Marriott International’s APEC Surges Ahead with Record Growth in 2025
- Expats Lifestyle
- Feb 16
- 3 min read
Nearly 200 deals signed and more than 28,000 rooms added as the region marks its third consecutive year of development momentum
Marriott International’s Asia Pacific excluding China region has delivered its third consecutive year of record-breaking development, underscoring the strength of travel demand and long-term owner confidence across diverse markets.
In 2025 alone, the region signed 187 organic deals representing more than 28,000 rooms, a 32 percent year-over-year increase. By year’s end, Marriott’s pipeline in Asia Pacific excluding China stood at more than 400 hotels and over 86,000 rooms, reflecting sustained expansion across luxury, premium, midscale, and lifestyle segments.
According to Rajeev Menon, President, Asia Pacific excluding China, Marriott International, strong intra-regional and international travel demand, combined with a diversified portfolio, has enabled Marriott to scale with purpose across markets and development models. The company continues to expand into emerging destinations while accelerating conversions and multi-unit agreements, aiming to deliver long-term value for owners and compelling experiences for today’s travelers.
Conversions remained a powerful growth driver, accounting for 35 percent of total signed deals. Multi-unit agreements represented nearly 30 percent of signings, signaling growing appetite among owners to scale portfolios across markets under a single hospitality platform.
The top five growth markets 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 major milestone came with the launch of Series by Marriott™ in India through a founding multi-unit agreement that converted 26 hotels in a single day, adding approximately 1,900 rooms overnight. Operating as Fern Hotels & Resorts, Series by Marriott, the eco-sensitive portfolio reflects Marriott’s strategy of scaling locally resonant brands with speed and sustainability at their core.
Luxury remained a strategic focus, accounting for approximately 19 percent of organic room signings. Brands such as JW Marriott, The Ritz-Carlton, and The Luxury Collection saw strong deal activity, reflecting sustained demand from affluent travelers who prioritize wellness, personalization, and purpose-driven experiences.
Among the notable luxury signings were JW Marriott Hotel Johor Bahru, anticipated to open in 2027, marking the brand’s arrival in Malaysia’s southern state; Pottuvil, a Ritz-Carlton Reserve in Sri Lanka, expected in 2032 along the country’s eastern coastline; The Ritz-Carlton, Fiji, Namuka Bay, also targeted for 2032 as a brand debut in Fiji; and Fraser’s House, a Luxury Collection Hotel, Singapore, which opened in January 2026 as the brand’s second property in the city.
The region also celebrated a milestone portfolio expansion in 2025 with the opening of its 700th property, Legacy Mekong, Can Tho, Autograph Collection, located on a private islet in Vietnam’s Mekong Delta. By the end of the year, Marriott operated more than 730 properties across 22 countries in Asia Pacific excluding China, spanning 27 brands.
Key openings included The Laurus, a Luxury Collection Resort in Singapore; The Halcyon Private Isles Maldives, Autograph Collection, offering two private islands for secluded stays; The Farm at San Benito, Autograph Collection in the Philippines, aligning with rising wellness travel demand; and Moxy Kathmandu, introducing the lifestyle brand to Nepal’s growing adventure travel scene.
With a robust pipeline, diversified brand portfolio, and strong intra-region travel trends, Marriott’s Asia Pacific excluding China region enters 2026 positioned for continued expansion. As travel rebounds with intention and scale, the company’s strategy signals not just growth in numbers, but a recalibration of where and how hospitality evolves across the region.
[PHOTO: Courtesy of Marriott International]
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