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Which brand is bigger Marriott or Hilton?

In the competitive world of hospitality, Marriott and Hilton stand out as two prominent brands known for their luxury, comfort, and exceptional service. But which brand is truly bigger? In this extended article, we will delve deeper into various aspects and factors to determine the size and dominance of Marriott and Hilton in the global hotel industry.

Global Presence and Property Count


Marriott International, Inc. has firmly established its position as one of the largest hotel chains globally, boasting an expansive presence across the world. With more than 7,600 properties scattered across 133 countries and territories, Marriott has created a vast network that caters to a diverse range of guests. From iconic brands like The Ritz-Carlton and JW Marriott to popular chains like Sheraton, Westin, and Courtyard by Marriott, the brand’s portfolio offers options for every traveler.

Marriott’s extensive global reach enables them to capture market share in both popular tourist destinations and emerging markets, ensuring their presence is felt in prime locations worldwide.


Similarly, Hilton Worldwide Holdings Inc. has carved its own path of success with an impressive network of properties around the globe. With over 6,400 properties spread across 119 countries and territories, Hilton has created a robust presence that caters to a wide range of travelers. From luxurious brands like Waldorf Astoria and Conrad to more accessible options like Hilton Garden Inn and Hampton by Hilton, Hilton’s portfolio offers a diverse array of accommodations.

Hilton’s widespread presence enables them to cater to the needs of travelers in various regions, offering unique experiences and world-class hospitality.

Revenue and Market Capitalization


The size of a brand can often be measured by its financial performance. In 2020, despite the challenging circumstances brought about by the COVID-19 pandemic, Marriott reported a total revenue of approximately $10.6 billion. This showcases the brand’s resilience, adaptability, and ability to navigate through difficult times.

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Marriott’s revenue streams include not only hotel management and franchise fees but also the ownership of select properties. This diversified approach has helped Marriott maintain its financial strength even during turbulent periods within the industry.

Furthermore, Marriott’s market capitalization, a measure of a company’s total market value, stood at around $45 billion by the end of 2020. This valuation highlights the brand’s recognition, stability, and attractiveness to investors, solidifying its position as a global hospitality leader.


Like Marriott, Hilton has also achieved significant revenue and market capitalization figures despite the challenges faced by the hospitality industry. In 2020, Hilton reported revenue of over $4.3 billion, showcasing the brand’s ability to weather the storm and maintain financial stability in adverse conditions.

At the end of 2020, Hilton’s market capitalization reached approximately $26 billion, further emphasizing the brand’s value and market dominance within the hospitality sector.

Loyalty Programs

Marriott Bonvoy

A key factor in determining a brand’s size and reach is its loyalty program. Marriott Bonvoy, Marriott’s loyalty program, has continuously attracted millions of members worldwide. As of 2021, Marriott Bonvoy boasts over 147 million members, positioning it as one of the largest loyalty programs in the industry.

Marriott Bonvoy offers a range of benefits and rewards to its loyal customers, including room upgrades, late check-outs, and exclusive access to events and experiences. The program’s extensive reach and generous rewards system ensure that Marriott maintains a strong customer base and encourages repeat business. Additionally, Marriott’s acquisition of Starwood Hotels in 2016 bolstered Marriott Bonvoy’s membership base and solidified the brand’s position in the loyalty program arena.

Hilton Honors

Hilton Honors, Hilton’s loyalty program, is equally impressive with over 108 million members as of 2021. Hilton Honors provides members with numerous perks such as guaranteed discounts, free Wi-Fi, and the ability to earn and redeem points across Hilton’s vast portfolio of properties.

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Hilton Honors’ strong membership base drives customer engagement and encourages brand loyalty. The program’s popularity is further amplified by its partnerships with airlines, credit card companies, and other travel-related brands, allowing members to maximize their rewards and enjoy exclusive benefits.

Innovation and Sustainability Efforts

To truly assess a brand’s size and impact, it’s crucial to evaluate their commitment to innovation and sustainability.


Marriott has demonstrated its dedication to innovation through various initiatives, including the introduction of mobile check-in and check-out, mobile key technology, and personalized guest experiences. The brand continually seeks ways to leverage technology to enhance guest satisfaction and streamline operations.

In terms of sustainability, Marriott has implemented environmental initiatives such as reducing water and energy consumption, employing eco-friendly building practices, and supporting local communities through its “Serve 360” sustainability and social impact strategy. These efforts showcase Marriott’s commitment to responsible practices and contribute to its overall brand influence.


Hilton is equally committed to innovation and sustainability. The brand has invested in innovative technologies like Hilton’s Digital Key, allowing guests to use their smartphones as room keys. Additionally, Hilton’s innovative EventReady program offers virtual event planning solutions, catering to the evolving needs of guests during the COVID-19 pandemic.

Hilton places significant emphasis on sustainable practices as well. The company has set ambitious goals to reduce its environmental footprint and waste generation, prioritize renewable energy sources, and foster partnerships to drive positive social impact in local communities.


Determining which brand, Marriott or Hilton, holds the title of being bigger requires considering multiple factors. Marriott’s extensive global presence with over 7,600 properties, higher revenue figures, and a market capitalization of approximately $45 billion demonstrate its dominance in the industry. However, Hilton’s network of over 6,400 properties, substantial revenue, and a market capitalization of around $26 billion prove that it is not far behind.

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When it comes to loyalty programs, both Marriott Bonvoy and Hilton Honors boast an impressive number of members, with Marriott Bonvoy slightly surpassing Hilton Honors in terms of sheer membership count. Additionally, both brands prioritize innovation and sustainability, ensuring their long-term growth and relevance in an ever-evolving industry.

Ultimately, both Marriott and Hilton have solidified their positions as industry leaders, each with their own unique strengths and advantages. Their size, global presence, financial stability, and commitment to customer loyalty and sustainability contribute to their status as giants in the hospitality landscape, serving guests from all corners of the world with exceptional experiences.

Which brand is bigger Marriott or Hilton?
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