GOOG vs MAR: Which Is the Better Buy?
Side-by-side comparison of Alphabet Inc. and Marriott International, Inc. — fair value, conviction, valuation metrics, and QuantHub research signals.
Updated 2026-09-24.
Alphabet Inc. · Communication Services
$334.98
+15.8% upside to fair value
Med Conviction
Grade B
High Quality
VS
Marriott International, Inc. · Consumer Cyclical
$334.97
+20.6% upside to fair value
Med Conviction
Grade C
QuantHub Verdict
MAR has more upside to fair value
(+20.6%).
These are model outputs — not personalized investment advice.
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Valuation & Fundamentals
| Metric |
GOOG |
MAR |
| Current Price |
$334.98 |
$334.97 |
| Fair Value Estimate |
$387.82 |
$403.81 |
| Upside to Fair Value |
+15.8%
|
+20.6%
|
| Market Cap |
$4,065.3B |
$87.3B |
| Forward P/E |
—
|
—
|
| EV / EBITDA |
12.7x
|
22.2x
|
| Price / Sales |
9.1x
|
3.2x
|
| Price / FCF |
76.4x
|
28.7x
|
| Revenue Growth YoY |
+24.2%
|
+4.8%
|
| Gross Margin |
60.9%
|
20.2%
|
| Operating Margin |
33.1%
|
15.8%
|
| Return on Equity |
50.8%
|
-66.7%
|
| Dividend Yield |
0.26% |
0.84% |
| FCF Yield |
1.31%
|
3.48%
|
| Analyst Consensus |
Strong Buy
|
Hold
|
Investment Thesis
Alphabet Inc. is the parent of Google Services, Google Cloud, and Other Bets, monetizing Search, YouTube, Android, Chrome, Google Play, Workspace, and enterprise cloud and AI infrastructure across the globe with roughly 190,820 full-time employees. The business quality is high: trailing-twelve-month gross margin is 60.9%, operating margin is 33.1%, net margin is 54.8%, and return on equity is 50.…
Marriott International is a global asset-light hotel franchisor and manager whose 10,082-property, 1.814 million-room system, 629,000-room development pipeline, broad brands, and more than 295 million Bonvoy members support durable fee-led economics. Business quality is tempered by cyclicality, competitive owner incentives, and $16.915 billion of debt, while reported ROE is negative 66.7%. In the…
Accumulation Zones
| Metric |
GOOG |
MAR |
| Zone Low |
$290.87 |
$302.86 |
| Zone High |
$329.65 |
$343.24 |
| In Buy Zone? |
No
|
Yes
|