CHH
Choice Hotels International, Inc.
Travel Lodging
Market Cap$4.81B
5Y Perf.+30.1%
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Stock Comparison
CHH vs MAR
Revenue, margins, valuation, and 5-year total return — side by side.
MAR
Marriott International, Inc.
Travel Lodging
Market Cap$95.15B
5Y Perf.+305.7%
CHH vs MAR — Key Financials
Market cap, revenue, margins, and valuation side-by-side.
| Company Snapshot | CHH | MAR |
|---|---|---|
| Industry | Travel Lodging | Travel Lodging |
| Market Cap | $4.81B | $95.15B |
| Revenue (TTM) | $1.60B | $21.73B |
| Net Income (TTM) | $346M | $2.58B |
| Gross Margin | 44.5% | 6.0% |
| Operating Margin | 27.0% | 19.6% |
| Forward P/E | 14.8x | 31.0x |
| Total Debt | $2.13B | $17.08B |
| Cash & Equiv. | $45M | $358M |
CHH vs MAR — Long-Term Stock Performance
Price return indexed to 100 at period start. Dividends excluded.
CHH
MAR
| Stock | May 20 | May 26 | Return |
|---|---|---|---|
| Choice Hotels Inter… (CHH) | 100 | 130.1 | +30.1% |
| Marriott Internatio… (MAR) | 100 | 405.7 | +305.7% |
Price return only. Dividends and distributions are not included.
Quick Verdict: CHH vs MAR
Each card shows where this stock fits in a portfolio — not just who wins on paper.
Bottom line: CHH leads in 5 of 7 categories, making it the strongest pick for valuation and capital efficiency and profitability and margin quality. Marriott International, Inc. is the stronger pick specifically for growth and revenue expansion and recent price momentum and sentiment. As sector peers, any of these can serve as alternatives in the same allocation.
CHH
Choice Hotels International, Inc.
The Income Pick
CHH carries the broadest edge in this set and is the clearest fit for income & stability and sleep-well-at-night.
- Dividend streak 0 yrs, beta 0.62, yield 1.1%
- Lower volatility, beta 0.62, current ratio 0.87x
- Beta 0.62, yield 1.1%, current ratio 0.87x
Best for: income & stability and sleep-well-at-night
MAR
Marriott International, Inc.
The Growth Play
MAR is the clearest fit if your priority is growth exposure and long-term compounding.
- Rev growth 4.3%, EPS growth 13.9%, 3Y rev CAGR 8.0%
- 440.0% 10Y total return vs CHH's 137.1%
- 4.3% revenue growth vs CHH's 0.8%
Best for: growth exposure and long-term compounding
See the full category breakdown
| Category | Winner | Why |
|---|---|---|
| Growth | MAR | 4.3% revenue growth vs CHH's 0.8% |
| Value | CHH | Lower P/E (14.8x vs 31.0x) |
| Quality / Margins | CHH | 21.5% margin vs MAR's 11.9% |
| Stability / Safety | CHH | Beta 0.62 vs MAR's 1.09 |
| Dividends | CHH | 1.1% yield, vs MAR's 0.7% |
| Momentum (1Y) | MAR | +43.6% vs CHH's -15.3% |
| Efficiency (ROA) | CHH | 12.1% ROA vs MAR's 10.5%, ROIC 16.7% vs 25.0% |
CHH vs MAR — Revenue Breakdown by Segment
How each company's revenue is distributed across its business units
FY 2025
FY 2025
CHH vs MAR — Financial Metrics
Side-by-side numbers across 2 stocks — who leads on profitability, valuation, growth, and risk.
BEST OVERALLCHHLAGGINGMAR
MARMarriott Internationa…
2leads
CHHChoice Hotels Interna…
2leads
6 Total Categories
CATEGORYLEADERvs MARMETRICS WON
Income & Cash FlowRevenue, margins, and cash flow strength
CHH5/6
Valuation MetricsMultiples, price ratios, and targets
CHH4/5
Profitability & EfficiencyROE, ROIC, leverage, and quality scores
MAR4/7
Total Returns1Y, 3Y, 5Y total returns with dividends
MAR6/6
Risk & VolatilityBeta, volatility, and downside exposure
Tied
—
Analyst OutlookRatings, price targets, and dividends
Tied
—
Income & Cash Flow (Last 12 Months)
CHH leads this category, winning 5 of 6 comparable metrics.
