Every year, valuation and strategy consultancy company Brand Finance ranks the world’s biggest brands and releases lists for various sectors—including the 50 most valuable hotel brands in the world. Two hotel companies ranked among the world’s 500 most valuable brands across all sectors—Hilton (277) and Marriott (322).
Hilton is the world’s most valuable hotel brand for the third year in a row with a brand value of $6.3 billion. Marriott’s brand value falls around $5.5 billion this year—up 8 percent over the previous year. A driving force behind Marriott’s brand value increase can be traced to its 2016 acquisition of Starwood–the company’s largest acquisition ever–which boosted the number of properties in its portfolio by 40 percent.
“The trends in the Brand Finance Hotels 50 league table reflect the success of Marriott’s expansion strategy, which is likely to continue exerting a positive impact on brand value in the future,” says David Haigh, CEO of Brand Finance.
Premier Inn remains the strongest hotel brand this year with a Brand Strength Index (BSI) score of 88.7 and a brand rating of AAA, while Holiday Inn held onto second place with a score of 85, also receiving an AAA brand rating. The results of the top two strongest hotel brands reflect their mass-market appeal, as well as customer appreciation of value for money, which supports higher scores for preference and satisfaction. As these brands continue to maintain brand equity and perform well with their stakeholders, their brand strength can only stand to gain.
Brand Finance bases the rankings on factors like the brand’s value, which is equal to a net economic benefit that a brand owner would achieve by licensing the brand, and brand strength, which is used to determine what proportion of a business’s revenue is contributed by the brand.
Top 10 Most Valuable Hotel Brands
Brand Finance’s top 10 most valuable hotel brands in the world are as follows.
- Holiday Inn (IHG)
- Courtyard by Marriott
- Shangri-La Hotels & Resorts
- Sheraton (Marriott)
- Ramada (Wyndham)
- Hampton Inn (Hilton)