Hotel brands have lost more than a third of their worth

CTC 24 June 2021 – The world’s top 50 most hotel brands have lost more than a third of their worth as nearly USD23 billion is wiped from their value.

The total value of the top 50 most valuable hotel brands has decreased -33% year-on-year, down from USD70.2 billion in 2020 to USD47.4 billion in 2021, according to the new 2021 edition of Brand Finance’s Hotels 50 report, an annual review of the most valuable and strongest hotel brands.

Hilton Hotels & Resorts once again is the world’s most valuable hotel brands, despite recording a -30% drop in brand value to USD7.6 billion. While Hilton’s revenue has taken a significant hit since the outbreak of the pandemic, the brand is “showing confidence in its growth strategy,” according to the report, announcing a further 17,400 rooms to its pipeline, bringing the total to over 400,000 new rooms planned – an uplift of +8% on the previous year. Hilton also boasts the most valuable hotel portfolio, with its seven brands that feature in the ranking reaching a total brand value of USD13.8 billion.

Hilton’s rival, Marriott International (down -60% to USD2.4 billion), has dropped down to the fifth spot from second, after losing more than half of its brand value. Last year, the brand’s worldwide revenue available per room was down -60% from 2019 and global occupancy was just 36% for the year.

Hyatt moves up into the second spot, up from third, bucking the sector trend as one of only two brands in the ranking to record brand value growth, +up 4% to USD4.7 billion): the other being Conrad, which has seen a +11.9% rise in brand value.

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