Marriott Set to Launch Four New Hotels in El Salvador, Boosting Tourism!

El Salvador - Marriott International is making waves in El Salvador by signing a multi-unit agreement with Corporación Polaris and Cardedeu, setting the stage for the debut of the City Express by Marriott brand in the country. This exciting expansion encompasses plans for four new properties, slated to add a total of 440 hotel rooms to the Salvadoran hospitality scene. As Alonso Burgos, Marriott’s vice president of development for CALA, expresses, „We are thrilled to introduce the City Express brand to El Salvador, enhancing our presence and meeting the growing demand for quality accommodations.“

The anticipated new properties aim to cater to both business and leisure travelers, providing convenient access to key destinations amidst El Salvador’s rapidly expanding hotel landscape. Alberto Guerrero, president of Corporación Polaris, emphasizes that these developments will significantly address the surge in accommodation needs as the country continues to evolve as a popular travel destination.

Locations and Opening Dates

Among the new additions, the City Centro by Marriott San Salvador will feature 31 rooms and is ideally situated near tourist attractions, with an expected conversion completion by the end of 2025. Meanwhile, the City Express by Marriott Aeropuerto is set to launch in late 2026, which will enhance connectivity between the metropolitan area and the International Airport. Further expanding the reach, the City Express by Marriott Santa Elena is also on the radar for 2026, strategically located along the Pan-American Highway near bustling commercial and residential areas. Lastly, the City Express Plus by Marriott San Benito is anticipated to open its doors by late 2027 in the vibrant San Benito district, teeming with business and cultural hotspots.

Marriott’s Growth Strategy

This move into El Salvador aligns perfectly with Marriott’s broader growth strategy in the Caribbean and Latin America, a region where the company has demonstrated robust expansion. According to Yahoo Finance, Marriott has consistently grown its footprint, culminating in a record number of agreements and properties. The company reported a surge of nearly 10% in stock price last quarter, indicating a healthy trajectory supported by increased earnings and strategic market entries.

In fact, Marriott’s recent performance reflects a strong commitment to the market, with total revenue reported at US$6.68 billion and earnings of US$2.48 billion. While there may have been some short-term variability against industry benchmarks, the outlook remains bright with an anticipated annual revenue growth rate of 23.5%, well above the market’s expected rise of 8.7%. As Marriott continues to expand its portfolio, potential earnings are projected to reach US$3.4 billion by 2028, a target that underscores the company’s ambitious future plans.

Expansion Insights

Beyond El Salvador, Marriott’s growth in the region is impressive. The company signed a record 67 new deals in the Caribbean and Latin America in 2024, which are expected to add around 8,000 rooms. With more than 528 hotels operating across 37 countries and territories in the region, the interest in expanding Marriott’s portfolio remains sky-high. Brian King, President of CALA for Marriott, noted strong momentum among hotel owners, fueled by brand expansions and new market entries.

In particular, Marriott’s acquisition of the City Express portfolio has significantly bolstered its midscale segment, boasting 153 open hotels and 53 in development globally. This acquisition is set to play a pivotal role in Marriott’s ongoing success in the region, as the City Express by Marriott brand has already opened 152 properties in CALA and continues to thrive with 24 more in development.

With the introduction of City Express by Marriott in El Salvador, Marriott is not just catching up; it seems to be paving a new path forward, ensuring that travelers have ample options in one of Central America’s most burgeoning markets. As the hospitality industry transforms, there’s something to be said for Marriott’s strategic foresight and unwavering commitment to growth.