Top 15 Marriott Competitors and Alternatives – Business Strategy Hub

Marriott International Inc. is the world’s largest hotel chain. The company was founded in 1927 by Alice Marriott and J. Willard Marriott as a root beer stand. Then, it expanded into a restaurant and a hotel chain. 
Marriott is based in Bethesda, Maryland, and operates and franchises 30 hotel brands, including Sheraton, Starwood, Ritz-Carlton, Westin, Le Meridien, Gaylord, and Fairfield. In 2021, Marriott had around 174,000 employees and generated $20.97 billion in revenue.
The company launched The Westin London City in Mar 2022, its 1,000th hotel in Europe, Middle East, and Africa (EMEA). And the hotel chain will add more than 200 properties with 38,000 rooms in the EMEA region between 2022 and 2023. [1]
Marriott has around 8,000 properties with 1.42 million rooms in 139 countries. The chain operates 7 luxury brands in 69 countries and several established select-service brands, such as Courtyard by Marriott, Fairfield, Four Points by Sheraton, and Aloft Hotels. 
These brands resonate with consumers in international markets more than high-end luxury hotels. In 2021, the company opened 107 select-service hotels across 29 countries and increased its luxurious rooms by 4.8%. Marriott plans to launch more than 30 luxury hotels in 2022. 
Its award-winning travel program Marriott Bonvoy has 160 million members. But the company faces stiff competition from Hilton, Jin Jiang, IHG, Wyndham, Accor, Choice Hotels, and Hyatt. [2
Here is an in-depth analysis of top Marriott’s competitors and alternatives:
Year founded: 1969
Headquarter: McLean, Virginia
Hilton is the second-largest hotel chain globally after Marriott. The chain operates and franchises 18 world-class hotel brands, including Motto, Tru, Hilton Garden Inn, Homewood Suites, Conrad, LXR Hotels & Resorts, and Canopy. In 2021, Hilton had 173,000 employees and generated $5.79 billion in revenue. 
Hilton’s brands have more than 6,800 properties with over 1 million rooms in 122 countries. Since its founding over a century ago, Hilton has served more than 3 billion guests. The company earned a top spot on the 2021 World’s Best Workplaces list. It has also been recognized as a global leader on the Dow Jones Sustainability Indices. 
In 2021, Hilton opened more than one hotel a day and introduced several industry-leading technologies to improve the guest experience. Its award-winning Hilton Honors loyalty program has 128 million members versus Marriott Bonvoy’s 160 million. Hilton is the top Marriott competitor and alternative. [3]
Year founded: 2003
Headquarter: Shanghai, China
Jin Jiang is a Chinese state-owned tourism and hospitality company. The group operates Peace Hotel, Shanghai Jinjiang Hotel, Park Hotel, Metropole Hotel, Jinjiang Inn, Bestay Hotel Express, and Magnotel. In 2021, Jin Jiang had around 100,000 employees and managed more than 8,000 hotels. 
Jin Jiang offers around 1.1 million rooms, making it the third-largest hotel chain globally. In Dec 2021, the company partnered with Tencent to drive innovation in China’s hospitality industry. The multi-prong partnership will leverage Tencent’s SaaS accelerator, iPaaS, WeChat, and internet-related products to deliver new technologies for the travel and hotel sector. 
In Sep 2022, Jin Jiang will host a hackathon at its Global Innovation Center in Shanghai. This event is part of the Tencent-Jin Jiang partnership. Jin Jiang is an innovative Marriott competitor. It is also the best alternative to Marriott for travelers in China. [4]
In March 2018, Jin Jiang International attended the 52nd ITB Berlin with its main brands. It was the second time that Jin Jiang International appeares on ITB Berlin as a whole after 2017.
Year founded: 2003
Headquarter: Denham, UK
IHG Hotels & Resorts is a British multinational hospitality company, formerly InterContinental Hotels Group. The chain operates several brands, including Intercontinental, Regent, Hotel Indigo, Kimpton, Six Senses, Crowne Plaza, Hotel Inn, and Candlewood Suites. In 2021, IHG had around 350,000 employees and made $2.907 billion in revenue. 
IHG’s portfolio has grown to 16 brands comprising nearly 6,000 hotels across 100 countries. In Jan 2021, the company rebranded from InterContinental Hotels Group to IHG Hotels & Resorts. According to IHG, adding the “Hotels & Resorts” descriptor to its trade name will better reflect its collection of 16 brands. 
The company’s hotels provide 886,036 guestrooms, making IHG the fourth-largest hotel chain globally. It also offers the IHG Rewards Club, like the Marriott Bonvoy travel program. IHG Hotels & Resorts is one of the best alternatives to Marriott for international travelers. [5]
6,000 hotels ✅ @IHGhotels celebrates major milestone by unveiling “6,000 Club” and new ways to reward travelers.
Year founded: 1981
Headquarter: Parsippany, New Jersey
Wyndham is the world’s largest hotel franchising company, with around 9,000 hotels. The chain franchises 22 hotel brands across about 95 countries on six continents. In 2021, Wyndham had 15,000 employees and reported a 20.38% increase in revenue to $1.565 billion. 
