2024-06-23-品牌价值-最具价值和最强酒店品牌50强的2024年度报告（英）_40页_24mb

Summary of Brand Finance Hotels 50 2024 Report

Overview

Brand Finance released its annual Hotels 50 2024 report, ranking the top 50 most valuable and strongest hotel brands globally. The report highlights trends in brand valuation, growth drivers, and sector performance based on extensive market research and proprietary methodologies.

Key Findings

• Most Valuable Brands: Hilton retained its position as the most valuable hotel brand for the 9th consecutive year, with a brand value of USD11.6 billion, albeit a slight 2% decline. Hyatt and Hampton Inn followed, with values of USD6.0 billion and USD4.2 billion, respectively.
• Strongest Brands: Taj emerged as the strongest hotel brand globally due to a 45% increase in brand value to USD545 million, achieving a Brand Strength Index (BSI) score of 92.9. Other top performers include Renaissance Hotels and Double Tree, which showed significant BSI improvements.
• Growth Trends:
  • Spain's hotel brands demonstrated strong growth, adding two new entrants with increased brand values.
  • Four Points and Millennium Hotels were among the fastest-growing brands, with Millenium Hotels as a new entrant from Singapore.
• Sustainability: Hilton led in sustainability perceptions with a value of USD1.1 billion, while Taj excelled in perceptions despite smaller scale, reflecting alignment with global ESG trends.
• Leisure & Tourism Sector: Expanded to include top 25 brands in the sector, with booking.com, Airbnb, and Tokyo Disney Resort showing substantial growth, driven by post-pandemic travel demand and sector recovery.

Brand Spotlight: Taj

• Taj Hotels, under IHCL, achieved record growth with a 45% increase and a BSI of 92.9, driven by superior customer service and sustainable initiatives. Future strategies focus on expanding in India and international markets with a commitment to ESG goals.

Methodology

Brand Finance uses the Royalty Relief method, analyzing brand impact through stakeholder perceptions and adjusting for brand strength via the BSI score. Calculations incorporate market research from over 41 countries and sectors, ensuring data-driven valuations.

Brand Finance's Role

• Provides services including brand valuation, consulting, and research to bridge marketing and finance, helping organizations optimize brand performance and value.

Methodology Details

• Royalty Relief Approach: Brand value is derived from potential brand royalty rates applied to forecasted revenues.
• Brand Strength Index (BSI): Assesses inputs (marketing investments), equity (customer perceptions), and outputs (financial performance) to rank brands out of 100.
• Sustainability Integration: Includes analysis of sustainability perceptions and gap values to evaluate brand alignment with ESG standards.