Hilton named most valuable hotel brand for 10th year by Brand Finance

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Hilton Cairo Nile Maadi in Egypt

Hilton has expanded its brand value by 30% to strengthen its grip on the title of most valuable hotel brand, according to Brand Finance.

That means Hilton retains its top ranking for the tenth consecutive year, and is now worth US$15.1 billion due to its increased global footprint and a stronger luxury and lifestyle offering.

The group now operates more than 8,600 properties across 139 countries and territories, with almost half of the properties added in 2024 coming in the lifestyle and luxury segments.

Hilton is also doubling down on the Middle East, and on track to reach a milestone of 100 properties – operating or in the pipeline – in Saudi Arabia by the end of 2025 as it aims to more than quadruple its presence in the kingdom.

With 20 hotels in operation and 77 in development across 14 brands, Hilton is expected to add more than 21,000 rooms. Its properties now account for a quarter of all branded hotel rooms under construction in the kingdom.

Spark by Hilton Makkah in Saudi Arabia

Hilton recently launched midscale brand Spark by Hilton in Makkah, offering 329 rooms near the holy sites. Other upcoming projects include the debut of the Tapestry by Hilton brand in Madinah later this year, as well as three resorts in Al-Ahsa, a Waldorf Astoria in Diriyah and other openings in Madinah and Riyadh’s The Avenues complex.

These developments are expected to create more than 15,000 jobs, with half going to Saudi nationals. Current Saudisation rates at Hilton properties exceed 55%.

Hyatt and Marriott trail Hilton in brand value

Hyatt takes second spot with a brand value of US$8 billion, and also showed strong growth, up 32% on last year, boosted by a record pipeline and major openings across Asia and South America.

Hyatt is looking to strengthen its position in the lifestyle hospitality segment across Europe, the Middle East and Africa (EMEA), with 14 new lifestyle hotels set to open by 2027. These will expand the company’s lifestyle rooms in EMEA by 36% – from more than 7,400 today to 10,000-plus – in just three years.

Marriott climbs into third place, up 20% to US$3.8 billion, overtaking Hampton Inn, which fell 25% to US$3.1 billion.

Tapestry Collection by Hilton to make Saudi Arabia debut

Hyatt to increase its EMEA footprint by a third in three years

“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,” said Henry Farr, Director, Brand Finance.

“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.”

According to Brand Finance research, Taj is the world’s strongest hotel brand – achieving perfect scores in its home market in India for knowledge and selection – ahead of Scandic Hotels and Marriott.

Elsewhere in the broader leisure and tourism sector, cruise lines showed the fastest recovery, up 57% year on year, led by Royal Caribbean International.

Booking.com held on to top spot as the most valuable leisure and tourism brand globally, worth US$10.5 billion.

The world’s top 50 most valuable and strongest hotel brands and top 25 most valuable and strongest leisure & tourism brands are included in the Brand Finance Hotels 50 2025 report.

For more information, visit brandfinance.com and www.hilton.com