Marriott Targets 100 Cities in India, Says Country Needs to Tell Its Story Better
Marriott CEO Anthony Capuano said at the World Leaders Forum in India that the country's tourism challenge is awareness, not overtourism. About 70% of Marriott's demand in India is domestic, and most international travelers know only two or three cities. Foreign arrivals fell 9.4% in 2025 to about 9 million, just 1.4% of global arrivals, amid a 97%+ cut in overseas marketing. Marriott still targets 100 cities by end of 2026 and 50,000 rooms by 2030, with 2025 revenue exceeding $1.5 billion, focusing on midscale and Tier-2/3 markets.
Impact and considerations
Marriott's expansion in India, targeting 100 cities and midscale segments, signals intensifying competition and new options for business travelers in Tier-2/3 cities, potentially affecting availability and pricing.
Key points
- Marriott CEO says India's tourism issue is awareness; 70% of demand is domestic.
- Foreign arrivals to India fell 9.4% in 2025 to ~9 million, 1.4% of global.
- India cut overseas marketing spend by over 97%, hurting inbound tourism.
- Marriott targets 100 cities by end-2026 and 50,000 rooms by 2030.
- Marriott India revenue exceeded $1.5 billion in 2025; domestic demand growing 8-9%.
- Marriott expands midscale brands like Series and City Express in Tier-2/3 cities.
- Indian hotel market is competitive with Hilton, IHG, and others expanding.
- Marriott leverages tech talent via Hyderabad global capability center.
Sources and time
- Primary source
- Skift
- Other sources
- 0
- First source publication
- 27 Aug 2026, 20:59
- Page published
- 27 Aug 2026, 21:23
- Last updated
- 27 Aug 2026, 20:59
- Original links
- Skift Feed：Marriott Heading for 100 Cities in India, but Country ‘Has to Tell Its Story Better’ (opens in a new tab)Primary source · en · Published 27 Aug 2026, 20:59