Brand Finance, the leading independent brand valuation consultancy, has just published the latest ranking of the 50 most valuable and strongest hotel brands in the world in 2022.
The absolute leader of this ranking is the United States with 31 brands that contribute 77% of the value of the ranking, led by the Hilton chain, which remains by far the most valuable hotel brand (10.4 billion euros). The increase in the value of the Hilton brand is driven by both the increase in expected revenues and the increase in expected profitability.
It is noteworthy that NH Hoteles is the first Spanish brand to appear in this list, in 15th place.
In addition to brand value, Brand Finance determines its relative strength through a balanced scorecard of metrics that evaluate marketing investment, brand equity and business performance (business results). And within this ranking, we find Taj Hotels as the strongest brand in the ranking: its value has increased by 7.6% to 271 million euros. The chain has been able to successfully and quickly adjust its strategies to continue responding to the needs of tourists, staying ahead of the curve with agility and strategic initiatives.
Spain continues to be among the top rated countries
Spain is the 5th country that contributes the most value to the ranking with only 2 brands after the exit of Meliá. The domestic sector closed the year with an increase in visitors of around 64%, and an increase in spending of 76% over the previous year. It is behind France (4th), China (3rd) and the United Kingdom (2nd), followed by Australia (6th), Sweden (7th) and India (8th), which contribute one brand to the ranking and 1% of the total value of the ranking.
NH Hotels and Barceló Group are now the most valuable Spanish hotel brands.
NH Hotels and Barceló Group are the most valuable brands in Spain. Together they bring 1,155 million euros in brand value to the hotel sector, according to the latest Brand Finance ranking.
In the current global sector ranking, the NH Hotels chain climbed three positions to 15th place thanks to an increase of almost 50% in brand value (48.8%), making it the most valuable Spanish brand in the hotel sector. It is also the Spanish brand with the highest growth compared to 2020 and the ninth worldwide (+27%).
In terms of brand strength, the Madrid-based company has a plan of alternative suppliers to be able to continue guaranteeing the supply and quality of its services, including LE ROOM SERVICE, which has helped it to obtain an AAA rating.
The Barceló Group, despite confirming that it had halved its losses in 2020, fell 21 places in the ranking this year to 44th place, as a result of a 38% loss in brand value compared to 2021.
Although Meliá quadrupled its revenues in 2021, unfortunately, it did not manage to stay in the ranking, leaving Spain with two representatives.
Brand value linked to constant innovation and sustainability
Brands in the sector have had, and will continue to have, to look for alternatives and strategies to be able to continue to demonstrate their strength in turbulent times and not see their brand value compromised.
“Times are changing and uncertain, and require brands to have a broad, innovative and consistent vision in order to adapt to the dizzying changes in the sector”.
Teresa de Lemus, Managing Director of Brand Finance Spain.
Sustainability has become an essential factor in the tourism sector. Guests are increasingly demanding environmentally friendly experiences or at least that the choices they make do not have such a negative impact when they travel.
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