Marriott Outspends Rivals on TV, But Airbnb Owns the World Cup

Marriott outspent every hotel company on U.S. national TV ads in the first half of 2026, committing more than $40 million across its brand portfolio. Yet for the World Cup, it was Airbnb that gained more impressions.

Marriott's overall TV ad spending in the first half was $35.5 million on Marriott Bonvoy and masterbrand advertising, more than any other hotel group spent, according to estimates pulled exclusively for Skift by iSpot.tv.

Adding Marriott sub-brands, portfolio-wide spending topped $40 million, or about 45% of the $77.5 million hotel brands spent on national TV. Fairfield Inn & Suites led the sub-brands at $3.3 million, followed by Courtyard at