Marriott Expands Record EMEA Deals
Marriott International, Inc. has made a historic impact in the Europe, Middle East and Africa (EMEA) region by signing a record number of properties throughout 2024. With over 180 new properties added and 291 more deals signed, Marriott’s expansion continues to surge, demonstrating a robust pipeline of 596 properties at year-end. This impressive growth translates to 104,731 rooms—marking a 10 percent increase from 2023—and highlights Marriott’s commitment to bringing unique travel experiences to a rapidly evolving market.
In a notable first, Marriott has expanded its footprint into new emerging markets within the region by launching properties in Luxembourg, Angola, and Senegal. The expansion into these markets underscores the company’s strategic efforts to connect travelers worldwide through an ever-growing portfolio. As Marriott continues to diversify, guests in these regions can now enjoy the same high-quality service and unique experiences that the brand is renowned for globally.
“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,” said Satya Anand, President, Europe Middle East & Africa, Marriott International. “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.”
Marriott’s diverse brand portfolio has played a crucial role in this expansion. The luxury segment witnessed 26 new deals, reflecting the strong demand for premium accommodations and exclusive experiences. In the midscale arena, the Four Points Flex by Sheraton brand experienced significant momentum with 34 new signings across Europe, offering guests comfortable yet stylish options that cater to both business and leisure travelers. Moreover, combined deals from the Autograph Collection, Tribute Portfolio, and Marriott Hotels reached 50 new hotel signings, bolstering the company’s reputation for providing distinctive, upscale properties that resonate with today’s discerning travelers.
Among the newly added properties are some high-profile names set to become major attractions in the region. Notable openings include Nujuma, A Ritz-Carlton Reserve, which promises luxury at its finest; W Prague, where modern design meets iconic European style; and Koenigsof, a Luxury Collection Hotel in Munich, offering unparalleled service in one of Europe’s most vibrant cities. Additionally, Fairfield by Marriott Copenhagen Nordhavn adds to the mix, providing guests with reliable midscale accommodations in a bustling urban setting.
Marriott’s strategic entry into Angola and Senegal is marked by the launch of the Protea Hotel Luanda and Courtyard Dakar Diamniadio, respectively. These properties not only represent Marriott’s expansion into new geographic markets but also reinforce its dedication to delivering quality hospitality experiences that cater to local tastes. Furthermore, the opening of Moxy Luxembourg Airport marks the country’s first Marriott hotel, setting a new benchmark for hospitality in Luxembourg.
With a record year of deal signings and a promising pipeline for future growth, Marriott International continues to redefine travel experiences across the EMEA region. As the company strengthens its global presence and enhances its portfolio, travelers can look forward to an even broader range of options that ensure comfort, luxury, and unique cultural experiences on every stay.
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