The highest rate of growth in a century for Hilton, continuing strong growth momentum for Marriott, and a record year for Radisson: 2024 has been a year to remember. full of new developments for the world's leading groups. As well as new projects for the coming years, these groups all have well-filled pipelines. As world leader, Marriott has more than 3,750 hotels in the pipeline575,000 rooms, which will consolidate its eminent position. Last year, the American group concluded an average of almost three deals a day, a third of which involved conversions of existing hotels, one of the major drivers of hotel development at the moment.
Meanwhile, Marriott has seen its offer grow by 6.8% in 2024, with the addition of 123,000 rooms. "2024 was a year of incredible growth, as we achieved major milestones in several regions, entry into new segmentsbut also the expansion of our brands, our entry into certain markets, and much more."commented Anthony Capuano, CEO of Marriott International.
A leader in the luxury market with more than 650 hotels today, the American hotelier has had a busy year, with the opening in Shanghai of the 60e St Regis, the entrance to its Luxury Collection in Munich or the relaunch of the W Hotels design brand on a higher plane, as demonstrated by the metamorphosis of its original establishment, the W Union Square, and the inauguration in Prague of a prestigious hotel on Wenceslas Square, within the historic walls of the Grand Hotel Evropa.
However, while Marriott's luxury portfolio is set to grow by more than 260 hotels over the next few years, the American group is playing on an opposite segment to sustain its growth: affordable mid-range. And all this with new brands focused on conversion and dedicated to each major market, such as City Express by Marriott in the Americas and Four Points Flex by Sheraton in Europe and Asia-Pacific (excluding China).
Launched on the foundations of a group bought out in Mexico, City Express has over 150 hotels and is extending its footprint across the continent, in Argentina, Peru and no doubt Brazil too, soon, in the United States. In its home market, Marriott is also expecting the debut of another mid-range brand in 2025, this one focused on long stays, StudioRes. At the same time, Four Points Flex by Sheraton has recently expanded into Japan, Turkey and the UK. the move of Zleep Hotels to Denmark under this banner will extend its expansion in Europe. A European market where Marriott will be strengthening its position more generally with the conclusion of nearly 300 projects this year, for a pipeline of nearly 600 hotels, representing growth of 10% compared with previous years.
New records for Hilton
Hilton, another major player in the hotel sector, also achieved record results, signing 1,430 contracts for a pipeline that is now approaching 500,000 rooms, of which 88,500 are already under construction, the highest level in its history. More importantly, Hilton has achieved net room growth of 7.3% in 2024. Unprecedented in a century according to the American group. With last year's entry into new markets, including Paraguay, Nepal and Bonaire, Hilton is now present in 140 countries and territories.
" We are extremely proud of the growth we have experienced over the last year, thanks to the performance of our brands and the commitment of our team to offering the best stays to our customers and impressive returns to our owners.said Hilton CEO Chris Nassetta. Given the strength of our commercial drivers, our family of brands and our global network, we are confident of a new phase of growth this year." .
In addition to established brands such as Hilton, Garden Inn and DoubleTree, this growth is being driven by new brands as Spark by Hilton in the premium economy segment, launched in 2023 and approaching the 100-hotel mark, will arrive in France at the end of the year at Lyon. Like most American groups, Hilton has also created a new mid-range long-stay brand in the United States, LivSmart Studios, which is due to make its debut in mid-2025 in Indiana.
At the same time, last year the group gave a a boost to its lifestyle offering with the acquisition of the NoMad and Graduate Hotels brands - the latter specialising in hospitality on major university campuses -, while at the same time expanding its offering of luxury boutique hotel bookings through a partnership with Small Luxury Hotels of the World. This is in addition to its own offering, which now exceeds 500 luxury hotels, and which will soon see a flagship event, the reopening of the Waldorf Astoria in New YorkIn addition to the openings planned in Shanghai, Osaka and Rabat this year, the brand is relying on the aura of the New York palace.
Dynamic development for Radisson
With its Radisson Collection brand, launched in 2018, the Radisson group has succeeded in positioning itself in this buoyant segment. With nearly 70 hotels today, this collection has had a productive 2024 with openings in Rome and Srinagar, India, but also two major announcements with its planned arrival in the heart of Madrid and in Paris, rue de Rivoli, in a Haussmann building currently being transformed.
More broadly, and like its competitors, the Radisson group does not stand out in the general dynamic, announcing the addition of 40,000 new rooms last year, for a cumulative total of 300 openings and signings. "Despite the global geopolitical turmoil in 2024, we had a successful year thanks to our efforts to serve our two main clients: the customer and the owner." commented Elie Younes, Managing Director in charge of development for the Radisson Hotel Group. In this context, Radisson Blu has consolidated its position as one of the world's leading hotel chains. first "upper upscale" brand - the top end of the market - in the EMEA region, notably by expanding its already strong footprint in Africa with openings in Conakry and Casablanca.
Its lifestyle brand, Radisson RED, has also established a presence in France. in new business destinations Radisson Individuals has also opened new hotels around the world, including in Berlin, Auckland and Abuja, as well as in Galway, Ireland. Radisson Individuals, another fast-growing brand, is expanding in India and Europe, including France, the UK and Turkey. At the same time, Radisson, in collaboration with the PPHE Hotel Group, is continuing to expand its art'otel lifestyle hotels, which appeared in London's Hoxton district in May and more recently in Rome. But the group also intends to give new impetus to its range of budget and design hotels by adding its name to the prizeotel brand, which has become Prize by Radisson.
