Investing.com -- BMO Capital Markets upgraded Marriott International Inc (NASDAQ:MAR) to Outperform, saying the hotel operator is well placed to benefit from a steadier lodging backdrop in 2026 and potential upside from its credit card partnerships.
BMO set a $370 price target and said it has become more constructive on the sector for 2026, with Marriott standing out because of its high-end brand mix and asset-light business model.
The firm said Marriott’s fee-based structure delivers durable growth with low capital needs, limited fixed costs and strong cash generation, supporting more than $3 billion a year in share repurchases.
The analysts said they have previously underestimated the durability of Marriott’s growth and focused too heavily on valuation. In their view, the company’s ability to keep growing through a mixed macro backdrop supports the case for continued earnings growth and possibly further multiple expansion.
BMO expects Marriott to outperform peers on revenue per available room growth in 2026. It views the stock as a more offensive way to play the cycle than Hilton, citing Marriott’s higher exposure to incentive management fees, luxury and full-service hotels, and international markets. Marriott has outgrown Hilton Worldwide Holdings Inc (NYSE:HLT) on RevPAR by an average of about 180 basis points between 2023 and 2025, and BMO expects that trend to continue next year.
A key source of upside is Marriott’s credit card program. Credit card fees account for about 21% of Marriott’s franchise fees and have consistently grown faster than the company’s underlying earnings model. Since the last renewal in 2017, Marriott’s loyalty membership has more than doubled, room count has risen about 40%, and global card spending is up roughly 80%.
BMO said this sets the stage for a favorable renewal in 2026. A conservative 10% uplift would add about 120 basis points to EBITDA growth, which the firm believes is not fully reflected in current forecasts.
BMO flagged risks, including a muted RevPAR environment and slower unit growth compared with some peers. Still, it said the quality of Marriott’s growth and its brand mix support the upgrade despite those headwinds.

























