Marriott operates 1.7 million rooms across roughly 30 brands. At the end of 2024, luxury represented roughly 10% of total rooms, premium was 43%, select service was 45%, midscale was 1%, and other was 1%. Marriott, Courtyard, and Sheraton are the largest brands, while Autograph, Tribute, Moxy, Aloft, and Element are newer lifestyle brands. Managed and franchised represented 98% of total rooms as of Dec. 31, 2024. North America makes up 62% of total rooms. Managed, franchise, and incentive fees represent the vast majority of revenue and profitability for the company.
Hilton Worldwide Holdings operates more than 1.2 million rooms across its more than 20 brands serving the premium economy through luxury segments. Hampton and Hilton are the two largest brands, representing 27% and 18%, respectively, of the company's total rooms, as of Dec. 31, 2024. Recent brands launched over the last few years include Home2, Curio, Canopy, Spark, Tru, Tempo, and LivSmart, as well as a partnership with Small Luxury Hotels of the World and acquisitions of NoMad and Graduate Hotels. Managed and franchised hotels represent the vast majority of adjusted EBITDA, predominantly from the Americas.
