23 openings in 2025. The brand closed the year with 38 open properties with over 4,300 rooms.
Marriott recently introduced two new brands to the region: Series by Marriott, a global collection brand for the midscale and upscale lodging segments designed to deliver a personalised experience that reflects the distinct character of each destination, and StudioRes, an extended-stay midscale brand. Both brands have received significant interest from developers across the EMEA region.
Acquisition of the citizenM brand
Marriott completed its acquisition of the citizenM brand, known for its genuine service, tech-savvy in-hotel experience, highly efficient use of space, and focus on art and design. The citizenM portfolio was integrated on Marriott’s platforms in the fourth quarter of 2025, adding 19 hotels and nearly 4,000 rooms to the company’s EMEA portfolio.
Marriott added 170 properties to its operating portfolio in the region in 2025. Opening highlights included: The Luxury Collection continued its expansion in the region following the openings of Patmos Aktis, a Luxury Collection Resort & Spa, Greece and H15 Palace, a Luxury Collection Hotel, Krakow.
Lifestyle luxury brands EDITION and W Hotels celebrated milestone openings, including The Lake Como EDITION, The Red Sea EDITION, W Florence, and W Sardinia.
JW Marriott made its debut in Greece with the JW Marriott Crete Resort & Spa, the brand’s first Mediterranean beach resort.
The company’s flagship brand, Marriott Hotels, marked its debut in Luxembourg with the opening of the Marriott Hotel Alfa.
Morea House, Autograph Collection, opened in Camps Bay, Cape Town, further expanding the brand’s diverse and dynamic portfolio of independent hotels in the region.
Celebrating its 10th anniversary, Moxy Hotels reached 100 open properties in the region with the Moxy Belfast City, along with other key openings in Istanbul, Lisbon, and Warsaw.
Four Points Flex by Sheraton added over 20 properties to its operating portfolio, which included the brand’s entry into Germany, Austria, Italy, and Spain.
(Source: Marriott International)
