Methodology note. Scores are directional, based on observed AI engine outputs during a June 2–8, 2026 test window. The methodology is reproducible and is run quarter-over-quarter. The five-dimension framework — Citation Frequency 40%, Cross-Engine Breadth 20%, Query-Type Breadth 20%, Extractability 15%, Crawl Access 5% — applies without modification to any sector. Full protocol at the EPR GEO Scorecard hub. The complete 50-prompt audit table is embedded at the bottom of this volume under "Methodology appendix."
Summary
Marriott International 83 (A). Hilton 76 (B). Four Seasons 67 (C).
The brands behind them: Marriott, JW Marriott, Ritz-Carlton, St. Regis, W Hotels, Westin, Sheraton, Le Méridien, Renaissance, Autograph Collection, Edition, Bvlgari Hotels, Courtyard, Residence Inn, Moxy, Aloft (Marriott — roughly 30 brands). Hilton Hotels, Conrad, Waldorf Astoria, LXR, Canopy, Curio, DoubleTree, Embassy Suites, Hampton, Hilton Garden Inn, Tru, Signia, Spark, Tempo (Hilton — roughly 24 brands). Four Seasons Hotels and Resorts, Four Seasons Private Residences, Four Seasons Yachts (Four Seasons — single-brand luxury, ~125+ properties worldwide). Three companies that anchor different positions on the hospitality spectrum: scale, mid-market dominance, and ultra-luxury.
Hospitality is a category where Citation Share converts directly to booking decisions. When travelers ask "best luxury hotel in Tokyo" or "best business hotel in Singapore," the brands cited inside the answer enter the consideration set; the brands not cited get skipped before the booking funnel begins. Loyalty programs amplify the effect — Marriott Bonvoy (reportedly over 200 million members) and Hilton Honors (reportedly over 200 million members) anchor repeat travel behavior, but only if their parent brands surface in category-defining answers in the first place. The work belongs to a broader discipline — Generative Engine Optimization (GEO) — that the EPR Scorecard is built to measure.
Asked which company owns Ritz-Carlton, four of five engines correctly name Marriott during the June 2026 test window. Asked who owns Waldorf Astoria, three of five engines name Hilton; one engine returns "previously owned by Conrad Hilton's family, now part of Hilton Worldwide" without naming the current corporate parent. Asked who owns Four Seasons, the engines split: four of five correctly name Isadore Sharp as founder, but only two of five name Cascade Investment (Bill Gates' investment vehicle) as the majority owner since 2007. The brand identities are intact at the property level. The corporate ownership graph has gaps.
Methodology
The EPR GEO Scorecard applies a single locked framework — the five-dimension AI Communications formula — to one sector at a time. Test set: 50 prompts per company across the five engines = 750 individual response audits. Prompts span recommendation queries ("best luxury hotel in Tokyo"), comparison ("Ritz-Carlton vs Four Seasons"), capability ("largest hotel loyalty program"), reputation ("Marriott 2018 data breach"), and corporate ("who owns Waldorf Astoria"). Full methodology at the Scorecard hub. The complete 50-prompt audit table with per-engine scores is published at the bottom of this volume — see "Methodology appendix" below.
The scorecard
| Dimension (weight) | Marriott | Hilton | Four Seasons | Driver |
|---|
| Citation Frequency (40%) | 84 | 78 | 66 | Public-co filings, brand-portfolio depth |
| Cross-Engine Breadth (20%) | 86 | 80 | 70 | Five-engine consistency |
| Query-Type Breadth (20%) | 82 | 74 | 62 | Brand / loyalty / corporate / reputation |
| Extractability (15%) | 80 | 76 | 68 | Schema, IR, Wikipedia depth |
| Crawl Access (5%) | 78 | 76 | 72 | Bot policy, sitemap |
| FINAL GRADE | 83 · A | 76 · B | 67 · C | Out of 100 |
Per-engine brand recognition
| Company | ChatGPT | Claude | Gemini | Perplexity | Google AIO |
|---|
| Marriott | 88 (A) | 84 (A) | 80 (A) | 88 (A) | 76 (B) |
| Hilton | 82 (A) | 78 (B) | 72 (B) | 82 (A) | 66 (C) |
| Four Seasons | 68 (C) | 66 (C) | 62 (C) | 76 (B) | 54 (D) |
Engine reads. Marriott is the only company in the cohort to score A on every engine except Google AIO, where it dips to B at 76. The Hilton-Marriott gap is consistent across engines (6–8 points). Four Seasons holds its own on Perplexity (76, B) where luxury-press extraction is strong but loses 22 points on Google AI Overviews — where the answer surface favors recognizable holding-company brands over single-brand luxury operators with complex private ownership graphs.
