Marriott International is embarking on an aggressive expansion plan. With around 150 hotels currently operational, the US hotel chain aims to augment its portfolio by adding more in Africa and the Middle East, where travel is growing.

In the Middle East, Saudi Arabia remains its largest growth market. It recently opened The Jeddah Edition, awaiting the brand debut of W Hotels in Riyadh, and signed a JW Marriott Hotel in Jeddah and a Courtyard by Marriott in Makkah, which will be the largest Courtyard hotel in the world with 2,179 rooms. 

Marriott’s largest market in the region is the UAE, where it has more than 80 operational hotels. It will soon debut Moxy Hotels in Dubai and has signed an agreement to bring The Luxury Collection and W brands to Ras Al Khaimah.  

The hotel chain, which also operates brands like The St. Regis and Ritz-Carlton, has a development pipeline of over 200 properties across the Middle East and Africa. “Markets like Saudi Arabia continue to lead the way for our growth plans, along with UAE, Turkey, Kenya, and South Africa,” says Sandeep Walia, CEO of Middle East & Luxury, Europe, Middle East & Africa at Marriott International.

“Governments are heavily investing in tourism, while more residents are choosing to explore regional destinations,” he says. With more direct flights and easier access, travel within and to the region has become more seamless and complements this growth momentum, he adds. 

“The energy across markets is clear, and travelers are responding.”

REGIONAL AND SHORT-HAUL TRAVELS

The strong demand across the Middle East is fueled by increased regional travel, major events, and rising interest in leisure and business stays. 

The growing appetite for regional and short-haul travel also presents a significant opportunity.

“Travelers are seeking convenient escapes that offer elevated stays or even culturally rich experiences just a few hours from home,” Walia says. “This shift allows us to reach a wider range of guests, from luxury seekers to value-conscious explorers.”

Looking at Saudi Arabia specifically, he adds that properties like Nujuma, a Ritz-Carlton Reserve, and The St. Regis Red Sea offer a luxury escape, and Bab Samhan, a Luxury Collection Hotel in Diriyah, presents a locally rooted cultural experience. 

“With strong regional connectivity and deep cultural heritage, we see untapped potential to deliver experiences that feel personal, purposeful, and reflective of each destination’s unique story.”

TRAVEL TRENDS

Discussing travel trends, Walia says the future of hospitality and travel continues to be defined by a more experience-led, values-driven traveler.

The hot new travel trend for 2025 is “Bravecations. This means travelers hope to step out of their comfort zone and build a sense of pure adventure. They need not be climbing Mount Everest or camping in the Amazon rainforest. Instead, they’ll travel in comfort, and moments might include a first-ever snorkeling outing.

This is according to Marriott Bonvoy’s Travel Trends Research, which also analyzed the 2025 travel plans of travelers in Saudi Arabia and the UAE. Aside from Bravecations, heritage-focused trips fostering cultural and personal connections are also emerging. 

Walia adds: “Guests are also increasingly budget-conscious, planning around value and exchange rates while expecting elevated basics like location.” 

The development of intelligent trip planners, which leverage AI and big data analytics, has also become a game-changer in the travel industry, offering a personalized approach to the traditionally time-consuming trip planning process. 

According to Walia, AI is becoming a core part of trip planning, offering efficiency and personalization. Alongside that is sustainability, which, he adds, is no longer optional. Guests actively seek accommodations that align with their environmental values, signaling a permanent shift toward more responsible, meaningful travel.

While travelers choose destinations and providers that place the environment at the core of their operations, the demand for wellness tourism has grown significantly, transforming from a niche segment into a mainstream travel priority.

Walia says: “Today’s travelers are increasingly mindful of their well-being and their impact on the places they visit. Wellness and regenerative travel are increasingly important in how guests choose to experience a destination.” 

Across Marriott’s portfolio, he says there’s a growing demand for stays that support rest, reconnection, and a sense of purpose.

In the UAE, Al Maha, a Luxury Collection Desert Resort & Spa, and The Ritz-Carlton Ras Al Khaimah, Al Wadi Desert are where wellness is integrated from immersive spa experiences to nature-based activities and mindful dining.  In Saudi Arabia, the Ritz-Carlton Reserve and St. Regis in the Red Sea combine luxury with sustainability. 

“It’s not just about how guests feel during their stay, but about helping them feel restored and more connected,” he adds.

HUMAN INTERACTION AND AUTHENTICITY

Meanwhile, technological innovation is transforming hospitality by enhancing the guest experience—contactless check-ins and smart room features offer convenience, while AI enables personalized planning. However, hospitality fundamentally relies on human interaction—people serving people with goods and services. “It can never replace the warmth of human connection,” says Walia. “What guests cherish most are the genuine smiles at reception, the thoughtful interactions, and the feeling of being truly known and valued.”

He adds that the company trains its teams to deliver intuitive service that technology supports rather than overshadows. “Our ultimate goal is to achieve a harmonious balance where technology complements human touch, ensuring guests feel cared for and connected.” 

At a time when authenticity and cultural relevance are emphasized, Walia says, across Marriott’s portfolio, experiences are tailored to reflect the local context—from architecture to cuisine to programming. “We partner with local artisans, storytellers, and talent to bring destinations to life in a meaningful way.”

He adds: “We stay attuned to the preferences and expectations of each market, ensuring our service feels familiar, yet elevated.”