Marriott International achieved a milestone year in 2024, expanding its presence across Europe, the Middle East, and Africa (EMEA) with a record-breaking 291 hotel signings. This growth contributed to a 7% net increase in rooms across the region, reinforcing the company’s strategic focus on diverse market segments and key destinations.
Expansion in Europe
Europe played a central role in Marriott’s expansion, with the company securing significant contracts across luxury, premium, and select-service segments. Notable developments include:
– Fairfield by Marriott Copenhagen Nordhavn, marking the brand’s debut in Europe.
– Luxury Collection Hotels expanding in Munich (Koenigshof) and Nice (Hôtel du Couvent).
– Moxy Hotels growing its playful hospitality concept with six new openings, including Moxy Barcelona, marking its entry into Spain, and Moxy Luxembourg Airport, introducing Marriott to Luxembourg.
– W Prague, further strengthening W Hotels’ footprint in the region.
In addition, Marriott recorded 34 signings for Four Points Flex by Sheraton, its new mid-market conversion brand, making it the most signed Marriott Bonvoy brand in the region.
“We celebrated exceptional growth in EMEA in 2024 with a record number of signings, growth across all segments and entry into emerging markets – further strengthening our portfolio and bringing even more unique travel experiences to the region,” “We remain focused on our vision of connecting people through the power of travel and look forward to continuing this growth momentum to offer our owners, Marriott Bonvoy members and guests even more options to expand their horizons.” – Satya Anand, President, Europe Middle East & Africa, Marriott International.
Strengthened portfolio across key markets
Marriott’s development pipeline in EMEA reached 596 properties (104,731 rooms) by year-end, reflecting a 10% increase from the previous year. Growth was particularly strong in Denmark, Germany, Turkey, Saudi Arabia, and the UK, where high demand for both new-builds and conversions fueled expansion. Conversions accounted for 45% of new signings.
“Our growth over the past year, particularly in conversions, reflects the confidence our owners have in Marriott International and the power of our well-established brands, competitive affiliate costs, powerful revenue generation engines and award-winning loyalty program. The EMEA region continues to offer tremendous opportunities for us to expand into new segments and markets, meeting the evolving needs of domestic and international travelers.” – Jerome Briet, Chief Development Officer, Europe, Middle East & Africa
Notable signings include:
– 26 luxury hotel contracts, bringing the pipeline to over 80 hotels and resorts.
– 50 signings for Autograph Collection, Tribute Portfolio, and Marriott Hotels.
– 39 contracts across Courtyard by Marriott, Moxy Hotels, and Four Points Flex by Sheraton in the select segment.
– 11 branded residential projects, growing Marriott’s residential portfolio in EMEA to 72 locations.
Global expansion and market diversification
While Europe remained a focal point, Marriott continued to expand into new markets, debuting in Angola and Senegal with Protea Hotel Luanda and Courtyard Dakar Diamniadio. The Ritz-Carlton Reserve also made its EMEA debut in Saudi Arabia, marking a key luxury milestone.
As Marriott moves forward, its diverse portfolio remains well-positioned to meet the evolving needs of travelers and developers alike, offering a mix of high-end luxury, midscale options, and vibrant lifestyle brands in some of the world’s most sought-after destinations.
