The latest annual Brand Finance Hotels 50 report by valuation and strategy consultancy Brand Finance has ranked Hilton the world’s most valuable hotel brand with a value of US$8.4 billion, up seven per cent from 2016.
Hilton remains one of the world's most powerful brands (rated AAA) thanks to its variety of brand building initiatives, including recent CSR partnerships with Global Sustainable Solutions and ORCA to reduce food waste and improve recycling, and allowing direct bookings through Tripadvisor.
Following in the next four spots are also US-based brands Marriott, Hyatt, Sheraton and Holiday Inn respectively.
These brands have remained tops despite 2016 being a year of challenges such as the effect of US president Donald Trump’s election, Brexit as well as the rapid growth of Airbnb.
Airbnb’s brand value is growing more rapidly than any major hotel brand, increasing 52 per cent year-on-year to reach a total of US$3.7 billion, making it more valuable than all but four of the world’s biggest hotel brands.
Meanwhile, the same report puts Premier Inn as the most powerful hotel brand, owing to the mass-market, UK-focused company’s ability to live up to its name across a broad range of metrics, from marketing investment to familiarity and consideration.
Holiday Inn and Days Inn are ranked second and third most powerful hotel brands respectively by Brand Finance.
The full report can be viewed here.