Marriott International recorded a landmark year of growth across Europe, the Middle East and Africa (EMEA) in 2025, announcing more than 230 organic signings representing over 31,000 rooms and adding 170 properties to its regional portfolio. The expansion contributed to a 7.8% net rooms growth across EMEA, underscoring sustained momentum across both established and emerging markets.
The company ended the year with a development pipeline exceeding 600 properties and nearly 113,000 rooms across the region. Germany, Italy, Saudi Arabia, the United Arab Emirates and the United Kingdom emerged as the fastest-growing markets, while conversion and adaptive reuse projects accounted for nearly half of all regional signings, reflecting growing owner interest in flexible development models and Marriott’s collection-brand strategy.
Satya Anand, President, Europe, Middle East & Africa, Marriott International, noted that the year was defined by “strategic expansion and segment-wide momentum,” with the company continuing to diversify its portfolio across luxury, midscale and branded residential segments.
Midscale Expansion and Brand Introductions
Marriott continued to scale its midscale presence across the region, driven by conversion-friendly models. Four Points Flex by Sheraton emerged as the fastest-growing brand in EMEA, with 18 signings and 23 openings during the year.
The company also introduced two new brands to the region: Series by Marriott, a global midscale and upscale collection brand focused on destination character, and StudioRes, an extended-stay midscale offering. Both brands have generated strong developer interest across EMEA markets.
In 2025, Marriott completed the acquisition of citizenM, adding 19 hotels and nearly 4,000 rooms to its regional portfolio. The brand’s tech-forward design and efficient use of space further strengthen Marriott’s lifestyle and select-service offerings.
Key Openings Across the Region
Among notable openings in 2025 were Patmos Aktis, a Luxury Collection Resort & Spa in Greece; The Lake Como EDITION; W Florence; and JW Marriott Crete Resort & Spa, marking the brand’s Mediterranean debut. Marriott Hotels also entered Luxembourg with the opening of Luxembourg Marriott Hotel Alfa, while Autograph Collection expanded in Cape Town with Morea House.
With continued growth across luxury, lifestyle and midscale segments, Marriott’s expanding EMEA footprint reflects a strategic focus on diversified experiences, adaptive reuse opportunities and long-term regional value creation.
