MAR vs NOW: Which Is the Better Buy?
Side-by-side comparison of Marriott International, Inc. and ServiceNow, Inc. — fair value, conviction, valuation metrics, and QuantHub research signals.
Updated 2026-09-17.
Marriott International, Inc. · Consumer Cyclical
$334.97
+20.6% upside to fair value
Med Conviction
Grade C
VS
ServiceNow, Inc. · Technology
$139.82
+16.2% upside to fair value
Med Conviction
Grade A-
High Quality
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 |
MAR |
NOW |
| Current Price |
$334.97 |
$139.82 |
| Fair Value Estimate |
$403.81 |
$162.50 |
| Upside to Fair Value |
+20.6%
|
+16.2%
|
| Market Cap |
$87.3B |
$144.6B |
| Forward P/E |
—
|
—
|
| EV / EBITDA |
22.2x
|
43.1x
|
| Price / Sales |
3.2x
|
9.8x
|
| Price / FCF |
28.7x
|
31.5x
|
| Revenue Growth YoY |
+4.8%
|
+24.0%
|
| Gross Margin |
20.2%
|
74.8%
|
| Operating Margin |
15.8%
|
11.4%
|
| Return on Equity |
-66.7%
|
13.8%
|
| Dividend Yield |
0.84% |
0% |
| FCF Yield |
3.48%
|
3.17%
|
| Analyst Consensus |
Hold
|
Strong Buy
|
Investment Thesis
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…
ServiceNow provides a cloud-based enterprise workflow platform spanning IT service management, operations, employee workflows, CRM, AI orchestration and security. Business quality is high because its common data model, deeply embedded workflows and cross-department deployments create meaningful switching costs, while roughly 90% of the Fortune 500 use the platform and more than 85 billion workflo…
Accumulation Zones
| Metric |
MAR |
NOW |
| Zone Low |
$302.86 |
$121.88 |
| Zone High |
$343.24 |
$138.12 |
| In Buy Zone? |
Yes
|
No
|