Marriott plans to add more than 31,000 rooms in EMEA by 2025.
In 2025, Marriott International reported that it would have more than 230 organic signings, or more than 31,000 rooms, around Europe, the Middle East, and Africa (EMEA). Additionally, Marriott added 170 hotels and about 24,000 rooms around EMEA last year, which helped the region’s net room growth reach 7.8%.
According to Satya Anand, President, Europe, Middle East & Africa at Marriott International, “2025 was another strong year for Marriott International in EMEA defined by strategic expansion and segment-wide momentum across the region. By entering new markets, carefully scaling our brands, and providing even more varied experiences for our visitors and Marriott Bonvoy members, we proceeded to build our portfolio with purpose. Our strong growth is a result of our teams’ hard work and our owners’ faith in us, and we are still dedicated to influencing the direction of travel in the area.”
By the end of the year, the company’s EMEA region had nearly 113,000 rooms and a pipeline of more than 600 properties.
With the most signings for the company in the area in 2025, Germany, Italy, Saudi Arabia, the United Arab Emirates, and the United Kingdom were reportedly the markets with the fastest growth.
In 2025, Marriott reaffirmed its leadership in the luxury market. With a record 40 luxury deals completed, EMEA was the company’s greatest area for luxury category signings. In the fourth quarter of 2025, Marriott’s platforms merged the citizenM portfolio, expanding its EMEA portfolio by 19 hotels and around 4,000 rooms.
Jerome Briet, Chief Development Officer, Europe, Middle East & Africa, Marriott International said, “From record luxury and branded residential signings to the remarkable momentum of our midscale offerings, we are capturing opportunity for growth and new audiences across every segment in the region. These accomplishments highlight the breadth and depth of our portfolio and reaffirm our dedication to providing our hotel owners in this area with long-term value.”
In 2025, Marriott expanded its operating portfolio in the area by 170 properties.
