Marriott CALA Growth Record-Breaking Deals
Marriott International is making waves in the Caribbean and Latin America (CALA) with record-breaking expansion in 2024. The hospitality giant achieved an unprecedented 67 new deal signings last year, adding roughly 8,000 rooms to its ever-expanding portfolio. With 30 properties added in 2024 alone, Marriott now operates 528 hotels across 37 countries and territories in the region, signaling robust growth driven by strong owner interest, brand expansions, and new market entries.
“2024 was a remarkable year for Marriott’s growth in CALA,” said Brian King, President of Caribbean & Latin America for Marriott International. “With our extensive brand portfolio and 228 million Marriott Bonvoy members globally, we are well-positioned to sustain this momentum. Our well-established brands, competitive affiliation costs, powerful revenue generation engines, and award-winning loyalty program continue to generate strong interest from our owners, franchisees, and developers across the region.”
Conversions and new developments played a significant role in this expansion, with conversions accounting for 32 percent of total CALA room signings in 2024. Marriott currently has 36 conversion properties in development, which will add nearly 2,600 rooms to its portfolio. Many local hoteliers and developers are choosing to renovate and rebrand existing properties under the Marriott umbrella, further extending the reach of Marriott Bonvoy’s portfolio of over 30 renowned hospitality brands.
A significant milestone was marked in October 2024 with the opening of Marriott’s 500th CALA property—the adults-only, all-inclusive Almare, a Luxury Collection Resort, located on Isla Mujeres. By year’s end, the development pipeline in CALA stood at 183 properties, representing an additional 27,817 rooms across various market segments, from luxury resorts to midscale accommodations. As of now, Marriott boasts 528 open properties in the region, which translates to 92,736 rooms available for travelers.
Marriott also bolstered its presence in the luxury and all-inclusive segments in CALA. In 2024, the company signed 11 new luxury deals, bringing its high-end pipeline to 38 properties with 5,889 rooms. Notable agreements include The St. Regis Papagayo Resort in Costa Rica, The Ritz-Carlton Playa Jackson Hotel & Residences in the Dominican Republic, and an upcoming Bvlgari Hotels and Resorts property in Cave Cay, Bahamas. The all-inclusive segment continues to grow as well, with 36 resorts now operating across nine CALA destinations such as Mexico, Barbados, Antigua & Barbuda, Jamaica, St. Lucia, the Dominican Republic, Grenada, and Brazil. The recent debut of Miches Marriott in the Dominican Republic follows the success of Marriott Cancun, the first all-inclusive under the Marriott Hotels name. The all-inclusive pipeline remains robust with 19 properties (7,800 rooms) in development globally, 15 of which (5,800 rooms) are in CALA, representing 21 percent of Marriott’s CALA rooms in development.
Midscale expansion has also been a key focus following Marriott’s acquisition of City Express’ portfolio in 2023. The refreshed City Express by Marriott brand now features 153 open hotels globally, totaling 17,777 rooms, with an additional 53 properties (5,673 rooms) in development. In CALA alone, the midscale brand currently has 152 open properties with 17,694 rooms, with plans to add another 24 properties (2,660 rooms). Marriott signed 12 new City Express deals (1,200 rooms) in 2024, with eight set to open in new markets including Argentina, Bolivia, Nicaragua, and Peru, and upcoming openings in the U.S., Canada, and Brazil.
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