Income & Cash Flow (Last 12 Months)
MAR is the larger business by revenue, generating $21.7B annually — 13.5x CHH's $1.6B. CHH is the more profitable business, keeping 21.5% of every revenue dollar as net income compared to MAR's 11.9%. On growth, CHH holds the edge at +2.3% YoY revenue growth, suggesting stronger near-term business momentum.
| Metric | CHHChoice Hotels Int… | MARMarriott Internat… |
|---|---|---|
| RevenueTrailing 12 months | $1.6B | $21.7B |
| EBITDAEarnings before interest/tax | $533M | $4.6B |
| Net IncomeAfter-tax profit | $346M | $2.6B |
| Free Cash FlowCash after capex | $263M | $3.2B |
| Gross MarginGross profit ÷ Revenue | +44.5% | +6.0% |
| Operating MarginEBIT ÷ Revenue | +27.0% | +19.6% |
| Net MarginNet income ÷ Revenue | +21.5% | +11.9% |
| FCF MarginFCF ÷ Revenue | +16.4% | +14.9% |
| Rev. Growth (YoY)Latest quarter vs prior year | +2.3% | -71.1% |
| EPS Growth (YoY)Latest quarter vs prior year | -53.2% | +110.6% |
CHH leads this category, winning 5 of 6 comparable metrics.
Valuation Metrics
CHH leads this category, winning 4 of 5 comparable metrics.
Valuation Metrics
At 13.3x trailing earnings, CHH trades at a 65% valuation discount to MAR's 37.8x P/E. On an enterprise value basis, CHH's 12.2x EV/EBITDA is more attractive than MAR's 25.2x.
| Metric | CHHChoice Hotels Int… | MARMarriott Internat… |
|---|---|---|
| Market CapShares × price | $4.8B | $95.1B |
| Enterprise ValueMkt cap + debt − cash | $6.9B | $111.9B |
| Trailing P/EPrice ÷ TTM EPS | 13.31x | 37.84x |
| Forward P/EPrice ÷ next-FY EPS est. | 14.79x | 31.00x |
| PEG RatioP/E ÷ EPS growth rate | 0.31x | — |
| EV / EBITDAEnterprise value multiple | 12.22x | 25.20x |
| Price / SalesMarket cap ÷ Revenue | 3.01x | 3.63x |
| Price / BookPrice ÷ Book value/share | 27.03x | — |
| Price / FCFMarket cap ÷ FCF | 38.61x | 36.48x |
CHH leads this category, winning 4 of 5 comparable metrics.
Profitability & Efficiency
MAR leads this category, winning 4 of 7 comparable metrics.
Profitability & Efficiency
On the Piotroski fundamental quality scale (0–9), MAR scores 7/9 vs CHH's 6/9, reflecting strong financial health.
| Metric | CHHChoice Hotels Int… | MARMarriott Internat… |
|---|---|---|
| ROE (TTM)Return on equity | +3.1% | — |
| ROA (TTM)Return on assets | +12.1% | +10.5% |
| ROICReturn on invested capital | +16.7% | +25.0% |
| ROCEReturn on capital employed | +20.1% | +22.6% |
| Piotroski ScoreFundamental quality 0–9 | 6 | 7 |
| Debt / EquityFinancial leverage | 11.76x | — |
| Net DebtTotal debt minus cash | $2.1B | $16.7B |
| Cash & Equiv.Liquid assets | $45M | $358M |
| Total DebtShort + long-term debt | $2.1B | $17.1B |
| Interest CoverageEBIT ÷ Interest expense | 5.55x | 8.06x |
MAR leads this category, winning 4 of 7 comparable metrics.
Total Returns (Dividends Reinvested)
MAR leads this category, winning 6 of 6 comparable metrics.
