Personally I have enjoyed Star Trek much more than Star Wars. Just going by movies I think you could make an argument either way, but in terms of the total body of work, there is so much more available for Star Trek. I have watched all of the TV shows. I haven't read novels from either, but I have heard some very good things about some of the Star Trek novels. I suspect some of the Star Wars novels are pretty good too.
I think I appreciate Star Trek more for a couple of reasons. To me it has some deeper themes. What does it mean to be human, friendship, diversity, we aren't the center of the universe, etc. Star Wars I see as more of a black/white good vs evil theme. Beware of the dark side. Star Trek was also more focused on micro interactions of people compared to Star Wars which often was more about macro interactions of empires. Also, Star Trek has much better developed species other than humans. Star Wars is pretty human heavy.
I don't know, they are both cool and imaginative. I give Star Trek the edge, though, Jedis are pretty awesome.