Flags of confidence Despite regional disruption, the world’s biggest hotel companies are pressing ahead with Middle East expansion, using the region to scale luxury, lifestyle, branded residences, religious tourism, midscale and conversion-ready brands
MARRIOTT: SCALE, LUXURY AND RESIDENCES
Marriott International remains the largest global hotel group by room count. At the end of Q1 2026, it had more than 9,900 properties and nearly 1.8 million rooms worldwide, with a pipeline of 4,107 properties and almost 618,000 rooms . More than half of its pipeline rooms were outside the US, and conversions accounted for more than a third of signings and more than 40% of openings in the quarter. In EMEA, Marriott had a major growth year in 2025, signing more than 230 organic deals representing more than 31,000 rooms , and adding 170 properties and nearly 24,000 rooms . Its EMEA pipeline stood at more than 600 properties and nearly 113,000 rooms , with Saudi Arabia and the UAE among the company’s highest- growth EMEA markets, alongside Germany, Italy and the UK. Satya Anand, President, Europe, Middle East & Africa, Marriott International, described 2025 as “another strong year” for the region. The regional story is also increasingly residential and luxury-led. Marriott signed a record 40 luxury deals across EMEA in 2025, including The St. Regis Jeddah Corniche, while its open and pipeline branded residential portfolio grew 70% in the Middle East and Africa. Projects include The Dubai Beach EDITION Residences, The Ritz-Carlton Residences, Palm Hills Cairo, and Seamont, Autograph Collection Residences on Al Reem Island in Abu Dhabi. Saudi Arabia is a key marker of Marriott’s regional growth. The group reached 100 open and pipeline hotels in the kingdom after signing the 1,100-room Courtyard by Marriott Makkah Masar , expected to open in 2030. Marriott currently operates 44 properties and more than 11,000 rooms in Saudi Arabia across 13 brands. Jerome Briet, Chief Development Officer, EMEA, said the 100-property milestone underscored Marriott’s confidence in the kingdom’s growth and tourism infrastructure.
R egional uncertainty has made 2026 a more complicated operating year for hotels, but it has not stopped the major global groups from building. Across the Middle East, development teams are continuing to sign, convert and open properties, with Saudi Arabia, the UAE, Egypt, Oman, Bahrain and Qatar all featuring in brand expansion plans. The near-term trading picture is mixed: Accor reported that Middle East conflict affected the UAE in Q1 2026, while Saudi Arabia and Egypt continued to grow; Marriott said Europe and Africa offset Middle East softness in EMEA; Hilton recorded lower Middle East and Africa RevPAR in Q1, but continued to push its regional pipeline; and IHG said EMEAA performed well despite the impact of Middle East conflict. The message from all operating brands, however, is that the Middle East remains a
long-term growth market. Development is underpinned by several demand streams at once: Saudi Arabia’s Vision 2030 tourism targets, religious travel to Makkah and Madinah, luxury resort-building on the Red Sea, lifestyle demand in Riyadh, Dubai and Doha, branded residences in mixed-use developments, and a widening need for midscale and economy hotels as domestic and regional travel grows. For owners and operators, that creates a region with unusual breadth. Ultra-luxury brands are being attached to island resorts, wellness destinations and branded residences; lifestyle brands are moving into urban hubs; premium and upper-upscale hotels are serving corporate, meetings and events demand; and affordable brands are targeting road travel, pilgrimage and secondary cities. The result is not just more hotel rooms, but a more layered hospitality market.
St. Regis Jeddah Corniche
MARRIOTT
Major hotel groups continue to plant flags region-wide
Current portfolio, global 9,900+ properties, nearly 1.8mn rooms Pipeline, global 4,107 properties, nearly 618,000 rooms Current portfolio, EMEA 1,300+ properties, 29 brands, 80 countries Pipeline, EMEA 600+ properties, 113,000+ rooms Key regional moves The St. Regis Jeddah Corniche; Courtyard by Marriott Makkah Masar; strong branded residential growth in the Middle East and Africa.
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