Marriott Signs Over 230 Deals and Opens 170 Properties Across EMEA in 2025

Marriott International reported more than 230 signings representing over 31,000 rooms and added 170 properties with nearly 24,000 rooms across Europe, the Middle East & Africa in 2025, alongside the acquisition of the citizenM brand and growth in luxury, branded residences, and midscale segments.

Marriott International announced that in 2025, it signed more than 230 agreements across Europe, the Middle East & Africa (EMEA), representing over 31,000 rooms. The company added 170 properties and nearly 24,000 rooms to its EMEA portfolio during the year, resulting in a 7.8% net room growth for the region. At year-end, Marriott’s EMEA pipeline included over 600 properties and nearly 113,000 rooms.

Germany, Italy, Saudi Arabia, the United Arab Emirates, and the United Kingdom were Marriott’s highest growth markets in 2025, based on the number of signings. Conversions and adaptive reuse projects accounted for nearly 50% of the region’s signings, supported by Marriott’s collection brands and conversion-oriented offerings.

In the luxury segment, Marriott reported a record 40 signed luxury deals in EMEA in 2025. St. Regis led with 14 signed agreements, including The St. Regis Karya Cove Resort in Bodrum and The St. Regis Jeddah Corniche. Other luxury signings included The Cape Town EDITION, JW Marriott Hotel Tashkent, and JW Marriott Milos Resort and Spa.

Marriott signed 24 branded residential deals in EMEA in 2025, more than double the volume signed in 2024. Since year-end 2023, Marriott’s branded residential portfolio of open and pipeline properties has grown by 33% in Europe and 70% in the Middle East & Africa. The company closed the year with 33 open branded residential locations and 60 in the pipeline across the region. Notable signings in 2025 included The Residences at the Dubai Beach EDITION, Marriott Residences in Budapest, The Ritz-Carlton Residences in Palm Hills, Cairo, and Seamont, Autograph Collection Residences on Al Reem Island, Abu Dhabi.

In the midscale segment, Four Points Flex by Sheraton was the fastest-growing brand for Marriott in EMEA, with 18 signings and 23 openings in 2025. The brand ended the year with 38 open properties totaling over 4,300 rooms. Marriott also introduced two new brands to the region: Series by Marriott, a collection brand for the midscale and upscale lodging segments, and StudioRes, an extended-stay midscale brand.

Marriott completed the acquisition of the citizenM brand in 2025. The citizenM portfolio was integrated into Marriott’s platforms in the fourth quarter of 2025, adding 19 hotels and nearly 4,000 rooms to the company’s EMEA portfolio.

In 2025, Marriott’s regional openings included Patmos Aktis, a Luxury Collection Resort & Spa in Greece; H15 Palace, a Luxury Collection Hotel in Krakow; The Lake Como EDITION; The Red Sea EDITION; W Florence; W Sardinia; and JW Marriott Crete Resort & Spa. The Luxembourg Marriott Hotel Alfa marked the debut of the Marriott Hotels brand in Luxembourg. Morea House, Autograph Collection, opened in Camps Bay, Cape Town. Moxy Hotels reached 100 open properties in EMEA with the opening of Moxy Belfast City, and Four Points Flex by Sheraton added over 20 properties, including entries into Germany, Austria, Italy, and Spain.