In Brief: The combined value of the world’s 50 leading hotel brands increased 21% to $69.8 billion in 2026, according to Brand Finance. Hilton Hotels & Resorts remained the most valuable hotel brand, while Vinpearl led the brand-strength ranking and Delta Hotels & Resorts recorded the fastest growth in brand value.
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Global Hotel Brand Values Rise 21% as Hilton Retains Top Position – Image Credit Unsplash
Hotel brand values increase
The value of the world’s 50 largest hotel brands reached $69.8 billion in 2026, up from $57.8 billion in 2025, according to the Brand Finance Hotels 50 ranking. The 21% increase reflects continued recovery in the hospitality sector, expansion of hotel networks and higher revenue expectations among major operators.
US-based brands continued to hold a prominent position in the ranking. Seven of the 10 most valuable hotel brands originated in the United States, supported by large franchise systems, international portfolios and broad customer loyalty programmes. Six of the top 10 brands reported double-digit increases in brand value.
Brand value measures the estimated financial value associated with a brand. It differs from a company’s market value and is influenced by factors including revenue forecasts, brand perception, customer demand and licensing potential.
Hilton remains the most valuable hotel brand
Hilton Hotels & Resorts retained its position as the world’s most valuable hotel brand for the 11th consecutive year. Its brand value rose 28% to $19.2 billion.
The company added nearly 100,000 rooms in 2025, entered four new markets and recorded 44 brand launches in new countries. Brand Finance said Hilton’s results were supported by continued global expansion and revenue generated by its premium full-service properties.
Hyatt retained second place with a brand value of $7.5 billion, despite a 6% decline. It was the only brand among the five highest-ranked hotel brands to record a fall in value. Hyatt reported a development pipeline of 148,000 rooms and said its World of Hyatt loyalty programme had grown to about 63 million members. International markets represent an increasing portion of its future development plans.
Marriott, ranked third, increased its brand value by 23% to $4.6 billion. The group added more than 700 properties and nearly 100,000 rooms during 2025. Its development pipeline reached 610,000 rooms. Marriott also expanded its portfolio through the acquisition of citizenM and the launch of Series by Marriott. Its Marriott Bonvoy programme reached 271 million members.
Holiday Inn entered the ranking in fourth place, with a brand value of $4.3 billion. Its position was linked to the performance of parent company IHG, which reported record hotel openings and revenue growth in 2025. Investments in modernising Holiday Inn and expanding Holiday Inn Express contributed to the result.
Midscale and regional brands gain ground
Hampton Inn, with a brand value of $3.4 billion, remained among the leading midscale hotel brands after a 9% increase. The brand has continued to invest in new hotel formats, maintain franchise demand and expand internationally, including in India.
Shangri-La remained the highest-ranked Asian hotel brand in the top 10. Its brand value rose 3% to $1.6 billion. The group has expanded beyond its traditional Asia-Pacific base through projects in Europe, the Middle East and Africa, while also launching the Shangri-La Signatures luxury brand.
Sheraton’s brand value increased 15% to $1.4 billion. Its growth followed renovations and repositioning efforts led by Marriott, as well as expansion in Asian and Latin American cities. Demand for meetings and events also supported the brand’s performance.
Scandic Hotels recorded the largest increase among the top 10, with brand value rising 49% to $1.4 billion. The company’s acquisition of Dalata hotel operations, growth in management-fee income and expansion in Northern Europe contributed to higher revenue expectations. New German openings and a larger share of management agreements were also cited.
Courtyard by Marriott increased 12% to $1.4 billion, supported by expansion in Europe, Africa and India. Premier Inn rose 27% to $1.3 billion and entered the top 10. While it faced softer short-term consumer demand, Whitbread’s continued room additions in the United Kingdom and Germany, along with improved continental European profitability, supported its longer-term outlook.
Vinpearl leads brand-strength ranking
Vietnam’s Vinpearl was named the world’s strongest hotel brand, receiving a Brand Strength Index score of 95.4 out of 100 and an AAA+ rating. Its brand value increased 86% to $381 million. Brand Finance linked the result in part to the company’s 2025 promotional campaign covering destinations including Phu Quoc, Ha Long, Nam Hoi An and Nha Trang.
Taj ranked second for brand strength, with a score of 93.5 and an AAA+ rating. Its brand value rose 32% to $878 million. The ranking cited Taj’s performance in familiarity, customer consideration and preference, particularly in India.
Scandic Hotels ranked third in brand strength with a score of 91.3 and an AAA+ rating. The company’s customer strategy, including digital services and loyalty efforts, contributed to its result.
Delta Hotels & Resorts was identified as the fastest-growing hotel brand by value. Its brand value rose 79% to $476 million. The results indicate that hotel operators are relying on development pipelines, brand updates, loyalty programmes and expansion into new markets to support future growth.