Marriott adds nearly 100,000 rooms as growth stays steady in 2025

Conversions and midscale expansion underline the company’s scale-first strategy

Marriott International closed 2025 with another year of steady, systemwide growth, adding nearly 100,000 rooms and more than 700 properties globally. The expansion was driven less by headline-grabbing mega-deals and more by consistent organic signings, a growing share of conversions, and disciplined brand expansion across midscale and luxury segments. Marriott’s development pipeline continued to grow, ending the year at around 610,000 rooms, underscoring the company’s long-term focus on scale and portfolio breadth. New brands and acquisitions further strengthened Marriott’s positioning across price points and regions.

Key takeaways

• Scale remains Marriott’s primary growth engine: Net room growth of more than 4.3% reflects steady execution across regions rather than reliance on a single growth lever.
• Conversions are increasingly central to expansion: Conversion deals accounted for over 30% of organic room signings, allowing Marriott to add rooms quickly and with lower development risk.
• Midscale brands are doing the heavy lifting: City Express, StudioRes, and Four Points Flex by Sheraton collectively form a large and growing pipeline, highlighting Marriott’s push to capture value-oriented demand.
• Luxury growth is selective but consistent: While smaller in volume, luxury signings and openings continue to reinforce brand presence in high-profile destinations.
• Branded residences are becoming a meaningful pillar: Record signing activity and a growing pipeline suggest residences are evolving from a niche offering into a scalable growth segment.
• Geographic diversification reduces concentration risk: Strong deal activity across the Americas, Asia Pacific, and Greater China supports a balanced global development strategy.

Source: Marriott

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