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 increased by 28% to $19.2 billion in 2026 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 to be 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%

Hilton Hotels & Resorts' brand value reaching $19.2 billion 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-focused travel are becoming increasingly important for consumers. This trend is driving hotel companies to invest more in innovation and customer experience.

Hilton Hotels & Resorts is also renovating common areas, food and beverage concepts, and hotel designs, while emphasizing 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 accommodation experience, 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 as 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 this transformation.

The results also highlight the strength of Hilton's brand portfolio, which spans various segments. In addition to brands like Hampton and Home2 Suites, the Hotels 50 list also includes Waldorf Astoria and Conrad in the luxury segment. Visual: © AI-generated image