NEWS
Marriott achieves record growth with nearly 300 deal signings in 2024
Marriott International reported a landmark year in 2024, achieving unprecedented growth across Europe, the Middle East, and Africa (EMEA). The company signed a record-breaking 291 deals, encompassing over 34,000 rooms, and expanded its operational portfolio by adding more than 180 properties across the region.
This exceptional growth reflects Marriott's strategic focus on diverse segments and markets. Notably, conversions played a significant role, accounting for 45% of room signings in 2024. Key markets driving this expansion included Denmark, Germany, Saudi Arabia, Turkey, and the United Kingdom.
In the luxury segment, Marriott signed 26 deals, bringing its pipeline to over 80 luxury hotels and resorts in EMEA. The company also recorded 34 signings for Four Points Flex by Sheraton, its new mid-market conversion brand, making it the most signed Marriott Bonvoy brand in the region. Additionally, Autograph Collection, Tribute Portfolio, and Marriott Hotels collectively signed 50 deals, while select-service brands like Courtyard by Marriott, Four Points by Sheraton, and Moxy Hotels added 39 new contracts.
Marriott's development pipeline in EMEA reached 596 properties (104,731 rooms) by year-end, reflecting a 10% increase from the previous year. This robust pipeline underscores the company's commitment to meeting the evolving needs of both domestic and international travelers.
Source: Marriott International
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