Comparison
Marriott vs Hilton Stock: Hotel Comparison
Compare Marriott and Hilton stock, room counts, brand portfolios, and which hotel company is the better investment.
Marriott vs Hilton Overview
Marriott and Hilton are the world’s largest hotel companies by room count, operating with asset-light franchise models that generate high margins and consistent cash flows.
Company Comparison
| Metric |
Marriott |
Hilton |
| Market Cap |
~$80B |
~$60B |
| Revenue (2025) |
~$25B |
~$11B |
| Total Rooms |
~1.6M |
~1.2M |
| Properties |
~9,000 |
~7,500 |
| Founded |
1927 |
1919 |
Brand Portfolio
Marriott (~30 brands)
| Tier |
Examples |
| Luxury |
Ritz-Carlton, St. Regis, W Hotels |
| Premium |
Marriott, Sheraton, Westin |
| Select |
Courtyard, Residence Inn, Fairfield |
Hilton (~22 brands)
| Tier |
Examples |
| Luxury |
Waldorf Astoria, Conrad |
| Premium |
Hilton, DoubleTree |
| Select |
Hampton, Hilton Garden Inn, Home2 |
Business Model
Both companies operate primarily as franchisors:
| Metric |
Marriott |
Hilton |
| Franchise/Managed % |
~97% |
~98% |
| Asset-Light |
Yes |
Yes |
| Revenue per Room |
Lower (volume) |
Higher (efficiency) |
Financial Comparison
| Metric |
Marriott |
Hilton |
| Revenue Growth |
~8% |
~10% |
| EBITDA Margin |
~25% |
~45% |
| Net Margin |
~10% |
~15% |
| ROIC |
~25% |
~35% |
| FCF |
~$3.5B |
~$2B |
Hilton has higher margins due to a more efficient franchise mix.
Loyalty Programs
| Program |
Marriott Bonvoy |
Hilton Honors |
| Members |
~200M |
~190M |
| Strength |
Largest room count |
Consistent experience |
Strong loyalty programs are key competitive moats.
Valuation
| Metric |
Marriott |
Hilton |
| P/E Ratio |
~25x |
~28x |
| EV/EBITDA |
~15x |
~17x |
| P/FCF |
~22x |
~30x |
Hilton trades at a premium for higher margins and returns.
Growth Pipeline
| Metric |
Marriott |
Hilton |
| Pipeline Rooms |
~580K |
~490K |
| Pipeline % of Current |
~36% |
~41% |
| Fastest Growing Regions |
Asia, Europe |
Americas, Asia |
Both have robust development pipelines for future growth.
Geographic Mix
| Region |
Marriott |
Hilton |
| Americas |
~65% |
~75% |
| International |
~35% |
~25% |
Marriott has more international exposure.
Competitive Advantages
Marriott
- Largest room count globally
- Strongest loyalty program
- Diverse brand portfolio
- International presence
Hilton
- Superior unit economics
- Consistent franchisee returns
- Efficient operations
- Strong select-service brands
Risks
| Risk |
Marriott |
Hilton |
| Economic downturn |
High |
High |
| Travel disruption |
High |
High |
| Airbnb competition |
Medium |
Medium |
| Labor costs |
Medium |
Medium |
Which Stock to Buy?
| Preference |
Choose |
| Largest scale |
Marriott |
| Higher margins |
Hilton |
| International exposure |
Marriott |
| Better unit economics |
Hilton |
| More brands |
Marriott |
| Lower valuation |
Marriott |
Both are quality investments in the travel recovery with different strengths.
Stock data as of early 2026. This comparison is for informational purposes only and does not constitute investment advice.