Total Returns (Dividends Reinvested)
A $10,000 investment in MAR five years ago would be worth $25,790 today (with dividends reinvested), compared to $9,973 for CHH. Over the past 12 months, MAR leads with a +43.6% total return vs CHH's -15.3%. The 3-year compound annual growth rate (CAGR) favors MAR at 27.2% vs CHH's -5.8% — a key indicator of consistent wealth creation.
| Metric | CHHChoice Hotels Int… | MARMarriott Internat… |
|---|---|---|
| YTD ReturnYear-to-date | +10.0% | +14.8% |
| 1-Year ReturnPast 12 months | -15.3% | +43.6% |
| 3-Year ReturnCumulative with dividends | -16.3% | +105.9% |
| 5-Year ReturnCumulative with dividends | -0.3% | +157.9% |
| 10-Year ReturnCumulative with dividends | +137.1% | +440.0% |
| CAGR (3Y)Annualised 3-year return | -5.8% | +27.2% |
MAR leads this category, winning 6 of 6 comparable metrics.
Risk & Volatility
Evenly matched — CHH and MAR each lead in 1 of 2 comparable metrics.
Risk & Volatility
CHH is the less volatile stock with a 0.62 beta — it tends to amplify market swings less than MAR's 1.09 beta. A beta below 1.0 means the stock typically moves less than the S&P 500. MAR currently trades 94.5% from its 52-week high vs CHH's 77.1% drawdown — a narrower gap to the peak suggests stronger recent price momentum.
| Metric | CHHChoice Hotels Int… | MARMarriott Internat… |
|---|---|---|
| Beta (5Y)Sensitivity to S&P 500 | 0.62x | 1.09x |
| 52-Week HighHighest price in past year | $136.45 | $380.00 |
| 52-Week LowLowest price in past year | $84.04 | $250.01 |
| % of 52W HighCurrent price vs 52-week peak | +77.1% | +94.5% |
| RSI (14)Momentum oscillator 0–100 | 40.9 | 50.8 |
| Avg Volume (50D)Average daily shares traded | 601K | 1.5M |
Evenly matched — CHH and MAR each lead in 1 of 2 comparable metrics.
Analyst Outlook
Evenly matched — CHH and MAR each lead in 1 of 2 comparable metrics.
Analyst Outlook
Wall Street rates CHH as "Hold" and MAR as "Hold". Consensus price targets imply 4.0% upside for CHH (target: $109) vs 3.7% for MAR (target: $373). For income investors, CHH offers the higher dividend yield at 1.09% vs MAR's 0.74%.
| Metric | CHHChoice Hotels Int… | MARMarriott Internat… |
|---|---|---|
| Analyst RatingConsensus buy/hold/sell | Hold | Hold |
| Price TargetConsensus 12-month target | $109.38 | $372.50 |
| # AnalystsCovering analysts | 28 | 52 |
| Dividend YieldAnnual dividend ÷ price | +1.1% | +0.7% |
| Dividend StreakConsecutive years of raises | 0 | 4 |
| Dividend / ShareAnnual DPS | $1.15 | $2.67 |
| Buyback YieldShare repurchases ÷ mkt cap | +2.9% | +3.5% |
Evenly matched — CHH and MAR each lead in 1 of 2 comparable metrics.
Key Takeaway
CHH leads in 2 of 6 categories (Income & Cash Flow, Valuation Metrics). MAR leads in 2 (Profitability & Efficiency, Total Returns). 2 tied.
Best OverallChoice Hotels International… (CHH)Leads 2 of 6 categories
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CHH vs MAR: Frequently Asked Questions
10 questions · data-driven answers · updated daily
01Is CHH or MAR a better buy right now?
For growth investors, Marriott International, Inc.
(MAR) is the stronger pick with 4. 3% revenue growth year-over-year, versus 0. 8% for Choice Hotels International, Inc. (CHH). Choice Hotels International, Inc. (CHH) offers the better valuation at 13. 3x trailing P/E (14. 8x forward), making it the more compelling value choice. Analysts rate Choice Hotels International, Inc. (CHH) a "Hold" — based on 28 analyst ratings — the highest consensus in this comparison. The "better buy" depends entirely on your goals: growth investors should weight revenue trajectory, value investors should weight P/E and PEG, and income investors should weight dividend yield and streak.
