Marriott International advertising spend, FY2025
Marriott International (MAR) reported $999M of advertising expense for the fiscal year ended Dec 31, 2025. That is 3.8% of revenue of $26.2B. Up 0.6% from FY2024.
Key facts
- Ad spend is 3.6x its FY2020 level ($276M), faster than revenue (2.5x).
- FY2025 is the highest year on file, going back to FY2016.
- Largest increase +70.3% in FY2021; largest cut -67.6% in FY2020.
- Ad spend has risen 5 years in a row.
- Ad spend is 3.8% of revenue, up from 2.6% in FY2020.
- Marriott International spends more on advertising than 80% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 5.2%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2025 | Dec 31, 2025 | $999M | +0.6% | $26.2B | 3.8% | AdvertisingExpense | 10-K Feb 10, 2026 |
| FY2024 | Dec 31, 2024 | $993M | +25.1% | $25.1B | 4.0% | AdvertisingExpense | 10-K Feb 10, 2026 |
| FY2023 | Dec 31, 2023 | $794M | +25.0% | $23.7B | 3.3% | AdvertisingExpense | 10-K Feb 10, 2026 |
| FY2022 | Dec 31, 2022 | $635M | +35.1% | $20.8B | 3.1% | AdvertisingExpense | 10-K Feb 11, 2025 |
| FY2021 | Dec 31, 2021 | $470M | +70.3% | $13.9B | 3.4% | AdvertisingExpense | 10-K Feb 13, 2024 |
| FY2020 | Dec 31, 2020 | $276M | -67.6% | $10.6B | 2.6% | AdvertisingExpense | 10-K Feb 14, 2023 |
| FY2019 | Dec 31, 2019 | $851M | +28.9% | $21B | 4.1% | AdvertisingExpense | 10-K Feb 15, 2022 |
| FY2018 | Dec 31, 2018 | $660M | +17.4% | $20.8B | 3.2% | AdvertisingExpense | 10-K Feb 18, 2021 |
| FY2017 | Dec 31, 2017 | $562M | +37.4% | $20.5B | 2.7% | AdvertisingExpense | 10-K Feb 27, 2020 |
| FY2016 | Dec 31, 2016 | $409M | n/a | $15.4B | 2.7% | AdvertisingExpense | 10-K Mar 1, 2019 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Compared with similar spenders
The 6 companies closest to Marriott International in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 64 | Kimberly-Clark | $1B | 6.2% | -9.1% | FY2025 |
| 65 | Macy's | $1B | 4.4% | -9.2% | FY2026 |
| 66 | Gilead Sciences | $1B | 3.4% | +15.1% | FY2025 |
| 67 | Marriott International | $999M | 3.8% | +0.6% | FY2025 |
| 68 | Lowe's | $978M | 1.1% | +6.2% | FY2026 |
| 69 | Carnival | $972M | 3.7% | +5.1% | FY2025 |
| 70 | CVS Health | $970M | 0.2% | -1.9% | FY2025 |
Full ranking of 336 companies · Biggest increases #235 · Up 5+ years in a row #45
Questions
How much does Marriott International spend on advertising?
Marriott International spent $999M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 10, 2026.
What percentage of revenue does Marriott International spend on advertising?
3.8% of revenue in fiscal 2025 ($999M of $26.2B). The median across the 336 companies tracked is 5.2%.
Is Marriott International spending more on advertising?
Yes. Ad spend rose 0.6% in fiscal 2025 from fiscal 2024. It has risen 5 years in a row.
How does Marriott International rank by advertising spend?
#67 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Marriott International's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 10-K for FY2025, filed Feb 10, 2026
- Accession number
0001048286-26-000007- Company
- MARRIOTT INTERNATIONAL INC /MD/, CIK 1048286, SIC 7011 (Hotels & Motels)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Marriott International advertising spend, FY2016-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 10, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/marriott-international/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies