Marriott franchises, manages and licenses hotels, along with residential, timeshare and other lodging properties, under many brands at different price and service levels. Its brands, in four quality tiers from Luxury to Midscale, include JW Marriott, The Ritz-Carlton, Sheraton and Courtyard. As of year-end 2025 its system included 9,805 properties with 1,779,936 rooms in 145 countries and territories. Marriott owns or leases less than one percent of them.
Marriott earns fees under franchise, management and license agreements. Hotel owners who franchise its brands generally pay an application fee and royalties that typically range from four to seven percent of room revenues. For hotels it manages, it typically earns a base fee tied to the hotel's revenues and an incentive fee tied to its profits. It also earns money from co-branded Marriott Bonvoy credit cards, including through agreements with JPMorgan Chase and American Express in the U.S. Members of its loyalty program booked approximately 68 percent of its global hotel room nights in 2025. It reports four segments: U.S. & Canada; Europe, Middle East & Africa; Greater China; and Asia Pacific excluding China.
Marriott names Hilton, IHG, Hyatt, Wyndham, Accor, Choice Hotels and Best Western among its competitors, along with rental platforms such as Airbnb and Vrbo. Citing industry data, it says it has an approximately 17 percent share of the U.S. hotel market by number of rooms. At year-end 2025 it managed the employment of approximately 414,000 associates, including approximately 266,000 employed by hotel owners.