New Brand Finance data shows Vinpearl is the strongest hotel brand in the Hotels 50 2026 rankings
- Centara Hotel & Resorts named among the world’s five strongest hotel brands
- Berjaya Hotel makes its debut into the Hotels 50 2026 rankings
- Four ASEAN hotel brands stand strong among global hotel brands in 2026
KUALA LUMPUR, 30 July 2026 – Millennium Hotels and Resorts (brand value up 25% to USD526 million) is the highest ranked ASEAN hotel brand by positioning itself at 26th, according to the Hotels 50 2026 report from Brand Finance, the world’s leading brand valuation consultancy.
Brand Finance’s Global Brand Equity Monitor (GBEM) indicates that Millennium Hotels and Resorts – the sole Singaporean homegrown hotel brand ranked in the Hotels 50 2026 rankings – continue to perform strongly across key functional brand attributes, particularly trust, reliability, location convenience and ease of experience. The brand also benefits from growing recognition for its sustainability initiatives, particularly within its premium portfolio, helping to strengthen perceptions among increasingly environmentally conscious travellers.
Vinpearl (brand value up 86% to USD381 million) emerges as the strongest hotel brand this year, achieving a Brand Strength Index (BSI) score of 95.4/100 and retaining its AAA+ brand strength rating. The brand’s performance was supported by initiatives such as the Wonder Summer 2025 campaign, which strengthened customer engagement through bundled experiences, loyalty rewards, and exclusive resort benefits across key destinations. While Vinpearl has addressed external incidents involving fraudulent social media accounts, Brand Finance’s research indicates a slight decline in reputation score, highlighting the importance of continued investment in brand protection and consumer trust.
With a BSI score of 89/100 and an AAA brand strength rating, Centara Hotels & Resorts (brand value up 21% to USD390 million) ranks as the fifth strongest hotel brand among the top 50 hotel brands this year. Brand Finance market research data shows that Centara’s strong performance has been supported by its continued focus on enhancing guest experiences, expanding its global presence, and strengthening brand engagement through initiatives such as its ‘CentaraThe1’ loyalty programme and destination led hospitality offerings. These efforts have helped reinforce customer familiarity, consideration, and overall brand strength across key markets especially its home market, Thailand, Japan and Maldives.
Making its debut into the global ranking, Berjaya Hotels & Resort (new entrant at USD304 million) reflects the brand’s growing international presence across Asia, Europe and the Indian Ocean. Its diversified portfolio of city hotels, luxury resorts and destination properties has strengthened its resilience while enabling the brand to capitalise on the continued recovery in global leisure and business travel.
Alex Haigh, Managing Director Asia Pacific, Brand Finance, commented:
“This year’s ranking shows there is no single formula for building a strong hotel brand. Vinpearl has strengthened its position through compelling customer experiences, Millennium Hotels and Resorts continues to build trust and consistency across its portfolio, Centara Hotels & Resorts has reinforced guest engagement through its loyalty ecosystem, and Berjaya Hotels & Resorts reflects the growing international ambition of ASEAN hospitality brands. Together, they demonstrate that clear brand positioning and consistently delivering on the brand promise are key drivers of long-term brand value.”
Global Hotels Standings
- Hilton Hotels & Resorts checks in as the world’s most valuable hotel brand for 11 consecutive years
- New Brand Finance data shows world’s top 50 hotel brands grow 21% to USD69.8 billion
- Delta Hotels & Resorts emerges as the fastest-growing hotel brand, with its brand value surging 79% to USD476 million
- Taj Hotels stands out as a brand to watch in this year’s Brand Finance Hotels 50 report, driven by its expanding global luxury footprint
- In the leisure & tourism sector, Booking.com (brand value up 16% to USD12.1 billion) retains its position as the most valuable leisure and tourism brand.
- Tokyo Disney Resort (brand value down 11% to USD2.8 billion) is the strongest leisure and tourism brand globally, achieving BSI score of 94.3/100 and an AAA+ brand strength rating.
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