Global: Hilton retains title as world’s most valuable hotel brand

International

Brand Finance values Hilton Hotels & Resorts at $19.2 billion, up 28 percent year on year, while nine Hilton brands make the Hotels 50 ranking

Hilton Hotels & Resorts has been named the world’s most valuable hotel brand by Brand Finance for the 11th consecutive year. Its brand value reached $19.2 billion in 2026, representing a 28 percent increase compared with 2025.

The flagship Hilton brand leads the Brand Finance Hotels 50 ranking, while eight other brands from the group also feature among the world’s 50 most valuable hotel brands. Hilton itself is also one of only two hotel brands included in the broader Brand Finance Global 500 for 2026.

Nine Hilton brands make the global ranking

Alongside Hilton Hotels & Resorts, the Hotels 50 ranking includes Hampton by Hilton, DoubleTree by Hilton, Embassy Suites by Hilton, Home2 Suites by Hilton, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Homewood Suites by Hilton and Curio Collection by Hilton.

Brand Finance evaluates thousands of major brands across industries each year, examining factors that contribute to their financial value. In the overall Global 500 ranking, Hilton climbed more than 30 positions compared with the previous year.

Brand value rises 28 percent

The increase to $19.2 billion comes as international hotel groups compete increasingly on more than room supply and geographic reach. According to Brand Finance, quality, personalization and experience-led travel are becoming more important to guests, prompting hotel companies to invest in innovation and customer experience.

Hilton Hotels & Resorts has responded with changes to public spaces, food and beverage concepts and hotel design, while placing greater emphasis on experiences reflecting individual destinations.

“As Hilton’s flagship brand, we are honored to once again be recognized by Brand Finance as the world’s most valuable hotel brand,” says Leonard Gooz, global brand leader, Hilton Hotels & Resorts.

“For more than a century, Hilton Hotels & Resorts has evolved alongside travelers, continually re-defining the stay experience while staying true to the hospitality that defines our brand.”

Customer experience becomes a competitive factor

Brand Finance sees sustained investment in innovation and customer experience as an increasingly important driver of growth for global hotel brands. Hilton’s 11-year run at the top of the hotel brand-value ranking comes against this backdrop.

For Hilton, the result also demonstrates the reach of a portfolio spanning different hotel segments. While the flagship Hilton Hotels & Resorts brand leads the ranking, the presence of eight sister brands in the Hotels 50 extends from Hampton and Home2 Suites to the luxury brands Waldorf Astoria and Conrad.