Marriott International Reports 2025 Expansion Across Europe, Middle East & Africa
Marriott International has reported continued expansion across Europe, the Middle East and Africa (EMEA) in 2025, signing more than 230 deals representing over 31,000 rooms. The company also added 170 properties and nearly 24,000 rooms to its operating portfolio in the region, resulting in 7.8% net room growth.
Satya Anand, President – Europe, Middle East & Africa, Marriott International, said the year was marked by steady portfolio growth, entry into new destinations and development across segments. He noted that the company remains focused on expanding its brand presence and strengthening relationships with owners and partners across the region.
By year-end, Marriott’s EMEA pipeline stood at more than 600 properties and close to 113,000 rooms. Germany, Italy, Saudi Arabia, the United Arab Emirates and the United Kingdom recorded the highest number of signings in the region. Conversions and adaptive reuse projects accounted for nearly half of the total signings during the year.
Luxury Segment Activity
EMEA led Marriott’s luxury signings globally in 2025, with 40 agreements. St. Regis recorded 14 signings in the region, including projects in Bodrum and Jeddah. Other notable additions included properties under JW Marriott and EDITION Hotels across destinations such as Cape Town, Tashkent and Milos.
Branded Residences
Marriott signed 24 residential projects across EMEA in 2025, more than double the number signed in 2024. Since the end of 2023, its branded residential portfolio in Europe has grown by 33%, and by 70% in the Middle East and Africa. The company ended the year with 33 open residential locations and 60 in the pipeline, including projects in Dubai, Budapest, Cairo and Abu Dhabi.
Midscale Expansion
Growth in the midscale segment continued, led by Four Points Flex by Sheraton, which recorded 18 signings and 23 openings during the year. The brand closed 2025 with 38 operating properties and more than 4,300 rooms.
Marriott also introduced Series by Marriott, a collection brand targeting the midscale and upscale segments, along with StudioRes, an extended-stay midscale brand. Both brands have generated interest from developers across EMEA.
Acquisition of citizenM
During the year, Marriott International completed the acquisition of citizenM. The brand, known for its technology-led guest experience and compact design model, was integrated into Marriott’s systems in the fourth quarter of 2025, adding 19 hotels and nearly 4,000 rooms to the EMEA portfolio.
Jerome Briet, Chief Development Officer – Europe, Middle East & Africa, Marriott International, said the company’s activity across luxury, residential and midscale segments reflects the breadth of its development strategy and its focus on long-term value creation for owners.
Key Openings in 2025
Among the 170 properties opened in the region during the year were new additions under The Luxury Collection in Greece and Poland, and properties from W Hotels and EDITION in Italy and Saudi Arabia.
Marriott Hotels marked its debut in Luxembourg, while Moxy Hotels reached 100 open properties in the region with new openings, including Belfast. Four Points Flex by Sheraton also expanded into Germany, Austria, Italy and Spain during the year.
With a diversified brand portfolio and an active pipeline, Marriott International continues to advance its development strategy across Europe, the Middle East and Africa, focusing on conversions, residential projects and segment-specific growth opportunities.
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