Hilton tops Brand Finance hotel valuation ranking for 11th year

Hilton Hotels & Resorts has retained its position as the world’s most valuable hotel brand in Brand Finance’s 2026 Hotels 50 ranking, Hilton said. The flagship brand’s estimated value reached $19.2 billion, a 28% increase from 2025, securing the leading position for the 11th consecutive year.

Nine brands from Hilton’s portfolio appeared in the annual hotel ranking. Hilton also featured in the Brand Finance Global 500 2026 report, where it was one of only two hotel brands included and moved up more than 30 positions compared with the previous year, according to the company.

Portfolio representation extends beyond the flagship

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

Hilton presented the inclusion of those brands as evidence of strength across its portfolio. The results cover both the flagship’s continued lead in hotel brand value and the representation of other Hilton names in the same sector assessment.

Brand value is an estimate of a brand’s financial worth and its contribution to a business, according to the explanation accompanying Hilton’s announcement. For investors and operators, that definition establishes what the $19.2 billion figure measures: the value assigned to the Hilton Hotels & Resorts brand.

According to Hilton, Brand Finance’s annual valuation study covers 5,000 major brands across industries. The consultancy publishes more than 100 reports spanning sectors and countries, placing the hotel ranking within a broader programme of brand assessments.

Guest experience remains an operating priority

Hilton linked the recognition to its efforts to adapt the flagship brand to changing guest expectations. Brand Finance, as cited in the announcement, said travellers were placing greater emphasis on quality, personalised service and experience-led travel.

The consultancy also identified continued investment in innovation and customer experience as a growth driver for global hotel brands. Those themes provide the operating context for Hilton’s stated focus on public spaces, food and beverage, design and experiences connected to individual destinations.

Leonard Gooz, global brand leader for Hilton Hotels & Resorts, said the brand had adapted alongside travellers for more than a century while retaining its approach to hospitality. He described amenities, locally influenced design and dining experiences as elements of its response to current guest preferences.

Across its global portfolio, Hilton said the flagship would continue focusing on refreshed shared spaces and destination-specific experiences. The company’s stated aim is to make stays more relevant to guests and help them engage with the places they visit.