Top Headlines in The Tourism World / Brandirectory / The Annual Report On The Most Valuable And Strongest Hotel Brands 2026 / Report By Brandirectory / Publisher Brandirectory

Global hotel brands accelerate growth as the world’s top 50 brands rise 21% to $69.8 billion in 2026 

Hilton Hotels & Resorts retains position as the most valuable hotel brand, with its brand value rising 28% to $19.2 billion   

Delta Hotels & Resorts emerges as the fastest-growing hotel brand globally, with its brand value surging 79% to $476 million  

Taj : Building global momentum through luxury expansion 

Vinpearl ranks as the strongest hotel brand, achieving a BSI score of 95.4/100 and an AAA+ brand strength rating  

Booking.com retains position as the most valuable leisure and tourism brand 

Tokyo Disney Resort ranks as the strongest leisure and tourism brand, achieving an AAA+ brand strength rating 

Valuation Analysis

The world’s top 50 hotel brands increased their combined brand value by 21% to USD69.8 billion in 2026, up from USD57.8 billion in 2025, highlighting the sector’s continued recovery and the growing competitive strength of the world’s leading hospitality brands.

 Seven of the top 10 most valuable hotel brands originate from the US, underscoring the country’s continued leadership in the global hospitality market through internationally recognised brands, extensive franchise networks, and diversified global portfolios.

Six of the top 10 brands recorded double digit brand value growth, reflecting strong operational performance and growing investor confidence across the sector. 

Hilton Hotels & Resorts (brand value up 28% to USD19.2 billion) retains its position as the world’s most valuable hotel brand for 11 consecutive years. The brand’s growth was supported by strong revenue expectations, underpinned by continued global expansion and the increasing contribution of its premium full-service portfolio.

Hilton added nearly 100,000 rooms during 2025, entered four new markets, and recorded 44 brand country debuts. Its flagship brand also generates significantly higher revenue per property than many of its peers, reflecting its premium positioning and strong international presence. Together, these factors reinforced Hilton’s leadership and supported one of the largest brand value increases in this year’s ranking. 

Hyatt (brand value down 6% to USD7.5 billion) retains second place despite being the only brand in the top five to record a decline. Operationally, Hyatt continued to perform strongly, reaching a record development pipeline of 148,000 rooms, expanding its luxury portfolio, and growing its World of Hyatt loyalty programme to approximately 63 million members.

The brand remains well positioned for long term growth as international markets account for an increasing share of future development. 

Marriott (brand value up 23% to USD4.6 billion) strengthens its position following another year of robust global expansion. The group added more than 700 properties and nearly 100,000 rooms during 2025, while its global development pipeline reached a record 610,000 rooms. Strategic acquisitions, including citizenM, alongside the launch of Series by Marriott, further diversified its portfolio.

Marriott Bonvoy membership also expanded to 271 million members, reinforcing customer loyalty and supporting continued revenue growth across its global network. 

A new entrant to the rankings, Holiday Inn (brand value at USD4.3 billion) secures fourth place, benefitting from the strong performance of parent company IHG, which posted record hotel openings and steady revenue growth during 2025. Continued investment in brand modernisation, expansion of the Holiday Inn Express portfolio, and broader growth across IHG’s global estate have strengthened the brand’s competitive position.  

Hampton Inn (brand value up 9% to USD3.4 billion) maintains its position as one of the world’s leading midscale hotel brands. Continued investment in next generation hotel prototypes, together with sustained franchise demand and accelerating international expansion, particularly into India, reinforced the brand’s long term growth prospects.  

Shangri-La (brand value up 3% to USD1.6 billion) remains the highest ranked Asian hotel brand in the top 10. Growth was supported by the launch of its ultra luxury Shangri-La Signatures brand, expansion into new international markets, and continued diversification beyond its traditional Asia Pacific footprint.

New developments across Europe, the Middle East, and Africa are expected to support future revenue growth as the group strengthens its global presence. 

Sheraton (brand value up 15% to USD1.4 billion) continues to benefit from Marriott’s multiyear brand revitalisation strategy. Strong revenue growth, extensive property renovations, and one of the industry’s largest upscale development pipelines have reinforced the brand’s recovery. Continued expansion across urban markets in Asia and Latin America and growing demand for meetings and events have further strengthened Sheraton’s market position. 

Scandic Hotels (brand value up 49% to USD1.4 billion) records the largest brand value growth among the top 10. The increase reflects stronger revenue expectations supported by the acquisition of Dalata’s hotel operations, expanding management fee income, and continued expansion across Northern Europe. New openings in Germany in late 2025 and increasing exposure to asset light management agreements have further strengthened the brand’s long term growth outlook. 

Courtyard by Marriott (brand value up 12% to USD1.4 billion) continues to strengthen its international presence through expansion across Europe, Africa, and India.

As demand for quality midscale accommodation continues to grow, the brand has benefited from Marriott’s wider development strategy, including new portfolio agreements and continued penetration into high growth emerging markets in Europe and Africa. 

Premier Inn (brand value up 27% to USD1.3 billion) enters the top 10 following strong progress against the long-term expansion strategy of its parent company, Whitbread.. 

Although short term revenue softened amid weaker consumer demand, continued room additions across the UK and Germany, improving profitability in continental Europe, and a growing development pipeline supported higher long-term revenue expectations. Strategic conversion of underperforming restaurant sites into hotel rooms is also expected to strengthen margins and drive future growth.

Brand Strength Analysis

Vinpearl (brand value up 86% to USD381 million) emerges as the strongest hotel brand this year, with a Brand Strength Index (BSI) score of 95.4/100 and retaining its AAA+ brand strength rating.

The brand’s strong performance was supported by its Wonder Summer 2025 campaign, which offered promotional packages across destinations including Phu Quoc, Ha Long, Nam Hoi An, and Nha Trang. 

Taj (brand value up 32% to USD878 million) is the second strongest hotel brand, achieving a BSI score of 93.5/100 and an AAA+ brand strength rating. Brand Finance’s data highlights Taj’s exceptional performance across key brand strength metrics, particularly familiarity, consideration and preference in its home market.

Scandic Hotels (brand value up 49% to USD1.4 billion) has retained its position as the world’s third strongest hotel brand, achieving a BSI score of 91.3/100 and an AAA+ brand strength rating. The brand continues to strengthen its position through a customer centric strategy focused on digital innovation, seamless guest experiences and long-term loyalty.