Hilton, with a brand value of $11.6 billion, has retained its title as the world’s most valuable hotel brand for the ninth consecutive year, according to new data from Brand Finance, the brand valuation consultancy. Hyatt, with a brand value of $6 billion, secured the second spot again.

Hilton and Hyatt are the only two hotel brands featured in the Brand Finance Global 500 2024 ranking. Eight out of the top 10 brands included in the ranking decreased in brand value, and over 60 percent of U.S. brands featured in the ranking also decreased, indicators that the industry is struggling to fully capitalize on brand growth potential despite rising demand.

“Many top hotel brands have struggled to grow their brand value as robustly as in the years leading up to 2020, and the Brand Finance Hotels 2024 ranking shows that these challenges are ongoing as the industry recovers," Henry Farr, associate director, Brand Finance, said in a statement. "Despite an uptick in travel and hotel demand, the actual growth hasn’t matched expectations, resulting in slight declines or minimal brand value growth for the world’s leading hotel brands.”

There are brands exhibiting strong growth, such as India’s Taj —the world’s second-fastest-growing brand—up 45 percent to $545 million, driven by supercharged revenue growth and improved brand strength. Taj has climbed three positions in the Brand Strength Index ranking to become the world’s strongest hotel brand. With an improved BSI score of 92.3 out of 100, Taj has earned an AAA+ rating, the highest rating awarded by Brand Finance. Taj performed exceptionally well across several brand strength metrics, including familiarity, consideration, recommendation and reputation, underscoring Taj’s dominant position within India’s hotel sector.



Brand Finance data also reveals a significant boost in brand values of Spain’s top hotel brands, propelling them higher in this year’s ranking. New entrant Occidental debuts at 42nd with a brand value of $318 million, while Meliá joins in 43rd ranked at $312 million, doubling Spain’s presence. NH Hotels, Spain’s most valuable hotel brand, noted an 18 percent increase to $770 million. Barceló, ranked 21st, experienced a 12 percent rise to $683 million, excelling in metrics like consideration, recommendation, reputation and loyalty despite a slight decline in its BSI score. These gains underscore the growing competitiveness of Spanish hotel brands.



Brand Finance unveiled the world’s top 25 strongest and most valuable leisure and tourism brands, with an aggregate brand value of $59.1 billion. booking.com, Airbnb and Trip.com Group secured the top three positions, each noting double-digit brand value growth. Royal Caribbean, with a 58 percent increase to $4.1 billion, climbed to fourth place, becoming the sector’s second fastest-growing and second strongest brand globally. Tokyo Disneyland debuted in sixth place with a brand value of $2.7 billion and emerged as the world’s strongest L&T brand with an AAA+ rating, the highest awarded by Brand Finance.