Marriott International, Inc. (Nasdaq: MAR, “Marriott”) (www.Marriott.com) announced an exceptional year of growth across Europe, Middle East & Africa (EMEA) in 2025 with more than 230 organic signings representing over 31,000 rooms. Marriott also added 170 properties and nearly 24,000 rooms across EMEA last year, contributing to a 7.8% net rooms growth in the region.

 

“2025 was another strong year for Marriott International in EMEA defined by strategic expansion and segment-wide momentum across the region,” said Satya Anand, President, Europe, Middle East & Africa, Marriott International. “We continued to grow our portfolio with purpose by expanding into new destinations, scaling our brands thoughtfully and offering even more diverse experiences for our guests and Marriott Bonvoy members. Our robust growth is a testament to the dedication of our teams and the trust of our owners, and we remain committed to shaping the future of travel in the region.”

 

The company’s EMEA region ended the year with a pipeline of over 600 properties and nearly 113,000 rooms.

 

Germany, Italy, Saudi Arabia, United Arab Emirates and the United Kingdom were the highest growth markets, with the leading number of signings for the company across the region in 2025.  Conversions and adaptive reuse projects continue to drive significant growth for the company in the region, fueled by the company’s portfolio of collection brands and conversion-friendly offerings. Conversions and adaptive reuse projects represented nearly 50% of the region’s signings in the year.

 

Unrivaled Luxury Brands Deliver Extraordinary Growth

Marriott reinforced its luxury leadership in 2025. EMEA represented the company’s strongest region for signings in the luxury segment with a record 40 signed luxury deals. St. Regis saw the highest number of signed agreements in the region with 14 deals, including The St. Regis Karya Cove Resort, Bodrum and The St. Regis Jeddah Corniche. Other luxury milestone signings included The Cape Town EDITION, JW Marriott Hotel Tashkent and JW Marriott Milos Resort and Spa.

 

Record Breaking Branded Residential Signings

Reinforcing the company’s 25-year leadership in branded residences, Marriott signed a record-breaking 24 residential deals across EMEA, more than double the volume signed in 2024.  Since year-end 2023, the company has grown its branded residential total portfolio of open and pipeline properties by 33% in Europe, and 70% in the Middle East & Africa, demonstrating the growing demand for elevated living in the region. The company closed the year with 33 open locations and 60 in the region’s pipeline. Signings highlights in 2025 included The Residences at the Dubai Beach EDITION; Marriott Residences, Budapest; The Ritz-Carlton Residences, Palm Hills, Cairo and Seamont, Autograph Collection Residences, Al Reem Island, Abu Dhabi.

 

Accelerated Expansion of Midscale Segment

Marriott has experienced extraordinary growth in the midscale segment, while maintaining a strategic focus on regionally resonant brands and scaling them. Four Points Flex by Sheraton, a conversion-friendly midscale brand offered in EMEA, represented the fastest growing brand for the company in the region with 18 signings and 23 openings in 2025.  The brand closed the year with 38 open properties with over 4,300 rooms.

 

Marriott recently introduced two new brands to the region – Series by Marriott, a global collection brand for the midscale and upscale lodging segments that is designed to deliver a personalised experience that reflects the distinct character of each destination, and StudioRes, an extended-stay midscale brand.  Both brands have received significant interest from developers across the EMEA region.

 

Acquisition of the citizenM brand

As the company continues to strive to meet the evolving needs of every traveler and trip purpose, Marriott completed its acquisition of the citizenM brand, known for its genuine service, tech-savvy in-hotel experience, highly efficient use of space, and focus on art and design. The citizenM portfolio was integrated on Marriott’s platforms in the fourth quarter of 2025, adding 19 hotels and nearly 4,000 rooms to the company’s EMEA portfolio.

 

Jerome Briet, Chief Development Officer, Europe, Middle East & Africa, Marriott International added,

“From record luxury and branded residential signings to the remarkable momentum of our midscale offerings, we are capturing opportunity for growth and new audiences across every segment in the region. These milestones underscore the depth and diversity of our portfolio and reinforce our commitment to delivering long-term value for our hotel owners in this region.”

