“A defining year”: Marriott saw record global growth in 2025

Marriott International is celebrating a year of global expansion in 2025, highlighted by new brand offerings, strategic scaling, and strong collaboration with hotel owners.

"2025 was a defining year for Marriott, marked by bold expansion and global milestones," said Anthony Capuano, president and CEO of Marriott International, in a press release. "We scaled our iconic brands to new markets around the world, strengthened our portfolio across every segment, and opened doors to destinations that inspire travellers worldwide." 

"These achievements reflect the dedication of our global teams and the trust of our hotel owners, as we continue to deliver exceptional experiences for our members and guests."

Marriott grew its net rooms by more than 4.3 per cent in 2025, adding over 700 properties and nearly 100,000 rooms to its system.

Of these, more than 630 properties were added through organic deals, representing over 89,000 rooms.

By year-end, Marriott had approximately 610,000 rooms in the pipeline, a 5.7 per cent increase from 2024.

The company signed nearly 1,200 organic deals (163,000 rooms) globally in 2025, including record-breaking signings in multiple regions.

In the Caribbean and Latin America (CALA) region, Marriott signed a record 94 deals; the Asia Pacific excluding China (APEC) region reached an all-time high of 187 deals; and Greater China (GC) saw 201 deals signed.

Conversions also showed strong momentum, with nearly 400 deals encompassing over 50,800 rooms.

New offerings for the next generation

In 2025, Marriott introduced several new brands to address the evolving needs of modern travellers.

In July, the company completed its acquisition of the citizenM brand, which was integrated into Marriott's platforms in the fourth quarter, adding over 35 hotels and nearly 9,000 rooms.

In May, Marriott launched Series by Marriott, a global collection brand for midscale and upscale lodging.

Anchored by a multi-unit deal in India, the brand opened 37 properties (approximately 2,600 rooms) in 23 cities across the country by year-end. The company also signed 13 agreements to bring Series by Marriott to key markets in the U.S. & Canada, opening two of those hotels in the fourth quarter.

Marriott also officially launched Outdoor Collection by Marriott Bonvoy, which ended the year with over 30 open properties, responding to growing traveler interest in non-traditional, immersive experiences.

Expansion of midscale segment, regional brands

Since entering the midscale segment in 2023, Marriott has experienced rapid growth, particularly with regionally-focused brands.

The company now offers three midscale-exclusive brands: City Express by Marriott, StudioRes, and Four Points Flex by Sheraton, closing the year with 216 open properties (approximately 27,000 rooms) and over 250 properties in the pipeline — more than 50 per cent year-over-year growth.

City Express by Marriott achieved the third-highest global signings in 2025, with 158 open properties and 150 in the pipeline.

The brand strengthened its presence in CALA and expanded to new markets including Brazil, El Salvador, and APEC, while surpassing 100 agreements in U.S. & Canada since its 2024 introduction.

StudioRes, the extended-stay midscale brand, celebrated its first opening in Fort Myers, Florida, only 18 months after groundbreaking.

By year-end, it had 4 open properties and 85 in the pipeline. Four Points Flex by Sheraton, offered in APEC and EMEA, was Marriott’s fastest-growing brand in Europe, ending 2025 with 54 open properties and 22 in the pipeline.

All about luxury

Marriott also reinforced its role in luxury with 114 luxury deals (15,301 rooms), nearly 10 per cent of the company’s organic signings.

By year-end, the luxury pipeline included 296 hotels and resorts (approximately 60,000 rooms).

EMEA saw record luxury signings with 40 deals, while JW Marriott led with 27 agreements, including the brand’s first property in Uzbekistan, JW Marriott Hotel Tashkent. Lifestyle luxury brands EDITION and W Hotels also expanded, with milestone openings such as The Lake Como EDITION and W Punta Cana.

Ten new luxury resorts, including The St. Regis Cap Cana Resort, opened in 2025.

Ritz-Carlton Reserve introduced two properties in 2025: Siari in Mexico and Nekajui in Costa Rica, catering to luxury travellers seeking remote destinations.

25 years of branded residences

Marking its 25th year in branded residences, Marriott also achieved record growth with 55 signed deals — a 50 per cent increase from the previous year — ending 2025 with 149 open locations and 175 in the pipeline.

Record signings occurred across EMEA, U.S. & Canada, and CALA, including standout projects like The Dubai Beach EDITION, The Ritz-Carlton Residences, Houston, PEYLAA Phuket, Autograph Collection Residences, and The Residences at St. Regis Playa Jackson.

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