The Hilton hotel brand is back at the top of the Brand Finance Hotels 50 2022. Its value has increased by 58% over the year to $12.0 billion.
According to the authors of the study, the brand value exceeded Hyatt (2nd place, brand value increased by 26%, to $5.9 billion) and Holiday Inn (3rd place, brand value increased by 10%, to $4.2 billion). billion dollars) combined. Hilton also became the third strongest brand in the world. And the strongest – with a BSI of 88.9 out of 100 points and an AAA rating – was recognized as the Taj Hotels brand: its value increased by 6%, to $ 314 million.
“The pandemic has significantly affected the value of hotel brands. However, we see that successful companies have been able to quickly bounce back and regain customer confidence in a post-pandemic world,” said Alex Hay, Chief Technology Officer at Brand Finance.
In general, prices for 34 hotel brands from the top 50 remain below pre-pandemic values, and another 16 managed to overcome this bar. One of them was the NH Hotel Group (brand value increased by 47% to $1.0 billion). “In the first half of 2021, NH hotel occupancy was between 20% and 30%…Now all NH hotels are reopened and their occupancy is up over 60%. This contributed to the fact that the value of the brand was 33% higher than before the pandemic,” experts explain. The value of the Intercontinental brand fell by just 1% to $1.5 billion due to the situation in the company’s key Chinese market. The year 2022 was also successful for the French operator Accor: its Ibis brand grew in price by 24% over the year, to $463 million, and Pullman – by 20%, to $349 million.
The fastest growing hotel brand this year is Ritz-Carton, with its value more than doubling, up 112%, to $1.1 billion. This is 67% higher than the cost before the pandemic ($632 million). Baymont is in second place with a 97% increase in brand value to $382 million. The company re-entered the rankings thanks to a strong outlook for key markets. The third position is taken by Residence Inn: the brand value increased by 92%, up to 760 million dollars.
Top 10 Most Valuable Hotel Brands in 2022
