2021-06-01-品牌价值-The_annual_report_on_the_most_valuable_and_strongest_hotel_brands_19页_7mb

Summary of "Hotels 50 2021" Annual Report

Core Content

This report presents the findings of Brand Finance's annual assessment of the top 50 most valuable hotel brands globally, published in June 2021. It highlights the impact of the Covid-19 pandemic on the hotel sector, with a notable decline in brand value, and showcases the resilience of brands as the world begins to recover.

Main Points

• Overall Sector Decline: The total brand value of the top 50 hotel brands dropped by 33% in 2021, from US$70.2 billion in 2020 to US$47.4 billion in 2021.
• Hilton's Performance: Despite a 30% decrease in brand value to US$7.6 billion, Hilton retained the title of the most valuable hotel brand, and continues to lead with a strong portfolio.
• Hyatt's Growth: Hyatt is the only brand in the top 10 to record an increase in brand value, rising by 4% to US$4.7 billion, making it the fastest-growing brand in the ranking.
• Taj's Entry: Taj, a new entrant, ranked 38th with a Brand Strength Index (BSI) score of 89.3, receiving an AAA rating, indicating it is the strongest hotel brand in the sector.
• Leisure & Tourism Sector: The total brand value of the top 10 leisure & tourism brands also fell by 40%. Booking.com became the most valuable brand in this category, surpassing Airbnb and Trip.com Group.
• Happy Valley: This brand was identified as the strongest in the leisure & tourism sector, with a BSI score of 84.1 and an AAA- rating.
• New Entrants: Three new brands entered the hotel ranking: Taj, New JI Hotel, and New Staybridge Suites. They replaced three cruise brands that dropped out of the ranking.
• Brand Value by Country: The United States dominated the hotel sector, with 31 brands in the top 50, representing 74.9% of the total brand value. China and United Kingdom were the next strongest markets.

Key Information

Brand Value Change (2020–2021)

Top 5 Strongest Brands (2021)

• Taj: BSI score of 89.3, AAA rating.
• Premier Inn: BSI score of 88.9, AAA rating.
• Melia: BSI score of 82.0, AAA rating.
• Shangri-La: BSI score of 82.9, AAA rating.
• New Grupo Barceló: BSI score of 81.6, AAA rating.

Brand Value by Country (2021)

Methodology & Services

• Brand Finance is the world's leading brand valuation consultancy, with over 25 years of experience in bridging the gap between marketing and finance.
• They offer a range of services, including consulting, brand evaluation, and communications services, as well as brand management and training through the Brand Finance Institute.
• The Brand Value Report provides detailed insights into brand valuation and helps companies understand their position relative to competitors.
• Branddirectory.com serves as the largest database of brand values, offering access to rankings, reports, and consumer research.

Sector Reputation Analysis

• The global sector reputation rankings show that cosmetics and food brands have the highest reputations, with scores of 7.6/10.
• Hotels ranked 4th, with a BSI score of 7.4/10, indicating a moderate reputation.
• The reputation scores for most sectors improved in 2021, reflecting the resilience of brands during the pandemic.

Conclusion

The hotel sector experienced a significant decline in brand value due to the Covid-19 pandemic, but brands like Hilton, Hyatt, and Taj demonstrated resilience and strategic adaptability. The report emphasizes the importance of brand strength, highlighting how customer familiarity, marketing investment, and corporate reputation contribute to brand equity. As the world begins to recover, the report suggests that brand management and strategic innovation will be key to future growth and value retention.