Earlier this week, I wrote about how hotel loyalty programs may be doing silent devaluations without us really realizing what’s going on. In the miles and points space, we are a community of loyalists that studies the ins and outs of loyalty programs, often paying attention to the minutest details. However, I always found research reports and valuation studies interesting as they help me get an idea of consumer preferences overall, going above and beyond our small community of avid travelers. Brand Finance recently published a report of brand valuations and one prominent hotel brand came up tops.
Hotel Brand Valuation Studies
Bear in mind that these studies are based on a myriad of factors, which go above and beyond the loyalty program. As per BrandFinance, Hilton is the most valuable hotel brand, per 4Hoteliers.
Every year, Brand Finance conducts the world’s largest study on brand valuation for 5,000 of the biggest brands across all industries and publishes more than 100 reports, ranking brands across all sectors and countries. In the overall Brand Finance Global 500 2024 ranking, Hilton is one of only two hotel brands featured.
For the purpose of this study, Brand Finance studied 5,000 brands across different industries. Out of their 2024 ranking for the top 500 brands, Hilton Hotels is only one out of two hotel brands that feature.
Initially, I got the impression that Hilton’s massive footprint and expansive loyalty program may have played a pivotal role in helping them achieve the ranking. However, one bit of data stood out. While that indeed is the case up to an extent, there’s one additional factor that plays a crucial part.
According to Brand Finance research, sustainability plays a significant role for travelers when considering a hotel stay. In addition to Hilton’s leading industry ranking in the Brand Finance Global 500, Hilton received the largest Sustainability Perceptions Value of any hotel brand in the 2024 Brand Finance Sustainability Perceptions Index.
Through Travel with Purpose, Hilton’s global environmental, social and governance (ESG) strategy, Hilton is focused on reducing its emissions, creating engines of opportunity within its communities and preserving the beautiful destinations where we live, work and travel while operating with accountability, integrity and transparency. This strategy is integrated throughout Hilton’s global business, including operations, supply chain and engagement within communities.
The Pundit’s Mantra
I’m not surprised to see Hilton as the most valuable hotel brand for 2024. It would be great to access the full study and see what score the likes of Marriott or Hyatt got in comparison.
As a long time Hilton loyalist, I was a bit surprised that sustainability was a major factor, as cited by the study. In my case, it’s usually convenience and proximity to work that drives which property I book for a business stay. When it comes to leisure stays, I usually look at properties that have amenities that are suitable for a family.
What’s impressive though is that Hilton has achieved a 45% reduction in carbon emissions intensity, reducing water usage by 26.5%, using 2008 as a baseline.
Which factors do you consider before you book a hotel stay? Is there a hotel brand that you prefer over another due to its ESG ranking? Tell us in the comments section.
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