- Hilton brand value is up 58% to US$12.0 billion
- Two-thirds of top 50 hotel brands remain below pre-pandemic values
- Taj Hotels is world’s strongest hotels brand with AAA rating
Hilton (brand value up 58% to US$12.0 billion) has extended its reign as the world’s most valuable hotels brand, according to a new report from the leading brand valuation consultancy, Brand Finance. Hilton has grown its lead as the most valuable hotels brand in the world, with a brand value which is now greater than 2nd and 3rd combined: Hyatt (brand value up 26% to US$5.9 billion) and Holiday Inn (brand value up 10% to US$4.2 billion).
Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the biggest brands to the test, and publishes around 100 reports, ranking brands across all sectors and countries. The world’s top 50 most valuable and strongest hotel brands are included in the annual Brand Finance Hotels 50 2022 ranking.
post-pandemic world, Hilton’s brand value increase is driven by both an increase in forecast revenue and increased profitability expectations. At the same time, Brand Finance research discovered that customers improved their perception of Hilton, with the large brand’s perceived reliability and credibility on safety issues being a key factor. This contributed to a 7.2 point increase on its Brand Strength Index from 80.8 to 88.0, improving its Brand Rating from AAA- to AAA and becoming the third strongest hotel brand in the world this year.
Alex Haigh, Brand Finance Technical Director said:
“The global disruption to travel due to the COVID-19 pandemic caused significant disruption to brand values – but customers recognise that hotels are not to blame for the disruption. As a result, we see that successful brands have been able to bounce back quickly and re-earn customer trust in the post-pandemic world.”
Courtesy: Brand Finance