---
title: "Hilton vs Marriott: Which is searched more?"
description: "Which is more popular in search, Hilton or Marriott? Compare estimated monthly branded-search demand and Share of Search inside the Hotel brands set worldwide. 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."
canonical: "https://gobrandwave.com/demand/global-en/compare/hilton-vs-marriott"
publisher: "Brandwave"
---

# Hilton vs Marriott: Which is searched more?

Which is more popular in search, Hilton or Marriott? Compare estimated monthly branded-search demand and Share of Search inside the Hotel brands set worldwide. 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.

## Key facts

- **Compared**: Hilton and Marriott
- **Competitive set**: Hotel brands
- **Market**: Global
- **Month measured**: Aug 2026
- **Hilton Share of Search**: 1.1%
- **Marriott Share of Search**: 23%

## Which is more popular in search, Hilton or Marriott?

- 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%.
- 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?

- In August 2026, Marriott lost estimated Share of Search among hotel brands worldwide, from 26.9% to 23%.

## Month by month

| Month | Hilton estimated searches | Hilton Share of Search | Hilton rank | Marriott estimated searches | Marriott Share of Search | Marriott rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 22.2K | 1.1% | 5 | 673K | 33.7% | 2 |
| Nov 2025 | 27.1K | 1.4% | 5 | 550K | 29.2% | 2 |
| Dec 2025 | 22.2K | 1.2% | 5 | 550K | 30.7% | 2 |
| Jan 2026 | 22.2K | 1.1% | 5 | 550K | 26.8% | 2 |
| Feb 2026 | 22.2K | 1.2% | 5 | 550K | 30.7% | 2 |
| Mar 2026 | 22.2K | 1% | 5 | 673K | 31% | 2 |
| Apr 2026 | 18.1K | 0.89% | 5 | 550K | 26.9% | 2 |
| May 2026 | 22.2K | 1.1% | 5 | 550K | 27.9% | 2 |
| Jun 2026 | 18.1K | 0.89% | 5 | 550K | 26.9% | 2 |
| Jul 2026 | 18.1K | 0.88% | 5 | 550K | 26.9% | 2 |
| Aug 2026 | 22.2K | 1.1% | 5 | 450K | 23% | 2 |
| Sep 2026 | — | — | — | — | — | — |

## 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.

- **Hilton**: Measured on the search term “hilton auckland”.
- **Marriott**: Measured on the search term “marriott hotels”.

- [Hilton profile](/demand/global-en/brands/hilton)
- [Marriott profile](/demand/global-en/brands/marriott)
- [All hotel brands worldwide](/demand/global-en/categories/hotel-brands): The set both shares are measured inside, 6 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, Hilton or Marriott?

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%.

## Cite this page

Brandwave. "Hilton vs Marriott: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/hilton-vs-marriott

This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/hilton-vs-marriott. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.