Hilton Hotels & Resorts has been named the world's most valuable hotel brand by Brand Finance for the 11th consecutive time. The brand's value reached 19.2 billion dollars in 2026, increasing by 28 percent compared to the previous year.

While Hilton Hotels & Resorts topped the Brand Finance Hotels 50 ranking, eight more brands from the group entered the top 50 most valuable hotel brands in the world. Hilton also became one of only two hotel brands included in the 2026 Brand Finance Global 500 list.

Nine Hilton Brands in Top 50

In addition to Hilton Hotels & Resorts, the Hotels 50 list 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.

In Brand Finance's overall Global 500 ranking, which evaluates thousands of major brands from various sectors each year, Hilton climbed more than 30 spots compared to last year.

Brand Value Increased by 28 Percent

Hilton Hotels & Resorts' brand value reaching 19.2 billion dollars coincides with a period where competition among international hotel groups is no longer shaped solely by room capacity and geographical reach.

According to Brand Finance, quality, personalization, and experience-oriented travel are becoming increasingly important for consumers. This trend is leading hotel companies to invest more in innovation and customer experience.

Hilton Hotels & Resorts also, while renovating common areas, food and beverage concepts, and hotel designs, emphasizes experiences that reflect the local character of destinations.

Leonard Gooz, Global Brand Leader for Hilton Hotels & Resorts, said, “As Hilton's flagship brand, we are honored to be named the world's most valuable hotel brand by Brand Finance once again.”

Gooz added, “Hilton Hotels & Resorts continues to evolve with travelers' expectations and reshape the hospitality experience, all while remaining committed to the hospitality that has defined our brand for over a century.”

Customer Experience Stands Out in Competition

Brand Finance considers continuous investments in innovation and customer experience an increasingly important factor in the growth of global hotel brands. Hilton Hotels & Resorts' 11-year streak at the top of the ranking also coincides with a period of such transformation.

The results also demonstrate the strength of Hilton's brand portfolio, which spans various segments. In the Hotels 50 list, alongside brands like Hampton and Home2 Suites, Waldorf Astoria and Conrad are also featured in the luxury segment. Image: © AI-generated image