Wednesday, March 5, 2025
Saudi Arabia, Germany, Denmark, Türkiye, and the United Kingdom fuel Marriott’s 2024 growth with 45% of signings driven by conversions across diverse markets.
Marriott International, Inc. (Nasdaq: MAR) has marked another milestone year in its European, Middle Eastern, and African (EMEA) operations, with an unprecedented 291 hotel signings in 2024. Representing over 34,000 rooms, this record-breaking achievement has significantly expanded Marriott’s footprint in the region. The hospitality giant also added over 180 properties to its operational portfolio, reinforcing its diverse offerings from midscale to luxury accommodations.
“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.
Expansion into New Markets & Regional Growth
Marriott made strategic inroads into three new markets—Luxembourg, Angola, and Senegal—demonstrating its commitment to broadening its global presence. The company’s strong momentum also extended to Denmark, Germany, Saudi Arabia, Türkiye, and the United Kingdom, which saw the highest number of signed deals in the region.
At the close of 2024, Marriott’s total development pipeline in EMEA reached 596 properties, accounting for 104,731 rooms—an impressive 10% increase from the previous year. Conversions played a pivotal role in this expansion, making up 45% of the total signings.
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 travelers.”
Luxury & Premium Brands Drive Development
Luxury signings reached new heights, with 26 deals expanding Marriott’s high-end offerings to over 80 hotels and resorts in EMEA. The company also saw robust performance across its midscale and premium segments:
- Four Points Flex by Sheraton, Marriott’s conversion-focused midscale brand, led with 34 signings in Europe.
- Autograph Collection, Tribute Portfolio, and Marriott Hotels collectively signed 50 deals in the premium segment.
- Courtyard by Marriott, Four Points by Sheraton, and Moxy Hotels spearheaded growth in the select-service segment, adding 39 new deals.
- Branded residential properties gained traction, with 11 new projects signed, bringing Marriott’s EMEA residential portfolio to 72 locations.
Major Openings & Market Firsts
In 2024, Marriott opened 181 properties across EMEA, adding nearly 20,000 rooms to its operational portfolio. Some key highlights included:
- Luxury Expansion:
- The Ritz-Carlton Reserve brand debuted in EMEA with Nujuma, a Ritz-Carlton Reserve in the Red Sea, Saudi Arabia.
- W Hotels continued its growth with the opening of W Prague in the Czech Republic.
- St. Regis expanded into Serbia and Oman with new hotels in Belgrade and Muscat.
- The Luxury Collection launched four new properties in Germany, France, Saudi Arabia, and Türkiye.
- New Market Entries:
- Marriott made its debut in Angola with the Protea Hotel Luanda and entered Senegal with Courtyard Dakar Diamniadio.
- Moxy Hotels entered Spain with Moxy Barcelona and marked Marriott’s first presence in Luxembourg with Moxy Luxembourg Airport.
- Fairfield by Marriott opened its first European hotel in Copenhagen, Denmark.
Future Outlook & Developer Opportunities
With its strong pipeline and continued expansion strategy, Marriott remains a dominant force in the EMEA hospitality market. The company’s diversified portfolio offers attractive investment opportunities across all segments, reinforcing its commitment to growth and innovation.
As the hospitality industry continues to evolve, Marriott’s robust development strategy positions it as a leader in providing premium, lifestyle, and luxury experiences across the EMEA region.
