Marriott Expands in Asia Pacific Region Sees Record Growth with More than One Hundred and Fifty Deals Signed, Accelerating its Hospitality Growth Across Emerging Destinations and Luxury Markets

Marriott International has reported another record-breaking year of growth in the Asia Pacific outside of China (APEC) as the company has marked the third consecutive year of exceptional development activity in 2025. With 187 organic deals being signed, the company has reported that the region has experienced a 32% year-over-year increase in development signings, surpassing 28,000 rooms.

This surge in the growth of hotel developments not only signifies the rising demand for premium, luxury, and midscale accommodations but also marks the growth of the hospitality sector in emerging markets. As the Asia Pacific is considered to be a high-growth market, the company’s growth can also be attributed to the fact that it has been able to cater to the needs of the people in emerging markets as well.

Record Development Activity and Expansion Across Segments

In 2025, Marriott closed the year with more than 400 hotels and 86,000 rooms in its development pipeline in the APEC region. Conversions continued to be a key growth driver, accounting for 35% of total signed deals, reflecting the value Marriott brings to owners seeking speed-to-market solutions and access to its powerful global distribution system. The rise in multi-unit agreements, representing 30% of total signings, shows the growing appetite for scalable investments across markets and segments.

This impressive development activity reinforces Marriott’s role in driving hospitality growth in the region. By leveraging its diverse brand portfolio, Marriott is able to meet the increasing demand for high-quality accommodations, ranging from luxury resorts to budget-friendly hotels, and contribute to the economic growth of emerging tourism markets.

Expanding Marriott’s Luxury Portfolio to Meet Growing Demand

Luxury travel was a major focus in 2025, with brands like JW Marriott, The Ritz-Carlton, and Luxury Collection seeing strong growth. Marriott’s luxury portfolio accounted for 19% of 2025 organic room signings, underscoring sustained long-term demand for high-end accommodations. This growth within the luxury segment is an important contributor to the overall hospitality growth in the region, particularly in urban and resort destinations.

Marriott’s investment in luxury properties includes notable signings such as JW Marriott Hotel Johor Bahru (Malaysia), expected to open in 2027, and The Ritz-Carlton Reserve in Pottuvil, Sri Lanka, slated for 2032. These luxury additions highlight Marriott’s commitment to expanding its luxury footprint in both well-established and untapped destinations, offering deeply immersive travel experiences rooted in nature, culture, and local craftsmanship.

Hospitality Growth in Emerging Destinations: Marriott Expands Beyond Gateway Cities

Marriott’s strategy of expanding in emerging destinations has been a key driver of hospitality growth in the APEC region. In 2025, the company saw strong openings in Vietnam, Nepal, and Sri Lanka, showcasing the shift in demand toward high-growth, culturally rich markets. Marriott’s Moxy Kathmandu debut in Nepal taps into the growing demand for adventure tourism and youth travelers, while the Halcyon Private Isles Maldives offers exclusive experiences on private islands for those seeking seclusion and luxury.

The company’s expansion into emerging destinations is not just about increasing room count, but about catering to evolving tourist preferences, such as wellness, adventure, and cultural immersion. By offering a variety of lifestyle brands and design-forward accommodations, Marriott is helping to shape the future of tourism in these rapidly developing areas, which in turn drives hospitality growth by attracting new segments of global travelers.

Expanding Brand Footprint with Milestone Openings

In 2025, Marriott reached a major milestone with the opening of its 700th property in the APEC region, Legacy Mekong, Can Tho, part of the Autograph Collection in Vietnam’s Mekong Delta. This opening reinforces Marriott’s strategy of expanding beyond traditional gateway cities, tapping into culturally rich, high-growth emerging destinations.

With more than 730 open properties in 22 countries and 27 brands, Marriott’s hospitality growth in the region is extensive, reinforcing its commitment to diversifying its portfolio to meet the diverse needs of today’s travelers. By expanding into both established and emerging markets, Marriott is capturing new demand drivers and delivering distinctive, locally inspired experiences that resonate with global travelers.

Looking Ahead: A Strong Future for Hospitality Growth in APEC

Marriott’s success in 2025 shows its potential for growth in the Asia Pacific region. Marriott has a diverse portfolio of luxury, midscale, and lifestyle brands. Its focus on emerging destinations will also play a vital role in meeting the growing need for premium accommodations in growing markets. Marriott’s focus on sustainability, community, and personalized experiences will ensure its position as a leader in the growth of tourism in the Asia Pacific region.

Marriott’s focus on meeting growing travel demands, as well as its focus on increasing its presence in luxury tourism and emerging destinations, will play a vital role in its future growth. Marriott’s strong development pipeline, as well as its diverse portfolio, will play a vital role in its ability to capture new market share, boost tourism growth, and contribute to the growth of tourism in various destinations.

Image Source: Marriott

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