Marriott unveils fastest-growing EMEA markets

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Render: The St Regis Jeddah Corniche

Marriott International has reported what it described as an “exceptional year of growth” across Europe, the Middle East and Africa (EMEA) in 2025, driven by a surge in luxury and midscale signings. The company recorded more than 230 organic deals last year, representing over 31,000 rooms, with Saudi Arabia and the UAE among its top five growth markets.

In 2025, Marriott added 170 properties and nearly 24,000 rooms across EMEA, delivering a 7.8% increase in net rooms, with notable Middle East openings including The Red Sea Edition, the first hotel to debut on Shura Island, Saudi’s new luxury tourism hub on the west coast, with 240-key resort offers private beaches, multiple dining venues, pools and a spa.

Two GCC countries, Saudi Arabia and the UAE, ranked among Marriott’s five fastest-growing markets, alongside Italy, Germany and the UK. Conversions and adaptive reuse projects accounted for nearly half of the Middle East’s signings in 2025, supported by Marriott’s collection brands and flexible conversion offerings.

The EMEA region also led globally for luxury signings, with 40 new agreements in 2025, a record for Marriott. St. Regis topped the list with 14 new signings, including The St. Regis Jeddah Corniche in Saudi, set to open by 2030, and The St. Regis Karya Cove Resort, Bodrum in Türkiye. Other high-profile luxury additions include The Cape Town Edition, JW Marriott Hotel Tashkent and JW Marriott Milos Resort & Spa.

Red Sea Edition, Saudi Arabia

Growth in the midscale segment accelerated in 2025, with Four Points Flex by Sheraton emerging as Marriott’s fastest‑growing brand in EMEA. The conversion‑friendly concept recorded 18 signings and 23 openings during the year, bringing its portfolio to 38 operating properties with more than 4,300 rooms.

In Saudi Arabia, the brand is set to make its market debut with a 450-key hotel in Madinah, following an agreement with Al Qimmah Hospitality to develop five new hotels, adding 2,700 rooms across Jeddah and the two Holy Cities.

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The Red Sea Edition hotel opens on Saudi’s Shura Island

Marriott expanded its brand portfolio in the region, with the launch of Series by Marriott, a new midscale and upscale collection brand designed around localised guest experiences; and StudioRes, an extended-stay midscale brand. Both concepts have attracted strong developer interest across EMEA.

Marriott also signed a record 24 residential deals across EMEA in 2025, with the Middle East and Africa portfolio of open and pipeline branded residences having grown by 70% since the end of 2023. Among the standout GCC projects are The Residences at the Dubai Beach Edition and Autograph Collection Residences, Al Reem Island, Abu Dhabi.

The Dubai Beach Edition

Commenting on the results, Satya Anand, President, Europe, Middle East & Africa, Marriott International, said: “We continued to grow our portfolio with purpose by expanding into new destinations, scaling our brands thoughtfully and offering even more diverse experiences for our guests and Marriott Bonvoy members."

Jerome Briet, Chief Development Officer, Europe, Middle East & Africa, Marriott International, added: “From record luxury and branded residential signings to the remarkable momentum of our midscale offerings, we are capturing opportunity for growth and new audiences across every segment in the region."

Across the Middle East and Africa, the group now operates 348 properties in 38 countries, with a cluster of properties set to open in 2026, including the Saudi Arabia debut of the W brand in Riyadh, slated to open Q1 2026.

Marriott recently appointed Neal Jones as its new President for Europe, Middle East and Africa (EMEA), succeeding Satya Anand, who was promoted to Group President, US, Canada and Caribbean and Latin America (CALA).

For more information, visit marriott.com