品牌价值-最有价值和最强酒店品牌50强的2023年度报告（英）-2023-WN6.pdf

Hotels502023The annual report on the most valuable and strongest Hotel brandsJune 2023Brand Finance Hotels 50 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword7David Haigh,Chairman,Brand FinanceExecutive Summary9Brand Value&Brand Strength Analysis10Brand Value Ranking18Leisure&Tourism 1019Brand Spotlights20Hilton 21 Interview with Matt SchuylerTaj24 Interview with Puneet ChhatwaMethodology28Our Services35Brand Finance Hotels 50 3About Brand Finance.Brand Finance is the worlds leading brand valuation consultancy.We bridge the gap between marketing and financeBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.For more than 25 years,we have helped companies and organisations of all types to connect their brands to the bottom line.We quantify the financial value of brandsWe put thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish over 100 reports annually.We offer a unique combination of expertiseOur teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.We pride ourselves on technical credibilityBrand Finance is a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,and the first brand valuation consultancy to join the International Valuation Standards Council.Our experts helped craft the internationally recognised standards on Brand Valuation ISO 10668 and Brand Evaluation ISO 20671.Our methodology has been certified by global independent auditors Austrian Standards as compliant with both,and received the official approval of the Marketing Accountability Standards Board.Get in T business enquiries,please contact:Richard HaighManaging DFor all other enquiries:+44 207 389 For media enquiries,please contact:Michael JosemAssociate Communications DA Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used to arrive at your brands value.Each report includes expert recommendations for growing brand value to drive performance and offers a cost-effective way to gaining a better understanding of your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty RatesCustomer Research FindingsInsightStrategyBenchmarkingEducationCommunicationUnderstandingBrand Finance Hotels 50 5Brand Finance InstituteBrand Finance Institute is the educational division of Brand Finance,whose purpose is to create and foster a professional environment for knowledge-sharing and networking among practitioners and experts in the market.BFI organises events,in-company training,and corporate educational initiatives around the world.In the quest for marketing excellence and with the purpose to equip the brand valuation and strategy practitioners with the necessary skills and tools,we have developed a wide range of programmes and certifications in collaboration with the most coveted business schools,universities and thought leaders in the field.Brandirectory is the worlds largest database of current and historical brand values,providing easy access to all Brand Finance rankings,reports,whitepapers,and consumer research published since 2007.+Browse thousands of published brand values+Track brand value,strength,and rating across publications and over time+Use interactive charts to compare brand values across countries,sectors,and global rankings+Purchase and instantly unlock premium data,complete brand rankings,and researchVisit to find out more.Brand Finance Group.Brand DialogueBrand Dialogue is a public relations agency developing communications strategies to create dialogue that drives brand value.Brand Dialogue has over 25 years of experience in delivering campaigns driven by research,measurement,and strategic thinking for a variety of clients,with a strong background in geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue manages communications activities across Brand Finance Groups companies and network.VI360VI360 is a brand identity management consultancy working for clients of all sizes on brand compliance,brand transition,and brand identity management.VI360 provide straightforward and practical brand management that results in tangible benefits for your business.BGlobal BrandEquity MonitorOriginal market research on over 5,000 brands 38 countries and 31 sectors coveredMore than 150,000 respondents surveyed annuallyWe are now in our 7th consecutive year conducting the studyVisit or email enquiriesbrandfi Brand Finance Hotels 50 7David Haigh Chairman,Brand FinanceForeword.Brand valuation helps companies understand the value of their brand and how it contributes to the overall value of the company.This important understanding can inform decision-making related to marketing and branding efforts,as well as provide a benchmark for future performance.It can also be used to help attract investors and secure financing,as a strong brand can be a valuable asset.Additionally,brand valuation