Wyndham offers over 810,000 rooms for the everyday traveler in the economy and midscale segments. Its portfolio includes Super 8, Days Inn, Ramada, Microtel, Hawthorn Suites, La Quinta, Baymont, Wingate, AmericInn, Trademark Collection, and Wyndham. Like Marriott, Wyndham also provides an award-winning loyalty program. 
Its Wyndham Rewards program has around 92 million members, about 70 million less than Marriott Bonvoy. Guests can use Wyndham Rewards to redeem points and reduce lodging costs. Wyndham Hotels & Resorts is the best alternative to Marriott for everyday travelers. [6]
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Year founded: 1967
Headquarter: Issy-les-Moulineaux, France
Accor is Europe’s largest hospitality company, with 5,304 hotels in over 110 countries. With over 777,849 rooms, Accor ranks sixth-largest hotel chain globally. In 2021, the company had 230,000 employees and generated $2.35 billion in revenue. 
Both Accor and Marriott own, manage, and franchise hotels, resorts, and vacation properties. They recorded significant growth in the past six quarters. In 2021, Accor reported an annual increase of 3.1% in the room offer. 
The company built on this momentum by opening 26 hotels with 3,700 rooms in the first quarter of 2022. At end-Mar 2022, Accor had a pipeline of 1,212 hotels with about 212,000 rooms. Accor is one of the fastest-growing Marriott competitors. [7]
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Year founded: 2005
Headquarter: Changning District, Shanghai, China
Huazhu Hotels is a Chinese hotel management company. The company operates 14% of its hotel rooms under lease and ownership models and 86% under manachise and franchise models. As of Mar 31, 2022, Huazhu’s portfolio had 7,988 hotels with 764,859 rooms in 17 countries.  
Huazhu Hotels was ranked the 7th-largest hotel group globally in 2021 by HOTELS. The group has several hotel brands, including Hi Inn, Elan, HanTing, JI, Starway, Crystal Orange, Manxin, Joya, Ni Hao, CitiGO, and Madison Hotel. 
It also operates Blossom House, Jaz in the City, MAXX, and Steigenberger Icon and Resorts. Unlike Marriott, Huazhu leverages lease, ownership, manachise, and franchise models. This blended approach allows the company to operate different types of hotels, from leased to fully-owned, manachised and franchised. Huazhu is a worthy alternative to Marriott in Southeast Asia. [8]
Chinese hospitality brand #Huazhu Hotels Group announced Monday that many accusations in the short-selling report of @BonitasResearch are inaccurate and misleading.
Year founded: 1939
Headquarter: Rockville, Maryland
Choice Hotels is the world’s largest hotel franchiser. The company operates 7,147 hotels with 597,900 rooms in over 40 countries. In 2021, Choice Hotels had about 2,000 employees and made $1.07 billion in revenue. Its earnings increased by $226 million from $774.07 million earned in 2020. [9]
The main competitive advantage for Choice Hotels is its fully-franchised business. The company has less than a tenth of Marriott’s employees because it doesn’t own or manage any hotel. Choice Hotels franchises several hotel brands, including Comfort Inn, Ascend, Cambria, MainStay Suites, Clarion, and Rodeway Inn. 
In 2021, the American franchiser recorded a 1.2% increase in room offers and retained 8th position in the global ranking. Choice Hotels is one of the best alternatives to Marriott.
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Year founded: 1957
Headquarter: Chicago, Illinois
Hyatt Hotels & Resorts is an American multinational hospitality company. It operates about 1,175 hotels with 310,000 rooms across 65 countries globally. In 2021, Hyatt had around 130,000 employees and generated $3.3 billion in revenue. [10]
Hyatt’s hotel brands include Hyatt Regency, Miraval Resorts, Andaz, and Alila. The company will open 96 properties and 19,778 rooms in 2022. These locations include The Unbound Collection at Japan’s Fuji Speedway, Caption by Hyatt in Memphis, Tennessee, and Hyatt Centric Kota Kinabalu in Malaysia. 
All three will feature multiple fine-dining restaurants, bars, spas, lounges, rooftop or indoor pools, fitness centers, and conference spaces. Hyatt is one of the fastest-growing alternatives to Marriott. [11]
Year founded: 2013
Headquarter: Gurugram, India
Oyo is an India-based budget hotel operator and aggregator. It offers leased and franchised homes and hotels in Asia, Europe, the UK, and the US. In 2021, Oyo had 5,130 employees and made $536.6 million in revenue. 
Oyo filed for IPO with India’s regulators in Oct 2021, seeking a $10-$12 billion valuation. In Jan 2022, the company cut its valuation proposal to $9 billion. But the Securities and Exchange Board of India had not approved Oyo’s IPO request as of May 23, 2022. 
According to MoneyControl, Oyo faces lawsuits from Zo Rooms and India’s Federation of Hotel and Restaurant Associations. Experts predict that Oyo will go public with a $6 billion valuation or postpone its IPO plans. 
