{"id":10476,"date":"2020-05-26T16:59:25","date_gmt":"2020-05-26T08:59:25","guid":{"rendered":"\/\/www.teutonici.com\/?p=10476"},"modified":"2021-09-09T18:21:40","modified_gmt":"2021-09-09T10:21:40","slug":"worlds-top-50-valuable-hotel-brands-could-lose-up-to-14-billion-of-brand-value","status":"publish","type":"post","link":"\/\/www.teutonici.com\/en\/worlds-top-50-valuable-hotel-brands-could-lose-up-to-14-billion-of-brand-value\/","title":{"rendered":"World\u2019s Top 50 Valuable Hotel Brands Could Lose Up to $14 Billion of Brand Value"},"content":{"rendered":"\t\t
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World\u2019s top 50 valuable hotel brands could lose up to $14 billion of brand value<\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Hotels sector heavily impacted\u00a0by COVID-19 pandemic, brands could lose up to 20% of cumulative brand value, equating to US$14 billion.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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* Hilton remains world\u2019s most valuable hotel brand, up an impressive 35%<\/p>

* Mercure is fastest growing brand in\u00a0Brand Finance Hotels 50 2020 ranking, following staggering 57% growth<\/p>

* Premier Inn claims title of world\u2019s strongest hotel brand, Brand Strength Index (BSI) score 89.1\/100<\/p>

* Leisure & Tourism sector also heavily impacted, brands could lose up to 20% of cumulative brand value<\/p>

* Airbnb most valuable leisure & tourism brand, brand value US$10.5 billion<\/p>

US has 32 brands on the list and China has 3 brands<\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Top 50 hotel brands could lose US$14bn from COVID-19<\/strong><\/p>

The world\u2019s top 50 most valuable hotel brands could lose up to US$14 billion worth of brand value as a result of the COVID-19 pandemic, according to the\u00a0latest Brand Finance Hotels 50 2020 report.\u00a0Brand Finance\u2019s analysis shows that the hotels sector is one of the most heavily impacted industries globally and could face a potential 20% loss in brand value.<\/p>

COVID-19 is undoubtedly going to wreak havoc on the sector in the coming year \u2013 both financially, as hotels are forced to close and bookings are cancelled, and reputationally, as brands that do not manage to avoid association with COVID-19 may suffer lasting reputational damage.<\/p>

Looking beyond the hotels sector, the value of the 500 most valuable brands in the world, ranked in the\u00a0Brand Finance Global 500 2020\u00a0league table, could fall by an estimated\u00a0US$1 trillion as a result of the Coronavirus outbreak.<\/p>

Brand Finance has assessed the impact of COVID-19 based on the effect of the outbreak on enterprise value, compared to what it was on 1st\u00a0January 2020.\u00a0<\/p>

Hilton remains most valuable<\/strong><\/p>

Hilton\u00a0has recorded an impressive 35% growth in brand value to US$10.8 billion, holding on to first place in the\u00a0Brand Finance Hotels 50 2020 ranking. The brand\u2019s year-on-year success is due to strong revenue growth and a solid reputation, making Hilton a firm-favourite amongst holiday-goers around the world.<\/p>

While Hilton\u2019s revenue will take a hit following COVID-19, the brand is consistently elevating its reputation during the crisis, lighting up its buildings in support of the NHS in London, donating free parking spots to healthcare professionals, and teaming up with American Express to donate 1 million overnight stays to frontline medical workers across the US.\u00a0<\/p>

Mercure is fastest growing, up impressive 57%<\/strong><\/p>

With a brand value growth of 57% to US$2.3 billion,\u00a0Mercure\u00a0is the fastest growing brand in the\u00a0Brand Finance Hotels 50 2020 ranking, jumping 3 spots to 8th\u00a0position. Accor group has been focusing on strong organic franchise growth across its portfolio with Mercure picked as one of the key brands to deliver this growth. This shift to franchise-based growth has fuelled the brand value growth versus last year.<\/p>

Accor\u2019s portfolio of brands are likely to benefit from an improved reputation from its rapid and employee-centred response to the Coronavirus crisis, which saw the parent company establish the ALL Heartist Fund to distribute money amongst employees and partners who have seen their income slashed.<\/p>

Premier Inn named sector\u2019s strongest<\/strong><\/p>

In addition to measuring overall brand value, Brand Finance determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. According to these criteria, Premier Inn\u00a0(up 22% to US$1.2 billion) is the world\u2019s strongest hotel brand with a Brand Strength Index (BSI) score of 89.1 out of 100 and a corresponding AAA brand strength rating.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Leisure & Tourism heavily impacted by COVID-19<\/strong><\/p>

Alongside analysing the world\u2019s most valuable hotel brands, Brand Finance also ranks the top 10 most valuable brands in the wider leisure and tourism industry. Brand Finance\u2019s analysis shows that leisure and tourism brands could also lose up to 20% of brand value due to COVID-19.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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With a brand value of US$10.5 billion,\u00a0Airbnb\u00a0is the most valuable leisure and tourism brand. Combining technology and leisure, Airbnb has given traditional hotel brands a worthy opponent since its inception, favoured by homeowners as a hassle-free source of extra income, and by frequent travellers for its affordability and sense of adventure. Despite its business operations grinding to a halt, Airbnb is in a relatively good position to recover from the crisis as the economy slowly re-opens, likely to be favoured by holiday-goers looking for \u201cstaycation\u201d options in their own countries.<\/p>

Read more.<\/a><\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Source:<\/strong>\u00a0ChinaTravelNews<\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

World\u2019s top 50 valuable hotel brands could lose up to $14 billion of brand value Hotels sector heavily impacted by COVID-19 pandemic, brands could lose up to 20% of cumulative brand value, equating to US$14 billion. * Hilton remains world\u2019s most valuable hotel brand, up an impressive 35% * Mercure is fastest growing brand in Brand Finance … <\/p>\n

Continue reading “World\u2019s Top 50 Valuable Hotel Brands Could Lose Up to $14 Billion of Brand Value”<\/span><\/a><\/p>\n","protected":false},"author":8,"featured_media":10486,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[109],"tags":[],"class_list":["post-10476","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry_news","entry"],"acf":[],"_links":{"self":[{"href":"\/\/www.teutonici.com\/en\/wp-json\/wp\/v2\/posts\/10476"}],"collection":[{"href":"\/\/www.teutonici.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"\/\/www.teutonici.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"\/\/www.teutonici.com\/en\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"\/\/www.teutonici.com\/en\/wp-json\/wp\/v2\/comments?post=10476"}],"version-history":[{"count":7,"href":"\/\/www.teutonici.com\/en\/wp-json\/wp\/v2\/posts\/10476\/revisions"}],"predecessor-version":[{"id":10718,"href":"\/\/www.teutonici.com\/en\/wp-json\/wp\/v2\/posts\/10476\/revisions\/10718"}],"wp:featuredmedia":[{"embeddable":true,"href":"\/\/www.teutonici.com\/en\/wp-json\/wp\/v2\/media\/10486"}],"wp:attachment":[{"href":"\/\/www.teutonici.com\/en\/wp-json\/wp\/v2\/media?parent=10476"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"\/\/www.teutonici.com\/en\/wp-json\/wp\/v2\/categories?post=10476"},{"taxonomy":"post_tag","embeddable":true,"href":"\/\/www.teutonici.com\/en\/wp-json\/wp\/v2\/tags?post=10476"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}