Marriott Marks Record-Breaking Year in EMEA with 300 Signings

Marriott International has announced another year of strong growth across Europe, Middle East & Africa (EMEA) with a record-breaking number of annual signings of 291 deals representing over 34,000 rooms in 2024. 

The company added over 180 properties to its operating portfolio in EMEA last year, expanding its product offerings in the region across travel purposes and segments – from affordable midscale to luxury, as well as entering three new markets – Luxembourg, Angola and Senegal.

Following the record year of deal signings in the region, the company’s total pipeline for EMEA grew to 596 properties at year-end, representing 104,731 rooms (a 10% increase from the previous year). 

Conversions drove growth across segments and markets in EMEA, representing 45% of the region’s rooms signings in the year. The company saw exciting development activity in Denmark, Germany, Saudi Arabia, Türkiye and the United Kingdom, all of which led the way with the highest number of signed deals in EMEA in 2024.

Marriott witnessed strong growth in the EMEA region across all segments in 2024.  Signings highlights included:

• Marriott signed 26 deals in EMEA across its luxury brands, further expanding its pipeline of luxury projects in the region to more than 80 hotels and resorts at year-end.

• Four Points Flex by Sheraton, the company’s conversion-friendly midscale brand in EMEA, celebrated 34 deal signings in Europe – representing the most signings across Marriott Bonvoy brands in the region in 2024.

• In the premium segment, Autograph Collection, Tribute Portfolio and Marriott Hotels signed a combined 50 deals in the region in the past year.

• Courtyard by Marriott, Four Points by Sheraton and Moxy Hotels spearheaded the company’s growth in the select service segment with 39 deal signings in EMEA in 2024.

• Marriott continues to see momentum in the branded residential segment across EMEA with 11 project signings across the region in 2024, bringing its total EMEA residential portfolio to 72 locations at year-end (42 projects in the pipeline and 30 open locations).

In 2024, Marriott also added 181 properties and nearly 20,000 rooms to its operating portfolio in EMEA. Openings highlights included:

• Ritz-Carlton Reserve made its highly anticipated debut in the EMEA region with the opening of Nujuma, a Ritz-Carlton Reserve in the Red Sea, Saudi Arabia.

• W Hotels expanded its footprint in the region with the highly anticipated opening of W Prague.

• Regis further expanded into Serbia and Oman with the openings of The St. Regis Belgrade and The St. Regis Al Mouj Muscat Resort.

• The Luxury Collection announced the opening of four properties - Koenigshof, a Luxury Collection Hotel, Munich in Germany, Hôtel du Couvent, a Luxury Collection Hotel, Nice in France, Bab Samhan, a Luxury Collection Hotel, Diriyah in Saudi Arabia and Sansarayan Han, a Luxury Collection Hotel, Istanbul in Türkiye.

• Fairfield by Marriott Copenhagen Nordhavn opened in Denmark’s capital city,marking the brand’s first property in Europe.

• Moxy Hotels celebrated 10 years of stylish and playful hospitality in Europe with six openings including the brand’s debut in Spain with Moxy Barcelona and the addition of Moxy Luxembourg Airport, which marked the company’s debut in Luxembourg.

• Marriott also made its entry into Angola and Senegal with the openings of Protea Hotel Luanda and Courtyard Dakar Diamniadio.

As Marriott continues to expand its offerings, the breadth and depth of the company’s portfolio remains well-positioned to offer a compelling value proposition for developers.