Most valuable hotel brands worldwide 2020, by brand value

Hilton Hotels & Resorts was the most valuable hotel brand in 2020, with a global brand value of approximately 10.83 billion U.S. dollars. Other major hotel brands in the ranking included Marriott, Holiday Inn, and Hyatt.

Leading hotel companies

While Wyndham was in ninth place on the list based on brand value worldwide in 2019, it was the leading hotel company in terms of property amount. As of June 2019, the Wyndham Hotel Group had over nine thousand properties worldwide. This was roughly 3,300 more than the number of properties owned by Hilton worldwide. In terms of guestrooms, Marriott International led the list by far with over 1.3 million guestrooms worldwide in the same year. Marriott International also generated more sales revenue than any other hotel group worldwide in 2018.

Hotel brand valuation methodology

In order to determine and compare the brand value of hotels, the Royalty Relief approach was used. It is a brand valuation method that includes various steps, such as calculating brand strength and estimating forecast revenues, and gives the company a better understanding of its position on the market.