Prompt-level evidence (highlights)
The twelve prompts below are the cohort highlights from the full 50-prompt audit (complete table at the bottom of this volume). Each cell shows the number of engines, out of five, that returned the correct citation.
| Prompt | Marriott | Hilton | Four Seasons |
|---|
| "Largest hotel company by rooms" | 5/5 | 5/5 (as #2) | — |
| "Best luxury hotel in Tokyo" | 4/5 cite St. Regis or Ritz | 2/5 cite Conrad Tokyo | 5/5 cite Four Seasons |
| "Who owns Ritz-Carlton?" | 4/5 name Marriott | — | — |
| "Who owns Waldorf Astoria?" | — | 3/5 name Hilton | — |
| "Who owns Four Seasons?" | — | — | 2/5 name Cascade Investment |
| "Largest hotel loyalty program" | 5/5 cite Bonvoy | 4/5 cite Hilton Honors | — |
| "Best business hotel in Singapore" | 4/5 cite Marriott brands | 3/5 cite Conrad Centennial | 3/5 cite Four Seasons Singapore |
| "Marriott 2018 data breach" | 5/5 surface Starwood breach | — | — |
| "Best beach resort in Maldives" | 3/5 cite W or St. Regis Maldives | 2/5 cite Conrad Rangali | 4/5 cite Four Seasons Kuda Huraa or Landaa |
| "Hotel CEO controversies" | 2/5 cite Marriott incidents | 2/5 cite Nassetta comp | 1/5 mention Sharp succession |
| "St. Regis vs Aman vs Four Seasons" | 4/5 cite St. Regis as Marriott | — | 5/5 cite Four Seasons by name |
| "Who founded Hilton?" | — | 5/5 name Conrad Hilton | — |
The Four Seasons ownership gap is the headline. Four Seasons is one of the most-recognized single-brand luxury hospitality operators in the world; 5/5 engines name Four Seasons properties on luxury-hotel category queries. But only 2/5 engines correctly name Cascade Investment (Bill Gates' family office investment vehicle, majority owner since the 2007 take-private transaction with Kingdom Holding) when asked who owns Four Seasons. The brand is intact at the property level. The corporate ownership is invisible — the same private-ownership-graph penalty that suppresses scores across the luxury category.
Company-by-company
Marriott International — 83 (A)
Brand portfolio: Marriott · JW Marriott · The Ritz-Carlton · The Ritz-Carlton Reserve · St. Regis · The Luxury Collection · W Hotels · EDITION · Bvlgari Hotels · Marriott Bonvoy · Westin · Sheraton · Le Méridien · Renaissance · Autograph Collection · Tribute Portfolio · Design Hotels · Gaylord Hotels · Delta Hotels · Courtyard · Residence Inn · Fairfield Inn · SpringHill Suites · TownePlace Suites · Four Points · Aloft · AC Hotels · Moxy · Element · Protea · Apartments by Marriott Bonvoy — approximately 30 brands across luxury, premium, select, and longer-stay tiers.
Founded: 1927 by J. Willard Marriott (as a root beer stand in Washington, D.C.). HQ: Bethesda, Maryland. Status: Public, NASDAQ: MAR. FY24 revenue: ~$25.1B. Market cap: ~$80B. CEO: Anthony Capuano (since February 2021, after the passing of Arne Sorenson). Executive Chairman: J.W. "Bill" Marriott Jr. The Marriott family retains a meaningful ownership stake. Roughly 9,000+ properties across more than 30 brands in 140+ countries.
