What are the most valuable hotel brands in Europe in 2025?
- Valerie Charoux
- Jul 30
- 4 min read
Investment News Europe – Here are the Top 10 most valuable hotel brands in Europe in 2025 and the most valuable hotel brand in the world in 2025, as well as which countries in Europe have the most valuable hotel brands:
While the most valuable hotel brand in Europe in 2025 is British brand Intercontinental Hotels & Resorts, it also ranks in the Top 10 most valuable hotel brands in the world in 2025, according to Brand Finance.
1 - Which countries in Europe have the most valuable hotel brands in 2025?
In the Top 10 most valuable hotel brands in Europe in 2025, there are 3 British hotel brands, 3 French hotel brands, 3 Spanish hotel brands and 1 Swedish hotel brand.
2 - What is the most valuable hotel brand in the world in 2025?
The most valuable hotel brand in the world in 2025 is Hilton Hotels & Resorts with a brand value of $15.1 billion. The brand value of Hilton Hotels & Resorts is up 30% compared to 2024 and the group is increasing in brand value each year, supported by robust global expansion and a sharpened focus on lifestyle and luxury offerings.
3 - Here are the Top 10 most valuable hotel brands in Europe in 2025:
1 – Intercontinental Hotels & Resorts – UK
The No. 1 most valuable hotel brand in Europe in 2025 is Intercontinental Hotels & Resorts with a brand value of USD 1.2 billion. The brand value of Intercontinental Hotels & Resorts is increasing since it was USD 908 million in 2024, that is a 37% increase in brand value.
British hotel brand Intercontinental Hotels & Resorts also ranks 9th most valuable hotel brand in the world.
2 – Premier Inn – UK
The 2nd most valuable hotel brand in Europe in 2025 is Premier Inn with a brand value of USD 1.2 billion. British hotel brand Premier Inn also ranks 12th most valuable hotel brand in the world.
The Premier Inn brand from the UK enjoys 96% awareness and 60% strong consideration. With solid trust scores and perceived value, Premier Inn continues to benefit from steady domestic demand and event-driven travel.
3 – Scandic Hotels – Sweden
The 3rd most valuable hotel brand in Europe in 2025 is Scandic Hotels. Swedish brand Scandic Hotels also ranks 14th most valuable hotel brand in the world.
Scandic Hotels also ranks 2nd in the category “strongest hotel brand”, with a BSI score of 91.3. It is particularly dominant in Sweden, where it enjoys 98% awareness and high trust metrics - 52% of Swedish respondents report strong consideration, and 81% say they are loyal to the brand. Although it is slightly down from 90% loyalty in 2022, Scandic Hotels remains one of the strongest hotel brands in the industry. With a very high score for a “brand I love,” the Scandic Hotels brand continues to cultivate deep emotional resonance among domestic tourists.
4 – Mercure Hotels – France
The 4th most valuable hotel brand in Europe in 2025 is Mercure Hotels. French brand Mercure Hotels also ranks 15th most valuable hotel brand in the world.
5 – Crowne Plaza Hotels & Resorts – United Kingdom
The 5th most valuable hotel brand in Europe in 2025 is Crowne Plaza Hotels & Resorts. British brand Crowne Plaza Hotels & Resorts also ranks 18th most valuable hotel brand in the world.
6 - NH Hotel Group – Spain
The 6th most valuable hotel brand in Europe in 2025 is NH Hotel Group. Spanish brand NH Hotel Group also ranks 20th most valuable hotel brand in the world.
7 – Novotel Hotels & Resorts – France
The 7th most valuable hotel brand in Europe in 2025 is Novotel Hotels & Resorts. French brand Novotel Hotels & Resorts also ranks 34th most valuable hotel brand in the world.
8 – Occidental Hotel & Resorts – Spain
The 8th most valuable hotel brand in Europe in 2025 is Occidental Hotel & Resorts. Spanish brand Occidental Hotel & Resorts also ranks 35th most valuable hotel brand in the world.
9 – MELIÃ – Spain
The 9th most valuable hotel brand in Europe in 2025 is MELIÃ. Spanish brand MELIÃ also ranks 36th most valuable hotel brand in the world.
10 – Pullman Hotels and Resorts – France
The 10th most valuable hotel brand in Europe in 2025 is Pullman Hotels and Resorts. French brand Pullman Hotels and Resorts also ranks 41st most valuable hotel brand in the world.
