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Pre-opening image of the Canopy by Hilton Reykjavik City Centre, which opened in 2016 (image: Hilton Worldwide)

Hilton ranked more valuable than Marriott, but behind in luxury

While Hilton was able to take the lead as the most valuable of the top hotel brands in a recent ranking, it’s behind Marriott in the luxury category.

Hilton brands have been valued at $14.7 billion (€13 billion), which was over $1 billion ahead of Marriott’s $13.4 billion portfolio, according to Brand Finance’s latest hotel sector report released in May.

Hilton reached an overall brand value growth of 41%, while Marriott saw a 27% decrease, allowing Hilton to pull ahead into the top spot.

Of the top 50 hotel brands, Hilton’s greater value is spread across just six brands compared to Marriott’s 13.

The flagship Hilton Hotels & Resorts, which had previously been the most valuable brand in the ranking, this year extended its lead over Marriott, growing 17% in value to $7.4 billion. This was largely driven by a strong revenue increase over the last year, according to Brand Finance.

Moreover, the independent brand-valuation company found the top three fastest growing brands all coming from Hilton’s portfolio, led by Homewood Suites (brand value up 99% to $800 million), followed by Double Tree (up 79% to $2.1 billion) and Hampton (up 78% to $3.2 billion).

Luxury position
Conversely, Marriott has retained a strong position in the category of luxury. The group’s only two brands in the top 10 growth ranking, W and Luxury Collection, were both luxury brands.

Brand Finance also pointed out that Marriott’s recent announcement to enter the longer-stay market, to take back market share from Airbnb, could drive its brand value back up in the coming year.

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