A Fresh Look at Marriott International’s Valuation After Series by Marriott Debuts in Major U.S. Cities

If you’re watching Marriott International (MAR) right now, the latest announcement could give you pause before making your next move. Marriott just signed agreements with Hawkins Way Capital to fold five FOUND Hotels, in top cities such as Miami, Chicago, and San Francisco, into the company’s brand-new Series by Marriott collection. This launch is more than a marketing update; it is the official U.S. debut of Series by Marriott, and a direct signal that the global hotel group is doubling down on growth in the design-led collection category, weaving in local flavor while plugging these hotels into its massive Bonvoy loyalty network.

This expansion comes on the heels of several strategic initiatives, such as the acquisition of Hotel Granada Midtown into the Design Hotels roster and new partnerships in India, and hints at steady progress toward diversifying its portfolio. Despite strong double-digit annual revenue growth, the past year has seen Marriott’s share price move sideways, just ticking up 7% over 12 months while momentum has slipped since spring. Compared with its stronger showing over the last three and five years, this suggests investors are reassessing the balance of growth prospects and execution risks in the current environment.

Given this year’s modest trajectory and Marriott’s bold U.S. brand expansions, is this a window to buy into longer-term value, or are markets already pricing in all the future upside?

Most Popular Narrative: 8.2% Undervalued

The most widely followed narrative currently views Marriott International as undervalued, with the stock trading below its calculated fair value based on forward-looking forecasts.

Global expansion continues to accelerate, with net rooms growth approaching 5% and a record pipeline (over 590,000 rooms, 40% under construction). This reflects strong demand for Marriott's brands in international markets, particularly APAC and EMEA. A rising middle class is driving double-digit RevPAR increases, providing a foundation for multi-year revenue growth.

What is fueling all this optimism in Marriott's valuation? Insiders are betting that ambitious topline growth and global expansion will push the company's performance far beyond expectations. Want to know which bold projections and profit assumptions are at the heart of this fair value calculation? The details behind this call may surprise you.

Result: Fair Value of $285.29 (UNDERVALUED)

Have a read of the narrative in full and understand what's behind the forecasts.

However, persistent macroeconomic uncertainty or weakening demand in North America could moderate growth and challenge the bullish outlook for Marriott shares.

Find out about the key risks to this Marriott International narrative.

Another View: Are Shares Already Fully Priced?

Looking from a different angle, if we compare Marriott’s current valuation to others in the industry, the shares appear more expensive than average. This challenges the idea of standing upside. Will the market agree?

See what the numbers say about this price — find out in our valuation breakdown.

Stay updated when valuation signals shift by adding Marriott International to your watchlist or portfolio. Alternatively, explore our screener to discover other companies that fit your criteria.

Build Your Own Marriott International Narrative

If you prefer to draw your own conclusions or want to dive deeper into the data, creating your personal view takes just minutes. Why not get started? Do it your way

A great starting point for your Marriott International research is our analysis highlighting 1 key reward and 1 important warning sign that could impact your investment decision.

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This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.

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