Hilton and Taj are the world’s leading luxury hotel brands, according to two parallel rankings calculated by consultancy Brand Finance.
The company ranks brands across many different business segments, using its own metrics, and has recently published its Hotels 50 2026 report. The company heads its update of the sector with its luxury hotel brand value index, naming Hilton as the first in class, with a value of USD19.2 billion, up 28% year on year. Hilton leads ahead of Hyatt and Marriott, in second and third places respectively.
A Portfolio of Luxury Brands
Brand Finance researchers validate the uplift in Hilton’s brand value by noting its effective stewardship of its luxury portfolio of brands, including Conrad, Waldorf Astoria, LXR Hotels & Resorts, and the recently added NoMad Hotels. These are effectively building a presence in key global destinations, where there is high demand for luxury hotels; while Hilton has managed to maintain a reputation for high quality hospitality.
While maintaining its second place in the ranking, Hyatt saw its brand value slip by 6% to USD7.5 billion. However, the business is poised to maintain and enhance its position, with strong traction from its World of Hyatt loyalty programme, and a record development pipeline, with growth assured for its premium brands such as Alula, Andaz, Miraval and Park Hyatt.
While the leader of the pack in terms of absolute scale, Marriott occupies third place in the luxury brand value table, with a value calculated at USD4.6 billion. However, nobody could doubt the presence of its luxury brands such as Edition, JW Marriott, Ritz-Carlton and St Regis.
Individual hotel brands are also in the ranking, with Holiday Inn in fourth place, ahead of Hampton Inn. Two rising brands in the 2026 ranking are European operator Scandic, in at eighth position after registering in fourteenth place in 2025; and Britain’s Premier Inn, up two places on the previous year and coming in at tenth position.
A second, parallel ranking is developed by Brand Finance based on its Brand Strength Index. “Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors,” explains the company in its report.
Taj Exploits Its Indian Heritage
Using this measure, Taj Hotels comes top of the pile, declared officially the world’s strongest luxury hotel brand with an AAA+ ranking and score of 93.5 out of 100. A blend of Indian heritage, timeless luxury and delivery in a very personalised way, Taj is growing globally from its strong home market position.
The brand strength ranking places Hilton second, with a score of 87.1 out of 100, registering AAA. Marriott is measured in third place, scoring 87.1 and AAA-. “Luxury hotel brands continue to outperform by delivering more than premium accommodation,” noted Henry Farr, head of the hotels sector at Brand Finance. “The brands leading this year’s ranking have successfully balanced heritage with innovation, while investing in personalised service, digital capabilities and operational excellence.”