can be useful in the event of a merger or acquisition,as it can help determine the value of the brand being acquired.Overall,brand valuation helps organisations understand the worth of their brand and how it fits into their overall business strategy.A strong brand can lead to improved business returns in several ways.First,a strong brand can help a company differentiate itself from its competitors and establish a unique identity in the market,which can lead to increased customer loyalty and retention.This,in turn,can lead to higher sales and revenue.A strong brand can also help a company command a higher price for its products or services,as consumers are willing to pay more for a brand they perceive as high-quality and trustworthy.In addition,a strong brand can help a company attract top talent,as employees may be more attracted to work for a well-known and reputable brand.Finally,a strong brand can provide a company with a competitive advantage and help it weather economic downturns or industry disruptions.This year,Brand Finance has invested more in researching and understanding customer perception of brands across the world than ever before,with original research taking place in dozens of jurisdictions globally.The report you are reading is based on this extensive original research,with the findings representing a catalyst for further conversations.If you want to help build a stronger brand,or if you want to better understand the value of your brand,please contact the Brand Finance team and I anytime.I look forward to the conversation and helping to build a more profitable future for your brand.Brand Finance Hotels 50 8Hilton checks in as the worlds most valuable hotel brand.+Hilton delivers an exceptional service as the reigning champion of hotel brands,valued at US$11.7 billion+Le Mridien is named the fastest-growing hotel brand as a new entrant to Top 50 ranking+Autograph Collection Hotels also makes a grand entrance,named the second-fastest growing hotel brand+Half of top 50 hotel brands remain below pre-pandemic values,with Wyndham seeing the biggest decrease+Conrad takes an extraordinary leap to become the worlds strongest hotel brand,with an AAA+rating+Hilton has the highest Sustainability Perceptions Value(SPV),topping the rankings at US$565 million +Taj has the highest Sustainability Perceptions Score,5.04 out of 10Ranking Analysis.Brand Finance Hotels 50 10Ranking Analysis.Hilton delivers an exceptional service as the reigning champion of hotel brands,valued at US$11.7 billionHilton(brand value down 2%to US$11.7 billion)retains its title as the worlds most valuable hotel brand,according to the latest report from leading brand valuation consultancy,Brand Finance.2022 was an exceptional year of brand value growth for Hilton,with revenue soaring as both business and leisure travel surged post-pandemic.This years result indicates a slight slowdown in this growth momentum,as the industry returns to a more normal trajectory.That said,Hiltons brand value remains above its pre-pandemic level,and it is almost double that of runner-up,Hyatt(brand value up 3%to US$6.1 billion).During and post-pandemic,Hilton has demonstrated an ongoing commitment to innovation.Most recently,Hilton announced a partnership to launch a new cloud-based property management technology platform at its hotels to address the growing demand for modern amenities and seamless technology experiences for guests in addition to other recently launched industry-firsts like confirmed connecting rooms and digital key share.Hilton also boasts the most valuable hotel portfolio in the world,solidifying its top ranking through further expanding its global presence.In 2022,Hilton opened its 7,000th hotel worldwide,surpassed 150 million Hilton Honors members and welcomed nearly 200 million guests.The American giant has strategically strengthened its portfolio worldwide,including renowned destinations like the South of France and the Asia-Pacific region.These efforts aim to reinforce Hiltons brand value,familiarity,and global reputation.Brand Finance Hotels 50 11Ranking Analysis.Top 10 Most Valuable Hotel Brands 6+11%USD$2.1 bn7 7-4%USD$2.0 bn6 8+73%USD$1.6 bn18 99USD$1.4 bn-5%108USD$1.2 bn-17%1-2%USD$11.7 bn1 3+8%USD$4.3 bn4 43USD$3.7 bn-10%55USD$3.1 bn+33%2+3%USD$6.1 bn2In addition to calculating brand value,Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment,stakeholder equity,and business performance.Compliant with ISO 20671,Brand Finances assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in 38 countries and across 31 sectors.Hilton,despite dropping two ranks in brand strength to 5th place this year,retains its AAA rating.Its ongoing investment in technology and innovation showcases its dedication to meeting evolving customer preferences,while