
LONDON, 23 July 2026 - 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, according to the Hotels 50 2026 report from Brand Finance, the world's leading brand valuation consultancy.
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. Its flagship brand, Hilton Garden Inn also generates significantly higher revenue per property than many of its peers, reflecting its premium positioning and strong international presence.
Hilton's continued leadership comes as the global hotel sector builds on its post pandemic recovery. Collectively, 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, reflecting resilient travel demand, disciplined expansion strategies and sustained pricing power across the industry.
Hyatt (brand value down 6% to USD7.5 billion) retains second place despite being the only brand among the top five to record a decline in brand value. With international markets accounting for an increasing share of its future pipeline, Hyatt remains well positioned to capture long term growth opportunities despite short term pressure on brand value.
Marriott (brand value up 23% to USD4.6 billion) ranks third following another year of robust global expansion and portfolio diversification. Strategic initiatives, including the acquisition of citizenM and the launch of Series by Marriott, further strengthened its brand portfolio and global reach. Meanwhile, Marriott Bonvoy’s membership grew to 271 million members, reinforcing customer loyalty and supporting sustained revenue growth across its extensive international network.
Henry Farr, Global Sector Head of Hotels, Brand Finance commented:
"The global hotel sector continues to demonstrate remarkable resilience, with leading brands benefiting from sustained travel demand, disciplined expansion strategies and strong pricing power. Brands that are combining asset light growth, premium guest experiences and investment in digital capabilities are strengthening both their financial performance and brand value. At the same time, our research shows that brand strength is increasingly shaped by customer trust, loyalty and consistent delivery of exceptional guest experiences, highlighting the importance of balancing rapid expansion with long term brand investment."
Meanwhile, Delta Hotels & Resorts (brand value up 79% to USD476 million) is the fastest growing hotel brand in this year's ranking. The brand's exceptional performance has been driven by accelerated international expansion, and its growing role within Marriott International's premium full-service portfolio.
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) retains its position as 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. Taj is also featured as brand to watch in the Hotels 50 2026 ranking, reflecting the brand's ambitious expansion strategy and continued investment in strengthening its position within the global luxury hospitality market.
Scandic Hotels remains 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.
Alongside the Hotels 50 ranking, Brand Finance also evaluates adjacent segments within the broader travel and tourism ecosystem, highlighting the continued strength of leisure and tourism brands that are shaping global consumer experiences across accommodation, travel platforms, entertainment and attractions.
In the leisure & tourism sector, Booking.com (brand value up 16% to USD12.1 billion) retains its position as the most valuable leisure and tourism brand, benefiting from strong travel demand and continued expansion of its connected travel ecosystem.
Despite a decline in brand value, Tokyo Disney Resort (brand value down 11% to USD2.8 billion) is the strongest leisure and tourism brand globally, achieving BSI score of 94.3/100 and an AAA+ brand strength rating. The brand continues to benefit from exceptional consumer perceptions around experience quality, service excellence and immersive entertainment.
Meanwhile, among the top 10 luxury hotel brands, Hilton Hotels & Resorts remains the world's most valuable luxury hotel brand, supported by its strong premium positioning and global reputation for high-quality hospitality. Growth has been underpinned by continued investment in its luxury portfolio, including Waldorf Astoria, Conrad Hotels & Resorts, LXR Hotels & Resorts, and NoMad Hotels, alongside expansion into high demand luxury destinations.
Taj Hotels retains its position as the world's strongest luxury hotel brand. As luxury travellers increasingly seek authentic and experience led stays, Taj continues to differentiate itself through its distinctive blend of Indian heritage, personalised hospitality and timeless luxury.