Marriott International Announces Significant Growth and Strategic Expansion in the Caribbean and Latin America in 2025
MWN-AI** Summary
Marriott International announced a remarkable year for its Caribbean and Latin America (CALA) operations in 2025, achieving record growth through the signing of 94 new deals that added 10,461 rooms to its pipeline. This reflects a 40% increase in signed transactions and more than a 30% rise in signed rooms compared to 2024. By the end of 2025, Marriott had expanded its portfolio to 555 open properties and over 95,000 rooms across 37 countries and territories.
Brian King, President of Enterprise Transformation and CALA, highlighted Marriott's adaptability and innovative strategies, emphasizing the company's commitment to meeting diverse owner needs with a robust brand portfolio. Notably, conversions played a significant role in growth, with 30 properties and 3,000 rooms transitioning under this model, indicative of Marriott's efficiency in rebranding existing assets.
Marriott's luxury segment flourished with 71 open properties and 38 hotel projects in the pipeline, including prestigious openings such as Ritz-Carlton Reserve locations in Costa Rica and Mexico. Additionally, the company made strides in the all-inclusive sector with the introduction of high-profile resorts like the world’s first all-inclusive W Hotel in Punta Cana.
The midscale segment also saw substantial growth, particularly through the City Express by Marriott brand, which signed 28 new deals, further solidifying its presence in multiple countries. Brazil emerged as a strategic focus for development, showcasing plans for new properties and reinforcing the company's dedication to delivering diverse hospitality experiences.
Overall, Marriott's 2025 accomplishments underline its strategic expansion efforts and commitment to elevating hospitality across the CALA region, with an eye towards future growth and innovation.
MWN-AI** Analysis
Marriott International’s impressive growth in 2025 positions it strongly in the Caribbean and Latin America (CALA) markets, making it an attractive opportunity for investors. With a record 94 signed deals and nearly 40 new properties, Marriott's strategic expansion underscores its leadership in the industry and commitment to a diversified portfolio that caters to varying traveler preferences—from luxury to midscale and all-inclusive options.
A key insight from the 2025 announcement is the robust 40% increase in signed transactions, reflecting Marriott's adaptability to market demands and owner requirements. Conversions played a significant role in this expansion strategy, with roughly 30% of the new rooms coming from rebranding existing properties. This not only optimizes existing assets but also enhances the brand's responsiveness, which is vital for ongoing growth in an evolving hospitality landscape.
Investors should pay close attention to Marriott’s focus on luxury and all-inclusive offerings, especially with notable openings like the Ritz-Carlton Reserve hotels in Costa Rica and Mexico. These developments tap into the rising trend of luxury travel and experiential stays, aligning well with affluent consumer preferences.
Additionally, expansion in Brazil continues to be a strategic priority, offering opportunities to capture a diverse clientele in an emerging market. The rapid growth of City Express by Marriott, primarily in the midscale segment, complements the luxury sector and provides balanced revenue streams.
Overall, Marriott’s strategic initiatives signal strong potential for continued growth in CALA. Investors might consider positioning themselves to take advantage of Marriott’s upward trajectory and its resilience in capturing market share, driven by both luxury and midscale segments. As travel patterns evolve, Marriott’s diversified approach could yield long-term profitable returns.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
PR Newswire
Marriott International celebrated a momentous 2025 in its CALA region, with a record 94 signed deals and the addition of nearly 40 properties, strengthening its diversified portfolio from midscale to luxury, and all-inclusive to residential.
PLANTATION, Fla., March 4, 2026 /PRNewswire/ -- Marriott International, Inc. (Nasdaq: MAR, "Marriott") announced an outstanding year of growth in its Caribbean and Latin America (CALA) region in 2025. The company achieved a record 94 signed deals in the region, adding 10,461 rooms to the pipeline, an increase of 40 percent in signed transactions and more than 30 percent in signed rooms compared to 2024. This performance reinforces Marriott's long-term commitment to diversified expansion and meeting evolving owner interests in the CALA region.
In 2025, Marriott expanded its portfolio with 39 properties and 4,292 rooms, growing its regional footprint to 555 open properties and more than 95,000 rooms across 37 countries and territories by year end.
