Marriott International has revealed a significant expansion within the Europe, Middle East & Africa (EMEA) region, with a record 291 hotel signings in 2024.
This performance has led to a net room growth exceeding 7% for the EMEA market.
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The expansion includes the addition of more than 180 properties to its operating portfolio last year, marking its entry into three new countries, which are Angola, Luxembourg, and Senegal.
Marriott International EMEA president Satya Anand said: “We celebrated exceptional growth across the EMEA region in 2024 with a record-breaking number of deal signings, growth across all segments and entry into emerging markets – further enhancing our portfolio and bringing even more unique travel experiences to the region.
“We remain focused on connecting people through the power of travel and look forward to building on this growth momentum to offer our owners, Marriott Bonvoy members and customers even greater options to extend their horizons.”
The company’s EMEA pipeline has seen a 10% increase from the previous year, now featuring 596 properties and representing 104,731 rooms.
Conversions were a major growth driver, accounting for 45% of the region’s room signings. Germany, Denmark, Saudi Arabia, Türkiye, and the UK led the number of signed deals in EMEA.
Marriott International EMEA chief development officer Jerome Briet said: “Our growth achievements in the past year, particularly in the conversion space, reflect the trust our owners have in Marriott International and the power of our well-established brands, competitive affiliation costs, powerful revenue generation engines and award-winning loyalty programme.”
Marriott’s growth in the region spanned across all segments. Luxury brand deals totalled 26, with the pipeline for luxury projects in the region exceeding 80 hotels and resorts.
The midscale brand Four Points Flex by Sheraton saw 34 deal signings in Europe, the most across Marriott Bonvoy brands in the region.
The premium segment witnessed 50 combined deals for Autograph Collection, Tribute Portfolio, and Marriott Hotels.
The select service segment, led by Courtyard by Marriott, Four Points by Sheraton, and Moxy Hotels, contributed 39 deal signings.
The branded residential segment also saw momentum with 11 new project signings, expanding the EMEA residential portfolio to 72 locations.
In November 2024, Marriott International unveiled the expansion of its branded residential portfolio in the EMEA, which claimed to be the key driver in company’s growth.
In April 2022, Marriott International celebrated a milestone of 1,000 hotels in the EMEA region with the launch of a Westin property in London, introducing the Westin brand to the UK market.
