Marriott Strengthens Its Hold On Caribbean And Latin America With Major Growth

Marriott Strengthens Its Hold On Caribbean And Latin America With Major Growth

Marriott Strengthens Its Hold On Caribbean And Latin America With Major Growth

Marriott International has had an outstanding year of expansion in 2025, with a record number of contracts finalized and properties added for the Caribbean and Latin American (CALA) regions. Marriott has focused on expanding its presence in the CALA region by adding new properties in both the luxury and midscale segments. Marriott added 10,461 new rooms in 2025, a 40% increase in new contracts and more than 30% in new rooms year over year.

Marriott is in the middle of a CALA region expansion by adding new rooms and adapting to the growing needs of both travelers and hotel owners. Marriott is focused on offering a range of services by adding new luxury and midscale offerings.

Marriott’s Regional Expansion

Marriott’s expansion in 2025 in the CALA region was highlighted by the opening of 39 new properties, with over 4,200 rooms added to the portfolio. This year, Marriott ended with 555 properties open in 37 countries and territories, with over 95,000 rooms in operation. CALA region leading position has been attributed to Marriott’s strategy of market responsiveness and brand diverse mix from midscale, to luxury, all-inclusive, and residential.

Based on the success of the company, 2025 growth solidified Marriott’s position as the largest hotel operator in the region, according to Brian King, President of Enterprise Transformation and CALA at Marriott. This growth is attributed to the strategy of Marriott to listen to the traveler’s pain points and provide them with a variety of brand options to suit each tier, and to market to their needs. Marriott has provided the market with an exceptional experience and can adapt to the trends.

Flexibility to Rebrand and Conversions Fuel Growth

One of the factors of success for Marriott in the year 2025 was its success in conversions. With the reopening of 30 properties converted to 3000 rooms, Marriott was able to effectively rebrand and refurbish other assets. Conversions accounted for 30% of rooms signed for the year, showcasing Marriott’s ability to utilize the many different brands in its portfolio to create value for the owners.

At the 2025 conference, Marriott’s development pipeline showcased 45 conversion projects with over 6,000 rooms. These conversions demonstrate Marriott’s strategy of creating exceptional quality of service for its guests and allowing owners to effectively readjust their properties in today’s competitive hospitality market.

Increased Luxury and All-Inclusive Offerings in CALA

In 2025, Marriott also continued to build its luxury portfolio for the CALA. In this region, the CALA focuses on destinations that are attractive to travelers looking for high-end and exclusive experiences. 2025 was also the beginning of two great properties sponsored by the Ritz-Carlton Reserve brand. These luxurious properties are located in Costa Rica and Mexico and are designed for high-end travelers looking for remote and extraordinary destinations.

Marriott also celebrated milestones in its all-inclusive portfolio. Besides the new openings at W Punta Cana and Piaraíso de la Bonita, Luxury Collection Resort in Riviera Maya, they announced the JW Marriott Costa Elena Resort, which will be in Costa Rica and open in 2026. With new, wide-ranging, all-inclusive, and luxury additions, Marriott shows its dedication to providing options for sophisticated clients across the CALA region.

There’s Strong Expansion in Marriott’s Midscale Segment

There was also noteworthy growth in Marriott’s midscale sector in 2025, as seen in their City Express by Marriott brand. The company signed 28 contracts for the brand, adding 3,188 rooms to Marriott’s inventory in the CALA region. The growing brand is also notable as it is Marriott’s foray into midscale accommodation, which, just a few years back, was a new segment for the company.

Marriott has been expanding rapidly in Brazil, with especially strong growth in City Express by Marriott. Marriott has signed a multi-unit development agreement with FÁBRICA DE HOTÉIS to build 30 City Express hotels in the next 15 years. Marriott also expects to open 6 City Express hotels in 2026, and enter 3 new markets: Argentina, Nicaragua, and El Salvador.nnBy the end of 2025, City Express by Marriott expects to have 150 operating hotels in the CALA region, which will bring their total to 17,700 hotel rooms. They also have 46 pipeline hotels that will add 5,200 rooms. Marriott is the largest hotel operator in CALA and offers hotels in all price ranges, which helps them meet the diverse needs of travelers across the region. Brazil is an important country for Marriott’s expansion in CALA. In total, Marriott has 15 hotels in Brazil under 9 different brands with 3,779 rooms. The new properties include The Westin São Paulo, which will open in 2025, and the Tropical Hotel da Amazônia, a Tribute Portfolio Hotel, which will open in 2026.

Marriott has signed significant contracts to bolster its leisure development strategy in Brazil. Westin João Pessoa, All-Inclusive Resort, shows Marriott’s commitment to portfolio diversification in the country, with luxury and midscale offerings. Marriott’s ability to develop in different segments in Brazil demonstrates the versatility of its brand portfolio and ability to satisfy diverse consumer demands.

Conclusion: Marriott’s Expanding Footprint in CALA

Marriott’s five-year plan to develop CALA indicates Marriott’s growing achievements in this Caribbean and Latin America area, as well as its undeniable success surviving through the different phases of the pandemic. Marriott signed 94 new deals and received 39 new properties in its portfolio. This secures Marriott’s future success in the upcoming 2026 years. Being able to move with market demand, whether that be with luxury, all-inclusive, or mid-scale options, is why they stand at the number one ground of consumer preference in that market. Marriott’s latest City Express acquisition gives them a more diversified approach to the growing hospitality market in all of Latin America, and its City Express chain makes their presence in the mid-market absolutely dominant. Looking ahead, Marriott’s growth strategy will keep elevating CALA’s increasingly innovative hospitality.

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