Marriott and Hilton: 12 Takeaways From Their Annual Reports
Photo Caption: The living room of a one-bedroom "dune villa" at The St. Regis Red Sea Resort. Source: Marriott International.
Skift Take
A dozen things jumped out at Skift when looking at Marriott and Hilton's annual financial filings. Points range from the performance of their loyalty programs to how they're taking market share.
Marriott International is the world's largest hotelier, but Hilton Worldwide is a close rival. The following are noteworthy details from the latest annual 10-K filings for Marriott and Hilton.
1. A rivalry in signing up loyalty members.As of year-end 2023, this was the state of the race on loyalty program membership:
Hilton had 180 million members in its loyalty program, a 19% year-over-year increase. Marriott had 196 million members in its loyalty program, a 10.7% gain.Hilton grew its program more quickly, though from a relatively smaller base. If the companies retain their one-year growth rate in the coming year, Hilton may overtake Marriott in loyalty member count when they report figures in early to mid-2025.
2. Marriott's loyalty program generated a far higher total volume of rewards for members than Hilton's did.As of the end of 2023, Marriott’s program generated a much higher volume of rewards owed to loyalty membe
