Marriott International’s latest expansion across Europe, the Middle East & Africa marks a defining moment for branded living, with record signings, rapid sales velocity, and a new generation of luxury residences reshaping how the world lives.
Marriott International’s latest expansion across Europe, the Middle East & Africa marks a defining moment for branded living, with record signings, rapid sales velocity, and a new generation of luxury residences reshaping how the world lives.
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For more than 25 years, Marriott International has played a defining role in shaping the branded residence category. Today, the company’s newest wave of residential signings across Europe, the Middle East, and Africa reveals not just sustained momentum—but a clear shift in how global buyers want to live.
Announced at the Resort & Residential Forum in Athens, the latest expansion marks the brand’s most ambitious push in the region to date. The numbers tell a compelling story: a 23 percent portfolio increase in Europe, and a remarkable 59 percent rise across the Middle East and Africa since 2023. With 33 open locations and more than 50 in the pipeline, Marriott’s EMEA portfolio now spans 18 countries, each adding new dimension to the branded living landscape.
But beyond scale, this growth signals something more profound: a new level of confidence in branded residences as a lifestyle model—one where service, design, and long-term value converge.
In 2025 alone, Marriott signed nearly 20 branded residence agreements across EMEA—half of which are standalone residential projects. The majority sit firmly in the luxury tier, reflecting a buyer profile that has matured significantly over the last decade.
Many of these launches have seen extraordinary velocity:
The St. Regis Residences, Al Maryah Island sold 60% of inventory at record pricing even before public release.
Affini, a Tribute Portfolio Residence, Dubai, the first Tribute Portfolio branded residence globally—sold out within one week.
The Ritz-Carlton Residences, Palm Hills, Cairo sold 60% of its launched inventory almost immediately.
These figures speak not only to appetite, but to a renewed trust in branded real estate as a vehicle for transparency, lifestyle, and security, elements that global UHNWIs increasingly prioritize.
From revitalized European capitals to emerging waterfront enclaves, Marriott’s 2025 signings illustrate the geographic range, and cultural depth, of the category:
Marriott Residences, Budapest
Hungary’s first branded residence, anchoring a new era of urban luxury living.
The Residences at The St. Regis Baku
A dramatic architectural icon in Azerbaijan’s capital.
Bvlgari Resort & Mansions, Abu Dhabi
A private-island sanctuary by Eagle Hills, one of the region’s most ambitious collaborations.
The Residences at The St. Regis Karya Cove, Bodrum
A milestone property marking Marriott’s 100th opening in Turkey.
JW Marriott Residences at Dubai Islands, Central
Dubai’s first JW Marriott-branded residence.
The Residences at Nasim Al Bahr, a Luxury Collection Resort & Spa, Al Marjan Island
An elegant introduction of the brand into Ras Al Khaimah.
The breadth of these projects reflects the diversity of the modern branded residence buyer: globally mobile, design-aware, and looking for homes that pair architectural quality with lifestyle infrastructure.
Across the region, developers are leaning into Marriott’s 30-brand portfolio to create environments that speak to evolving tastes. Two-thirds of the 2025 signings fall under the luxury tier, from The Ritz-Carlton and St. Regis to EDITION, Bvlgari, W Hotels, and The Luxury Collection.
A notable milestone: The Residences at The Dubai Beach EDITION, the first EDITION-branded residences in EMEA, designed for a generation seeking understated luxury, authenticity, and cultural depth.
This is luxury with a lighter hand, fewer theatrics, more detail.
What continues to set Marriott’s branded residences apart is the seamless connectivity to the broader Marriott Bonvoy universe and its owner recognition platform, ONVIA. For residents, this translates into much more than hotel-level service: it is an ecosystem of elevated experiences, global privileges, and curated access.
But the true differentiator lies at the property level, where residential teams—often drawn from the most celebrated hotels in the region—shape a daily rhythm of lifestyle support. From private dining and wellness to resort-level amenities woven into residential environments, this is branded living as a holistic expression of place and service.
Marriott’s expansion across EMEA points toward a broader trajectory within the branded residence sector: the rise of the experience-led home.
Buyers are no longer choosing a branded residence merely for hotel-adjacent perks. They are selecting:
A trusted global operator
Architectural and design consistency
Community belonging
Service reliability
Long-term asset value
By the end of 2025, six additional branded residential projects are expected to open across the region, including:
The Lucan, Autograph Collection Residences, London
The Westin Salgados Beach Resort Algarve Residences
Marriott Residences Salgados Resort, Algarve
JW Marriott Residences, New Cairo
Marriott Residences, Dubai Business Bay
Affini, Tribute Portfolio Residences, Dubai
As Marriott continues to build on its 25-year legacy in the category, one truth becomes clear: the branded residence is no longer a niche. It is a defining narrative in global luxury real estate, one increasingly shaped by design, service, and a deeper understanding of what “home” means for the world’s most discerning buyers.