Oyo operates around 20,000 hotels with 449,000 rooms. In less than 10 years, Oyo rose from a startup to a top 10 player in the global hospitality industry. Oyo is one of the fastest-growing Marriott competitors. [12]
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Year founded: 1962
Headquarter: Minnetonka, Minnesota
Radisson Hotel Group is a leading hospitality company with hotels in over 115 countries globally. Its portfolio of 9 hotel brands includes Radisson Collection with 45 properties, Radisson Blu with 400 hotels, Radisson with 300 hotels, and Radisson Red with 70 hotels. In 2020, Radisson Hotel Group had 100,000 employees and generated $7.3 billion in revenue. 
Radisson’s brands cater to different segments across the consumer market. The company expanded Radisson Collection, Radisson Blu, Radisson, and Radisson Red in 2021, with several new hotels in Europe, the Middle East, and Africa (EMEA). 
In 2022, Radisson plans to sign 330 hotels and open 15,000 rooms in EMEA and Asia-Pacific. The hotel chain also launched new brands, including prizeotel and Radisson Individuals. Its latest brand is Radisson Individuals Retreats, a lifestyle offering tailored for the Indian market. Radisson Hotel Group competes against Marriott across the board. [13
Year founded: 1960
Headquarter: Toronto, Canada
Four Seasons is an international luxury hotel and resort company founded by Isadore Sharp. The company operates more than 100 hotels and resorts globally under Four Seasons Hotels & Resorts. In 2021, Four Seasons Hotels Ltd had about 45,000 employees. 
Cascade Investment acquired a majority stake in Four Seasons in Jan 2022 to support the chain’s growth. Four Seasons has more than 50 projects in the pipeline in Italy, Spain, China, Colombia, Japan, Belize, and the US. 
In 2021, the chain extended its standalone residential collection with new Los Angeles and San Francisco locations. Four Seasons Hotels is one of the top alternatives to Marriott. [14]
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Year founded: 1992
Headquarter: Las Vegas, Nevada
Diamond Resorts offers destinations, events, and experiences. The company operates more than 379 vacation destinations across 35 countries globally, which provide virtual and real-life sporting events such as golf. In 2021, Diamond Resorts employed around 1,000 people and generated $320 million in revenue. 
The main advantage of staying at Diamonds Resorts instead of Marriott is its comprehensive, fun-filled offering. Guests can engage in virtual gaming, golfing, and family events during their stay. 
In Mar 2021, Hilton Grand Vacations acquired Diamond Resorts for $1.4 billion. HGV will integrate Diamond’s 92 leisure resorts with its 62 properties. As a subsidiary of HGV, Diamond Resorts has enough resources to challenge Marriott’s vacation and luxury hotel brands. [15]
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Year founded: 1946
Headquarter: Phoenix, Arizona
BWH Hotel Group is a hotel franchising company. It licenses the Best Western Hotels & Resorts brand to over 4,700 hotels globally. In 2021, Best Western had 1,254 employees and generated $247 million in revenue. 
BWH has more than 2,000 hotels in North America. In Oct 2021, BWH introduced a 3-year plan to revamp its Best Western Plus brand to win more corporate business. 
The differentiation strategy includes adding Peloton in its fitness centers by 2023 and smart-capability TVs in guestrooms by 2025. These enhancements will increase BWH’s competitive advantage over Marriott. [16]
BWH Hotel Group names Tim Rumney as CEO
Year founded: 1962
Headquarter: Dallas, Texas
G6 Hospitality offers budget-friendly accommodations. It operates and franchises 1,400 economy lodging locations under Studio 6 and Motel 6 brands in the US and Canada. In 2021, G6 Hospitality had around 10,000 employees. 
Both Marriott and G6 Hospitality rely heavily on the North American market. But G6 stands out as the cost-effective option. G6’s Motel 6 brand is cheap and pet-friendly. Here, pets stay for free. 2021 Franchise Rankings listed Studio 6 as the 6th Best Hotel Franchise and Motel 6 as the 5th Best Motel Franchise. G6 Hospitality is the best alternative to Marriott for economy-class lodgers. [17]
Use #Motel6TravelBuddy and show your pet soaking up the sun. Who knows, they may even end up on our Instagram Story!
Year founded: 1960
Headquarter: Plano, Texas
Aimbridge Hospitality is a third-party hotel management company. Its portfolio consists of 1,330 hotels, resorts, and conference centers spread across 21 countries. In 2021, Aimbridge had 60,000 employees and a global pipeline of 234 properties. 
Aimbridge Hospitality is expanding its global presence. The company acquired Prism Hotels & Resorts in 2021 and entered the Mexican market after adding Grupo Hotel Prisma to its portfolio. In 2022, Aimbridge will open 50 new-build or renovated hotels in 8 countries and territories. Aimbridge Hospitality is one of the top Marriott competitors. [18
Aimbridge Hospitality continues to grow in the resort and upscale hotel space. Thanks to @HNN_Bryan and CoStar US for the great conversation! #AimbridgeHospitality #hotelnews #resorts #luxuryhotels #hospitality
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