Marriott International's Unprecedented Expansion in EMEA with 291 Hotel Deals in 2024

Marriott International achieved a historic milestone in 2024, securing 291 hotel deal signings across Europe, the Middle East, and Africa , encompassing over 34,000 rooms. This remarkable achievement underscores the company's strategic focus on growth and diversification within the hospitality sector.

The company's operating portfolio expanded significantly with the addition of more than 180 properties, marking its entry into new markets such as Luxembourg, Angola, and Senegal. This expansion reflects Marriott's commitment to broadening its global footprint and catering to a diverse clientele.

By the end of 2024, Marriott's EMEA pipeline had grown to 596 properties, totaling 104,731 rooms—a 10% increase from the previous year. Conversions played a pivotal role in this growth, accounting for 45% of the region's room signings. Notably, countries like Denmark, Germany, Saudi Arabia, Turkey, and the United Kingdom led the way with the highest number of signed deals, highlighting robust development activity in these markets.

In the luxury segment, Marriott signed 26 deals across its prestigious brands, expanding its pipeline of luxury projects in the region to over 80 hotels and resorts. The midscale brand, Four Points Flex by Sheraton, celebrated 34 deal signings in Europe, representing the most signings across Marriott Bonvoy brands in the region for 2024. Additionally, Autograph Collection, Tribute Portfolio, and Marriott Hotels collectively signed 50 deals, while Courtyard by Marriott, Four Points by Sheraton, and Moxy Hotels spearheaded growth in the select service segment with 39 deal signings.

The branded residential segment also saw momentum, with 11 project signings across EMEA in 2024, bringing Marriott's total residential portfolio in the region to 72 locations by year-end, comprising 42 projects in the pipeline and 30 open locations.