Marriott International announces strong growth and strategic expansion in the Caribbean and Latin America by 2026

Marriott International announced significant growth in the Caribbean and Latin America (CALA) region during 2025, after signing 94 agreements, a record for the company in this market. These deals added 10,461 rooms to its development pipeline, representing a 40% increase in transactions and more than a 30% increase in signed rooms compared to 2024.

The performance reflects the company's long-term commitment to diversified expansion in the region and to the changing needs of owners and investors.

During 2025, Marriott also expanded its presence with the addition of 39 new properties and 4,292 rooms to its regional portfolio, reaching a total of 555 operating hotels and more than 95,000 rooms distributed across 37 countries and territories.

“In 2025, Marriott solidified its position as the largest hotel group in the Caribbean and Latin America after another year of market-leading growth. This expansion reflects the company’s adaptability and innovation,” said Brian King, President of Business Transformation for CALA. “We have focused on understanding travelers’ preferences to offer an unparalleled portfolio of brands, ranging from luxury resorts to limited-service hotels.”

Hotel conversion drives growth

Conversions of existing properties were a major driver of deal growth in the region over the past year. Marriott signed nearly 30 properties under this model, representing approximately 3,000 rooms.

Approximately 30% of the rooms added are conversions, demonstrating the flexibility of Marriott's brand portfolio and its ability to offer efficient solutions to owners looking to renovate or reposition their assets.

At the close of 2025, the company's development pipeline in the region included 45 conversion projects representing more than 6,000 rooms.

“The year 2025 marked a new milestone in Marriott’s development in CALA, with record activity in room deals and signings that continue to expand our pipeline and our presence in the market,” said Laurent de Kousemaeker, Chief Development Officer of Marriott International for CALA.

Expansion in luxury and all-inclusive resorts

The luxury segment also saw significant growth. By the end of 2025, Marriott had 71 operating properties and 38 hotels under development in this category, representing more than 18,000 rooms in the region.

Among the notable openings of the past year are Nekajui, a Ritz-Carlton Reserve in Costa Rica, and Siari, a Ritz-Carlton Reserve in Mexico, both conceived as exclusive retreats in high-value natural destinations.

Additionally, the Ritz-Carlton Reserve brand announced its first property in Southern Eleuthera, Bahamas: Cotton Bay, a Ritz-Carlton Reserve and Residences, scheduled to open in 2029. In the same destination, Bvlgari Hotels & Resorts confirmed the development of Bvlgari Resort & Residences, Cave, Exuma, also slated for 2029.

The company's All-Inclusive portfolio also continued to expand with the opening of Paraiso de la Bonita, a Luxury Collection Resort, Riviera Maya, Adult All-Inclusive, and W Punta Cana, Adult All-Inclusive, the first hotel of this concept for the W Hotels brand.

Similarly, the JW Marriott Costa Elena Resort All-Inclusive, the first All-Inclusive resort of the JW Marriott brand in the region, is scheduled to open in Costa Rica this year.

Growth of the limited services segment

The limited-service segment also saw significant growth, driven by the expansion of City Express by Marriott. During 2025, 28 agreements were signed for this brand, adding 3,188 rooms across various markets in the region.

The expansion includes projects in Argentina, Brazil, El Salvador, Guyana, Mexico, Puerto Rico, and the Dominican Republic. By 2026, the company plans to open six new City Express by Marriott properties, including openings in Argentina, Nicaragua, and El Salvador.

Brazil was one of the fastest-growing markets for this brand. Thirteen agreements were signed during the year, representing more than 1,400 rooms, including seven hotels announced in July that marked the brand's official entry into the country.

This development is part of a broader development agreement with Fábrica de Hotéis, which envisions the opening of 30 City Express by Marriott hotels in northeastern Brazil over the next 15 years.

Brazil, a key market for expansion

Brazil continues to solidify its position as a strategic market for Marriott in the region. Currently, the company's portfolio in the country includes 15 properties across nine brands, totaling 3,779 rooms.

In addition, there are 21 signed projects in the pipeline that will add nearly 4,000 additional rooms.

Among the recent openings, The Westin São Paulo stands out, inaugurated in June 2025. The opening of the Tropical Hotel da Amazônia, a Tribute Portfolio Hotel, is also planned for this year.

The company also signed new agreements focused on the leisure segment, such as the development of The Westin João Pessoa, an All-Inclusive Resort, reinforcing its presence in the country's holiday tourism.

With this diversified expansion — encompassing resorts, upscale hotels, and limited-service properties — Marriott reaffirms the strength and adaptability of its brand portfolio to respond to the dynamic evolution of the hotel market in the Caribbean and Latin America.