Marriott International Signs 94 Deals in CALA in 2025
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Mar 04 2026
0mins
Should l Buy MAR?
Marriott International announced an outstanding year of growth in its Caribbean and Latin America, or CALA, region in 2025. The company achieved a record 94 signed deals in the region, adding 10,461 rooms to the pipeline, an increase of 40 percent in signed transactions and more than 30 percent in signed rooms compared to 2024. This performance reinforces Marriott's long-term commitment to diversified expansion and meeting evolving owner interests in the CALA region. In 2025, Marriott expanded its portfolio with 39 properties and 4,292 rooms, growing its regional footprint to 555 open properties and more than 95,000 rooms across 37 countries and territories by year end. Conversions were a key driver of Marriott's signings growth across CALA in 2025, with nearly 30 properties and 3,000 rooms signed under this model. Approximately 30 percent of the rooms signed in 2025 are attributed to conversions, underscoring the agility of Marriott's brand portfolio and its ability to unlock value by providing owners with an efficient option to renovate and rebrand existing assets. At year-end 2025, the CALA development pipeline included 45 conversion projects representing more than 6,000 rooms. At year end, Marriott's luxury footprint in the region included 71 open properties and 38 pipeline hotels, representing more than 18,000 rooms across CALA. Marriott continued to elevate its luxury portfolio responding to luxury travelers' interest in escaping to some of the world's most remarkable and remote destinations. In 2025, the company celebrated the opening of Nekajui, a Ritz-Carlton Reserve in Costa Rica, and Siari, a Ritz-Carlton Reserve in Mexico. In 2025, Ritz-Carlton Reserve also broke ground in Southern Eleuthera, The Bahamas, with Cotton Bay, a Ritz-Carlton Reserve and Residences, anticipated to open in 2029, while Bvlgari Hotels and Resorts announced the upcoming arrival of the brand in CALA with Bvlgari Resort & Residences, Cave, Exuma in The Bahamas, also planned to open in 2029. The company's all-inclusive portfolio also flourished in CALA, highlighted by the opening of Paraiso de la Bonita, a Luxury Collection Resort, Riviera Maya, Adult All-Inclusive and W Punta Cana, Adult All-Inclusive, the world's first all-inclusive W Hotel, which combines the brand's vibrant design with elevated service and story-worthy experiences. Simultaneously, the company's midscale segment experienced growth in 2025, led by the expansion of the City Express by Marriott brand. The company signed 28 City Express by Marriott deals across CALA for 3,188 rooms, several of which mark the brand's planned expansion into seven countries and territories: Argentina, Brazil, Dominican Republic, El Salvador, Guyana, Mexico, and Puerto Rico. Looking ahead to 2026, the company anticipates the opening of 6 City Express by Marriott properties, including market entries into Argentina, Nicaragua, and El Salvador.
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Analyst Views on MAR
Wall Street analysts forecast MAR stock price to fall
14 Analyst Rating
8 Buy
6 Hold
0 Sell
Moderate Buy
Current: 317.540
Low
269.70
Averages
314.26
High
370.00
Current: 317.540
Low
269.70
Averages
314.26
High
370.00
About MAR
Marriott International, Inc. is an operator, franchisor, and licensor of hotel, residential, timeshare, and other lodging properties under various brand names. The Company's segments include U.S. and Canada, Europe, the Middle East, and Africa (EMEA), Greater China, and Asia Pacific, excluding China. Its brand portfolio offers a range of brands and lodging offerings in hospitality. Its brands are categorized by style of offering: Classic and Distinctive. The classic brands offer time-honored hospitality for the modern traveler. The distinctive brands offer memorable experiences with a perspective, each of which is grouped into four tiers: Luxury, Premium, Select, and Midscale. Its hotel brands include JW Marriott, The Ritz-Carlton, The Luxury Collection, W Hotels, Marriott Hotels, Sheraton, Delta Hotels by Marriott, Marriott Executive Apartments, Courtyard, SpringHill Suites, City Express, Four Points Flex by Sheraton, citizenM, and others.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- Market Expansion: This collaboration will enable Marriott to further expand its market share in specific regions, particularly leveraging the properties and resources owned by the Leali family.
- Resource Integration: By combining the Leali family's local expertise with Marriott's global brand influence, both parties will enhance customer experience and optimize operational efficiency.
- Strategic Implications: This joint venture not only supports Marriott's ongoing growth in the industry but also potentially paves the way for future expansion and investment opportunities.
See More
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- Intellectual Property Contribution: Lefay will contribute its existing brand and intellectual property assets to the joint venture, while the Italian real estate assets will remain under the control of the founders, ensuring the brand's independence and value.
- Market Positioning: By introducing Lefay, Marriott not only enriches its luxury product line but also strengthens its competitive position in the global wellness tourism market, responding to consumer interest in health and sustainable travel.
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- Market Positioning: Lefay's eco-resorts emphasize harmony with the natural environment and offer diverse wellness programs, catering to the growing global demand for health and longevity, which is expected to attract more consumers seeking health-focused travel experiences.
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- Flexible Pricing Strategies: Hotel operators are adjusting by embracing more dynamic pricing, loosening length-of-stay restrictions, and maintaining broad distribution, indicating a shift in treating the World Cup as a high-demand summer period rather than a once-in-a-lifetime windfall.
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