upholding its position as a top luxury hotel brand.The hotel giants strong brand recognition and local market familiarity(scoring 73%for the familiarity metric)have been instrumental in its post-pandemic recovery.In the post-pandemic world,Hilton has demonstrated remarkable resilience and a steadfast commitment to delivering exceptional experiences.With an unwavering focus on guest satisfaction,Hilton has not only recovered but has emerged stronger in several aspects,solidifying its position as a leading global brand.Through innovative strategies and a dedication to shifting consumer needs,it has retained its title as the worlds most valuable hotel brand.Henry Farr Associate Director,Brand Finance Brand Finance Plc 20232120102100Brand Finance Hotels 50 12Ranking Analysis.Brand Value Change 2023-2022(%)375%174%81%77%73%65%46%36%33%-60%-35%-33%-32%-31%-29%-27%-25%-23%-21%21%Le Mridien is named the fastest-growing hotel brand as a new entrant to Top 50 rankingLe Mridien(brand value up 375%to US$669.4 million)checks into the 2023 top 50 ranking in 23rd as the fastest-growing hotel brand.Part of the Marriott(brand value up 33%to US$3.1 billion)International portfolio,Le Mridien has been expanding its presence across the globe in the past year.Most recently,Le Mridien established Le Mridien Melbourne.Its premium location and luxury features have attracted both tourists and locals,further boosting the hotels revenue from bookings in one of Australias most popular coastal cities.Other significant growth milestones for Le Mridien include its second hotel opening in New York City,which is hoped to boost its familiarity score in the US and globally.This year,Marriott International has also signed an agreement to expand the Le Mridien group in the UAE,launching a new hotel located in a desirable beachfront location.The project is seen as a fit for the growing tourism sector in Ras Al Khaimah and is expected to further propel Le Mridiens global familiarity and fast-growing brand value.As one of Marriots most recognisable brands,Le Mridien also ranks an impressive 3rd for brand strength this year.In 2022,Le Mridien launched a renovation project for its hotel designs,aimed at appealing to changing traveller preferences for more modern features,while also remaining true to its rich heritage.Such endeavour demonstrates that Le Mridien is committed to evolving its brand identity,which is hoped to further enhance its brand value,as well as boost its familiarity score going forward and in future rankings.Brand Finance Plc 2023Brand Finance Hotels 50 13Top 10 Strongest Hotel Brands91.0+13.7 1AAA+3989.9+25.1 3AAA+NEW89.4+0.5 41AAA87.5-0.5 53AAA86.9+3.6 6AAA1790.9+12.3 2AAA+NEW86.9+9.6 7AAA3886.6+0.1 8AAA686.6+3.5 918AAA86.5+17.0 1048AAAAutograph Collection Hotels also makes a grand entrance,named the second-fastest growing hotel brandAutograph Collection Hotels(brand value up 174%to US$647 million)is another stand-out performer in this years ranking,entering closely behind Le Mridien in 25th.Also a member of the Marriott portfolio,the groups brand value growth can be attributed to increased revenue from hotel expansion and added rooms.Notable expansions in the previous year include a luxury all-inclusive resort in Cancun,featuring over 1000 suites,and a new opening in the popular Maltese coastal town of St Julians,marking the groups first hotel opening in Malta.Autograph Collection jumps one spot ahead of Le Mridien to rank 2nd for brand strength this year,with an AAA+rating.AC Hotels strong brand perception is likely boosted by the global recognition enjoyed by parent company Marriott,which scored a strong score of 72%for familiarity in the US.ACs strong performance this year,enhanced by its expanding global collection of distinctive properties,positions it favourably to enhance its familiarity and consideration scores going forward.Brand Finance Plc 202322122211Brand Finance Hotels 50 14More than half of top 50 hotel brands remain below pre-pandemic values,with Wyndham seeing the biggest decreaseAfter two years of global travel restrictions and economic uncertainty,the past year has witnessed an increasing return to pre-pandemic travel patterns.However,Brand Finance research finds that the hotel industry is slow to recover from the pandemics long-lasting effects,as 27 out of 50 hotel brands(54%)remain below their pre-pandemic values.Wyndham Hotels,(brand value down 60%to US$408.92 million)has seen the biggest decline.This drop can be attributed to a decline in occupancy and retention rate and overall revenue,as Wyndham struggles to recover its pre-pandemic reputation and consumer appeal.In its local US market,Wyndham scored 84%for consideration in 2021,dropping to 46%in 2022.Widely known for its more budget-friendly offer