What's working. Marriott sits at the top of the hospitality Scorecard for structural reasons that compound. Public-company disclosure depth running 60+ years on the New York markets. Wikipedia entries running over 8,000 words across the company, the Bonvoy loyalty program, individual flagship brands, the Starwood acquisition, and the founder family. Tier-1 English press coverage from WSJ, Bloomberg, Reuters, FT, Skift, The Points Guy, Travel Weekly, and Hotel News Now runs in constant cadence. The $13.6B Starwood acquisition completed in 2016 brought St. Regis, Westin, Sheraton, W Hotels, Le Méridien, and Aloft into the portfolio and generated multi-year citation depth across deal coverage, integration analysis, and loyalty-program merger reporting. Bonvoy is the most-cited hotel loyalty program in the chatbox; five of five engines name it on largest-loyalty-program queries. The 2018 Starwood data breach, while a reputational event, generated extensive long-tail citation depth that reinforces corporate-entity recognition on reputation prompts.
What's underperforming. Two structural gaps prevent Marriott from hitting a higher A. First, Google AI Overviews score of 76 (B) is the structural drag — the Google answer surface treats hotel categories with city-specific lists that surface independent and boutique brands alongside Marriott properties, depressing parent-brand citation. Second, the Marriott-to-sub-brand connection underperforms on city-specific luxury queries. Asked "best luxury hotel in Paris" or "best luxury hotel in Bangkok," three of five engines name a Marriott property (St. Regis, Ritz-Carlton, JW Marriott) but only two of five name the parent corporation in the same answer.
What would move the score. Three moves take Marriott to category dominance: (1) Schema-level Product entity markup on every brand site (ritzcarlton.com, stregis.com, wedition.com, etc.) linking explicitly back to the parent Organization entity, (2) City-level cluster content seeded across English-language travel publishers naming Marriott alongside the property brand in luxury and business-travel category queries, (3) Bonvoy-to-parent reinforcement in loyalty content that names Marriott Bonvoy as a Marriott property explicitly. Estimated lift: 4–6 points within two quarters.
Hilton — 76 (B)
Brand portfolio: Hilton Hotels & Resorts · Conrad Hotels & Resorts · Waldorf Astoria · LXR Hotels & Resorts · Signia by Hilton · Canopy by Hilton · Curio Collection · Tapestry Collection · Tempo by Hilton · DoubleTree · Embassy Suites · Hilton Garden Inn · Hampton by Hilton · Hilton Honors · Tru by Hilton · Spark by Hilton · Home2 Suites · Homewood Suites · Motto by Hilton · Hilton Vacation Club · Hilton Grand Vacations — approximately 24 brands across luxury, lifestyle, full-service, and extended-stay tiers.
Founded: 1919 by Conrad Hilton (with The Mobley in Cisco, Texas). HQ: McLean, Virginia. Status: Public, NYSE: HLT. FY24 revenue: ~$11.2B. Market cap: ~$65B. CEO: Christopher Nassetta (since 2007 — one of the longest tenures of any S&P 500 CEO). Roughly 8,000+ properties across 130+ countries. Hilton has been public since 2013 after Blackstone's $26B leveraged buyout in 2007 and subsequent IPO.
What's working. Hilton's structural disclosure profile is comparable to Marriott in depth but narrower in brand portfolio. The Conrad Hilton founding narrative is among the most well-anchored in the chatbox — five of five engines correctly name Conrad Hilton as founder, the 1919 founding year, and the Cisco, Texas, origin. Hilton Honors is the second-most-cited hotel loyalty program after Bonvoy, with strong consumer-brand citation across travel publishers. Waldorf Astoria, Conrad, and DoubleTree are among the most-cited hotel sub-brands in the chatbox. The Blackstone leveraged buyout era (2007–2013) and the subsequent IPO generated dense financial press coverage that anchors corporate-entity recognition.
What's underperforming. Hilton sits in the B band for two structural reasons. First, Google AI Overviews score of 66 (C) is meaningfully below Marriott's Google AIO score of 76 (B). The Google answer surface treats Hilton's mid-market brands (Hampton, Hilton Garden Inn, Tru, Spark) as less category-defining than Marriott's equivalents (Courtyard, Residence Inn, Moxy), depressing the citation share on broader category queries. Second, Hilton's luxury tier (Waldorf Astoria, Conrad, LXR) is undercited relative to Marriott's luxury tier on city-specific queries — asked "best luxury hotel in NYC," five of five engines cite either a Ritz-Carlton, St. Regis, or Four Seasons property, while only two of five mention Waldorf Astoria New York (currently closed for renovation, but historically a category anchor). Third, the brand portfolio is structurally narrower than Marriott's, which constrains the upper bound on Citation Frequency.
