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Intangible assets are defined as identifiable non-monetary assets that cannot be seen, touched or physically measured. Hyatt Hotels's intangible assets for the quarter that ended in Jun. 2026 was $5,572 Mil.
If a company (company A) received a patent through their own work, though it has value, it does not show up on its balance sheet as an intangible asset. However, if company A sells this patent to company B, it will show up on company B's balance sheet as an intangible asset.
The same applies to brand names, trade secrets etc. For instance, Coca-Cola's brand is extremely valuable, but the brand does not appear on its balance sheet, because the brand was never acquired.
Some intangibles are amortized. Amortization is the depreciation of intangible assets.
Many intangibles are not amortized. They may still be written down when the company decides the asset is impaired.
Whenever you see an increase in goodwill over a number of years, you can assume it's because the company is out buying other businesses above book value. GOOD if buying businesses with durable competitive advantage.
If goodwill stays the same, the company when acquiring other companies is either paying less than book value or not acquiring. Businesses with moats never sell for less than book value.
Intangibles acquired are on balance sheet at fair value.
Internally developed brand names (Coke, Wrigleys, Band-Aid) however are not reflected on the balance sheet.
One of the reasons competitive advantage power can remain hidden for so long.
Be Aware
Companies may change the way intangible assets are amortized, and this will affect their reported earnings.
Hyatt Hotels Intangible Assets Related Terms
Hyatt Hotels Intangible Assets Historical Data
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The historical data trend for Hyatt Hotels's Intangible Assets can be seen below:
* For Operating Data section: All numbers are indicated by the unit behind each term and all currency related amount are in USD. * For other sections: All numbers are in millions except for per share data, ratio, and percentage. All currency related amount are indicated in the company's associated stock exchange currency.
Intangible assets are defined as identifiable non-monetary assets that cannot be seen, touched or physically measured. Examples of intangible assets include trade secrets, copyrights, patents, trademarks. If a company acquires assets at the prices above the book value, it may carry goodwill on its balance sheet. Goodwill reflects the difference between the price the company paid and the book value of the assets.
Hyatt Hotels (H) has a Intangible Assets of $5,572 Mil as of Jun. 2026. Intangible assets include patents, goodwill and trade secrets. View historical data on Hyatt Hotels and its competitors.
Is Hyatt Hotels' Intangible Assets too high?
Hyatt Hotels' current Intangible Assets is $5,572 Mil. Overall, Hyatt Hotels has a GF Score™ of 77/100 and is considered Fairly Valued, reflecting its overall financial health beyond just this single metric.
How does Hyatt Hotels' Intangible Assets compare to HTHT and WH?
Hyatt Hotels' Intangible Assets of $5,572 Mil can be compared against companies in the Travel & Leisure industry. See the competitive comparison table and distribution chart on this page for a detailed peer-by-peer breakdown.
What is a good Intangible Assets for a Travel & Leisure company?
A good Intangible Assets depends on the Travel & Leisure industry context. However, Intangible Assets should not be evaluated in isolation — investors should consider it alongside profitability, growth, and financial strength metrics. Use the industry distribution chart on this page to see where any company falls relative to its peers.
What does a high Intangible Assets mean?
A high Intangible Assets can signal that a stock is expensive relative to its fundamentals. Intangible assets include patents, goodwill and trade secrets. View historical data on Hyatt Hotels and its competitors. Hyatt Hotels's current Intangible Assets is $5,572 Mil. However, context matters — high-growth companies often justify higher valuations. Always evaluate alongside other metrics like GF Score™ and GF Value™.
Is Hyatt Hotels stock overvalued right now?
Based on GuruFocus' analysis, Hyatt Hotels (H) is currently considered Fairly Valued. The stock's GF Value™ is $166.23, compared to a current price of $176.64 — trading 6.3% above its estimated fair value. The current Intangible Assets is $5,572 Mil. Hyatt Hotels' overall GF Score™ is 77/100 with 5 warning signs to review. Investors should evaluate multiple metrics — including profitability, growth, and financial strength — before making a decision.
How is Intangible Assets calculated?
Intangible Assets is calculated from a company's financial statements. For Hyatt Hotels (H), the current Intangible Assets is $5,572 Mil as of Jun. 2026. GuruFocus calculates this using data sourced from SEC filings and annual reports. See the calculation section and 30-year financial data on this page for the full breakdown.
Is Hyatt Hotels (H) Overvalued in 2026?
Based on GuruFocus' analysis, Hyatt Hotels stock appears to be overvalued.
The current stock price of $176.64 is trading 6.3% above its estimated GF Value™ of $166.23.
GuruFocus considers Hyatt Hotels to be Fairly Valued.
Key valuation signals for H:
Intangible Assets: $5,572 Mil
GF Value™: $166.23 vs. price of $176.64 (6.3% above fair value)
No single metric tells the full story. See the H stock analysis page for a complete view including 30-year financials, guru trades, and insider activity.
Hyatt is an operator of owned (2% of total rooms) and managed and franchised (98%) properties across about 35 upscale luxury brands, which include vacation brands (Apple Leisure Group, Hyatt Ziva, and Hyatt Zilara), the recently launched full-service lifestyle brand Hyatt Centric, the soft lifestyle brand Unbound, the wellness brand Miraval, and the midscale extended-stay brand Studios. Hyatt acquired Two Roads Hospitality in 2018 and Apple Leisure Group in 2021. Regional exposure, as a percentage of total rooms, is 45% for the US, 31% for the rest of the world, and 24% for Asia-Pacific.
77GF Score
Get the complete analysis for H
Intangible Assets is just one metric. See GF Value™, 30-year financials, guru trades, warning signs, and more.
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