Marriott’s Record APEC Year Sets the Stage for Continued Growth in 2026
Marriott’s record performance in 2025 underscores the strength of its growth engine across the region.
By SOH Edit Team
Marriott International, Inc. reported another landmark year of growth in its Asia Pacific excluding China (APEC) region in 2025, marking a third consecutive year of record-breaking development activity. Performance was driven by sustained intra-regional travel demand and continued confidence from owners and developers across both established and emerging markets.
Rajeev Menon, President, Asia Pacific, Marriott International, said the results underscore the strength of Marriott’s regional growth engine and the appeal of its diversified brand portfolio and operating platform.
Rajeev Menon, President, Asia Pacific, Marriott International.
Record Signings and Expanding Pipeline
n 2025, APEC achieved its highest-ever development signings, with 187 organic deals representing more than 28,000 rooms—an increase of 32% year over year. The region closed the year with a robust pipeline of over 400 hotels and more than 86,000 rooms under development.
Conversions remained a major growth driver, accounting for 35% of total signed deals, highlighting strong owner demand for speed-to-market solutions and access to Marriott’s global distribution ecosystem. Multi-unit agreements also gained momentum, representing nearly 30% of total signings and reflecting growing owner interest in scaling portfolios across markets and brand segments through a single platform.
Key Growth Markets Led by India
The top five APEC markets by number of signings in 2025 were India, Thailand, Vietnam, Malaysia and Japan. India led the region with a record 99 deals representing more than 12,000 rooms.
A significant milestone during the year was the launch of Series by Marriott™ through a founding multi-unit agreement in India. The conversion of 26 hotels in a single day added approximately 1,900 rooms to Marriott’s portfolio. By year-end, the brand had expanded to 37 open properties across 23 Indian cities, marking the brand’s global debut and showcasing Marriott’s ability to scale locally resonant, sustainability-focused offerings at speed.
Luxury remained a strategic priority in 2025, accounting for approximately 19% of organic room signings. JW Marriott, The Ritz-Carlton and The Luxury Collection recorded the highest number of luxury deals, supported by continued demand from affluent travelers seeking wellness-led, personalised and purpose-driven experiences.
Marriott also sustained strong growth across midscale and lifestyle segments. The rollout of Series by Marriott in India and continued expansion of Four Points Flex by Sheraton reinforced the company’s strategy of scaling flexible, design-forward brands to meet evolving traveler preferences across the region.
Portfolio Milestones and Emerging Destinations
Marriott opened 109 properties across APEC in 2025 and reached a significant milestone with the opening of its 700th property in the region—Legacy Mekong, Can Tho, Autograph Collection, located on a private islet in Vietnam’s Mekong Delta.
By the end of the year, Marriott’s APEC portfolio comprised more than 730 open properties across 22 countries and 27 brands. New openings included brand debuts in both established and emerging markets, underscoring the company’s focus on expanding beyond traditional gateway cities into high-growth, culturally rich destinations.
With a strong development pipeline, sustained intra-regional demand and a diversified portfolio spanning luxury to midscale segments, Marriott’s APEC region enters 2026 well positioned to continue delivering growth and long-term value for owners and guests alike.
