Marriott International announced a rapid acceleration of its branded residential portfolio in the Europe, Middle East, and Africa (EMEA) region, citing record‑setting signings and a sharp increase in portfolio size.
The company now operates 33 branded residences across 18 countries and territories, with more than 50 projects in development. Since the end of 2023, the portfolio grew 23% in Europe and 59% in the Middle East and Africa, reflecting strong demand for upscale living in those markets.
Nearly 20 new agreements were signed in 2025, roughly half of which are standalone projects. Milestone deals include The Residences at the Dubai Beach EDITION, the first luxury‑brand residence in EMEA for the EDITION brand, led by Shamal Holding; The St. Regis Residences on Al Maryah Island, Abu Dhabi, which sold 60% of units at record prices before public launch; and Affini, a Tribute Portfolio Residence in Dubai, which sold out within a week of its launch. Marriott projects six new branded residence openings in EMEA by year‑end, including The Lucan Autograph Collection Residences in London and JW Marriott Residences in New Cairo.
The expansion signals a strategic shift toward higher‑margin, asset‑light real‑estate assets that complement Marriott’s core hotel operations. By licensing its brands to developers, Marriott captures a share of the premium residential market while preserving capital and generating recurring management fees. The move also deepens the Marriott Bonvoy ecosystem, offering members exclusive access to high‑end residences and reinforcing loyalty program value.
Marriott’s broader financial performance underscores the importance of the residential strategy. In Q3 2025, the company reported a 25% increase in net income to $728 million and a 10% rise in adjusted EBITDA to $1.349 billion, driven by strong demand in core hotel segments and the growing contribution of branded residences. The residential portfolio’s rapid growth is expected to accelerate revenue and margin expansion in the coming quarters, providing a buffer against cyclical hotel demand.
Jaidev Menezes, Marriott’s Regional Vice President for Mixed‑Use Development in EMEA, said the company’s 25‑year leadership in branded residences is driving record growth and development velocity. CEO Anthony Capuano highlighted the asset‑light model’s cash‑flow benefits and the brand’s ability to capture premium demand, noting that luxury hotels and residences continue to outperform in the global market.
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