In 2025, Marriott International grew net rooms more than 4.3 percent in 2025, adding more than 700 properties and nearly 100,000 rooms to
the system. This included more than 630 properties added through organic deals, representing more than 89,000 rooms.
Ending the year with approximately 610,000 rooms in the pipeline, a 5.7 percent year-over-year increase, Marriott signed nearly 1,200 organic deals (163,000 rooms) globally in 2025. In the company’s Caribbean and Latin America region, Marriott signed a record 94 deals; its Asia Pacific excluding China region saw an all-time high of 187 deals; and in Greater China, the company signed a record 201 deals.
With nearly 400 deals encompassing more than 50,800 rooms, conversions represented more than 30 percent of annual organic rooms signings. Around 75 percent of conversion openings in 2025 occurred within 12 months of signing.
New Brands
Marriott added several new brands to its portfolio in 2025. In July, the company completed its acquisition of the citizenM brand, and the portfolio was integrated on Marriott’s platforms in the fourth quarter, adding more than 35 hotels and nearly 9,000 rooms to the system.
In May, Marriott introduced Series by Marriott, a global collection brand for the midscale and upscale lodging segments. Anchored by a founding multiunit deal in India, the brand opened 37 properties (approximately 2,600 rooms) in 23 cities across that country by year-end 2025. The company also signed 13 agreements in 2025 to bring Series by Marriott to key markets in the U.S. & Canada and opened two of those hotels in the fourth quarter.
Marriott also launched Outdoor Collection by Marriott Bonvoy, which closed the year with over 30 open properties.
Global Expansion
Marriott entered the international midscale segment in 2023 and now has three brands in the category: City Express by Marriott, StudioRes and Four Points Flex by Sheraton. These brands closed the year with 216 open properties (approximately 27,000 rooms) and more than 250 properties in the pipeline, representing over 50 percent year-over-year growth for the segment’s open and pipeline portfolio.
City Express by Marriott, which saw the third highest global signings in the company’s portfolio in 2025, ended the year with 158 open properties and 150 in the pipeline, with signed agreements to enter new markets including Brazil and El Salvador. The brand also reached more than 100 total agreements in the U.S. & Canada since its introduction to the region in 2024.
StudioRes, the company’s new-build extended-stay midscale brand, celebrated its first opening in Fort Myers, Fla., only about 18 months after groundbreaking. As of year-end, StudioRes had four open properties, with 85 in the pipeline.
Four Points Flex by Sheraton, a conversion-friendly midscale brand available in APEC and EMEA, represented the company’s fastest‑growing brand in Europe, and closed the year with 54 open properties and 22 in the pipeline.
Luxury Portfolio
Marriott reinforced its luxury leadership in 2025, with a record-breaking 114 luxury deals (15,301 rooms), representing nearly 10 percent of the company’s organic signings in the year. The company closed the year with 296 hotels and resorts (approximately 60,000 rooms) in the luxury pipeline.
With regional record luxury signings in EMEA, APEC, and U.S. & Canada, EMEA represented the company’s highest growth region for luxury, with a record 40 signed luxury deals. JW Marriott saw the highest number of signed agreements with 27 deals (representing nearly 7,000 rooms), with landmark signings including JW Marriott Hotel Tashkent, marking the brand’s anticipated debut in Uzbekistan.
2025 openings in Marriott’s lifestyle luxury brands Edition and W Hotels included The Lake Como Edition—a restoration of a 19th-century Italian villa—and the W Punta Cana, the brand’s first all-inclusive resort in the Caribbean. The company also opened 10 luxury resorts with a total 1,400 rooms, representing 25 percent of 2025 luxury room openings. Additions included The St. Regis Cap Cana Resort in the Dominican Republic.
Ritz-Carlton Reserve opened two properties in 2025: Siari, a Ritz-Carlton Reserve in Mexico and Nekajui, a Ritz-Carlton Reserve in Costa Rica.
Branded Residences
After 25 years in branded residences, Marriott signed a record-breaking 55 residential deals, a 50 percent year-over-year increase, and closed the year with 149 open locations and 175 in the pipeline. The company’s EMEA, U.S. & Canada, and CALA regions all experienced record branded
residential signings. Standout deals included The Dubai Beach EDITION, The Ritz-Carlton Residences, Houston, PEYLAA Phuket, Autograph Collection Residences, and The Residences at St. Regis Playa Jackson.