"In 2025, Marriott solidified its leadership position in Caribbean and Latin America once again as the largest hotel company in the region, marked by another year of market-leading growth. This expansion reflects Marriott's adaptability and innovation," said Brian King, President of Enterprise Transformation and the Caribbean and Latin America. "Our focus has been on listening to the wishes of travelers and responding with an unparalleled brand portfolio, offering everything from luxury resorts to approachable midscale solutions. This success is the result of a shared vision with our owners and investors, and the commitment of our teams to deliver exceptional experiences in every destination."
Conversions were a key driver of Marriott's signings growth across CALA in 2025, with nearly 30 properties and 3,000 rooms signed under this model. Approximately 30 percent of the rooms signed in 2025 are attributed to conversions, underscoring the agility of Marriott's brand portfolio and its ability to unlock value by providing owners with an efficient option to renovate and rebrand existing assets. At year?end 2025, the CALA development pipeline included 45 conversion projects representing more than 6,000 rooms.
"2025 set another important milestone for Marriott's development in the Caribbean and Latin America, with record deal activity and organic room signings that continue to expand our footprint and pipeline," said Laurent de Kousemaeker, Chief Development Officer of Marriott International for the Caribbean and Latin America. "We are now leading across all segments in the region, including midscale, which the company only entered a few years ago. This success is a reflection of the strength of our portfolio and the team's dedication, and I could not be prouder of what this team has achieved and the momentum we carry into the year ahead."
Elevating the Resort Landscape Through Luxury and All?Inclusive Growth
At year end, Marriott's luxury footprint in the region included 71 open properties and 38 pipeline hotels, representing more than 18,000 rooms across CALA. Marriott continued to elevate its luxury portfolio responding to luxury travelers' interest in escaping to some of the world's most remarkable and remote destinations. In 2025, the company celebrated the opening of two gems in the luxury segment: Nekajui, a Ritz-Carlton Reserve in Costa Rica, and Siari, a Ritz-Carlton Reserve in Mexico, offering exclusive sanctuaries in remote and captivating destinations.
In 2025, Ritz?Carlton Reserve also broke ground in Southern Eleuthera, The Bahamas, with Cotton Bay, a Ritz?Carlton Reserve and Residences, anticipated to open in 2029, while Bvlgari Hotels and Resorts announced the upcoming arrival of the brand in CALA with Bvlgari Resort & Residences, Cave, Exuma in The Bahamas, also planned to open in 2029.
The company's all-inclusive portfolio also flourished in CALA, highlighted by the opening of Paraiso de la Bonita, a Luxury Collection Resort, Riviera Maya, Adult All-Inclusive and W Punta Cana, Adult All-Inclusive, the world's first all?inclusive W Hotel, which combines the brand's vibrant design with elevated service and story?worthy experiences. The JW Marriott Costa Elena Resort All-Inclusive in Costa Rica is also set to debut in 2026 as the first all?inclusive JW Marriott resort in CALA. These projects further reinforce Marriott's position as a leader in delivering luxury all?inclusive operations and experiences for the most discerning travelers.
Midscale Segment Momentum Continues with City Express by Marriott
Simultaneously, the company's midscale segment experienced extraordinary growth in 2025, led by the expansion of the City Express by Marriott brand. The company signed 28 City Express by Marriott deals across CALA for 3,188 rooms, several of which mark the brand's planned expansion into seven countries and territories: Argentina, Brazil, Dominican Republic, El Salvador, Guyana, México, and Puerto Rico. Looking ahead to 2026, the company anticipates the opening of 6 City Express by Marriott properties, including market entries into Argentina, Nicaragua, and El Salvador.
City Express by Marriott expansion in Brazil continued in 2025. The company signed 13 deals representing more than 1,400 rooms, including seven hotels announced in July that mark the brand's anticipated debut in the market. This milestone is part of a broader multi?unit development agreement with FÁBRICA DE HOTÉIS in Brazil, anticipated to add 30 City Express by Marriott properties across Brazil's Northeast region to the brand's portfolio over the next 15 years.
