LONDON, 9 July 2025 – Hilton has retained its position as the world’s most valuable hotel brand for the tenth consecutive year, according to the by , the world’s leading brand valuation consultancy. Hilton’s brand value increased 30% to USD15.1 billion, with the group expanding its global footprint and strengthening its offering in the luxury and lifestyle space. Now operating more than 8,600 properties across 139 countries and territories- with nearly half of 2024’s additions coming from the lifestyle and luxury segments - this growth underscores Hilton’s focus on experience-led travel and premium positioning.
Hyatt (up 32% to USD8 billion) holds second place, boosted by net rooms growth, a record development pipeline, and major openings across Asia and South America. Marriott (up 20% to USD3.8 billion) climbs to third, overtaking Hampton Inn (down 25% to USD3.1 billion), following a year of record signings, loyalty programme enhancements, and technology-driven service upgrades.
Henry Farr, Director, Brand Finance commented:
“The global hotel sector is firmly back in growth mode, with the total brand value of the top 50 hotel brands rising 4% this year to USD58.8 billion. Leisure and experience-led travel continue to drive performance, while key metrics like occupancy and RevPAR are on the rise. Asia-Pacific is leading the way, with China’s outbound travel resurgence playing a major role in the recovery.”
Taj is the world’s strongest hotel brand with a Brand Strength Index score of 92.2 out of 100. According to Brand Finance research, the Indian luxury hotel brand secured perfect scores in knowledge and selection in its home market. Scandic Hotels (BSI 91.3) and Marriott (BSI 90.0) rank second and third for brand strength, respectively. The UK’s Premier Inn made one of the biggest jumps, rising from 22nd to fifth strongest, supported by strong awareness and perceived value in the UK.
In the broader Leisure & Tourism sector, the total brand value of the world’s top 25 most valuable brands grew 22% to USD71.9 billion. Cruise lines recorded the fastest recovery, growing 57% year-on-year. Royal Caribbean International leads this resurgence, following the high-profile launch of its Oasis and Icon Class vessels. Booking.com retained its position as the most valuable Leisure & Tourism brand globally, valued at USD10.5 billion.