02Which has the better valuation — CHH or MAR?
On trailing P/E, Choice Hotels International, Inc.
(CHH) is the cheapest at 13. 3x versus Marriott International, Inc. at 37. 8x. On forward P/E, Choice Hotels International, Inc. is actually cheaper at 14. 8x.
03Which is the better long-term investment — CHH or MAR?
Over the past 5 years, Marriott International, Inc.
(MAR) delivered a total return of +157. 9%, compared to -0. 3% for Choice Hotels International, Inc. (CHH). Over 10 years, the gap is even starker: MAR returned +440. 0% versus CHH's +137. 1%. Past returns do not guarantee future results, and the stock with the higher historical return may already have its best growth priced in.
04Which is safer — CHH or MAR?
By beta (market sensitivity over 5 years), Choice Hotels International, Inc.
(CHH) is the lower-risk stock at 0. 62β versus Marriott International, Inc. 's 1. 09β — meaning MAR is approximately 75% more volatile than CHH relative to the S&P 500.
05Which is growing faster — CHH or MAR?
By revenue growth (latest reported year), Marriott International, Inc.
(MAR) is pulling ahead at 4. 3% versus 0. 8% for Choice Hotels International, Inc. (CHH). On earnings-per-share growth, the picture is similar: Choice Hotels International, Inc. grew EPS 27. 4% year-over-year, compared to 13. 9% for Marriott International, Inc.. Over a 3-year CAGR, MAR leads at 8. 0% annualised revenue growth. Higher growth typically commands a higher valuation multiple — check whether the premium P/E or P/S is justified by the growth rate using the PEG ratio.
06Which has better profit margins — CHH or MAR?
Choice Hotels International, Inc.
(CHH) is the more profitable company, earning 23. 2% net margin versus 9. 9% for Marriott International, Inc. — meaning it keeps 23. 2% of every revenue dollar as bottom-line profit. Operating margin tells a similar story: CHH leads at 28. 4% versus 15. 8% for MAR. At the gross margin level — before operating expenses — CHH leads at 40. 9%, reflecting greater pricing power or product mix advantage. Stronger margins indicate durable pricing power, lower cost of revenue, or higher mix of software/services. They are one of the clearest signs of business quality.
07Is CHH or MAR more undervalued right now?
On forward earnings alone, Choice Hotels International, Inc.
(CHH) trades at 14. 8x forward P/E versus 31. 0x for Marriott International, Inc. — 16. 2x cheaper on a one-year earnings basis. Analyst consensus price targets imply the most upside for CHH: 4. 0% to $109. 38.
08Which pays a better dividend — CHH or MAR?
All stocks in this comparison pay dividends.
Choice Hotels International, Inc. (CHH) offers the highest yield at 1. 1%, versus 0. 7% for Marriott International, Inc. (MAR).
09Is CHH or MAR better for a retirement portfolio?
For long-horizon retirement investors, Choice Hotels International, Inc.
(CHH) is the stronger choice — it scores higher on the combination of lower volatility, dividend reliability, and long-term compounding (low volatility (β 0. 62), 1. 1% yield, +137. 1% 10Y return). Both have compounded well over 10 years (CHH: +137. 1%, MAR: +440. 0%), confirming both are viable long-term holds — but the lower-volatility option typically results in less emotional selling during corrections. Retirement portfolios generally favour predictability over maximum returns. Consult a financial advisor before making allocation decisions.
10What are the main differences between CHH and MAR?
Both stocks operate in the Consumer Cyclical sector, making this a peer-level intra-sector comparison — the same macro tailwinds and headwinds will affect both.
In terms of investment character: CHH is a small-cap deep-value stock; MAR is a mid-cap quality compounder stock. These fundamental differences mean investors should not choose between them on a single metric — the "better stock" depends entirely on which of these characteristics aligns with your investment strategy.
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Revenue Growth>
%
(CHH: 2.3% · MAR: -71.1%)Net Margin>
%
(CHH: 21.5% · MAR: 11.9%)P/E Ratio<
x
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