Marriott International achieved a record-breaking year in 2024, signing 291 hotel deals across Europe, the Middle East, and Africa (EMEA), representing over 34,000 rooms.
The company also added 180 properties to its operating portfolio, expanding across travel segments from midscale to luxury and entering new markets in Luxembourg, Angola, and Senegal.
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With a 7% net rooms growth for the region, Marriott’s total EMEA pipeline grew to 596 properties, totaling over 104,000 rooms—up 10% from the previous year. Conversions played a key role, making up 45% of new signings, with notable activity in Denmark, Germany, Saudi Arabia, Türkiye, and the UK.
Luxury expansion included 26 new deals, while midscale brand Four Points Flex by Sheraton led with 34 signings. Marriott’s premium brands added 50 deals, and select-service hotels like Courtyard and Moxy secured 39 signings.
The company also saw momentum in branded residences, with 11 new projects, bringing its EMEA residential portfolio to 72 locations.
Marriott’s 2024 openings featured the debut of Ritz-Carlton Reserve in Saudi Arabia, W Prague, St. Regis hotels in Serbia and Oman, and the first Fairfield by Marriott in Europe, located in Copenhagen.
Moxy expanded with six new hotels, including its Spain debut in Barcelona, while Marriott entered Angola and Senegal with Protea Hotel Luanda and Courtyard Dakar Diamniadio.
“Our record-breaking growth highlights the trust owners place in Marriott’s brands and the strength of our offerings,” said Jerome Briet, Chief Development Officer, EMEA. “We look forward to further expanding in new segments and markets.”
