Marriott's Branded Residences in EMEA See Record Growth and Opportunities

Marriott's Unprecedented Expansion in EMEA

Marriott International is on a remarkable trajectory in the branded residential market across Europe, the Middle East, and Africa (EMEA), achieving unprecedented growth as of late 2025. Data indicates that since the end of 2023, the hotel giant has expanded its branded residential portfolio by a staggering 23% in Europe and 59% in the Middle East and Africa.

With its expanding footprint now comprising a total of 33 operational locations across 18 countries, alongside over 50 developments currently in progress, this growth reflects Marriott's commitment to elevating living standards in luxury accommodations while tapping into diverse markets.

Key Developments in 2025

This year alone, Marriott has inked nearly 20 agreements for new branded residences in the EMEA region, with around half of these being standalone projects. Notable developments include:

• **Marriott Residences, Budapest** - Hungary's inaugural branded residence.
• **JW Marriott Residences, Dubai Islands, Central** - The first of its kind in this vibrant area.
• **The Residences at The St. Regis Karya Cove Resort, Bodrum** - Marking a milestone as Marriott's 100th property in Turkey.
• **Bvlgari Resort & Mansions, Abu Dhabi** - A luxury retreat by Eagle Hills poised to redefine upscale living.
• **The Ritz-Carlton Residences, Palm Hills, Cairo** - With 60% of inventory sold out, demand for this project highlights market desirability.

These projects signify Marriott's ability to align with luxury market trends, aiming to meet the growing demand for branded living spaces that seamlessly combine lifestyle and investment.

Strategic Insights into the Branded Residential Market

According to Jaidev Menezes, Marriott's regional VP for mixed-use development in EMEA, the growth of the branded residential sector is driven by a robust demand for high-quality living coupled with the unique offerings of the Marriott Bonvoy brand. This includes access to exclusive services, resort-style amenities, and the vibrant community experience typical of Marriott properties.

Market and Buyer Preferences

The current market trends indicate that discerning buyers are not merely seeking residences, but sophisticated lifestyles enriched by high-end amenities and services. The quick sales rates of several such properties demonstrate this trend, with units often selling out before public launches, as seen in the case of The St. Regis Residences on Al Maryah Island in Abu Dhabi, which sold 60% of its units pre-launch.

Similarly, the Affini project in Dubai—a Tribute Portfolio Residences—sold out within a week, showcasing an urgent demand for luxury living options that cater to upscale clientele.

Comparing Regional Growth Trends

Marriott's growth strategy signals not just expansion, but a deep understanding of the real estate market operating within high-performance global destinations. The brand isn't merely enhancing its physical presence but is also integrating its operations to create an unparalleled and cohesive living experience.

With projects rapidly developing in cities like Abu Dhabi, Budapest, and Jeddah, Marriott is successfully tapping into key markets where the luxury real estate demand is witnessing unprecedented escalation.

The Future of Marriott's Branded Residences

Looking ahead, Marriott has plans for six additional openings by the end of 2025, further solidifying its dominance in the luxury residential sector. These include:

• **The Lucan, Autograph Collection Residences, London**
• **The Residences at The Westin Salgados Beach Resort, Algarve**
• **Marriott Residences, Dubai, Business Bay**

These forthcoming properties not only indicate Marriott's bold ambitions but also highlight potential investment opportunities for buyers and investors alike.

Conclusion: A New Era for Luxury Living

As Marriott continues to lead the charge in branded residential developments within the EMEA region, their expanding portfolio reflects an unparalleled commitment to luxury and quality. The integration of high-end services into everyday residential living sets a new standard and offers significant investment prospects. Whether it's an aspiring homeowner or real estate investors, the opportunities emerging through Marriott’s branded residences underline a transformative moment in the luxury real estate market.