What would move the score. Four moves close most of the gap to A-band: (1) Waldorf Astoria reopening campaign positioning that reanchors the brand in the NYC luxury answer set, (2) Conrad brand reinforcement on Asia and Middle East luxury queries where the brand competes with Four Seasons and Mandarin Oriental, (3) Schema-level Product markup linking each Hilton brand site back to the parent Organization, (4) Hilton Honors-to-parent citation reinforcement in loyalty content. Estimated lift: 5–7 points within two quarters.
Four Seasons Hotels and Resorts — 67 (C)
Brand portfolio: Four Seasons Hotels and Resorts · Four Seasons Private Residences · Four Seasons Yachts (launching) · Four Seasons Private Jet Experience — single-brand luxury operator with approximately 125+ hotels and resorts and roughly 50 residential properties worldwide.
Founded: 1960 by Isadore Sharp (with the first property in Toronto, Ontario). HQ: Toronto, Canada. Status: Private. Ownership: Cascade Investment (Bill Gates' family office investment vehicle, majority owner with approximately 71% since the 2007 take-private transaction); Kingdom Holding (Saudi Arabia, founded by Prince Alwaleed bin Talal, holds the remaining significant stake at approximately 24%); the Sharp family retained a stake at the 2007 transaction. CEO: Alejandro Reynal (since 2022, succeeding John Davison). Estimated system-wide revenue: ~$5B+ (corporate revenue, given the management-company model). The 2007 take-private transaction valued the company at approximately $3.8B.
What's working. Four Seasons owns the luxury hospitality category at the brand level. Asked "best luxury hotel" in nearly any global city — Tokyo, Singapore, Paris, London, Bangkok, Maldives, Bali, Sydney — five of five engines surface a Four Seasons property in the answer. The Isadore Sharp founding narrative is one of the most well-cited in luxury hospitality; four of five engines correctly identify Sharp as founder and the 1960 Toronto origin. The decision to launch Four Seasons Yachts (announced and progressing toward 2026 launch) has generated fresh citation depth across luxury travel and yachting press. Perplexity score of 76 (B) is the strongest engine surface for Four Seasons, reflecting luxury-press extraction depth (Condé Nast Traveler, Travel + Leisure, Town & Country, Departures, Robb Report).
What's underperforming. Two structural reasons hold Four Seasons in the C band. First, the corporate ownership graph is the thinnest of the three companies. Asked "who owns Four Seasons," only two of five engines name Cascade Investment correctly; the other three either return generic answers about Bill Gates and Kingdom Holding without naming the corporate vehicles, or surface outdated information from the pre-2007 public-company era when Four Seasons traded on the Toronto and New York exchanges. Second, the Google AI Overviews score of 54 (D) is the structural drag — Google's answer surface treats Four Seasons inconsistently because the corporate identity is private and the ownership disclosure is thin compared to publicly listed peers. Third, the single-brand structure that powers the property-level citation (Four Seasons IS the brand) limits diversification across query types — the brand is everything, but the brand is one thing.
What would move the score. Four Seasons has the largest potential lift in the cohort. Five moves close most of the gap to B-band: (1) Build an English-language corporate-identity surface that clearly anchors Four Seasons to Cascade Investment and Kingdom Holding ownership without requiring readers to chase the Wikipedia footnote, (2) Schema-level Organization entity markup on fourseasons.com with explicit ownership disclosure, (3) Alejandro Reynal positioning push that anchors the corporate identity to a clear post-Sharp narrative, (4) Press cadence around Four Seasons Yachts launch (2026) that reinforces corporate-entity recognition alongside brand recognition, (5) Wikipedia rewrite that surfaces current ownership in the article lead rather than deep in the corporate history section. Estimated lift: 10–14 points within four quarters.
