With a diversified portfolio of over 8,600 properties in nearly 140 countries, Marriott International is accelerating its growth in the Iberian Peninsula. Of the 4,500 rooms scheduled to open over the next three years, 65% will be in Spain (2,925), while the remaining 35% will be in Portugal (1,575).

Manuel Climent, Marriott International's Business Development Director for Spain and Portugal, highlighted Marriott's aim to expand its portfolio of more than 30 brands, targeting different market segments worldwide. He shared the company's growth forecasts during a presentation at the Westin Palace Hotel in Madrid. "In Spain, the luxury segment is well represented in all brands, the premium category is important and we intend to have a substantial impact in the selective segment". He expressed particular interest in cities such as Madrid, recognising the robust momentum of luxury hotels compared to other destinations, such as Barcelona, affected by hotel moratoria.

A major development in 2025 includes the transformation of Princesa Plaza in the heart of Madrid, with 413 rooms, and the debut of the Fairfield brand in 2026 in an undisclosed urban location in Spain. Climent alluded to ongoing opportunities on the Costa del Sol.

The transformation of the Westin Palace hotel in Madrid into The Palace, a Luxury Collection Hotel, Madrid, is a landmark event at the end of 2024. The hotel is undergoing a substantial transformation, combining historical heritage with contemporary luxury, under the direction of interior architect Lázaro Rosa-Violán.

In Portugal, Marriott has signed several projects, notably in Lisbon, Porto and the Algarve. Although the pace of construction may be slower due to the country's maturity, Portugal is set to enjoy a major boom thanks to the developments planned by Marriott.