Marriott International Asia Pacific Excluding China (APEC) region delivered its third consecutive year of record development activity in 2025, signing 187 deals and expanding its pipeline to more than 86,000 rooms—underscoring sustained intra-regional travel demand and continued owner confidence across key growth markets.
Record Development Momentum Across APEC
Marriott International reported 187 organic signings in its Asia Pacific excluding China (APEC) region in 2025, representing more than 28,000 rooms—a 32% year-over-year increase.
By year-end, the company’s regional pipeline exceeded:
- 400 hotels
- 86,000+ rooms
- 22 countries
- 27 brands
The performance marks the third straight year of record development signings for Marriott in APEC.
According to company leadership, growth was driven by strong intra-regional travel demand and increasing appetite from owners for conversions and multi-unit agreements.
Conversions and Multi-Unit Deals Drive Expansion
Conversions accounted for 35% of total signings, reinforcing Marriott International Asia Pacific’s value proposition for owners seeking speed-to-market and access to its global distribution ecosystem.
Multi-unit agreements represented nearly 30% of total signings, reflecting growing confidence among owners looking to scale across markets and segments under a single platform.
The top five growth markets by signings in 2025 were:
- India
- Thailand
- Vietnam
- Malaysia
- Japan
India led the region with 99 deals totaling more than 12,000 rooms.
Series by Marriott Debuts in India
In 2025, Marriott introduced Series by Marriott™ through a founding multi-unit deal in India.
Operating as Fern Hotels & Resorts, Series by Marriott, the launch saw 26 hotels convert in a single day, adding approximately 1,900 rooms.
By year-end, the brand had:
- 37 open properties
- Approximately 2,600 rooms
- Presence across 23 cities in India
The launch highlights Marriott International Asia Pacific’s strategy of scaling locally resonant brands with operational backing from its global platform.
Luxury Pipeline Expands Across Emerging and Resort Destinations
Luxury accounted for approximately 19% of organic room signings in 2025, with brands such as:
- JW Marriott
- The Ritz-Carlton
- The Luxury Collection
Key Luxury Signings and Openings
JW Marriott Hotel Johor Bahru
Expected to open in 2027, marking the brand’s anticipated entry into Malaysia’s southern growth corridor.
Pottuvil, a Ritz-Carlton Reserve
Slated for Sri Lanka’s eastern coast in 2032, reinforcing Marriott’s focus on exclusive, nature-led destinations.
The Ritz-Carlton, Fiji, Namuka Bay
A planned brand debut in Fiji, expanding the company’s presence in the South Pacific.
Fraser’s House, a Luxury Collection Hotel, Singapore
Opened January 2026 as the second Luxury Collection property in Singapore.
For broader context on the region’s tourism recovery and performance trends, see Aisa Pacific hotel development trends 2025.
Industry data from the World Tourism Organization also shows continued recovery in Asia-Pacific international arrivals, supporting long-term demand fundamentals.
Portfolio Milestone: 700th Property in APEC
Marriott opened 109 properties across APEC in 2025, surpassing 730 open hotels by year-end.
A notable milestone was the opening of its 700th APEC property:
Legacy Mekong, Can Tho, Autograph Collection
Located in Vietnam’s Mekong Delta, the project signals Marriott’s push beyond traditional gateway cities into emerging cultural destinations.
Other notable 2025 openings include:
- The Laurus, a Luxury Collection Resort
- The Halcyon Private Isles Maldives, Autograph Collection
- The Farm at San Benito, Autograph Collection
- Moxy Kathmandu
The openings reflect Marriott’s diversified growth strategy across luxury, lifestyle, midscale and select-service segments.
Why It Matters
Marriott International Asia Pacific excluding China growth in 2025 highlights several structural industry shifts:
- Conversion-led expansion is accelerating across Asia-Pacific markets.
- Multi-unit agreements are reshaping owner relationships.
- Luxury and experiential travel demand remains resilient.
- Emerging secondary destinations are attracting institutional investment.
For owners and developers, Marriott’s 86,000-room pipeline signals continued competition for prime assets. For operators, the emphasis on conversions and flexible brand platforms suggests speed-to-market will remain a defining factor in 2026.
At a Glance
- 187 deals signed in APEC in 2025
- 28,000+ rooms added to pipeline
- 32% year-over-year signing growth
- 86,000+ rooms in development pipeline
- 109 properties opened in 2025
- 730+ open properties across 22 countries
- India led signings with 99 deals
