Marriott continues to hold the edge as the leading hotel brand in the US – but only just. Latest results from BDRC, based on more than 10,000 traveler interviews, show the two rivals close to parity, with Marriott growing its lead on both usage and guest experience metrics, but Hilton marginally ahead on brand familiarity and also in terms of the price premium consumers are willing to pay for it.
Now operating under its new Marriott International ownership, Sheraton is the surprise riser in the latest rankings, climbing to 8th position overall, due to improving Net Promoter Scores. Best Western Plus is another stand out performer in the Upper Full Service tier, moving into the Top 40 for the first time, propelled by strong leisure usage figures.
Outside of the upscale tiers, there is also movement in the midscale. With a second consecutive quarter of decline on business usage, Hilton Garden Inn comes under pressure from Best Western and Courtyard by Marriott, falling behind Best Western in the overall Brand Ranking Index and seeing its lead over Courtyard close to a fine margin.
The US economy tier continues to be led by Hampton Inn/Hampton by Hilton, which maintains its lead over Holiday Inn Express on a composite measure of brand equity.
Matthew Petrie, President of BDRC Americas, revealed that the two brands offer divergent alternatives to investors, commenting, “When it comes to the overall reach of these brands, Holiday Inn Express is a compelling proposition which delivers excellent levels of consumer awareness and familiarity. But Hampton has a strong reputation based on guest experience which helps it to deliver significant value in the form of price premium.”
The BDRC Hotel Guest Surveys are conducted in 25 leading travel origination markets worldwide, based on nationally representative samples of business and leisure hotel guests. BDRC’s Brand Margin illustrates brand value by using a ‘wisdom of crowds’ methodology. It offers a unique perspective from other rankings by investigating consumer perceptions of brand value rather than market value.