As of year-end, City Express by Marriott had nearly 150 open hotels in the region representing more than 17,700 rooms, and a pipeline of 46 deals and over 5,200 rooms.
Brazil: Powering the Next Phase of Expansion
Brazil continues to be a key strategic market for Marriott in CALA, showing diversified growth and development. Currently, Marriott's portfolio in Brazil includes 15 properties in Brazil across 9 distinct brands, representing 3,779 rooms, with 21 properties and 4,000 rooms in the signed pipeline.
Recent openings include The Westin São Paulo, inaugurated in June 2025, and the upcoming Tropical Hotel da Amazônia, a Tribute Portfolio Hotel, slated to open in 2026. Marriott has also recently signed key agreements that further reinforce its commitment to leisure development in Brazil, including projects such as The Westin João Pessoa, an All?Inclusive Resort. This diversified growth strategy—spanning resorts, upper?upscale, and midscale offerings—highlights the strength, adaptability, and broad appeal of Marriott's brand portfolio in meeting the evolving needs of Brazil's diverse hospitality market.
Marriott reaffirms its commitment to elevating hospitality across CALA by expanding a diverse portfolio that offers flexible, compelling opportunities for hotel owners. The company continues to support new ways of traveling while celebrating the region's rich culture, diversity, and distinctive sense of place.
NOTE ON FORWARD LOOKING STATEMENTS
This press release contains "forward-looking statements" within the meaning of United States federal securities laws, including statements related to our expectations regarding deal signings and expected future project openings; our development pipeline; the pace and momentum of development activity, conversion activity and growth in certain segments and product tiers; brand debuts in certain markets; and similar statements concerning anticipated future actions and expectations that are not historical facts. We caution you that these statements are not guarantees of future performance and are subject to numerous evolving risks and uncertainties that we may not be able to accurately predict or assess, including the risk factors that we identify in our U.S. Securities and Exchange Commission filings, including our most recent Annual Report on Form 10-K or Quarterly Report on Form 10-Q. Any of these factors could cause actual results to differ materially from the expectations we express or imply in this press release. We make these forward-looking statements as of the date of this press release and undertake no obligation to publicly update or revise any forward-looking statement, whether as a result of new information, future events or otherwise.
ABOUT MARRIOTT INTERNATIONAL
Marriott International, Inc. (Nasdaq: MAR) is based in Bethesda, Maryland, USA, and encompasses a portfolio of compelling brands across luxury, premium, select, midscale, extended stay, and all-inclusive, with over 9,800 properties in 145 countries and territories, as of December 31, 2025. Marriott franchises, operates, and licenses hotel, residential, timeshare, yacht, outdoor, and other lodging products all around the world. The company offers Marriott Bonvoy®, its highly awarded travel platform. For more information, please visit our website at www.marriott.com, and for the latest company news, visit www.marriottnewscenter.com. In addition, connect with us on Facebook and @MarriottIntl on X and Instagram.
Marriott encourages investors, the media, and others interested in the company to review and subscribe to the information Marriott posts on its investor relations website at www.marriott.com/investor or Marriott's news center website at https://news.marriott.com, which may be material. The contents of these websites are not incorporated by reference into this press release or any report or document Marriott files with the U.S. Securities and Exchange Commission, and any references to the websites are intended to be inactive textual references only.
SOURCE Marriott International, Inc.
FAQ**
In what ways does Marriott International MAR plan to leverage its record 94 signed deals in the Caribbean and Latin America to enhance its competitive edge in the hospitality market for 2026 and beyond?
With a 40% increase in signed transactions for 2025, how does Marriott International MAR foresee this growth impacting its overall market share in the Caribbean and Latin America?
Marriott International MAR has emphasized the importance of conversions in its growth strategy; what specific criteria does the company consider when selecting properties for conversion in the CALA region?
Considering the anticipated openings of luxury resorts and all-inclusive properties, how does Marriott International MAR ensure that it meets the evolving preferences of luxury travelers in the Caribbean and Latin America?
**MWN-AI FAQ is based on asking OpenAI questions about Marriott International (NASDAQ: MAR).
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