Marriott International announced its Asia Pacific excluding China (APEC) region delivered another outstanding year of growth and strategic expansion in 2025, marking the region’s third consecutive year of record-breaking development activity. The performance reflects strong intra-region travel demand and continued confidence from owners and developers across diverse markets.
“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”, said Rajeev Menon, President, Asia Pacific excluding China, Marriott International. “As we expand into emerging destinations and accelerate conversions and multi-unit agreements, we remain focused on delivering long-term value for owners while creating compelling experiences that resonate with today’s travellers.”
Record Development Activity and Pipeline Expansion
APEC delivered its third consecutive year of record development signings, with 187 organic deals representing more than 28,000 rooms signed in 2025, a 32% year-over-year increase. Underscoring strong owner confidence in Marriott’s diverse brand portfolio and operating platform, the region closed the year with more than 400 hotels and over 86,000 rooms in the development pipeline.
Conversions continued to be a key growth engine, accounting for 35% of total signed deals, reinforcing Marriott’s value proposition for owners seeking speed-to-market and access to a powerful global distribution ecosystem. Multi-unit agreements also contributed significantly, representing close to 30% of total signings, reflecting growing appetite for owners to scale portfolios across markets and brand segments with a single hospitality platform.
The top five growth markets in APEC with the highest number of signings in 2025 were India, Thailand, Vietnam, Malaysia and Japan. India saw the most signings with a record 99 deals representing over 12,000 rooms.
In 2025, Marriott introduced Series by Marriott™ through a founding multi-unit deal in India. The deal resulted in the conversion of 26 hotels to the brand in a single day, adding approximately 1,900 rooms to its portfolio overnight. As of end-2025, the brand has 37 open properties (approximately 2,600 rooms) in 23 cities across India. Operating as Fern Hotels & Resorts, Series by Marriott, the portfolio marks the brand’s inaugural global debut, showcasing a collection of eco-sensitive hotels rooted in sustainability and regional charm, and underscoring Marriott’s ability to scale locally resonant brands at speed.
