This One Region is Seeing Explosive Hotel Growth : You Won’t Believe the Numbers

Marriott International’s Asia Pacific (excluding China) region has experienced remarkable growth in 2025, continuing its trend of record-breaking development. This marks the region’s third consecutive year of significant expansion, as strong intra-region travel demand and investor confidence continue to drive progress across diverse markets. Marriott’s Asia Pacific region now boasts more than 730 open properties, with over 86,000 rooms in its development pipeline, ensuring even more growth in the coming years.

A Record-Breaking Year for Development and Deals

Marriott International signed 187 new deals in 2025, representing more than 28,000 rooms—an impressive 32% increase year-over-year. These record numbers demonstrate Marriott’s strong position in the region, reflecting both the growing demand for travel within Asia Pacific and the company’s ability to cater to that demand with a diverse portfolio of brands.

Notably, conversions continued to play a major role in Marriott’s growth, with conversions making up 35% of all signed deals. This approach is particularly appealing to hotel owners seeking faster market entry and access to Marriott’s global distribution ecosystem. Additionally, multi-unit agreements, which accounted for nearly 30% of deals, showcase owners’ growing interest in scaling portfolios across different markets and brand segments under a single hospitality platform.

The top five growth markets in 2025 were India, Thailand, Vietnam, Malaysia, and Japan, with India leading the way, signing a record 99 deals and adding more than 12,000 rooms. This strong development momentum reflects Marriott’s deepening relationships with owners and developers across the region.

Introduction of Series by Marriott and Strong Brand Momentum

In 2025, Marriott introduced Series by Marriott to the Indian market through a multi-unit deal, marking the brand’s global debut. This initiative converted 26 hotels to Series by Marriott in a single day, adding approximately 1,900 rooms to the portfolio overnight. As of 2025, Series by Marriott has 37 open properties in 23 cities across India, underscoring Marriott’s ability to scale local, eco-sensitive brands with speed and efficiency.

Luxury brands also played a significant role in Marriott’s expansion in 2025, with JW Marriott, The Ritz-Carlton, and Luxury Collection seeing the highest number of signings. Marriott’s ongoing focus on luxury hospitality aligns with the region’s growing demand for wellness, personalised experiences, and unique destinations. For example, key luxury signings in 2025 include:

• JW Marriott Hotel Johor Bahru (Opening in 2027) – This property marks JW Marriott’s anticipated entry into Malaysia’s southern state, expected to elevate Johor Bahru as a premier destination for global travelers.
• Pottuvil, a Ritz-Carlton Reserve (Opening in 2032) – Situated along Sri Lanka’s pristine eastern coast, this exclusive Ritz-Carlton Reserve property will provide deeply immersive experiences rooted in nature and local culture.
• The Ritz-Carlton, Fiji, Namuka Bay (Opening in 2032) – A debut in Fiji, this property will further expand Marriott’s presence in the Coral Coast and offer guests a luxurious getaway in a stunning destination.
• Fraser’s House, a Luxury Collection Hotel, Singapore (Opened January 2026) – This addition strengthens Marriott’s presence in Singapore, offering a blend of heritage and modern luxury.

Expanding Across Midscale and Select Service Segments

Marriott’s diverse brand portfolio also fueled growth in midscale and select service segments. The introduction of Series by Marriott in India and the continued growth of Four Points Flex by Sheraton demonstrate Marriott’s commitment to scaling flexible, design-forward brands to meet evolving traveler preferences across the region.

Expanding into Emerging Destinations

In 2025, Marriott opened 109 new properties across the region, celebrating the milestone of its 700th hotel in the APEC region with the opening of Legacy Mekong, Can Tho, Autograph Collection. Located in Vietnam’s Mekong Delta, this unique property on a private islet showcases Marriott’s strategy of expanding beyond traditional gateway cities into emerging destinations with strong growth potential.

Other notable openings include:

• The Laurus, a Luxury Collection Resort (October 2025) – Marking the brand’s entry into Singapore, further cementing Marriott’s presence in this premier business and leisure hub.
• The Halcyon Private Isles Maldives, Autograph Collection (October 2025) – A luxury resort offering two private islands in the Maldives, catering to travelers seeking seclusion and exclusive experiences.
• The Farm at San Benito, Autograph Collection (December 2025) – A wellness-oriented resort in the Philippines, tapping into the growing demand for wellness tourism.
• Moxy Kathmandu (December 2025) – Marriott’s lifestyle brand debut in Nepal, catering to younger travelers with a passion for cultural and adventure tourism in emerging destinations.

Marriott’s Vision for the Future of Asia Pacific Tourism

Looking ahead, Marriott’s development strategy across Asia Pacific continues to focus on diversifying its portfolio and capturing demand from both traditional markets and emerging destinations. With a strong development pipeline, an expanding brand portfolio, and continued investment in luxury, lifestyle, and midscale offerings, Marriott is well-positioned to lead the region’s hospitality industry for years to come.

As intra-region travel remains strong, the APEC region’s growing middle class and increasing demand for international travel are key drivers of this development. Marriott’s ability to deliver locally resonant experiences while leveraging its global platform continues to ensure its success across Asia Pacific, with a focus on delivering value for owners and memorable experiences for guests.

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