Who are Marriott’s competitors?
Marriott names 9 companies as competitors in its latest annual report, on 2 fronts. 4 companies name Marriott back.
Skip to the field, head to head ↓Marriott company profile
Rivals name Marriott as the one to measure against
Hilton lists Marriott International among its primary competitors. H World lists Marriott next to Accor and Hilton. IHG measures its growth against its six largest competitors, and Marriott International Inc. is the first name on that list. When rivals pick a yardstick, they pick the same one.
Marriott earned that spot with scale: $26.2 billion in revenue, against $12.0 billion at Hilton and $12.2 billion at Airbnb. But the yardstick is not the fastest runner. Marriott grew 4%, Hilton 8%, Airbnb 10%. Its net margin was 10%.
Being the reference point is a position, not a lead. The companies measuring themselves against Marriott are adding brands. Hilton bought the NoMad brand's owner in April 2024. IHG bought Ruby in February 2025. Marriott's question is what it does with the size everyone else is chasing.
Where Marriott says it competes
“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 & Resorts, and others”
“online platforms, including Airbnb and Vrbo, that allow travelers to book short-term rentals of homes and apartments as an alternative to hotel rooms”
Who names Marriott 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“While local and independent brand competitors vary, on a global scale, our primary competitors are Accor S.A., Choice Hotels International, Hyatt Hotels Corporation, Intercontinental Hotel Group, Marriott International and Wyndham Hotels & Resorts.”
10-K for 2025“IHG’s aggregated compound annual growth rate (CAGR) against our six largest competitors with more than 500,000 rooms: Marriott International Inc., Hilton Worldwide Holdings Inc., Accor S.A., Jin Jiang International Holdings Company Limited, Wyndham Hotels & Resorts Inc. and Choice Hotels International Inc.”
20-F for 2025“Marriott and any future third-party hotel manager may own or operate hotels that compete with our hotel properties.”
10-K for 2025The field, from the filings
| Company | Fiscal year | Revenue | Growth | Net margin | Employees |
|---|---|---|---|---|---|
| Marriott | 2025 | $26.2B | +4% | 10% | 414,000 |
| Airbnb | 2025 | $12.2B | +10% | 21% | 8,200 |
| Hilton | 2025 | $12.0B | +8% | 12% | 182,000 |
| Intercontinental Hotels Group | 2025 | $5.2B | +5% | 15% | 7,459 |
| Ryman Hospitality Properties | 2025 | $2.6B | +10% | 9% | 1,819 |
| Choice Hotels International | 2025 | $1.6B | +1% | 23% | – |
| Wyndham Hotels & Resorts | 2025 | $1.4B | +1% | 14% | 2,000 |
Each company’s latest fiscal year as reported to the SEC, in US dollars; fiscal years end in different months. Rivals that report outside the US or in other currencies are not shown.
What the rivals have done lately
“In April 2024, we acquired a controlling financial interest in both Sydell Hotels & Resorts, LLC and Sydell Holding Company UK Ltd (collectively, the "Sydell Group"), which owns the NoMad brand.” filing
“In April 2024, we acquired a controlling financial interest in both Sydell Hotels & Resorts, LLC and Sydell Holding Company UK Ltd (collectively, the "Sydell Group"), which owns the NoMad brand.” filing
“On 17 February 2025, the Group completed the acquisition of the Ruby brand and related intellectual property (“Ruby brand”) from the Ruby Group for initial purchase consideration of € 110.5 m ($ 116 m).” filing
“In February 2025, the Group completed the acquisition of the Ruby brand.” filing
“On June 30, 2023, we acquired JW Marriott Hill Country.” filing
“Revenues, operating expenses and depreciation and amortization increased in our Entertainment segment in 2023, as compared to 2022, primarily due to Block 21, which we acquired in May 2022.” filing
Decisions that shaped the field
| With 28% of Its Listings Cross-Listed, Airbnb's Protection Is Four Advantages Working Together | 2025 | Too early to tell |
Asked about Marriott’s competitors
Who are Marriott's competitors?
In its annual report for fiscal 2025, Marriott names 9 competitors across 2 fronts: competing hotel brands with strong appeal and short-term rental booking platforms. 10-K for fiscal 2025
Which companies name Marriott as a competitor?
4 companies in our coverage name it in their own annual reports: H World Group, Hilton, Intercontinental Hotels Group and Ryman Hospitality Properties.
How does Marriott compare with its rivals?
Marriott reported $26.2B in revenue in its latest fiscal year, +4% on a year, with a 10% net margin. Airbnb: $12.2B, 21% net margin; Hilton: $12.0B, 12% net margin.
What are the alternatives to Marriott?
The companies Marriott 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: Marriott’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.
Keep going
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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