Marriott Marks a Defining 2025 With Record Deals and Global Growth
Marriott International delivered a landmark year in 2025, posting strong global expansion and record-setting development activity across multiple regions and brand segments. The Bethesda, Maryland-based hospitality group reported net room growth of more than 4.3 percent, adding over 700 properties and nearly 100,000 rooms worldwide during the year.
Development momentum was especially pronounced across key international markets. In the Caribbean and Latin America region, Marriott signed a record 94 deals, while Asia Pacific excluding China reached an all-time high with 187 new agreements. Growth in Greater China also set a new benchmark, with Marriott signing a record 201 deals during 2025, reinforcing the region’s strategic importance to the company’s long-term growth plans.
Conversions played a major role in Marriott’s expansion strategy. Approximately one-third of annual organic room signings came from conversion activity, with nearly 400 deals covering more than 50,800 rooms. Notably, around three-quarters of conversion openings in 2025 occurred within 12 months of signing, highlighting the speed at which Marriott continues to bring properties into its system.
The year also marked several strategic brand milestones. Marriott completed its acquisition of the citizenM brand, expanded its brand portfolio with the introduction of Series by Marriott, and launched the Outdoor Collection by Marriott Bonvoy, broadening its reach into new lodging experiences and traveler segments.
Midscale and regionally scaled brands were another major growth driver. City Express by Marriott, StudioRes and Four Points Flex by Sheraton all expanded their presence significantly, supporting Marriott’s accelerated push into affordable and flexible lodging options tailored to diverse markets and traveler needs.
Luxury remained a core focus in 2025, with Marriott signing a record 114 luxury deals representing 15,301 rooms. By year-end, the company’s luxury pipeline totaled 296 hotels and resorts, comprising approximately 60,000 rooms, underscoring continued owner confidence in high-end travel demand.
Marriott also recorded strong momentum in branded residences, signing a record 55 residential deals, a 50 percent increase year over year. The company closed 2025 with 149 residential locations open and an additional 175 in the pipeline.
Anthony Capuano described 2025 as a defining year for Marriott, citing bold expansion, brand scaling and entry into new destinations worldwide. He emphasized that these achievements reflect the strength of Marriott’s global teams and the trust of hotel owners as the company continues to deliver compelling experiences for guests and loyalty members alike.
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