MAR vs APO Comparison

Marriott operates 1.8 million rooms across roughly 30 brands. At the end of 2025, luxury represented roughly 10% of total rooms, premium was 42%, select service was 46%, and midscale was 2%. Marriott, Courtyard, and Sheraton are the largest brands, while Autograph, Tribute, Moxy, Aloft, and Element are newer lifestyle brands. Managed and franchised represented 99% of total rooms as of Dec. 31, 2025. North America makes up 61% of total rooms. Managed, franchise, and incentive fees represent the vast majority of revenue and profitability for the company.

Apollo is one of the world's largest alternative asset managers, with $1.047 trillion in total assets under management, or AUM, including $858.0 billion in fee-earning assets, at the end of June 2026. The company has two core operating segments: asset management and retirement services. Apollo operates with scale in most of its major asset management endeavors—private equity (with an estimated $137.2 billion in total AUM and $76.3 billion in fee-earning AUM), real estate/real assets ($60.8 billion/$27.6 billion), and credit ($849.3 billion/$754.1 billion). Apollo has a distribution profile that is likely not too far off from the industry averages—with 84% of its assets held by institutional investors and 16% by high-net-worth clients.