Marriott International (MAR) stock price is $390.70, up 0.68% on the day, as of Oct 19, 2026. It has a market cap of $103.13Bn and a P/E ratio of 39.86, and is classified in the Hotels industry (Consumer Discretionary sector).
Enterprise Value
Margins
P/FCF
Key Stats
Market Cap103.13 Bn
P/E39.86
P/S3.83
Div. Yield0.01
Total Debt (Qtr)16.92 Bn
Revenue Growth (1y) (Qtr)4.85
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About
Marriott International Inc /Md/ is a worldwide franchisor operator and licensor of hotel residential timeshare and other lodging properties. The company operates under a portfolio of brands that span luxury premium select and midscale categories to serve different price and service points. As of year end 2025 the system included 9,805 properties with 1,779,936 rooms across 145 countries and territories.
Revenue is generated mainly from franchise fees management fees…
Marriott International Inc /Md/ is a worldwide franchisor operator and licensor of hotel residential timeshare and other lodging properties. The company operates under a portfolio of brands that span luxury premium select and midscale categories to serve different price and service points. As of year end 2025 the system included 9,805 properties with 1,779,936 rooms across 145 countries and territories.
Revenue is generated mainly from franchise fees management fees licensing fees and co branded credit card agreements. The company also earns residential branding fees and income from timeshare licensing arrangements. Owned or leased properties represent less than one percent of the system so fee based sources dominate the revenue mix.
The company operates through the following segments: U. S. & Canada Europe Middle East & Africa (EMEA) Greater China and Asia Pacific excluding China (APEC).
The U. S. & Canada segment comprises 6,360 properties with 1,065,108 rooms and generates revenue through franchise management and licensing fees for Marriott branded hotels residential timeshare and other lodging offerings in the United States and Canada.
The Europe Middle East & Africa segment includes 1,385 properties with 252,257 rooms and derives income from franchise management and licensing fees for Marriott branded properties across European Middle Eastern and African markets.
The Greater China segment consists of 684 properties with 188,596 rooms and earns revenue from franchise management and licensing fees for Marriott branded hotels residential timeshare and other lodging properties in mainland China Hong Kong Macau and Taiwan.
The Asia Pacific excluding China segment encompasses 733 properties with 157,326 rooms and generates fees from franchise management and licensing of Marriott branded lodging properties in countries such as Japan South Korea Australia India and Southeast Asian nations.
Marriott International Inc /Md/ holds a leading position in the global lodging industry supported by its scale brand diversity and extensive franchise network. Key competitors include Hilton IHG Hotels & Resorts Hyatt Wyndham Hotels & Resorts Accor Choice Hotels and Best Western Hotels & Resorts. The company also faces competition from online travel platforms such as Airbnb Vrbo Expedia Booking.com and Trip.com. Competitive advantages arise from its loyalty program Marriott Bonvoy co branded credit card partnerships and centralized reservation and marketing services that benefit both hotel owners and guests.
The company serves a broad range of customers including individual leisure and business travelers corporate groups and franchisees who operate properties under its brands. Hotel owners also rely on Marriott for management licensing and access to the loyalty program and distribution channels.
Sector:Consumer DiscretionarySector rationaleMarriott International operates as a franchisor and manager of hotels, residential timeshares, and lodging properties, which falls under the Hotels industry within Consumer Discretionary. Its revenue is primarily derived from franchise, management, and licensing fees from these non-essential consumer travel services.Industries:HotelsHotelsPrimaryMarriott is a worldwide franchisor and operator of hotels and lodging properties, generating the majority of its revenue from franchise, management, and licensing fees. The profile explicitly mentions a portfolio of brands spanning luxury, premium, select, and midscale hotel categories.Vacation OwnershipVacation OwnershipSecondaryThe company earns residential branding fees and income from timeshare licensing arrangements, which are specifically listed as part of its revenue streams across its global segments.Classified using BQ-MICSCIK: 0001048286
Bull & bear
Investment Thesis
▲ Bull case
Marriott’s industry-leading pipeline of nearly 618,000 rooms, growing over 5% year-over-year, represents a durable engine for sustained net rooms growth between 4.5% and 5% annually, with conversions driving over 40% of openings—a structural advantage that enhances owner returns and reduces capital intensity for the company. This momentum is reinforced by the rapid scaling of Series by Marriott in India, where 50 hotels opened in under six months, adding 3,556 rooms and proving the model’s efficiency in conversion-friendly markets, which can be replicated globally to accelerate pipeline conversion without proportional increases in development spend.
