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 2026-07-18.
Marriott International, Inc. · Consumer Cyclical
$396.20
-13.1% upside to fair value
Grade D
VS
ServiceNow, Inc. · Technology
$103.24
+45.0% upside to fair value
Grade B
High Quality
QuantHub Verdict
NOW has more upside to fair value
(+45.0%).
MAR trades at a lower forward P/E
(41.6x).
These are model outputs — not personalized investment advice.
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Valuation & Fundamentals
| Metric |
MAR |
NOW |
| Current Price |
$396.20 |
$103.24 |
| Fair Value Estimate |
$344.12 |
$149.70 |
| Upside to Fair Value |
-13.1%
|
+45.0%
|
| Market Cap |
$104.5B |
$106.5B |
| Forward P/E |
41.6x
|
61.1x
|
| EV / EBITDA |
25.5x
|
32.9x
|
| Price / Sales |
3.9x
|
7.6x
|
| Price / FCF |
33.5x
|
23.0x
|
| Revenue Growth YoY |
+6.2%
|
+22.1%
|
| Gross Margin |
21.4%
|
76.6%
|
| Operating Margin |
16.0%
|
13.4%
|
| Return on Equity |
-74.1%
|
15.0%
|
| Dividend Yield |
0% |
0% |
| FCF Yield |
2.98%
|
4.35%
|
| Analyst Consensus |
Hold
|
Strong Buy
|
Investment Thesis
Marriott International operates as a leading global fee-based, asset-light hotel franchisor and manager with a strong brand portfolio and a durable competitive moat driven by its global scale and loyalty program. The company benefits from high-margin recurring fee revenue, which supports stable cash flow and robust capital returns exceeding $4 billion annually. Despite solid revenue growth of 6.2…
ServiceNow, Inc. operates in the technology sector specializing in software applications, delivering high-quality enterprise cloud solutions with a durable competitive moat evidenced by a 15% return on equity and strong gross margins of 76.6%. The company is currently in an investing growth phase with 22.1% revenue growth in the most recent quarter, although earnings growth is modest at 2.0%. Des…
Accumulation Zones
| Metric |
MAR |
NOW |
| Zone Low |
$258.09 |
$112.27 |
| Zone High |
$292.50 |
$127.24 |
| In Buy Zone? |
No
|
Yes
|