 

Marriott added 170 properties to its operating portfolio in the region in 2025. Opening highlights included:

• The Luxury Collection continued its expansion in the region following the openings of Patmos Aktis, a Luxury Collection Resort & Spa, Greece and H15 Palace, a Luxury Collection Hotel, Krakow
• Lifestyle luxury brands EDITION and W Hotels celebrated milestone openings such as The Lake Como EDITION, The Red Sea EDITION, W Florence and W Sardinia.
• JW Marriott made its debut in Greece with the JW Marriott Crete Resort & Spa, the brand’s first Mediterranean beach resort.
• The company’s flagship brand, Marriott Hotels, marked its debut in Luxembourg with the Luxembourg Marriott Hotel Alfa.
• Morea House, Autograph Collection, opened within Camps Bay in Cape Town, further expanding the brand’s diverse and dynamic portfolio of independent hotels in the region.
• Celebrating its 10th anniversary, Moxy Hotels reached 100 open properties in the region with the Moxy Belfast City along with other key openings in Istanbul, Lisbon and Warsaw.
• Four Points Flex by Sheraton added over 20 properties to its operating portfolio which included the brand’s entry into Germany, Austria, Italy and Spain.

 

As Marriott continues to expand its offerings, the breadth and depth of the company’s portfolio remain well-positioned to offer compelling options for developers and real estate investors. To learn more about Marriott’s development opportunities and updates, visit https://apo-opa.co/40s81T0.

BRUSSELS, Belgium, February 18, 2026/APO Group/ –Radisson Rewards, the global loyalty program for Radisson Hotel Group (https://apo-opa.co/4tD4tLb), has surpassed 27 million members within three years, reflecting its rapid growth and strong global appeal. In 2025, the program introduced a series of new and expanded partnerships across banking, travel and lifestyle sectors, strengthening its promise to make earning and using points easier, more relevant and more rewarding for members worldwide.

These new partnerships not only broaden everyday earning opportunities but also simplify points conversion and deliver added value through exclusive benefits. As Radisson Hotel Group’s global portfolio continues to grow, now spanning more than 1,600 hotels including member favourite resorts and city hotels, members now have more cities than ever to redeem their rewards in.

Strengthening financial partnerships across key markets

As part of Radisson Rewards’ expansion strategy across high-growth regions, including the UK, Europe, the Middle East and Asia, the program has significantly broadened its global banking network in 2025.

These partnerships form part of a broader expansion strategy in Radisson Hotel Group high growth markets of Saudi Arabia, United Arab Emirates and India and they enable clients to seamlessly convert points from the bank’s own loyalty program into Radisson Rewards points.

As the largest bank in Saudi Arabia and the Middle East, Al Rajhi Bank (https://apo-opa.co/4czwvB0) joins Radisson Hotel Group as a significant new partner, marking a major milestone in the Group’s expansion across the Kingdom. This momentum is further strengthened by a new partnership with HSBC Bank (https://apo-opa.co/3OMROFi) in Qatar and the United Arab Emirates. Together with AI-enabled meetings and events solutions and culturally tailored F&B concepts, these initiatives deepen Radisson Hotel Group’s connection with guests and loyalty members throughout the region.

The Group has achieved record growth in India, recording 33 new hotel signings and expanding into 11 new cities in 2025. It has now partnered with HDFC Bank (https://apo-opa.co/4aqcUlm), India’s largest private sector bank, and Axis Bank (https://apo-opa.co/3OjloCk), the third-largest private sector bank in India, to offer guests and clients unrivalled access to hotels and rewards.

In the United Kingdom, Radisson Hotel Group formed a new partnership with business credit card provider Capital on Tap (https://apo-opa.co/4b0SYor), offering their PRO customers an exclusive tier match. This grants them immediate VIP status to utilize within Radisson Rewards. As part of this collaboration, all Capital on Tap bank customers can also seamlessly convert points earned through the bank’s loyalty program directly into Radisson Rewards points, creating a streamlined path to enhanced travel benefits and rewards.

Everyday rewards through lifestyle partnerships

In an exciting expansion, the new Radisson Rewards Shop introduces a powerful new way for members to accelerate their earnings, uniquely positioning Radisson Rewards as a lifestyle ecosystem rather than a travel‑only program by allowing members to earn points on everyday purchases while shopping with their favourite brands. Brands in the portal include lifestyle favourites like Fnac, Sephora, Adidas, Nike, Apple, and Samsung. This elevated proposition makes Radisson Rewards stand out turning routine shopping into a rewarding experience that strengthens long‑term loyalty and keeps the brand present in members’ everyday lives. Radisson Rewards Shop (https://apo-opa.co/4amXiz7) is currently available in the UK, US, India, Spain, France, Italy and Germany.