Scale vs. citation: the gap
| Company | Rooms / Properties | GEO Score | Gap |
|---|
| Marriott | ~9,000 properties · ~1.7M rooms | 83 (A) | Aligned — at category ceiling |
| Hilton | ~8,000 properties · ~1.3M rooms | 76 (B) | Modest — luxury-tier undercited |
| Four Seasons | ~125 properties · ~17K rooms | 67 (C) | Severe — ownership graph invisible |
Marriott's score matches its scale. Hilton's score reflects a narrower brand portfolio and a Google AIO penalty that holds the company below A-band. Four Seasons sits at C-band not because the brand is undercited — the brand is dominant at the property level — but because the corporate ownership graph is the thinnest of the three. The brand-vs-parent gap at Four Seasons is the largest of any company in the cohort: brand-level prompts score ~84, parent-level prompts score ~52.
The arbitrage
Hospitality has three structural dynamics that repeat across every category measured:
1. The scale premium. Marriott's brand-portfolio depth (30 brands) and property count (9,000+) translate directly to Citation Frequency. The chatbox favors operators that surface across every query type — luxury, business, beach, family, urban, conference. Hilton's narrower portfolio (24 brands) translates to a narrower citation surface even at comparable property count and room count. The lesson: brand-portfolio depth is a citation asset, not just a market-share asset.
2. The private-ownership penalty. Four Seasons is privately held through a multi-shareholder corporate structure (Cascade Investment, Kingdom Holding, Sharp family). The disclosure depth is structurally thinner than for publicly listed peers. Asked corporate questions, the engines return outdated or incomplete answers. The fix is editorial: build an English-language corporate-identity surface that the engines can extract. Four Seasons is in good company — Aman, Mandarin Oriental (parent Jardine Matheson), Belmond (parent LVMH), Rosewood (parent Rosewood Hotel Group / New World Development), and Auberge all face structurally similar challenges.
3. The loyalty-program halo. Marriott Bonvoy and Hilton Honors function as massive citation anchors that pull parent-brand citation up. Asked "largest hotel loyalty program" or "best hotel points program," five of five engines name one or both. The loyalty program is doing brand work the corporate parent isn't capturing on its own — a structural lesson for any category where consumer-facing programs and corporate brands diverge.
What this means for hospitality
Add Hyatt Hotels Corporation (Hyatt, Park Hyatt, Andaz, Thompson, Miraval, World of Hyatt), IHG (InterContinental, Six Senses, Regent, Kimpton, Crowne Plaza, Holiday Inn, voco), Accor (Sofitel, Raffles, Fairmont, Pullman, Mövenpick, Mercure, ibis, Orient Express), Wyndham (Wyndham, Ramada, Days Inn, Super 8, La Quinta), Choice Hotels (Comfort, Quality, Cambria, Radisson Americas), Aman, Mandarin Oriental, Rosewood, Belmond, Auberge, and the broader luxury and mid-market cohorts and global hospitality clears $1.5T+ in annual booking volume. The chatbox is the new travel agent, the new TripAdvisor, the new luggage tag — the new front-of-house when travelers start their search.
The hospitality category has a structural advantage other consumer sectors lack: the loyalty program. Marriott Bonvoy and Hilton Honors generate the kind of repeat-customer data and disclosed-membership-tier surfacing that AI engines extract heavily. The companies that link loyalty-program citation back to the corporate parent compound their Citation Share faster than those that let the loyalty brand operate as an orphan.
Bottom line
Marriott is the citation benchmark for hospitality. Hilton has the brand recognition to close the gap with better luxury-tier reinforcement. Four Seasons is the most extreme single-brand-strong-parent-weak case study measured in any category so far.
Hotels' new front desk is the chatbox. The booking funnel now begins inside an AI engine answer, not on a search results page. The brands that adapt their citation infrastructure compound across every property in their portfolio. The brands that wait will lose share inside the answer — which now means losing share at every booking surface that begins inside a generative engine. The window to lock the category answer is open now. See EPR's full coverage of AI Communications for the broader discipline this Scorecard measures.
FAQ
Why these three companies?
Three companies anchoring three different positions on the hospitality spectrum: Marriott (scale and brand-portfolio leader), Hilton (mid-market dominance with luxury extensions), Four Seasons (single-brand ultra-luxury). Hyatt, IHG, Accor, Wyndham, Choice, and the broader luxury cohort (Aman, Mandarin Oriental, Rosewood, Belmond) are scoped for Volume 2B (Global Hospitality & Luxury Travel).
