Last year, Marriott’s net income grew to $2.6 billion, mostly driven by its luxury offering and a record-breaking development pipeline of 610,000 rooms. The Marriott Bonvoy loyalty program reached 271 million members, accounting for a massive 68% of room bookings worldwide, according to Marriott’s earnings report.
Earlier this year, I reported on several Marriott’s deals and promotions including a formalized “soft landing” policy for elite members. Other recent offers included a 25% discount Cyber Week sale and a record-breaking Chase sign-up offering five free nights to new cardholders.
For early 2026, a new global promotion enables registered members to earn 2,500 bonus points per stay plus extra elite night credits for every new brand they visit.
Currently, the U.S. travel industry is experiencing turbulence with domestic spending rising 3.4% to over $102 billion and hotel revenue growth jumping to 4.3%, according to data from the U.S. Travel Association.
At the same time, despite high traveler demand, a sudden geopolitical crisis in the Middle East has caused fuel shortages, forcing major airlines to cancel flights, reported Business Insider.
Meanwhile, Marriott is aware that the tourism industry is just experiencing temporary disruptions, and that it will recover, just like it did after the global pandemic. That’s why the hotel giant is not pausing on its growth, frequently launching new deals and enhancing its offering for loyal members.
Marriott launches new luxury brand: Lefay
Marriott revealed on March 31 the launch of its 39th brand, a partnership with Italian luxury wellness company Lefay. Lefay will be the first brand in Marriott’s portfolio dedicated exclusively to luxury wellness, the company noted in the press release.
Lefay and Marriott are creating a joint venture to grow the brand across the globe. Under the agreement, Marriott will use its massive global network and the Marriott Bonvoy loyalty program to open new Lefay hotels in more countries.
Marriott-Lefay expansion highlights:
- What it offers: Lefay focuses on “transformative” experiences, blending scientific health practices with holistic wellness. Guests can choose from multi-day structured health programs or individual spa treatments.
- Current and future locations: There are currently two resorts in Italy (Lake Garda and the Dolomites). Three more are planned for Tuscany, Southern Italy, and the Swiss Alps.
“As the first wellness-focused luxury brand for Marriott, guests can choose stays focused on structured, multiday programs or a la carte treatments, putting Marriott in a place to compete with the likes of Hyatt’s Miraval brand and IHG’s Six Senses brand,” writes senior hotels reporter Tanner Saunders for The Points Guy.
Lefay partnership is yet another Marriott’s bet on luxury
With this offering, Marriott seeks to answer the shift in traveler behavior. Guests are looking not just for a room, but for a “transformative” trip focused on longevity and well-being.
“Lefay represents a new expression of luxury, one that is wellness‑first, deeply experiential, and emotionally resonant,” stated Tina Edmundson, president of Luxury, Marriott International. “As guest expectations continue to evolve, our collaboration with Lefay will allow us to thoughtfully extend our luxury offerings into a space where well-being is not just an amenity, but the heart of the travel experience.”
Over the last couple of years, hotels and airlines have increased their profit margins by adding more luxury offerings, including top scale rooms and services and first-class seating. For Marriott, this bet on luxury turned out to be the key profit driver in 2025.
“Globally, our luxury hotels continued to outperform during the quarter, with RevPAR rising over 6%, and performance moderating down the chain scales. Our global RevPAR index, which remains at a significant premium to peers, rose in the fourth quarter and for the full year,” CEO Anthony Capuano noted in the earnings report.
Earlier this year, Marriott made another expansion in the same premium direction. On March 14, it shared that it will bring an oceanfront resort on Maui’s northwest coast under the company’s luxury umbrella. Marriott inked a deal with Kemmons Wilson Hospitality Partners (KWHP) to take over The Resort at Kapalua Bay, the official press release indicated.
The property is now part of Marriott Bonvoy and is slated to join the St. Regis Hotels & Resorts portfolio in 2027, following a renovation.
Sandra Foyt/Shutterstock.com
Marriott partners with Ethiopian Airlines, expanding members travel benefits
Marriott recently unveiled another partnership that would give travelers more ways to use their points and miles across both loyalty programs. The hotel giant officially partnered with Ethiopian Airlines, Africa’s largest airline and a Star Alliance member.
“This collaboration marks a key partnership for Marriott Bonvoy with a leading African airline, connecting Ethiopian Airlines’ network of over 145 destinations with Marriott Bonvoy’s global portfolio of more than 30 hotel brands and 10,000 destinations worldwide,” Marriott stated in the press release.
Marriott & Ethiopian Airlines key takeaways:
- Converting Marriott Bonvoy points: Members can now convert Marriott Bonvoy points into Ethiopian Airlines “ShebaMiles,” and vice versa. Members can also choose whether to earn Marriott Bonvoy points or ShebaMiles when staying at properties participating in Marriott Bonvoy.
- Expanded footprint and benefits: The partnership expands Marriott’s footprint in the African market, which is a key area of growth for the company.
“Africa is one of the world’s fastest‑growing regions for travel, and this partnership reflects our continued commitment to deliver the most rewarding travel experiences for our members,” said Andrew Watson, Marriott International’s chief commercial officer – Europe, Middle East, and Africa.
Marriott’s growing focus on partnerships reflects a broader industry shift toward more flexible rewards ecosystems.
“Loyalty can’t live only inside a hotel stay anymore,” notes Skift’s Asia Editor Peden Doma Bhutia.
Marriott’s recent moves and milestones
- Global growth 2025: The hotel chain added nearly 100,000 rooms and 700+ properties in 2025, ending the year with a 610,000-room development pipeline, according to its official report.
- New brand launches: Marriott confirmed the debut of Series by Marriott in May 2025. The midscale collection opened 37 hotels in India and signed 13 deals in North America.
- Global partnerships: The hospitality giant revealed in January 2026 its new partnership with the International Cricket Council (ICC) and secured fan access for the FIFA World Cup 2026.
- EMEA Momentum (February 2026): Marriott secured 230+ organic signings in Europe, the Middle East, and Africa (EMEA) for 2025, driven by the citizenM brand integration and Four Points Flex scaling. It also added 170 properties and nearly 24,000 rooms across EMEA last year, contributing to a 7.8% net rooms growth in the region, the company’s report noted.
- Expansion in CALA: Marriott shared on March 4, 2026, that it has signed 94 deals in the Caribbean and Latin America in 2025. It plans six City Express openings and new market entries in 2026.
- Expansion in Greece: The hotel chain accelerated its growth in Greece with nine new deal signings, including the debut of the Moxy brand in Piraeus and expansion of the Autograph Collection across the Greek islands, according to Marriott’s official release.
- Workplace excellence: Marriott was named among the top 10 on the Fortune and Great Place to Work 100 Best Workplaces in the U.S. list, highlighting its long-standing focus on the employee experience.
- Sports partnership: Marriott Bonvoy returned as the official partner of the Cathay/HSBC Hong Kong Sevens 2026, offering members exclusive “Money Can’t Buy” experiences and luxury hospitality suites during the iconic rugby tournament, Marriott’s news report confirmed.
- Series by Marriott Japan Debut (March 2026): The company officially brought its new “Series by Marriott” brand to Japan with the opening of Sugata Hotel Osaka Shinsaibashi, marking a milestone for the midscale brand’s expansion into the Asia-Pacific market, according to the announcement.
Related: Why luxury hotels are betting big on Scotland travel