Marriott's Milestone: 300 New Deals in EMEA

Marriott's Record 300 Deals in 2024

In 2024, Marriott International reported a record-breaking 291 annual signings, totaling over 34,000 rooms, marking another year of robust expansion in Europe, the Middle East, and Africa (EMEA).  In addition to growing its product offerings in the area across travel reasons and segments, from inexpensive midscale to luxury, the company added more than 180 properties to its operating portfolio in EMEA last year. It also entered three new markets: Luxembourg, Angola, and Senegal.

“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,” said Satya Anand, President, Europe Middle East & Africa, Marriott International.

“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.”

The company's entire pipeline for EMEA increased to 596 properties at year-end, representing 104,731 rooms (a 10% increase from the previous year) after the area saw a record year of deal signings.  Conversions, which accounted for 45% of the region's room signings during the year, spurred growth throughout EMEA's regions and segments.  With the most signed transactions in EMEA in 2024, Denmark, Germany, Saudi Arabia, Turkey, and the United Kingdom all saw strong development activity for the organization.

Jerome Briet, Chief Development Officer, Europe, Middle East & 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 travellers.” 

Marriott witnessed strong growth in the EMEA region across all segments in 2024.  Signings highlights included:

• Marriott signed 26 deals in EMEA across its luxury brands, further expanding its pipeline of luxury projects in the region to more than 80 hotels and resorts at year-end.
• Four Points Flex by Sheraton, the company’s conversion-friendly midscale brand in EMEA, celebrated 34 deal signings in Europe – representing the most signings across Marriott Bonvoy brands in the region 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.
• 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.
• Marriott continues to see momentum in the branded residential segment across EMEA with 11 project signings across the region in 2024, bringing its total EMEA residential portfolio to 72 locations at year-end (42 projects in the pipeline and 30 open locations).

In 2024, Marriott also added 181 properties and nearly 20,000 rooms to its operating portfolio in EMEA. Openings highlights included:

• Ritz-Carlton Reserve made its highly anticipated debut in the EMEA region with the opening of Nujuma, a Ritz-Carlton Reserve in the Red Sea, Saudi Arabia.
• W Hotels expanded its footprint in the region with the highly anticipated opening of W Prague.
• Regis further expanded into Serbia and Oman with the openings of The St. Regis Belgrade and The St. Regis Al Mouj Muscat Resort.
• The Luxury Collection announced the opening of four properties - Koenigshof, a Luxury Collection Hotel, Munich in Germany, Hôtel du Couvent, a Luxury Collection Hotel, Nice in France, Bab Samhan, a Luxury Collection Hotel, Diriyah in Saudi Arabia and Sansarayan Han, a Luxury Collection Hotel, Istanbul in Türkiye.
• Fairfield by Marriott Copenhagen Nordhavn opened in Denmark’s capital city,marking the brand’s first property in Europe.
• Moxy Hotels celebrated 10 years of stylish and playful hospitality in Europe with six openings including the brand’s debut in Spain with Moxy Barcelona and the addition of Moxy Luxembourg Airport, which marked the company’s debut in Luxembourg.
• Marriott also made its entry into Angola and Senegal with the openings of Protea Hotel Luanda and Courtyard Dakar Diamniadio.