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    Will Midscale City Express Deals and a Panama Surf Resort Shift Marriott International's (MAR) Narrative?

    Simply Wall St·12/25/2025 09:28:31
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    • In December 2025, Marriott International reported that it had reached 100 signed agreements for City Express by Marriott properties across the U.S. and Canada, while Trinity Hills Valley, S.A. announced a franchise deal to bring a Tribute Portfolio hotel and residences to a new surf lagoon-anchored resort in Panama.
    • Together, these moves highlight Marriott’s push into midscale and experiential offerings to attract value-focused guests and expand its global footprint.
    • We’ll now examine how the City Express midscale expansion and Panama resort partnership influence Marriott’s broader investment narrative and outlook.

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    Marriott International Investment Narrative Recap

    To own Marriott, you generally need to believe its global, asset-light model and broad brand portfolio can keep driving fee-based growth, even as travel patterns shift. The City Express by Marriott signings and the Panama Tribute Portfolio resort strengthen the midscale and experiential pipeline, but they do not materially change the near term focus on RevPAR resilience and the ongoing risk that heavy technology and labor costs could pressure margins.

    Among recent announcements, the City Express by Marriott milestone is most closely tied to the current news. Reaching 100 signed agreements in the U.S. and Canada aligns with Marriott’s push into midscale and conversion-friendly deals, which supports its rooms growth catalyst but also highlights the risk that any slowdown or reduced profitability in conversion activity could weigh on long term unit expansion.

    Yet while Marriott’s midscale expansion can support rooms growth, investors should still be aware of the risk that its dependence on conversions...

    Read the full narrative on Marriott International (it's free!)

    Marriott International’s narrative projects $29.5 billion revenue and $3.6 billion earnings by 2028. This requires 63.3% yearly revenue growth and an earnings increase of about $1.1 billion from $2.5 billion.

    Uncover how Marriott International's forecasts yield a $292.12 fair value, a 7% downside to its current price.

    Exploring Other Perspectives

    MAR 1-Year Stock Price Chart
    MAR 1-Year Stock Price Chart

    Five fair value estimates from the Simply Wall St Community span roughly US$205 to US$292 per share, underscoring how far opinions can differ. Some focus on midscale and experiential growth as a key driver, so it can be useful to weigh that against concerns about conversion dependent room growth and what that might mean for Marriott’s future earnings power.

    Explore 5 other fair value estimates on Marriott International - why the stock might be worth 35% less than the current price!

    Build Your Own Marriott International Narrative

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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.