The company’s Marriott Bonvoy loyalty program, now with 283 million members, is increasingly monetized through AI-driven personalization and direct booking initiatives, including the phased rollout of natural language search on marriott.com by Q2-end, which leverages real-time inventory to improve guest experience and capture higher-margin direct bookings; this digital transformation, supported by AI-powered tools in customer engagement centers and sales automation, is expected to lower distribution costs and strengthen owner value over time, even as management frames AI as early-stage opportunity.
Beyond the World Cup’s already-credited 30 to 35 basis point RevPAR uplift, Marriott is capturing underappreciated demand shifts in U.S. transient travel, where lower-income households are prioritizing travel and experiences over hard goods—a trend validated by credit card partner data and supported by tax refund cycles and rising fuel prices pushing consumers toward drive-to destinations, which benefits select and midscale properties and explains the 3.5% RevPAR growth in U.S. select service despite broader consumer confidence headwinds.
Luxury and wellness expansion via the upcoming Lefay brand partnership, though currently driving a $50 million increase in 2026 investment spending, targets a high-growth niche with pricing power and owner appeal, positioning Marriott to capture premium spend in wellness tourism—a structural shift in travel preferences that aligns with its luxury portfolio strength and could generate outsized returns on invested capital over the next 3–5 years as the brand scales globally.
The company’s capital return commitment of over $4.4 billion in 2026, combined with a declining share count from ongoing repurchases (3.1 million shares repurchased YTD for $1.1 billion), is set to drive adjusted diluted EPS growth of 14% to 16% to $11.38–$11.63, a figure that may be conservative given the potential upside from renegotiated U.S. co-branded credit card deals—currently excluded from guidance but expected to deliver meaningful fee upside later in 2026, with talks progressing well with Visa, Chase, and Amex.
Marriott’s industry-leading pipeline of nearly 618,000 rooms, growing over 5% year-over-year, represents a durable engine for sustained net rooms growth between 4.5% and 5% annually, with conversions driving over 40% of openings—a structural advantage that enhances owner returns and reduces capital intensity for the company. This momentum is reinforced by the rapid scaling of Series by Marriott in India, where 50 hotels opened in under six months, adding 3,556 rooms and proving the model’s efficiency in conversion-friendly markets, which can be replicated globally to accelerate pipeline conversion without proportional increases in development spend.
The company’s Marriott Bonvoy loyalty program, now with 283 million members, is increasingly monetized through AI-driven personalization and direct booking initiatives, including the phased rollout of natural language search on marriott.com by Q2-end, which leverages real-time inventory to improve guest experience and capture higher-margin direct bookings; this digital transformation, supported by AI-powered tools in customer engagement centers and sales automation, is expected to lower distribution costs and strengthen owner value over time, even as management frames AI as early-stage opportunity.
Beyond the World Cup’s already-credited 30 to 35 basis point RevPAR uplift, Marriott is capturing underappreciated demand shifts in U.S. transient travel, where lower-income households are prioritizing travel and experiences over hard goods—a trend validated by credit card partner data and supported by tax refund cycles and rising fuel prices pushing consumers toward drive-to destinations, which benefits select and midscale properties and explains the 3.5% RevPAR growth in U.S. select service despite broader consumer confidence headwinds.
Luxury and wellness expansion via the upcoming Lefay brand partnership, though currently driving a $50 million increase in 2026 investment spending, targets a high-growth niche with pricing power and owner appeal, positioning Marriott to capture premium spend in wellness tourism—a structural shift in travel preferences that aligns with its luxury portfolio strength and could generate outsized returns on invested capital over the next 3–5 years as the brand scales globally.
The company’s capital return commitment of over $4.4 billion in 2026, combined with a declining share count from ongoing repurchases (3.1 million shares repurchased YTD for $1.1 billion), is set to drive adjusted diluted EPS growth of 14% to 16% to $11.38–$11.63, a figure that may be conservative given the potential upside from renegotiated U.S. co-branded credit card deals—currently excluded from guidance but expected to deliver meaningful fee upside later in 2026, with talks progressing well with Visa, Chase, and Amex.
Marriott’s RevPAR guidance of 2% to 3% for 2026 assumes a 100 to 125 basis point drag from the Middle East conflict, yet the company acknowledges the situation remains highly fluid and recovery is sequential, with Q2 RevPAR in the region expected to decline 50% year-over-year; this implies that even modest improvements in Middle East travel sentiment—such as increased airlift from alternative carriers or faster-than-expected return of Chinese and Indian tourists—could materially uplift full-year results, suggesting the market may be underestimating the potential for positive surprise if geopolitical tensions ease faster than modeled.
