A Residence Inn by Marriott is expected in Lille, a Four Points by Sheraton is planned in Reims and the arrival of the Moxy lifestyle brand is scheduled for Nice: the Marriott group will continue to expand its activities this year.expand its presence in FranceThis expansion is not confined to France, however. But this momentum is not confined to France, and extends to the whole of Europe, as well as to the Middle East and Africa. Last year, the American hotel operator was delighted with the opening of 181 hotels in the EMEA regionThis represents net growth of more than 7 % for a total of 20,000 new rooms.
In addition to the European debut of its Fairfield budget brand in Copenhagen, Marriott has seen several landmark openings last year. The group has made its debut in Senegal with the Courtyard Dakar Diamniadio, in Angola with the Protea Hotel Luanda and, closer to home, in Luxembourg with a Moxy hotel next to the airport. Still in the lifestyle sector, but in a more upmarket niche, its W brand set up shop at the end of the year in Prague, within the walls of the historic Hotel Evropa on Wenceslas Square; among other luxury hotels inaugurated by Marriott in 2024, ranging from the Hôtel du Couvent and the Koenigshof in Munich, both members of the Luxury Collection, to the St. Regis Belgrade.
This expansion in this key segment for Marriott will continue, with the group signing 26 new contracts last year, taking its pipeline to over 80 luxury hotels and resorts expected in the coming years. This is because, alongside the inaugurations, the development teams have not been idle, concluding 291 projects last year. " We celebrated exceptional growth in the EMEA region in 2024 with growth in all segments and a record number of signatures" said Satya Anand, President of the EMEA region at Marriott International.
Marriott's development plan now totals 596 hotels in the pipeline in the EMEA region, with 104,731 rooms, an increase of 10 1TP3Q over the previous year. Alongside luxury brands and those focused on long stays, this growth was largely driven by brands dedicated to conversion. Whether welcoming independent hotels or rebranding, this type of development accounted for 45 % of room signings last year, and benefited the Autograph Collection and Tribute Portfolio brands.
What's more, Marriott began its on the offensive in the mid-range hotel sector with a new brand, Four Points Flex by Sheraton, specifically dedicated to conversion. Launched last year, it signed 34 deals last year, the most of any Marriott brand in the region. Similarly, if the United Kingdom is, along with Denmark, one of the countries where Marriott has signed the largest number of projects in 2024, Four Points Flex is no stranger to it through the takeover of the Sleeperz hotels in Cardiff, Dundee and Newcastle and the 14 establishments of the Danish group Zleep Hotels.
