Published January 28, 2026
Marriott International’s impressive global expansion in 2025 marks an important milestone for the company and the tourism industry as a whole. With new hotel openings, an expanded luxury portfolio, and a significant growth spurt in branded residences, Marriott’s ambitious plans will undoubtedly boost tourism in major global destinations such as Tashkent, Punta Cana, and Dubai.
The global hospitality giant made waves by adding more than 700 new properties and nearly 100,000 rooms to its portfolio, representing a significant 4.3% increase in net room count. This expansion will open up new opportunities for travelers seeking new experiences, thereby boosting international tourism.
Marriott CEO Anthony Capuano said the company’s growth trajectory is the result of strong partnerships with hotel owners and growing global demand for exceptional guest experiences. He noted that this year is a turning point and demonstrates Marriott’s commitment to expanding its portfolio and remaining competitive in the hospitality industry.
The addition of new hotels, especially in luxury cities such as Tashkent in Uzbekistan, Punta Cana in the Dominican Republic, and Dubai in the United Arab Emirates, will significantly contribute to regional tourism development.
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Expansion of luxury hotels and distinctive real estate
Marriott’s luxury portfolio experienced significant growth in 2025, particularly with the introduction of JW Marriott and Edition hotels into new regions. The company closed 114 luxury deals and expanded its network by more than 15,300 rooms. This growth has paved the way for more affluent travelers to experience iconic destinations in luxury.
Notable expansions include the long-awaited JW Marriott in Tashkent, which marks the brand’s first foray into Uzbekistan. The new hotel will serve as a top choice for travelers visiting Central Asia and will significantly boost tourism in the region. Additionally, Lake Como Edition in Italy and W Punta Cana in the Caribbean have already set new benchmarks for luxury real estate in their respective regions. W Punta Cana is especially exciting because it is the W brand’s first all-inclusive resort and offers an enriching vacation experience in one of the Caribbean’s most popular destinations.
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The Ritz-Carlton Reserve also expanded into Ciali, Mexico and Necajuy, Costa Rica, marking its first entry into these emerging luxury markets. These additional facilities will further enrich the luxury tourism landscape, appealing to high-end travelers seeking a unique boutique experience surrounded by natural beauty.
Branded residences promote investment in major cities
Marriott had a record year in branded residences. With 55 residential deals signed and 50% year-over-year growth, Marriott has established itself as a leader in this market. Notable projects such as The Ritz-Carlton Residences in Houston and Dubai Beach Edition will not only boost tourism but also attract long-term investment to these prime locations.
The appeal of branded residences is clear as travelers are looking for immersive experiences that go beyond short stays. By offering luxury homes under our luxury hotel brands, Marriott creates a seamless bridge between short-term hotel stays and long-term investments, increasing the attractiveness of destinations for both tourists and investors.
Medium growth: Capturing new travel segments
Marriott’s investments in mid-sized real estate also paid off. The company introduced City Express by Marriott, Studioless and Four Points Flex by Sheraton as part of its strategy to meet the growing demand for mid-sized accommodations. The sector is experiencing significant growth, with Marriott’s midsize portfolio expanding to 216 open properties and an additional 250 properties in development.
These new mid-sized brands are set to revolutionize tourism in regions such as Brazil, El Salvador and the APEC region, offering travelers affordable yet high-quality accommodation. The sector’s strong growth demonstrates Marriott’s agility in meeting diverse travel needs and ensuring accessibility for a broader range of tourists.
Outdoor Collection: Meeting the demands of nature-focused travel
As nature-based tourism continues to grow in popularity, Marriott’s introduction of the Outdoor Collection by Marriott Bonvoy™ comes at the perfect time. The collection has already expanded to more than 30 properties around the world, offering travelers the opportunity to enjoy an immersive outdoor experience with all the comforts of a Marriott property. From mountain retreats to seaside retreats, these facilities attract nature lovers and ecotourists, further promoting tourism in destinations that prioritize sustainability and adventure.
A vision for a sustainable future
Marriott’s 2025 results reflect our broader commitment to sustainability and growth. Through a commitment to responsible expansion, environmental responsibility and social impact, Marriott is not only expanding its global footprint, but also contributing to the preservation of the destinations in which it operates. As Marriott continues to build new properties, we are ensuring we integrate sustainability measures that benefit both our travelers and the local community.
Marriott’s growth shapes the future of tourism
Marriott International’s 2025 expansion underscores its key role in shaping the global tourism landscape. With a diverse portfolio of properties ranging from luxury resorts in Tashkent and Punta Cana to mid-sized properties in emerging markets, Marriott is poised to meet the evolving needs of travelers and promote tourism in major destinations. These new developments will undoubtedly enhance Marriott’s ability to deliver unique and immersive experiences, ultimately benefiting both the company and the regions it serves. For tourism professionals and travelers, Marriott’s global growth points to a promising future for the travel industry.