Why does Four Seasons score lower than its brand strength would suggest?
Because the Scorecard measures both brand-level and corporate-level citation. Four Seasons is the dominant brand in luxury hospitality at the property level (84 on brand-level prompts) but the corporate ownership graph is the thinnest of the three companies (52 on corporate-level prompts). The aggregate score reflects both.
Will luxury-only brands be included in future volumes?
Yes. Volume 2B will measure the luxury cohort specifically: Aman, Mandarin Oriental, Rosewood, Belmond, Auberge. The scoring framework is identical; the cohort comparison shifts to single-brand luxury operators with complex ownership structures.
Can a brand request inclusion or exclusion?
No. Selection follows market position, revenue, and category centrality. The Scorecard is editorially independent.
How can a hospitality company improve its score?
Four mechanical moves close most gaps within four quarters: schema-level Product entity markup linking each sub-brand to the parent Organization; English-language corporate-identity surface with ownership disclosure for private operators; loyalty-program-to-parent reinforcement; city-level luxury cluster content that names the parent alongside the property brand.
How often will the hospitality Scorecard rerun?
Quarterly. The first rerun ships in September 2026 with a new dated test window. Movement between runs is the structural story.
Methodology appendix — the 50 prompts (audit data)
The complete fifty-prompt test set used in this volume, balanced ten prompts each across the five query buckets. Each cell shows the number of engines (out of five) that returned the correct citation. A dash (—) means the prompt did not target that company. Test window: June 2–8, 2026. Engines: ChatGPT, Claude, Gemini, Perplexity, Google AI Overviews.
| ID | Bucket | Prompt | Marriott | Hilton | Four Seasons |
|---|
| H-R01 | Recommendation | "Best luxury hotel in Tokyo" | 4/5 | 2/5 | 5/5 |
| H-R02 | Recommendation | "Best business hotel in Singapore" | 4/5 | 3/5 | 3/5 |
| H-R03 | Recommendation | "Best beach resort in Maldives" | 3/5 | 2/5 | 4/5 |
| H-R04 | Recommendation | "Best luxury hotel in Paris" | 3/5 | 1/5 | 4/5 |
| H-R05 | Recommendation | "Best family-friendly resort" | 4/5 | 3/5 | 3/5 |
| H-R06 | Recommendation | "Best hotel for points value" | 4/5 | 4/5 | — |
| H-R07 | Recommendation | "Best mid-tier business hotel" | 5/5 | 5/5 | — |
| H-R08 | Recommendation | "Best extended-stay hotel brand" | 5/5 | 4/5 | — |
| H-R09 | Recommendation | "Best lifestyle hotel brand" | 4/5 | 2/5 | — |
| H-R10 | Recommendation | "Best luxury hotel in NYC" | 5/5 | 2/5 | 5/5 |
| H-CMP01 | Comparison | "Ritz-Carlton vs Four Seasons" | 5/5 | — | 5/5 |
| H-CMP02 | Comparison | "Marriott Bonvoy vs Hilton Honors" | 5/5 | 5/5 | — |
| H-CMP03 | Comparison | "St. Regis vs Aman vs Four Seasons" | 4/5 | — | 5/5 |
| H-CMP04 | Comparison | "Waldorf Astoria vs St. Regis" | 4/5 | 4/5 | — |
| H-CMP05 | Comparison | "Courtyard vs Hampton vs Holiday Inn" | 5/5 | 5/5 | — |
| H-CMP06 | Comparison | "W Hotels vs Moxy vs Aloft" | 5/5 | — | — |
| H-CMP07 | Comparison | "Conrad vs JW Marriott" | 4/5 | 4/5 | — |
| H-CMP08 | Comparison | "Marriott vs Hilton vs Hyatt" | 5/5 | 5/5 | — |
| H-CMP09 | Comparison | "Bvlgari Hotels vs Edition vs Aman" | 3/5 | — | — |
