India leads APEC for Marriott Intl signings with 99 deals, 12,000 rooms in 2025

India's Remarkable Hotel Development Surge

India has solidified its position as the powerhouse of Marriott International's expansion across the Asia Pacific region excluding China, achieving an unprecedented milestone with 99 hotel signings and over 12,000 rooms in 2025. This exceptional performance comes as part of a broader wave of growth across the Asia Pacific region, which saw 187 organic deals representing more than 28,000 rooms signed during the same period—a remarkable 32 percent increase compared to the previous year. The region now boasts a robust development pipeline of over 400 hotels with more than 86,000 rooms currently under various stages of development, underscoring the tremendous confidence that hotel owners and investors continue to place in Marriott's brands and operational capabilities.

The significance of India's achievement becomes even more apparent when considering the broader South Asian context. Across South Asia as a whole, Marriott International signed 102 hotel deals representing more than 12,000 rooms in 2025, with India accounting for 99 of these agreements. This translates to a remarkable 143 percent year-over-year increase in deals signed and a 76 percent increase in rooms signed, marking the company's strongest development year in the South Asian region. These figures demonstrate the extraordinary momentum that India has generated for the hospitality company and highlight the country's critical importance to Marriott's long-term strategic expansion plans.

Our record performance in 2025 underscores the strength of Marriott's growth engine across the region and the enduring confidence our hotel owners place in our brands and operating platform. Sustained intra-regional and international travel demand and a diversified portfolio have enabled us to scale with purpose across markets, segments and development models.

Strategic Growth Drivers Behind India's Success

Multiple factors have contributed to India's exceptional performance in Marriott's development pipeline. Conversions of existing properties into Marriott brands have played a particularly significant role, accounting for approximately 35 percent of all signed deals across the Asia Pacific region. Multi-unit agreements have also contributed substantially, representing close to 30 percent of total signings and demonstrating the strong confidence investors have in expanding their hotel portfolios under Marriott's banners. The combination of sustained intra-regional and international travel demand, coupled with Marriott's diversified brand portfolio catering to various market segments, has created the perfect conditions for accelerated growth across India's hospitality sector.

The launch of Series by Marriott in India represents one of the most transformative developments in the company's regional strategy. This innovative new brand was introduced through a founding multi-unit agreement that resulted in the conversion of 26 hotels in a single day, instantly adding approximately 1,900 rooms to Marriott's portfolio. Operating under the Fern Hotels & Resorts banner, Series by Marriott marked the brand's inaugural global debut and showcased the company's ability to scale locally resonant, sustainability-focused offerings at remarkable speed. By the end of 2025, the brand had already expanded to 37 open properties across 23 Indian cities, demonstrating the extraordinary momentum this new offering has generated.

Luxury Focus and Brand Diversification

Luxury hospitality has emerged as a particular strategic priority for Marriott International across the Asia Pacific region. In 2025, luxury brands accounted for approximately 19 percent of the company's organic room signings, with JW Marriott, The Ritz-Carlton, and The Luxury Collection recording the highest number of signed deals in this segment. This focus reflects broader market trends indicating strong demand from affluent travelers seeking wellness-led, personalized, and purpose-driven experiences. The brand mix across South Asia reflects diverse demand patterns, with luxury accounting for 13 percent of signings, premium brands representing 31 percent, and midscale and select-service hotels comprising 56 percent of total agreements.

Beyond luxury offerings, Marriott has maintained strong momentum across its midscale and lifestyle segments. The rollout of Series by Marriott in India, combined with continued expansion of Four Points Flex by Sheraton, reinforces the company's strategy of scaling flexible, design-forward brands to meet evolving traveler preferences across the region. Notable developments in 2025 included the opening of The Westin Jaipur Kant Kalwar Resort & Spa, which marked Marriott's 200th property in India, and the expansion into new markets such as Nepal with Moxy Kathmandu and The Soaltee Kathmandu, Autograph Collection.

Regional Context and Future Outlook

While India led the Asia Pacific region with 99 signings, the broader top five growth markets in the region included Thailand, Vietnam, Malaysia, and Japan. However, India's dominant position is particularly noteworthy given its contribution to the overall regional performance. The strength of intra-Asian travel has also played a crucial role in driving this expansion, with APEC travelers comprising 56.4 percent of the total room night mix across Marriott's regional portfolio in 2025. India itself emerged as the leading source market within APEC, accounting for 29 percent of travelers, followed by Japan at 15 percent, Australia at 11 percent, South Korea at 9 percent, and Indonesia at 8 percent.

Looking ahead, Marriott International's substantial development pipeline of 157 projects across South Asia, combined with the region's demonstrated growth trajectory, positions the company well for continued expansion. The company now operates 219 hotels across South Asia, a figure that underscores the breadth of its current presence. With three consecutive years of record-breaking development signings in the Asia Pacific region excluding China, and India's remarkable performance anchoring this growth, Marriott appears well-positioned to capitalize on sustained travel demand, evolving consumer preferences, and strong investor confidence. The diversity of brand offerings, combined with the success of conversion and portfolio strategies, suggests that this growth momentum is likely to continue in the coming years as India remains central to the company's regional expansion ambitions.