Marriott Stock Looks Good As Hotel Business Improves In 2026

BMO Capital has upgraded Marriott International stock from Market Perform to Outperform. It also raised its price target from $285 to $370, showing strong confidence in the company’s future. Marriott shares are currently trading around $325, close to their one-year high.

BMO believes the hotel industry will perform better in 2026, and Marriott is in a strong position because of its large number of premium and luxury hotels. The company is already doing well, with its stock rising nearly 20% in the past year.

One major reason for the upgrade is the renewal of Marriott’s credit card partnerships, which could increase earnings. BMO also praised Marriott’s asset-light business model, meaning it earns money mainly through fees and royalties rather than owning properties. This keeps costs low and supports steady growth.

Marriott is also known for generating strong cash flow and buying back over $3 billion worth of shares every year, which helps boost shareholder value. BMO expects this to lead to steady long-term growth in profits and earnings.

Other big banks are also positive on Marriott:

• Goldman Sachs upgraded the stock to Buy, citing strong luxury and international travel demand

• Bernstein raised its price target to $369

• Wells Fargo started coverage with an Overweight rating and a $329 target

Marriott is also expanding its branded residential properties, especially in Europe, the Middle East, and Africa, where it has seen strong growth. The company now operates in 18 countries, with many more projects coming soon.

Overall, analysts believe Marriott is well-prepared to benefit from rising travel demand and a stronger hotel market in 2026.