After two years of global travel restrictions and economic uncertainty, the past year has witnessed an increasing return to pre-pandemic travel patterns.
However, Brand Finance research finds that the hotel industry is slow to recover from the pandemic’s long-lasting effects, as 27 out of 50 hotel brands remain below their pre-pandemic values.
Meanwhile, Hilton, valued at $11.7 billion retains its title as the world’s most valuable hotel brand, according to the latest report from leading brand valuation consultancy, Brand Finance.
According to the report, 2022 was an exceptional year of brand value growth for Hilton, with revenue soaring as both business and leisure travel surged post-pandemic.
This year’s result indicates a slight slowdown in this growth momentum, as the industry returns to a more normal trajectory.
That said, Hilton’s brand value remains above its pre-pandemic level, and it is almost double that of runner-up, Hyatt (brand value up 3% to US$6.1 billion).
Henry Farr, Associate Director at Brand Finance, said: “In the post-pandemic world, Hilton has demonstrated remarkable resilience and a steadfast commitment to delivering exceptional experiences. With an unwavering focus on guest satisfaction, Hilton has not only recovered but has emerged stronger in several aspects, solidifying its position as a leading global brand. Through innovative strategies and a dedication to shifting consumer needs, it has retained its title as the world’s most valuable hotel brand.”
