IHG vs Marriott:Which is more popular by branded search?
In August 2026, IHG had more branded searches than Marriott among hotel brands worldwide. IHG was estimated to have 1M branded searches compared to Marriott’s 450K, and held a 51.1% Share of Search versus Marriott’s 23%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, IHG 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 IHG, Marriott. 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 IHG and Marriott comparison changed over the last 12 months?
3 findings
- IHG was ahead of Marriott in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, IHG’s estimated Share of Search among hotel brands worldwide moved from 41.2% to 51.1%, and its estimated monthly branded searches moved from 823K to 1M.
- 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?
2 changes
In August 2026, IHG gained estimated Share of Search among hotel brands worldwide, from 48.9% to 51.1%.
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 IHG’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.