2018酒店50强品牌报告（英文版）_11页-3mb

Summary of "Hotels 50 2018" Annual Report

Core Content

The Brand Finance Hotels 50 2018 report provides an annual assessment of the most valuable hotel brands, highlighting their financial performance, brand strength, and strategic positioning. It emphasizes the importance of aligning brand value with financial outcomes and offers insights into how brands can be effectively managed to drive profitability.

Main Points

Purpose of Brand

• A strong brand's primary purpose is to generate financial value.
• Brands are often the most important asset of a company, yet they are frequently undervalued due to a lack of financial rigor in their evaluation.

Brand Finance's Role

• Brand Finance bridges the gap between marketing and finance by providing financially rigorous brand valuations.
• They use a balanced scorecard to assess brand performance based on Marketing Investment, Stakeholder Equity, and Business Performance.
• Brand value is calculated using the Royalty Relief method, compliant with ISO 10668 standards.

Brand Value Calculation

• Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation.
• The BSI score is applied to a sector-specific royalty rate to determine brand value.
• Brand value is derived from forecasted revenues discounted to a net present value (NPV).

Key Insights

Top Brands in 2018

• Hilton remained the most valuable hotel brand with a brand value of $6.33 billion, though it fell 24% compared to 2017.
• Marriott rose to $5.46 billion, up 8%, due to its 2016 acquisition of Starwood, which increased its property count by 40%.
• Premier Inn was the strongest brand in the UK with a BSI score of 88.7 and AAA rating.
• Airbnb, while not included in the Hotels 50 table, saw a 51% increase in brand value to over $5.5 billion, signaling a potential threat to traditional hotel brands.

Brand Value Changes

• The total value of Hilton's hotel brands in the Hotels 50 league table fell by 23%, while Marriott's portfolio rose by 3%.
• Sheraton saw a 50% drop in brand value, likely due to the rebranding strategy that shifted rooms to Marriott.
• COURtyard® Marriott improved its brand value by 25%, showing strong growth.

Brand Strength Index (BSI)

• The BSI measures a brand's relative strength compared to competitors.
• Brands with high BSI scores, such as Premier Inn and Holiday Inn, are likely to see improved business performance.
• A brand with strong business performance but low BSI may see its value diminish over time.

Methodology

• Royalty Relief approach is used to calculate brand value.
• The method involves:
  1. Calculating brand strength using BSI.
  2. Determining royalty rates based on industry standards and comparable licensing agreements.
  3. Estimating brand-specific revenues and applying the royalty rate to derive brand value.
  4. Discounting brand revenues post-tax to arrive at net present value (NPV).

Brand Finance Services

• Valuation Services:

  • Branded Business Valuation
  • Trademark Valuation
  • Intangible Asset Valuation
  • Brand Contribution Analysis

• Consulting Services:

  • Brand strength tracking and analysis
  • Competitor benchmarking
  • Strategy development based on brand performance

• Communications Services:

  • Brand value communication to stakeholders
  • Educating employees on the importance of brand value
  • Strategic brand positioning

Contact Details

• Managing Director: Richard Haigh (rd.haigh@brandfinance.com)
• Communications Director: Konrad Jagodzinski (k.jagodzinski@brandfinance.com)
• General Enquiries: enquiries@brandfinance.com (+44 (0)207 389 9400)

Additional Information

• Brand Finance is the world's leading brand valuation consultancy.
• They have been bridging the gap between marketing and finance since 1996.
• The report serves as a tool for understanding brand value and maximizing returns.

Conclusion

The Hotels 50 2018 report underscores the importance of brand value in the hospitality sector. It highlights the need for financial rigor in brand evaluation and the potential of brand strength to drive business performance. The report also warns of the growing threat from online platforms like Airbnb and calls for strategic brand management to maintain competitive advantage.