Which Tour Operator is a just behind Number One? From London-based Brand Finance®—it is an independent branded business valuation consultancy—we learned this month just which hotel brands and leisure-tourism brands are the most valuable: Hilton and Royal Caribbean, respectively. Hilton edged out Marriott, while Royal Caribbean had the German tour operator TUI close behind. In determining its selections and ratings, Brand Finance takes a number of metrics into consideration. (To read a thorough explanation of the process, click here.)
The annual report on the most valuable and strongest hotel brands showed the following.
—Hilton remains world’s most valuable individual hotel brand with 17 percent growth.
—Marriott’s portfolio drops to second place as the value of its brands in the Brand Finance Hotels 50 ranking decreases by 30 percent, giving way to Hilton.
—World’s fastest-growing hotel brands come from Hilton’s portfolio: Homewood Suites, Double Tree, and Hampton.
The report 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.”
Alongside analyzing the world’s biggest hotel brands, Brand Finance also ranked the top 10 most valuable brands in the wider leisure and tourism industry. Royal Caribbean International has narrowly retained its position as the world’s most valuable leisure and tourism brand, with its brand value remaining steady at $3.8 billion. The brand reported strong financial results in 2018, and with demand high in the cruise industry, Royal Caribbean are on course for future growth. Meanwhile, second-ranked TUI (brand value up 4 percent to $3.7 billion) substantially closed the gap to the ranking’s leader, only just falling short of overtaking Royal Caribbean.
(INBOUND is a service of Connect Travel, which will be at booth 2235 at IPW in Anaheim. Stop by and pay us a visit!)