Hilton vs Marriott:Which is more popular by branded search?
In August 2026, Marriott had more branded searches than Hilton among hotel brands worldwide. Marriott was estimated to have 450K branded searches compared to Hilton’s 22.2K, and held a 23% Share of Search versus Hilton’s 1.1%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Hilton or Marriott?
Compare the hotel brands people book with. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Marriott, Hilton. The figures are in the table below the chart.
View monthly share of search table
| Month | IHG | Marriott | Wyndham | Park Hyatt Auckland | Hilton | Accor |
|---|---|---|---|---|---|---|
| Oct 2025 | 41.2% | 33.7% | 22.5% | 1.4% | 1.1% | 0.08% |
| Nov 2025 | 43.7% | 29.2% | 23.9% | 1.8% | 1.4% | 0.07% |
| Dec 2025 | 45.9% | 30.7% | 20.5% | 1.5% | 1.2% | 0.06% |
| Jan 2026 | 48.8% | 26.8% | 21.9% | 1.3% | 1.1% | 0.06% |
| Feb 2026 | 45.9% | 30.7% | 20.5% | 1.5% | 1.2% | 0.07% |
| Mar 2026 | 46% | 31% | 20.7% | 1.2% | 1% | 0.05% |
| Apr 2026 | 49% | 26.9% | 22% | 1.1% | 0.89% | 0.04% |
| May 2026 | 50.8% | 27.9% | 18.7% | 1.4% | 1.1% | 0.04% |
| Jun 2026 | 49% | 26.9% | 22% | 1.1% | 0.89% | 0.04% |
| Jul 2026 | 48.9% | 26.9% | 22% | 1.3% | 0.88% | 0.04% |
| Aug 2026 | 51.1% | 23% | 23% | 1.7% | 1.1% | 0.05% |
| Sep 2026 | — | — | — | — | — | — |
How has the Hilton and Marriott comparison changed over the last 12 months?
3 findings
- Marriott was ahead of Hilton in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Hilton’s estimated Share of Search among hotel brands worldwide held steady at 1.1%, and its estimated monthly branded searches held steady at 22.2K.
- Across the 11 months ending August 2026, Marriott’s estimated Share of Search among hotel brands worldwide moved from 33.7% to 23%, and its estimated monthly branded searches moved from 673K to 450K.
How did search popularity change for hotel brands worldwide in August 2026?
1 change
In August 2026, Marriott lost estimated Share of Search among hotel brands worldwide, from 26.9% to 23%.
How each brand is measured
Brandwave collects information about searches that people make online using Hilton’s and Marriott’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.