Hilton tops luxury hotels by brand value, Taj retains crown as strongest luxury hotel brand
Brand Finance’s latest luxury hotels ranking shows no change among the top 10 brands, reinforcing the sector’s resilience amid evolving market conditions
Brand Finance's Hotels 50 2026 report ranks Hilton first in luxury hotel brand value at $19.2B (+28%), while Taj Hotels leads brand strength with a BSI score of 93.5/100.
Photo by Brand Finance Plc
Hyatt holds its position as the world's second most valuable luxury hotel brand
Marriott reinforces its leadership as the world's third most valuable and third strongest luxury hotel brand
Hilton Hotels & Resorts remains the world's most valuable luxury hotel brand, while Taj Hotels retains its position as the world's strongest luxury hotel brand, according to the Hotels 50 2026 report from Brand Finance, the world's leading brand valuation consultancy.
Hilton Hotels & Resorts (brand value up 28% to USD19.2 billion) growth has been supported by its strong premium positioning, global reputation for high-quality hospitality, and continued investment in its luxury portfolio, including Waldorf Astoria, Conrad Hotels & Resorts, LXR Hotels & Resorts, and NoMad Hotels. Expansion into high-demand luxury destinations has further strengthened Hilton’s global presence and reinforced its appeal among affluent travellers.
Hyatt (brand value down 6% to USD7.5 billion) retains its position as the world’s second most valuable luxury hotel brand. The brand continues to strengthen its luxury positioning through the expansion of its premium portfolio, including Park Hyatt, Alila, Miraval, and Andaz, which cater to growing demand for personalised and experience-led stays. Hyatt’s record development pipeline of 148,000 rooms and continued growth of its World of Hyatt loyalty programme to approximately 63 million members further support its long-term growth prospects, as the brand expands its presence across key luxury travel markets.
Marriott (brand value up 23% to USD4.6 billion) ranks as the world’s third most valuable luxury hotel brand, supported by continued portfolio expansion and strong global brand equity. The group’s luxury offering, spanning brands such as Ritz-Carlton, St. Regis, JW Marriott, and EDITION, continues to benefit from rising demand for premium experiences and personalised hospitality. Strategic growth initiatives, including the expansion of its luxury portfolio and the launch of new concepts such as Series by Marriott, have strengthened Marriott’s ability to cater to evolving luxury traveller preferences. Its Marriott Bonvoy ecosystem, with 271 million members globally, further reinforces customer loyalty and supports sustained brand growth across international markets.
Luxury hotel brands continue to outperform by delivering more than premium accommodation. They are creating distinctive experiences that foster lasting emotional connections with guests. The brands leading this year's ranking have successfully balanced heritage with innovation, while investing in personalised service, digital capabilities and operational excellence. As competition for high value travellers intensifies, long term brand investment and consistently exceptional guest experiences will remain the defining factors behind sustained brand strength and value
Henry Farr, Global Sector Head of Hotels, Brand Finance commented
Meanwhile, with a Brand Strength Index (BSI) score of 93.5/100 and an AAA+ brand strength rating, Taj Hotels (brand value up 32% to USD878 million) retains its position as the world's strongest luxury hotel brand. As luxury travellers increasingly seek authentic and experience-led stays, Taj continues to differentiate itself through its distinctive blend of Indian heritage, personalised hospitality, and timeless luxury. Its strong brand equity reflects its ability to deliver meaningful guest experiences while preserving its unique cultural identity on the global hospitality stage.
Hilton Hotels & Resorts ranks as the world's second strongest luxury hotel brand, achieving a BSI score of 87.1/100 and an AAA brand strength rating, underpinned by its premium positioning, extensive global luxury portfolio, and reputation for delivering high-quality hospitality across international markets. Marriott ranks third strongest, with a BSI score of 83.4/100 and an AAA- brand strength rating, reflecting the strength of its diverse luxury brand portfolio, global reach, and continued investment in premium guest experiences.
As part of the Hotels 50 2026 report, Brand Finance has separately ranked the world's 10 leading luxury hotel brands by brand value and brand strength, recognising the brands setting the benchmark in the global luxury hospitality sector.
About Brand Finance
Every year, Brand Finance puts 5,000 of the biggest brands to the test, evaluating their strength and quantifying their value, and publishes nearly 100 reports, ranking brands across all sectors and countries. The world's top 50 most valuable hotel brands and the top 10 most valuable leisure & tourism brands included in the Brand Finance Hotels 50 2021 report.
The full Brand Finance Hotels 50 2021 ranking and the Brand Finance Leisure & Tourism 10 2021 ranking, additional insights, charts, more information about the methodology, as well as definitions of key terms are available in the Brand Finance Hotels 50 2021 report.
Brand value is understood as the net economic benefit that a brand owner would achieve by licensing the brand in the open market. Brand strength is the efficacy of a brand's performance on intangible measures relative to its competitors. Please see below for a full explanation of our methodology.