Who are Hilton’s competitors?
Hilton names 6 companies as competitors in its latest annual report. 2 companies name Hilton back.
Skip to the field, head to head ↓Hilton company profile
Among five hotel companies, Hilton pairs 8% growth with the second-largest revenue
Size usually slows growth. Marriott has $26.2 billion in revenue and grew 4%. Choice Hotels International, at $1.6 billion, and Wyndham Hotels & Resorts, at $1.4 billion, each grew 1%. Hilton, at $12.0 billion, grew 8%. It is the only one of the five that is both large and fast.
Hyatt came closest, at 7%, and it has been buying: Playa Hotels in 2025, Apple Leisure Group in 2021. Its net margin was -1%. Hilton's was 12%, above Marriott's 10%. Choice (23%) and Wyndham (14%) kept more of each dollar, but from bases a fraction of Hilton's.
Rivals treat Hilton as a fixture. Marriott lists it first: "including Hilton". H World Group places it among the international hotel groups it competes with. Hilton lists six rivals of its own. The line to repeat: in a field where everyone names everyone, Hilton is the one growing fastest from a large base.
Where Hilton says it competes
“on a global scale, our primary competitors are”
Who names Hilton as a competitor
“We primarily compete with other hotel groups as well as various independent hotels in each of the markets in which we operate, including Chinese hotel groups such as BTG Hotels, Jinjiang, and Atour, as well as international hotel groups such as Marriott, Intercontinental, Accor and Hilton.”
20-F for 2025“Although we believe that our strong brand recognition assists us in attracting and retaining guests and hotel owners, we compete against many other companies with strong brands and guest appeal, including Hilton, IHG Hotels & Resorts, Hyatt, Wyndham Hotels & Resorts, Accor, Choice Hotels, Best Western Hotels & Resor…”
10-K for 2025The field, from the filings
| Company | Fiscal year | Revenue | Growth | Net margin | Employees |
|---|---|---|---|---|---|
| Hilton | 2025 | $12.0B | +8% | 12% | 182,000 |
| Marriott | 2025 | $26.2B | +4% | 10% | 414,000 |
| Hyatt Hotels | 2025 | $7.1B | +7% | −1% | 50,000 |
| Choice Hotels International | 2025 | $1.6B | +1% | 23% | – |
| Wyndham Hotels & Resorts | 2025 | $1.4B | +1% | 14% | 2,000 |
Each company’s latest fiscal year as reported to the SEC, in US dollars; fiscal years end in different months. Rivals that report outside the US or in other currencies are not shown.
What the rivals have done lately
“On May 1, 2023, we completed the acquisition of the City Express brand portfolio from Hoteles City Express, S.A.B. de C.V. for $ 100 million.” filing
“In 2023, we also had cash outflows of $101 million due to the City Express brand acquisition.” filing
“On June 17, 2025, we completed the acquisition of Playa Hotels & Resorts N.V. ("Playa Hotels" or the "Playa Hotels Acquisition"), a leading owner, operator, and developer of all-inclusive resorts in Mexico, the Dominican Republic, and Ja…” filing
“For instance, (i) in 2021, we acquired Apple Leisure Group ("ALG"), a leading luxury resort-management services, travel, and hospitality group, which also included the Unlimited Vacation Club paid membership program and ALG Vacations; (i…” filing
Asked about Hilton’s competitors
Who are Hilton's competitors?
In its annual report for fiscal 2025, Hilton names 6 competitors. 10-K for fiscal 2025
Which companies name Hilton as a competitor?
2 companies in our coverage name it in their own annual reports: H World Group and Marriott.
How does Hilton compare with its rivals?
Hilton reported $12.0B in revenue in its latest fiscal year, +8% on a year, with a 12% net margin. Marriott: $26.2B, 10% net margin; Hyatt Hotels: $7.1B, −1% net margin.
What are the alternatives to Hilton?
The companies Hilton itself names as competitors are listed above, front by front, each in its own report’s words. Which matters for a given buyer depends on the job, not the list.
What would it actually cost a challenger to take your customer?
Sources: Hilton’s annual report for fiscal 2025; the annual reports of the companies that name it; each company’s financial data as reported to the SEC; Stratrix Decision Records. Analysis and data, not advice.
Tools to try
- Ansoff move finderFramework: Ansoff Matrix
- Business model canvas builderFramework: Business Model Canvas
- Change readiness checkFramework: Kotter's 8-Step Change Model
- Five Forces scorerFramework: Porter's Five Forces
- SMART goal builderFramework: SMART Goals
- SWOT builderFramework: SWOT Analysis
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