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Is Hilton bigger than Marriott?

Hilton and Marriott are two prominent names in the hospitality industry, known for their global presence and services. Many wonder which brand is bigger between the two. In this article, we will further explore various factors to determine the size and scale of Hilton and Marriott, shedding light on their global presence, revenue, market capitalization, number of rooms and employees, brand differentiation, innovation, sustainability efforts, and market segmentation.

Global Presence

When it comes to the number of hotels and resorts, Marriott currently surpasses Hilton. Marriott International boasts a vast portfolio of over 8,000 properties across more than 130 countries. Their brands span various segments, including luxury, upscale, and select-service. Hilton, with around 6,500 properties, also has a strong global presence in major cities and tourist destinations, offering a range of accommodations from luxury to midscale.

Both Hilton and Marriott have established their presence in key markets worldwide. Marriott has a particularly strong presence in the United States, China, and Europe, while Hilton’s portfolio spans across North America, Europe, Asia, and the Middle East.

Revenue and Market Capitalization

Revenue and market capitalization provide insights into the financial strength and overall size of a company. Marriott reported a total revenue of $10.6 billion in 2020, outpacing Hilton’s reported revenue of $4.3 billion for the same year. This significant revenue difference indicates Marriott’s larger financial scale.

In terms of market capitalization, Marriott holds a higher market value than Hilton. As of 2021, Marriott’s market capitalization stands at around $48 billion, while Hilton’s market capitalization is around $33 billion. This further solidifies Marriott’s position as the bigger brand in terms of market value.

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Number of Rooms and Employees

Marriott takes the lead when it comes to the number of hotel rooms. With over 1.4 million hotel rooms in their portfolio, Marriott is the largest hotel chain globally. Hilton, with over 1 million hotel rooms, also holds an impressive number of accommodations.

In terms of employee count, Marriott International boasts approximately 176,000 employees, slightly outnumbering Hilton’s approximately 173,000 employees. While the difference in employee count is minimal, it showcases Marriott’s slightly larger workforce.

Brand Differentiation and Market Segmentation

Marriott International has strategically differentiated itself through a diverse range of brands, each catering to various market segments and customer preferences. From luxury brands like Ritz-Carlton and JW Marriott to upscale brands like Sheraton and Westin, and select-service brands like Courtyard, Marriott has established its presence across diverse market segments. This broad brand portfolio allows Marriott to target a wide range of customers effectively.

Hilton, on the other hand, has a strong presence in the luxury and upper-upscale segments with brands like Waldorf Astoria and Conrad. They also offer brands like Hilton Garden Inn and Hampton, which cater to different market segments. Hilton’s focus on these specific segments has allowed them to excel and establish their brand identity within their target markets.

Innovation and Technology

Innovation and technology play a crucial role in determining a brand’s size and relevance in today’s rapidly evolving business environment. Both Hilton and Marriott have embraced technology to enhance guest experiences and streamline hotel operations.

Marriott has been at the forefront of implementing cutting-edge technologies. They have introduced features like mobile check-in and check-out, keyless entry, and personalized mobile apps for guests. Marriott has also partnered with tech companies to offer amenities like virtual reality experiences and smart room features, providing guests with a seamless and innovative stay.

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Hilton has also made strides in incorporating technology into their operations. Their mobile app allows guests to check-in, choose their room, and access their room using a digital key. Hilton has also utilized technology to personalize the guest experience, offering digital concierge services and tailored recommendations through their app.

Sustainability and Social Responsibility

The importance of sustainability and social responsibility has grown significantly in recent years. Both Hilton and Marriott have demonstrated their commitment to environmental stewardship and social initiatives.

Marriott has set ambitious sustainability goals, including reducing water and energy consumption, minimizing waste, and sourcing responsibly. They have implemented various programs across their properties to achieve these objectives. Marriott also actively engages with local communities through their social impact programs, supporting education, disaster relief efforts, and other community initiatives.

Hilton has made sustainability a priority as well. They have focused on water and energy conservation, waste reduction, and responsible sourcing. Hilton is committed to achieving their sustainability goals through innovation and collaboration with various stakeholders. They also engage in corporate social responsibility initiatives, including community support and volunteering efforts.


Considering various factors, including global presence, revenue, market capitalization, number of rooms and employees, brand differentiation, innovation and technology adoption, and sustainability efforts, Marriott emerges as the bigger brand compared to Hilton. Marriott’s extensive portfolio, higher revenue and market capitalization, larger room count, and broader brand reach contribute to its larger size and scale in the hospitality industry. However, it’s crucial to acknowledge that both Hilton and Marriott have their unique strengths, market segments, and brand identities, contributing to their success and prominence in the global hospitality market.

Is Hilton bigger than Marriott?
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