Marriott International Reports Exceptional Growth and Strategic Milestones for 2025

Anthony Capuano, President and CEO of Marriott International, characterized 2025 as a pivotal year, filled with bold expansion and global milestones. “We scaled our iconic brands to new markets around the world, strengthened our portfolio across every segment, and opened doors to destinations that inspire travelers worldwide,” he stated. This growth narrative is supported by a strong performance in new property openings and partnerships.

In 2025, Marriott grew its net rooms by over 4.3%, adding more than 700 properties and nearly 100,000 rooms to its portfolio. Notably, over 630 properties were added through organic deals, accounting for more than 89,000 new rooms.

The company's pipeline remains robust, ending the year with approximately 610,000 rooms in development, representing a 5.7% year-over-year increase. Marriott signed nearly 1,200 organic deals globally throughout the year, translating to a remarkable 163,000 rooms. Record deal signings were recorded in various regions: 94 deals in the Caribbean and Latin America (CALA), 187 in Asia Pacific excluding China (APEC), and 201 in Greater China (GC).

Marriott also demonstrated strong momentum in conversions, with nearly 400 deals encompassing over 50,800 rooms, making conversions over 30% of annual organic room signings. The company attributed this success to its extensive portfolio of collection brands and conversion-friendly offerings, with about 75% of conversion openings occurring within 12 months of signing.

In a bid to meet the evolving needs of modern travelers, Marriott unveiled several new brands in 2025. A significant milestone was the acquisition of the citizenM brand, finalized in July, which integrated over 35 hotels and nearly 9,000 rooms into Marriott's system by the year's end.

Additionally, Marriott launched Series by Marriott™, a new global collection brand aimed at the midscale and upscale segments. This brand, which saw a founding multi-unit deal in India, opened 37 properties (approximately 2,600 rooms) in 23 cities across the country. The company has also signed 13 agreements to expand Series by Marriott™ into key markets in the U.S. and Canada.

The year also marked the official launch of Outdoor Collection by Marriott Bonvoy™, which concluded with over 30 open properties, aligning with travelers' desires for unique and immersive experiences.

Since entering the midscale segment in 2023, Marriott has experienced remarkable growth, currently boasting three brands tailored specifically for this market: City Express by Marriott, StudioRes, and Four Points Flex by Sheraton. Together, these brands ended the year with 216 open properties (approximately 27,000 rooms) and a pipeline of over 250 properties, reflecting over 50% year-over-year growth.

City Express by Marriott, in particular, achieved the third-highest global signings within Marriott's portfolio in 2025. The brand successfully expanded its presence not only in its founding CALA region but also made inroads into Brazil and El Salvador, as well as signing agreements in APEC.

StudioRes celebrated its first opening in Fort Myers, Florida, demonstrating the efficiency of its new-build prototype, while Four Points Flex by Sheraton became the fastest-growing brand in Europe, concluding the year with 54 open properties.

Marriott continued to reinforce its leadership in the luxury segment, signing a record-breaking 114 luxury deals (15,301 rooms), which constituted nearly 10% of the company's organic signings in 2025. The luxury pipeline now stands at 296 hotels and resorts (approximately 60,000 rooms).

Regions such as EMEA and APEC saw significant luxury signing milestones, with EMEA leading the charge with 40 signed luxury deals. JW Marriott led in signed agreements with 27 deals and notable openings included JW Marriott Hotel Tashkent in Uzbekistan.

The lifestyle luxury brands EDITION and W Hotels witnessed substantial growth, with openings including The Lake Como EDITION and W Punta Cana, the latter being the brand's first all-inclusive resort in the Caribbean.

Marriott celebrated a remarkable 25th year in leading branded residences, signing a record 55 residential deals — a 50% increase from the previous year. The company closed the year with 149 open locations and 175 in the pipeline. Key deals included The Dubai Beach EDITION and The Ritz-Carlton Residences, Houston.

This growth reflects the sustained demand for luxury living experiences intertwined with world-class hospitality, as developers continue to seek value in branded residential offerings.

As Marriott International continues to expand its vast portfolio and explore new markets, the company's strategic focus on brand diversification and regional growth positions it well for future opportunities. With a commitment to delivering exceptional experiences for guests and members alike, Marriott remains a formidable player in the global hospitality landscape.