The latest luxury hotel ranking shows no changes among the top 10 brands. Brand Finance said the result reflected the sector’s resilience amid evolving market conditions.
Hilton’s brand value increased by 28% to USD19.2 billion. Growth was supported by its premium positioning, global reputation for hospitality and continued investment in its luxury portfolio.
The portfolio includes Waldorf Astoria, Conrad Hotels & Resorts, LXR Hotels & Resorts and NoMad Hotels. Expansion across high-demand luxury destinations has also increased Hilton’s international presence and its reach among affluent travellers.
Hyatt retains its position as the world’s second most valuable luxury hotel brand, despite a 6% decline in brand value to USD7.5 billion. The company continues to expand its premium portfolio, including Park Hyatt, Alila, Miraval and Andaz.
These brands serve demand for personalised and experience-led stays. Hyatt also has a development pipeline of 148,000 rooms, while the World of Hyatt loyalty programme has grown to approximately 63 million members.
Marriott ranks as the world’s third most valuable luxury hotel brand, with its brand value increasing by 23% to USD4.6 billion. The result was supported by portfolio expansion and the company’s global brand equity.
Marriott’s luxury portfolio includes Ritz-Carlton, St. Regis, JW Marriott and EDITION. The group has also expanded its luxury offering and introduced new concepts, including Series by Marriott.
The Marriott Bonvoy ecosystem now has 271 million members worldwide. According to the report, the programme supports customer loyalty and brand growth across international markets.
Henry Farr, Global Sector Head of Hotels at Brand Finance, commented: “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.”
Taj Hotels remains the world’s strongest luxury hotel brand, with a Brand Strength Index score of 93.5 out of 100 and an AAA+ brand strength rating. Its brand value increased by 32% to USD878 million.
The report attributed Taj’s position to its combination of Indian heritage, personalised hospitality and luxury positioning. Brand Finance also highlighted the company’s ability to provide guest experiences while maintaining its cultural identity across international markets.
Hilton Hotels & Resorts ranks as the world’s second strongest luxury hotel brand. It achieved a Brand Strength Index score of 87.1 out of 100 and an AAA brand strength rating.
The ranking was supported by Hilton’s premium positioning, international luxury portfolio and reputation across global hospitality markets. Marriott ranks as the third strongest luxury hotel brand, with a Brand Strength Index score of 83.4 out of 100 and an AAA- brand strength rating.
Marriott’s brand strength reflects its luxury portfolio, global reach and continued investment in premium guest experiences. The company therefore ranks third for both luxury hotel brand value and brand strength.
As part of the Hotels 50 2026 report, Brand Finance separately ranked the world’s 10 leading luxury hotel brands by brand value and brand strength. The ranking identifies the brands holding the leading positions across the global luxury hospitality sector.
Tags: Henry Farr Brand Finance Hilton