$MAR

Hilton and Marriott are introducing programs to reward franchise hotels with fee discounts for high guest satisfaction scores. Hilton's RISE program and Marriott's Intent to Recommend (ITR) incentive offer up to 50 basis points of gross room revenue in fee reimbursements for top-performing hotels. This move aims to incentivize better guest service and potentially boost revenue.

Morgan Stanley maintained an Overweight rating for Marriott International (MAR) and raised its price target to $403.00 from $384.00. The stock is currently trading at $398.58, which is 26.1% above its GF Value™ of $316.13, indicating overvaluation. Marriott has a GF Score™ of 86/100, showing strong performance in profitability and growth, but concerns about financial strength and significant insider selling.

Wall Street is trading the rise of AI agents by buying hotel stocks like Marriott (up 1.7% to $404) and Hilton (up 9.7% in 2 months) and selling online travel agencies like Booking (down 25.1%) and Expedia (down 12.6%). The strategy is based on AI agents potentially booking rooms directly from hotel websites, reducing the need for middlemen. Citrini Research identified this trend and recommended four hotel companies, all of which have gained at least 13% since the report.

Marriott International has partnered with Coca-Cola as its global beverage supplier, replacing PepsiCo after 34 years. Coca-Cola will provide various beverages across Marriott's 10,000 properties. Marriott's data shows Coca-Cola is preferred by 70% of its guests. The transition timeline is not yet announced.

Truist reiterated a Hold rating on Marriott (MAR) with a $360 price target, citing AI use for customer experience and productivity. The stock is up 49% over the past year. Truist notes Marriott's technology overhaul and GenAI potential. Marriott issued $1.25 billion in new notes. UBS reiterated a Neutral rating, citing increased gross fee revenue guidance.

JPMorgan raised its price target for Marriott International to $406 from $388. The stock is currently trading at $398.80, up 0.38% on the day and 6.95% over the past year. The adjustment is based on various composite ratings including valuation, EPS revisions, and visibility.

Wells Fargo maintained an Overweight rating for Marriott International (MAR) and raised its price target to $426. The stock is currently trading at $390.58, which is 23.7% above its GF Value™ of $315.84. Marriott has a GF Score™ of 86/100, indicating strong performance in growth and profitability, but lower financial strength. Insiders have sold $3.7 million in shares over the past three months.

Marriott International has agreed with FICO Corporation to add seven hotels in Thailand, expanding brands like JW Marriott and introducing citizenM, Four Points Flex by Sheraton, and Series by Marriott. The deal will add 1,262 rooms across Bangkok, Pattaya, and Phuket. Marriott aims to cater to evolving traveler preferences and holistic wellbeing. This builds on their existing partnership, bringing their joint portfolio to 11 hotels across 8 brands in Thailand.

Marriott International (MAR) opened its first JW Marriott all-inclusive resort in Costa Rica. The company's stock has seen significant gains, with a 40.85% 1-year total shareholder return and 153.04% over 5 years. Analysts debate its valuation, with some seeing it as 2% undervalued at $380.80, while others note its high P/E ratio of 37.5x, above sector and peer averages.

Goldman Sachs raised its price target for Marriott International from $400 to $406. The stock is currently trading at $371.82, up 4.3% year-to-date. The adjustment is based on a weighted average of ratings including valuation and EPS revisions.