Marriott International Achieves Record Growth in Caribbean and Latin America in 2025

Why It Matters

The surge underscores Marriott’s aggressive expansion in fast‑growing tourism markets, positioning the chain to capture rising demand and diversify revenue across luxury, all‑inclusive and midscale segments.

Key Takeaways

• 94 deals signed, adding 10,461 rooms in CALA 2025.
• Portfolio now 555 properties, 95,000 rooms across 37 markets.
• Conversions contributed 30% of new rooms, 30 properties.
• Luxury segment opened two Ritz‑Carlton Reserve resorts.
• City Express expansion targets Brazil, Argentina, Nicaragua, 150 hotels.

Pulse Analysis

Marriott’s 2025 performance in the Caribbean and Latin America reflects a strategic pivot toward regions where tourism recovery outpaces global averages. By sealing 94 agreements and boosting its pipeline by 10,461 rooms, the company achieved a 40% rise in signed transactions, signaling confidence in the region’s economic resilience and the growing appetite for travel post‑pandemic. This expansion not only enlarges Marriott’s footprint but also strengthens its bargaining power with local developers and governments, fostering a virtuous cycle of investment and brand visibility.

A key driver of the growth was the conversion model, accounting for roughly 30% of new rooms. Conversions allow Marriott to rebrand existing assets quickly, reducing construction risk while delivering immediate revenue streams. Simultaneously, the luxury segment’s rollout of two Ritz‑Carlton Reserve resorts and the launch of all‑inclusive concepts such as the first all‑inclusive W Hotel illustrate a diversification strategy aimed at high‑margin travelers seeking experiential stays. These premium offerings enhance brand equity and command premium pricing, bolstering overall profitability.

Mid‑scale expansion, led by City Express by Marriott, targets high‑growth markets like Brazil, Argentina, and Nicaragua. The partnership with FÁBRICA DE HOTÉIS to develop 30 City Express properties in Brazil’s Northeast over 15 years exemplifies Marriott’s commitment to scalable growth. By balancing luxury, all‑inclusive, and mid‑scale assets, Marriott is well‑positioned to capture a broad spectrum of demand, mitigate market volatility, and sustain its momentum in the CALA region for years to come.