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Comparison

Marriott vs Hilton Stock: Hotel Comparison

By Visuwire · · 2 min read

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

MetricMarriottHilton
Market Cap~$80B~$60B
Revenue (2025)~$25B~$11B
Total Rooms~1.6M~1.2M
Properties~9,000~7,500
Founded19271919

Brand Portfolio

Marriott (~30 brands)

TierExamples
LuxuryRitz-Carlton, St. Regis, W Hotels
PremiumMarriott, Sheraton, Westin
SelectCourtyard, Residence Inn, Fairfield

Hilton (~22 brands)

TierExamples
LuxuryWaldorf Astoria, Conrad
PremiumHilton, DoubleTree
SelectHampton, Hilton Garden Inn, Home2

Business Model

Both companies operate primarily as franchisors:

MetricMarriottHilton
Franchise/Managed %~97%~98%
Asset-LightYesYes
Revenue per RoomLower (volume)Higher (efficiency)

Financial Comparison

MetricMarriottHilton
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

ProgramMarriott BonvoyHilton Honors
Members~200M~190M
StrengthLargest room countConsistent experience

Strong loyalty programs are key competitive moats.

Valuation

MetricMarriottHilton
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

MetricMarriottHilton
Pipeline Rooms~580K~490K
Pipeline % of Current~36%~41%
Fastest Growing RegionsAsia, EuropeAmericas, Asia

Both have robust development pipelines for future growth.

Geographic Mix

RegionMarriottHilton
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

RiskMarriottHilton
Economic downturnHighHigh
Travel disruptionHighHigh
Airbnb competitionMediumMedium
Labor costsMediumMedium

Which Stock to Buy?

PreferenceChoose
Largest scaleMarriott
Higher marginsHilton
International exposureMarriott
Better unit economicsHilton
More brandsMarriott
Lower valuationMarriott

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.