With a record yearly signature at EMEA, the company achieved netroom growth of over 7% in the region
Marriott International, Inc. (NASDAQ:MAR) announced another year of great growth across Europe, the Middle East and Africa (EMEA). Record number of signatures in 2024 of 291 rooms representing over 34,000 rooms. It will enter three new markets: Luxembourg, Angola and Senegal.
“We celebrated exceptional growth across the EMEA region in 2024. Record number of deal signings, growth across all segments, entry into emerging markets – further strengthening our portfolio and bringing even more unique travel experiences to the region. “We continue to focus on connecting people through the power of travel and look forward to building this growth momentum.”
After record contract signing in the region, the company's EMEA total pipeline grew to 596 properties at the end of the year, representing 104,731 rooms (up 10% from the previous year). Conversions drive the growth of the EMEA segment and the overall market, accounting for 45% of room signatures per year. The company saw exciting development activities in Denmark, Germany, Saudi Arabia, Türkiye and the UK. All of this led to the highest number of transactions signed by EMEA in 2024.
Jerome Briett, chief development officer for Europe, Middle East & Africa, said, “Our growth achievements, especially in the conversion field over the past year, reflect the power of Marriott International owners and the established brand, competitive cost of affiliation, a strong revenue generation engine and an award-winning loyalty programme. International travelers.”
Marriott witnessed strong growth in the EMEA region in 2024 across all segments.
Marriott has signed 26 deals with EMEA across the luxury brand, further expanding the area's luxury projects pipeline to over 80 hotels and resorts at the end of the year. Four Point Flex by Sheraton, the company's transition-friendly midscale brand at EMEA, celebrated 34 contract signings in Europe. It represents the most signatures of the Marriott Bonvoy brand in the region in 2024. The four-point Marriott courtyard by Sheraton and Moxie Hotels led the company's growth in 2024 with a service segment selected by EMEA with 39 transaction signatures. place).
In 2024, Marriott also added 181 facilities and nearly 20,000 rooms to its EMEA operating portfolio. Includes opening highlights:
The Ritz-Carlton Reserve made its highly anticipated debut in the EMEA region with the opening of Nujuma, a Ritz-Carlton Reserve in the Red Sea of Saudi Arabia. W Hotel was highly anticipated by W Hotel as W Hotel expanded the area's footprint. The St. Regis further expanded to Serbia and Oman, opening St. Regis Belgrade and St. Regis Al Mujat Muscat Resort. The luxury collection has announced the openings for four properties. The openings of four properties have been announced: Koenigshof, Munich in Germany, Hôtel Collection Hotel, Luxury Collection Hotel, France in France, Bab Samhan, Luxury Collection Hotel, Saudi Arabia's Diriyah, Sansarayan Han, Luxury Collection Hotel and Istanbul of Istanbul. Fairfield, Marriott Copenhagen Nordhub, opened the Danish capital and marks the first property in Europe. The Moxie Hotel celebrated a decade of stylish and playful hospitality in Europe. It made its Luxembourg debut in six openings, including the brand's debut in Spain with Moxy Barcelona and the addition of Moxy Luxembourg Airport. The Marriott also entered Angola and Senegal at the openings of the Hotel Luanda and Courtyard Dakar Dianiadio in Protea.
As Marriott continues to expand its offering, the width and depth of the company's portfolio remains well positioned to provide an attractive value proposition for developers. For more information about Marriott development opportunities and updates, please visit https://www.hotel-development.marriott.com/.
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