- Hilton brand value rises 28 percent to $19.2 billion.
- Taj scores 93.5, remains second strongest globally.
- Top 50 hotel brands grow 21 percent to $69.8 billion.
Hyatt Hotels Corp. remained second most valuable, despite a decline in brand value. Vietnam's Vinpearl remained the world's strongest hotel brand, according to the report. The world's top 50 hotel brands increased their combined value by 21 percent to $69.8 billion in 2026.
"Brands that are combining asset-light growth, premium guest experiences and investment in digital capabilities are strengthening both their financial performance and brand value,” said Henry Farr, Brand Finance, global sector head of hotels. “Brand strength is increasingly shaped by customer trust, loyalty and consistent delivery of exceptional guest experiences.”
Hilton's brand value rose 28 percent to $19.2 billion, helped by global expansion and strong performance in its premium full-service hotels. Hyatt's brand value fell 6 percent to $7.5 billion. Marriott ranked third, with its brand value rising 23 percent to $4.6 billion, driven by global expansion, the acquisition of citizenM and the launch of Series by Marriott. Delta Hotels & Resorts was the fastest-growing brand, with its brand value jumping 79 percent to $476 million.
Vinpearl earned a Brand Strength Index score of 95.4, retained its AAA-plus rating and saw its brand value rise 86 percent to $381 million. Taj's brand value rose 32 percent to $878 million, with a BSI score of 93.5.
Brand Finance highlighted Taj's strong familiarity, consideration and preference in its home market and named it a brand to watch for its growing global luxury presence. Taj also retained its position as the world's strongest luxury hotel brand.
David Haigh, Brand Finance chairman and CEO, said Taj's continued recognition as the world's strongest luxury hotel brand is a remarkable achievement.
“Its distinctive blend of Indian heritage, timeless luxury and personalised hospitality continues to create powerful guest affinity and sets an important benchmark for the global luxury hospitality industry,” he said.
“The dual honour of being India's Strongest Brand and the World's Strongest Luxury Hotel Brand, reflects the strength of Taj's legacy and its continued relevance to travellers across generations and geographies,” said Puneet Chhatwal, IHCL managing director and CEO.
In the leisure and tourism sector, Booking.com remained the world's most valuable brand for the sixth consecutive year, with its brand value rising 16 percent to $12.1 billion. Tokyo Disney Resort remained the strongest brand, with a BSI score of 94.3, although its brand value fell 11 percent to $2.8 billion.
Separately, Travel + Leisure ranked The Leela Palaces, Hotels and Resorts the world's second best hotel brand in its 2026 World's Best Awards.