Despite strong first-quarter leisure demand in APAC and Greater China, Marriott is reducing its near-term APAC RevPAR outlook due to softer long-haul demand into golf-dependent markets, a vulnerability exposed by the Middle East conflict’s disruption of Emirates and Etihad connectivity; this reliance on specific airlift channels creates a structural risk where recovery in key APAC markets like India and the Maldives remains contingent on third-party carrier decisions, which are outside Marriott’s control and could prolong weakness beyond management’s back-half-of-year recovery assumption.
While Marriott highlights broadening demand across U.S. segments, the growth in business transient RevPAR of just 1% globally and 2% in the U.S. and Canada was entirely driven by 3% ADR increases, with room nights declining 2% globally and 1% in North America—indicating that the apparent strength is pricing-led, not volume-driven, and raises concerns about the sustainability of growth if ADR gains plateau amid rising labor costs and potential economic softening, especially as government transient RevPAR remains down 6% and other business transient room nights show slight declines.
The company’s technology transformation, though positioned as a long-term efficiency driver, includes significant near-term spending—30% to 35% of the $1.05–$1.15 billion 2026 investment budget is allocated to digital tech and corporate systems—with reimbursement expected over time, meaning the full benefit to owner returns and operating margins may be delayed, and the near-term impact on EBITDA growth (guided at 9% to 11%) could be less accretive than implied if implementation lags or AI monetization paths remain unclear amid experimentation with ad-based models by tech partners.
Marriott’s all-inclusive expansion in Mexico, exemplified by the 980-room Grupo Satli resort set to open in 2027, depends on third-party operators like Aimbridge Hospitality and introduces execution risk in a competitive segment where Marriott’s brand presence is still nascent; while the pipeline supports long-term growth, the near-term rooms growth guidance of 4.5% to 5% assumes typical deletions of 1% to 1.5%, and any slowdown in conversions or increases in terminations—particularly in volatile regions like the Middle East or Mexico—could undermine net unit growth, especially given that 7% of the pipeline is in the Middle East and 4% of expected 2026 openings there are yet to launch despite the ongoing conflict.
Marriott’s RevPAR guidance of 2% to 3% for 2026 assumes a 100 to 125 basis point drag from the Middle East conflict, yet the company acknowledges the situation remains highly fluid and recovery is sequential, with Q2 RevPAR in the region expected to decline 50% year-over-year; this implies that even modest improvements in Middle East travel sentiment—such as increased airlift from alternative carriers or faster-than-expected return of Chinese and Indian tourists—could materially uplift full-year results, suggesting the market may be underestimating the potential for positive surprise if geopolitical tensions ease faster than modeled.
Despite strong first-quarter leisure demand in APAC and Greater China, Marriott is reducing its near-term APAC RevPAR outlook due to softer long-haul demand into golf-dependent markets, a vulnerability exposed by the Middle East conflict’s disruption of Emirates and Etihad connectivity; this reliance on specific airlift channels creates a structural risk where recovery in key APAC markets like India and the Maldives remains contingent on third-party carrier decisions, which are outside Marriott’s control and could prolong weakness beyond management’s back-half-of-year recovery assumption.
While Marriott highlights broadening demand across U.S. segments, the growth in business transient RevPAR of just 1% globally and 2% in the U.S. and Canada was entirely driven by 3% ADR increases, with room nights declining 2% globally and 1% in North America—indicating that the apparent strength is pricing-led, not volume-driven, and raises concerns about the sustainability of growth if ADR gains plateau amid rising labor costs and potential economic softening, especially as government transient RevPAR remains down 6% and other business transient room nights show slight declines.
The company’s technology transformation, though positioned as a long-term efficiency driver, includes significant near-term spending—30% to 35% of the $1.05–$1.15 billion 2026 investment budget is allocated to digital tech and corporate systems—with reimbursement expected over time, meaning the full benefit to owner returns and operating margins may be delayed, and the near-term impact on EBITDA growth (guided at 9% to 11%) could be less accretive than implied if implementation lags or AI monetization paths remain unclear amid experimentation with ad-based models by tech partners.
Marriott’s all-inclusive expansion in Mexico, exemplified by the 980-room Grupo Satli resort set to open in 2027, depends on third-party operators like Aimbridge Hospitality and introduces execution risk in a competitive segment where Marriott’s brand presence is still nascent; while the pipeline supports long-term growth, the near-term rooms growth guidance of 4.5% to 5% assumes typical deletions of 1% to 1.5%, and any slowdown in conversions or increases in terminations—particularly in volatile regions like the Middle East or Mexico—could undermine net unit growth, especially given that 7% of the pipeline is in the Middle East and 4% of expected 2026 openings there are yet to launch despite the ongoing conflict.