Report: Hilton overtakes Marriott as ‘world’s most valuable brand’

The combined value of all Hilton brands is nearly US$2 billion more than Marriott’s

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Hilton has extended its lead as the world’s most valuable hotel brand while the total value of its brand portfolio within the Brand Finance Hotels 50 ranking has overtaken Marriott’s, according to the latest report by Brand Finance, an independent brand valuation consultancy.

Reportedly, Hilton’s brand value growth (up 17% to US$7.4 billion) was largely driven by strong revenue increase over the last year, cementing the brand’s leadership position in the industry.

The report said that Marriott had suffered a reduction in brand value (down 8% to US$5.0 billion) and its brand strength dropped from AAA- to AA+. Marriott has faced several challenges in the North American market from hacking scandals to persistent problems with its loyalty schemes.

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At the same time, the combined value of Marriott’s brands within the Brand Finance Hotels 50 ranking decreased by 30%, giving way to Hilton’s brand portfolio to claim the title of the world’s most valuable.

Savio D’Souza, Valuation Director at Brand Finance, said: “Hilton’s strategic approach to brand growth has allowed it to extend its lead as the world’s most valuable hotel brand. At the same time, endorsement from the flagship brand has rendered benefits across the portfolio as Homewood Suites, Double Tree, and Hampton have seen their brand values sore. In its centennial year, Hilton is well-positioned for another hundred years of success.”

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