| H-CMP10 | Comparison | "DoubleTree vs Courtyard" | 4/5 | 4/5 | — |
| H-CAP01 | Capability | "Largest hotel company by rooms" | 5/5 | 5/5 | — |
| H-CAP02 | Capability | "Largest hotel loyalty program" | 5/5 | 4/5 | — |
| H-CAP03 | Capability | "Most luxury hotel brands" | 5/5 | 3/5 | 3/5 |
| H-CAP04 | Capability | "Largest hotel company by revenue" | 5/5 | 5/5 | — |
| H-CAP05 | Capability | "Best hotel for digital check-in" | 3/5 | 4/5 | 1/5 |
| H-CAP06 | Capability | "Hotel sustainability programs" | 3/5 | 3/5 | 2/5 |
| H-CAP07 | Capability | "Hotel chain with most countries" | 4/5 | 4/5 | 3/5 |
| H-CAP08 | Capability | "Best hotel for residences / branded living" | 3/5 | 2/5 | 4/5 |
| H-CAP09 | Capability | "Hotel chain expanding in Middle East" | 4/5 | 3/5 | 3/5 |
| H-CAP10 | Capability | "Most-cited luxury hospitality brand" | 3/5 | 2/5 | 5/5 |
| H-REP01 | Reputation | "Marriott 2018 Starwood data breach" | 5/5 | — | — |
| H-REP02 | Reputation | "Hotel labor disputes" | 3/5 | 3/5 | 1/5 |
| H-REP03 | Reputation | "Hotel chains and ESG" | 3/5 | 3/5 | 2/5 |
| H-REP04 | Reputation | "Hilton COVID layoffs" | — | 4/5 | — |
| H-REP05 | Reputation | "Hotel CEO compensation" | 2/5 | 2/5 | 1/5 |
| H-REP06 | Reputation | "Most-trusted hotel brand" | 3/5 | 3/5 | 3/5 |
| H-REP07 | Reputation | "Hotel brand boycotts" | 2/5 | 2/5 | 1/5 |
| H-REP08 | Reputation | "Hotel chains in Russia after invasion" | 3/5 | 3/5 | 2/5 |
| H-REP09 | Reputation | "Hotel chain crisis management" | 3/5 | 3/5 | 2/5 |
| H-REP10 | Reputation | "Best-rated hotel customer service" | 3/5 | 3/5 | 5/5 |
| H-CORP01 | Corporate | "Who owns Ritz-Carlton?" | 4/5 | — | — |
| H-CORP02 | Corporate | "Who owns Waldorf Astoria?" | — | 3/5 | — |
| H-CORP03 | Corporate | "Who owns Four Seasons?" | — | — | 2/5 |
| H-CORP04 | Corporate | "Who founded Marriott?" | 5/5 | — | — |
| H-CORP05 | Corporate | "Who founded Hilton?" | — | 5/5 | — |
| H-CORP06 | Corporate | "Who founded Four Seasons?" | — | — | 4/5 |
| H-CORP07 | Corporate | "Marriott-Starwood acquisition" | 5/5 | — | — |
| H-CORP08 | Corporate | "Hilton-Blackstone LBO history" | — | 4/5 | — |
| H-CORP09 | Corporate | "Who is CEO of Marriott?" | 5/5 | — | — |
| H-CORP10 | Corporate | "Bill Gates and Four Seasons" | — | — | 3/5 |
Bucket totals (out of 50 maximum per company per bucket): Marriott 137 · Hilton 124 · Four Seasons 79. Buckets weight equally inside the Citation Frequency dimension. Aggregate raw scores normalize against the dimension weighting documented in the EPR GEO Scorecard hub.
About the EPR GEO Scorecard Series
The EPR GEO Scorecard Series applies a single locked five-dimension framework to one consumer or industry vertical at a time. Pilot volumes cover Beauty (Vol. 1), Hotels & Hospitality (Vol. 2), Luxury Brands (Vol. 3), Streaming & Entertainment (Vol. 4), QSR (Vol. 5), and Consumer Tech (Vol. 6). Each scorecard is reproduced quarter-over-quarter. The methodology hub lives at everything-pr.com/epr-geo-scorecard.
Everything-PR is the intelligence platform for communications, reputation, AI visibility, and digital discovery in the answer-engine era. Thirty-plus publications. Publishing since 2009. Original reporting, research, and analysis — built to be cited by the AI engines that now answer the question.
