700 New Hotels: Marriott Posts Record Openings in 2025

Marriott International has reported a year of significant worldwide expansion in 2025, driven by a combination of new brand additions, geographic growth, and close cooperation with property owners and developers.

Marriott increased its net room count by more than 4.3 percent, bringing over 700 additional properties and nearly 100,000 new rooms into its global system. Most of this growth came from organic agreements rather than acquisitions, with more than 630 properties and over 89,000 rooms added through direct development and franchise deals.

Development pipeline reaches new heights

By the end of 2025, Marriott’s development pipeline climbed to roughly 610,000 rooms, representing a 5.7 percent increase compared with the previous year. The company signed close to 1,200 organic development agreements worldwide, covering about 163,000 rooms.

Regional performance showed particularly strong momentum. In the Caribbean and Latin America region, Marriott recorded 94 new signings, the highest in its history there. Asia Pacific (excluding China) also set a record with 187 deals.

Conversions become a key growth engine

Nearly 400 deals, accounting for more than 50,800 rooms, involved converting existing hotels to Marriott brands. These projects represented over 30 percent of the company’s annual organic room signings. The appeal of Marriott’s collection brands and flexible conversion models helped accelerate this trend.

Speed to market was another advantage. About 75 percent of conversion properties that opened in 2025 did so within 12 months of signing.

Portfolio expansion with new brands

In July, the company finalized its acquisition of citizenM, and by the fourth quarter, the brand had been integrated into Marriott’s systems, contributing 37 hotels and nearly 9,000 rooms.

Marriott also formally launched the Outdoor Collection by Marriott Bonvoy, targeting travelers interested in nontraditional accommodations and nature-focused experiences. By year-end, this collection included more than 30 open properties, signaling Marriott’s intent to capture demand beyond conventional hotel formats.

Luxury segment posts record development activity

Luxury remained a major focus area. In 2025, Marriott signed a record 114 luxury deals totaling 15,301 rooms, representing almost 10 percent of all organic signings for the year. The company finished the year with 296 luxury hotels and resorts, or about 60,000 rooms, in its pipeline.

Luxury growth was geographically broad, with record signings across EMEA, Asia Pacific (excluding China), the US, and Canada. EMEA stood out as Marriott’s fastest-growing luxury region, with a record 40 luxury deals signed.

Photo by Dillon Kydd on Unsplash