Hilton has topped the list of the world's most valuable hotel brands with a value of $7.8 billion, up by a third on last year’s value of $5.8 billion.

The list, released by leading brand valuation and strategy consultancy Brand Finance, scrutinises thousands of the world’s top brands and evaluates and ranks to determine which are the most powerful and valuable.

Hilton is also the most valuable group in the Brand Finance Hotels 50 table with six Hilton Worldwide brands featuring in the top 50, totalling $13.3 billion. Its brand value stands at over $200 million.

Marriott joins in at second place with a brand value of $5.3 billion. Although its group has even more brands in the top 50 than Hilton (eight in total), their combined value is lower, at $12 billion.

Having already acquired the Delta group of hotels, Marriott is attempting to merge with Starwood - the third most significant group by brand value - with six brands being valued at $6.7 billion.

This move would create the world’s biggest hotel group with the most valuable brand portfolio. However Marriott continues to be frustrated and outbid by Anbang Insurance Group, a Chinese insurance conglomerate.

David Haigh, chief executive of Brand Finance, said: “As disruptors such as Airbnb create an ever more challenging environment for traditional operators, a new wave of investment from the likes of Anbang Insurance Groups is to be welcomed, however frustrating it may seem. Brand investment in particular is key in this fast-changing environment.” - TradeArabia News Service