Further strengthening its travel ecosystem, Radisson Rewards has extended its partnership with GetYourGuide (https://apo-opa.co/4kKL8DI), a booking platform for travel tours, attractions, excursions and activities around the world. Radisson Rewards members in all markets are now able to earn points per every US dollar spent in every market worldwide – enabling them more experiences, and more rewards.

Radisson Rewards offers one of the sector’s most streamlined tier structures, enabling members to reach the highest tier twice as fast as traditional hotel loyalty programs, with benefits available from day one. Combined with dynamic redemption and an expanding partner ecosystem, members enjoy greater flexibility and more meaningful ways to earn points and redeem them for exceptional experiences across the more than 1600 hotels.

“These partnerships reflect our commitment to expanding Radisson Rewards beyond hotel stays and creating a truly global lifestyle program,” said Ana Martinez de Velasco, Global Director, Radisson Rewards at Radisson Hotel Group “By integrating with leading brands across banking, travel, and retail, we are giving our members more ways to earn, more ways to engage, and more reasons to stay loyal.”

Learn more about Radisson Rewards (https://apo-opa.co/40i0GVW).

For high-resolution pictures, click here (http://apo-opa.co/4kEyu97).

The Future Hospitality Summit Africa (FHS Africa) (www.FutureHospitality.com/Africa) will return to Nairobi on 31 March – 1 April 2026, bringing together some of the most influential leaders shaping hospitality, tourism and investment across the continent. The event will take place at the Radisson Blu Hotel, Nairobi Upper Hill.

As Africa’s hospitality sector continues to attract growing international attention and capital, FHS Africa provides a platform for high-level discussion on investment, development, destination strategy and operational performance. The Summit is designed for senior decision-makers, with a strong emphasis on partnerships, policy alignment and commercial outcomes.

Discussions around destination leadership and tourism growth will draw on insights from Juliana Kagwa, Chief Executive Officer of the Uganda Tourism Board, while Ashish Sharma, Chief Executive Officer of Serena Hotels Africa, and Rosco Wendover, Chief Executive Officer of Angama Group, will bring perspectives from operating and scaling hospitality brands across African markets.

The agenda will also focus on investment and development, informed by leaders such as Ewan Cameron, Director, Africa, Westmont Hospitality Group; Rahul Chaudhary, Managing Director and CEO of CG Corp Global; Olivier Granet, Managing Partner and Co-Chief Executive Officer of Kasada Capital Management amongst other key investors, who will share insight into capital deployment, deal structures and investor priorities across the continent.

Broader themes around strategy, sustainability and long-term destination planning will be addressed through the expertise of Dr. Aradhana Khowala, Chief Executive Officer and Founder of Aptamind Partners, while Mita Vohra, Board Director and Head of Sales, Marketing, Revenue and Distribution at Sarova Hotels, will contribute a commercial lens on revenue, distribution and brand performance.

Entrepreneurship and African brand growth will feature prominently, with Jameel Verjee, Founder and Chief Executive Officer of CityBlue Hotels, sharing experience on building and scaling hospitality brands regionally. The programme will also include a global perspective on travel demand and destination perception from Peter Greenberg, Travel Editor at CBS News.

Commenting on FHS Africa’s programme, Roy Bannister, Head of Strategic Partnerships, Africa at The Bench, said: “The calibre of speakers and the level of sponsors participating is a testament to the quality of discussions at FHS Africa. Attendees operating in this sector cannot afford to miss this event – it’s where pipeline reports, economic analysis, data, and the most relevant industry discussions on finance, development, technology and sustainability come together. The insights and connections gained here are essential for anyone leading or investing in African hospitality.”

FHS Africa has established itself as a key meeting point for leaders shaping the future of hospitality on the continent, with previous editions generating significant business activity and long-term partnerships. The 2026 Summit is expected to build on this momentum, reinforcing Africa’s position as a priority market for hospitality investment and innovation. http://www.FutureHospitality.com/Africa