Marriott International announced that it has secured 100 signed agreements for its City Express by Marriott brand across the United States and Canada, a milestone reached within a year of the brand’s launch in the region. The achievement underscores robust demand from hotel owners and validates Marriott’s strategy to capture market share in the highly competitive mid‑scale segment.
Six City Express properties opened in 2025, and four additional locations are slated to open by year‑end. The brand was introduced in March 2025 with the opening of the first property in Duluth, Georgia, and is expanding into Asia Pacific with two planned properties in Osaka, Japan, expected to debut in 2026. The 100‑signing target also reflects the brand’s recent acquisition of the City Express portfolio in the Caribbean and Latin America (CALA) for $100 million in 2023, further extending its geographic reach.
City Express is positioned as an affordable mid‑scale offering that integrates seamlessly into Marriott’s Bonvoy loyalty ecosystem. Its conversion‑friendly model allows independent hotels to join the Marriott network with minimal brand changes, a feature that has proven attractive to owners. The brand’s rapid uptake aligns with Marriott’s broader mid‑scale growth plan, which also includes StudioRes and Four Points Flex by Sheraton.
The influx of City Express signings is expected to generate significant franchise and management fee revenue, reinforcing Marriott’s asset‑light business model. In Q3 2025, the company reported revenue of $6.49 billion, up 4% year‑over‑year, and an adjusted EPS of $2.47, beating analyst expectations by $0.09. Net rooms grew 4.7% year‑over‑year, and the gross profit margin expanded to 81.55%, reflecting strong pricing power and efficient cost management.
Noah Silverman, Marriott’s Global Development Officer for the U.S. and Canada, said the brand “continues to demonstrate incredible momentum” and that the 100‑signing milestone “reflects the strong appetite for mid‑scale in the market.” CEO Anthony Capuano highlighted the quarter’s results as evidence of “continued strong execution of our growth strategy, the power of our brands, and the cash‑flow benefits of our asset‑light model.”
Investors welcomed the milestone, with analysts noting the company’s strong growth trajectory and confidence in its mid‑scale expansion strategy. The achievement reinforces Marriott’s position as a leading provider of affordable mid‑scale accommodations and supports its outlook for continued revenue and profitability growth.
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