Marriott Signs 230+ EMEA Deals, Hits Luxury Record

Marriott International achieves record-breaking growth in the EMEA region in 2025, securing over 230 organic signings and adding more than 31,000 rooms to its portfolio. The company opens 170 new properties with nearly 24,000 rooms, driving a 7.8% net room growth across Europe, the Middle East, and Africa. Conversions make up nearly 50% of signings, while the luxury segment delivers unprecedented expansion. Marriott also acquires the citizenM brand, adding 19 hotels and 4,000 rooms.