Marriott

Marriott in brief

• Rank: #21 of 100 in America's Most Powerful 100 Brands 2026; #5 of 13 in Hospitality & Travel.
• WCRC Power Score: 75.50 out of 100.
• Founded: 1927, by J. Willard Marriott and Alice Marriott.
• Owner: Marriott International, Inc., Bethesda, Maryland.
• Leadership: Anthony Capuano, President and CEO.
• Latest revenue: $26.2bn revenue (FY2025, +4.3%), as per company filings.

What makes Marriott powerful

Marriott runs one of the biggest hotel systems in the world. At the end of September 2026 it counted 10,241 properties and 1,833,801 rooms in 148 countries and territories. Its brands cover almost every trip and budget, from luxury resorts to midscale conversions. In September 2025 it signed agreements to bring its midscale Series by Marriott brand to the United States, which widens its reach to more price-conscious travelers.

The glue is Marriott Bonvoy. The loyalty program had about 309 million members at the end of the third quarter of 2026, and partnerships with Uber and Starbucks let members earn points away from the hotel. Owners keep signing on because that member base helps fill rooms. The development pipeline reached a record 4,209 properties with more than 634,000 rooms in September 2026, and conversions of existing hotels made up more than a third of signings.

Marriott's development pipeline reached a record 4,209 properties with more than 634,000 rooms at the end of September 2026.

Why Marriott ranks #21

Marriott sits at #21 with a WCRC Power Score of 75.5, just behind Royal Caribbean International and Instagram and just ahead of IBM and Delta. Its scale and Bonvoy loyalty give it strong positioning and recall and solid digital and financial strength. It trails the brands above it on the everyday cultural pull of a social app or the vacation image of a cruise line. It edges IBM and Delta because travelers choose it directly, across far more price points and countries.

The Achilles' heel

Data security remains Marriott's sore spot. In October 2024 it agreed to a $52 million settlement with US states, alongside an order from the Federal Trade Commission, over data breaches that affected about 344 million customers. Marriott also relies on franchise owners and management partners to run most of its hotels, so the guest experience under a Marriott name can vary from one owner to the next.

The 2026 story

Marriott had a strong 2026. On Nov. 2, 2026, it reported that third-quarter worldwide revenue per available room rose 6.5% in constant dollars, led by a 7.4% gain in the US and Canada. It raised its full-year RevPAR growth outlook to 4.5% to 5%. Global organic signings through September set a record, and the development pipeline hit a record of more than 634,000 rooms. Bonvoy grew to about 309 million members. In the same quarter Marriott refinanced and enlarged its credit facility to $5 billion, extending its maturity to September 2031.

Pillar profile

Marriott's full 50-parameter profile is published on its World's Most Powerful 100 Brands 2026 page.

Versus its nearest rivals

Questions people ask

Also featured in

• Most powerful Hospitality & Travel brands
• America's 50 Most Valuable Brands
• American Global Powerhouses
• Most powerful brands in Maryland

Key facts

Sources

• Annual report (Form 10-K) and financial results of Marriott International, Inc. filed with the US Securities and Exchange Commission
• Company website, official announcements and press releases
• Published interviews and statements by the leadership
• WCRC Business Intelligence Unit research: consumer sentiment, ratings and reviews, search demand, media and social data