2018酒店50强品牌报告（英文版）.pdf
<p>Hotels502018The annual report on the most valuable hotel brandsFebruary 2018Brand Finance Hotels 50 February 2018 3. Brand Finance Hotels 50 February 2018 3.Foreword.What is the purpose of a strong brand: to attract customers, to build loyalty, to motivate staff? All true, but for a commercial brand at least, the first answer must always be to make money. Huge investments are made in the design, launch, and ongoing promotion of brands. Given their potential financial value, this makes sense. Unfortunately, most organisations fail to go beyond that, missing huge opportunities to effectively make use of what are often their most important assets. Monitoring of brand performance should be the next step, but is often sporadic. Where it does take place, it frequently lacks financial rigour and is heavily reliant on qualitative measures, poorly understood by non-marketers. As a result, marketing teams struggle to communicate the value of their work and boards then underestimate the significance of their brands to the business. Sceptical finance teams, unconvinced by what they perceive as marketing mumbo jumbo, may fail to agree necessary investments. What marketing spend there is, can end up poorly directed as marketers are left to operate with insufficient financial guidance or accountability. The end result can be a slow but steady downward spiral of poor communication, wasted resources, and a negative impact on the bottom line. Brand Finance bridges the gap between marketing and finance. Our teams have experience across a wide range of disciplines from market research and visual identity to tax and accounting. We understand the importance of design, advertising, and marketing, but we also believe that the ultimate and overriding purpose of brands is to make money. That is why we connect brands to the bottom line. By valuing brands, we provide a mutually intelligible language for marketing and finance teams. Marketers then have the ability to communicate the significance of what they do, and boards can use the information to chart a course that maximises profits. Without knowing the precise, financial value of an asset, how can you know if you are maximising your returns? If you are intending to license a brand, how can you know you are getting a fair price? If you are intending to sell, how do you know what the right time is? How do you decide which brands to discontinue, whether to rebrand and how to arrange your brand architecture? Brand Finance has conducted thousands of brand and branded business valuations to help answer these questions. Brand Finances research revealed the compelling link between strong brands and stock market performance. It was found that investing in highly-branded companies would lead to a return almost double that of the average for the S&P 500 as a whole. Acknowledging and managing a companys intangible assets taps into the hidden value that lies within it. The following report is a first step to understanding more about brands, how to value them and how to use that information to benefit the business. The team and I look forward to continuing the conversation with you.David Haigh CEO, Brand FinanceBrand Finance Hotels 50 February 2018 5.Brand Finance Hotels 50 February 2018 4.Foreword 3About Brand Finance 4Contact Details 4Definitions 6Executive Summary 8Full Table 12Leisure & Tourism 10 13Methodology 14Understand Your Brands Value 15Consulting Services 16Communications Services 17Contents.About Brand Finance.Brand Finance is the worlds leading independent brand valuation and strategy consultancy. Brand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance. For more than 20 years, we have helped companies and organisations of all types to connect their brands to the bottom line.We pride ourselves on four key strengths: Independence Technical Credibility Transparency Expertise.Brand Finance puts thousands of the worlds biggestbrands to the test every year, evaluating which are the strongest and most valuable.For more information, please visit our website:brandfinanceContact Details.For business enquiries, please contact:Richard HaighManaging Director rd.haighbrandfinanceFor media enquiries, please contact:Konrad JagodzinskiCommunications Director k.jagodzinskibrandfinanceFor all other enquiries, please contact:enquiriesbrandfinance+44 (0)207 389 9400linkedin/company/ brand-financefacebook/brandfinancetwitter/brandfinanceFor further information on Brand Finance®s services and valuation experience, please contact your local representative:Country Contact Email addressAsia Pacific Samir Dixit s.dixitbrandfinance +65 906 98 651 Australia Mark Crowe m.crowebrandfinance +61 282 498 320Brazil Geoffrey Hamilton-Jones g.hamilton-jonesbrandfinance +55 1196 499 9963Canada Bill Ratcliffe b.ratcliffebrandfinance +1 647 3437 266Caribbean Nigel Cooper n.cooperbrandfinance +1 876 8256 598China Scott Chen s.chenbrandfinance +86 1860 118 8821East Africa Jawad Jaffer j.jafferbrandfinance +254 204 440 053France Victoire Ruault v.ruaultbrandfinance +44 0207 389 9427Germany Holger Mühlbauer h.muehlbauerbrandfinance +49 1515 474 9834India Ajimon Francis a.francisbrandfinance +91 989 2085 951Indonesia Jimmy Halim j.halimbrandfinance +62 215 3678 064Ireland Simon Haigh s.haighbrandfinance +353 087 6695 881Italy Massimo Pizzo m.pizzobrandfinance +39 0230 312 5105Mexico & LatAm Laurence Newell l.newellbrandfinance +52 1559 197 1925Middle East Andrew Campbell a.campbellbrandfinance +971 508 113 341Nigeria Babatunde Odumeru t.odumerubrandfinance +234 012 911 988Romania Mihai Bogdan m.bogdanbrandfinance +40 728 702 705Spain Teresa de Lemus t.delemusbrandfinance +34 654 481 043 South Africa Jeremy Sampson j.sampsonbrandfinance +27 828 857 300Sri Lanka Ruchi Gunewardene r.gunewardenebrandfinance +94 114 941 670Turkey Muhterem Ilgüner m.ilgunerbrandfinance +90 216 3526 729UK Richard Haigh rd.haighbrandfinance +44 0207 389 9400USA Amy Rand a.randbrandfinance +44 0207 389 9432Vietnam Lai Tien Manh m.laibrandfinance +84 473 004 468Brand Finance Hotels 50 February 2018 7.Brand Finance Hotels 50 February 2018 6.Definitions.Definitions. Brand Value+ Enterprise Value The value of the entire enterprise, made up of multiple branded businesses. Where a company has a purely mono- branded architecture, the enterprise value is the same as branded business value.+ Branded Business Value The value of a single branded business operating under the subject brand. A brand should be viewed in the context of the business in which it operates. Brand Finance always conducts a branded business valuation as part of any brand valuation. We evaluate the full brand value chain in order to understand the links between marketing investment, brand- tracking data, and stakeholder behaviour.+ Brand Contribution The overall uplift in shareholder value that the business derives from owning the brand rather than operating a generic brand.The brand values contained in our league tables are those of the potentially transferable brand assets only, making brand contribution a wider concept. An assessment of overall brand contribution to a business provides additional insights to help optimise performance.+ Brand Value The value of the trade mark and associated marketing IP within the branded business. Brand Finance helped to craft the internationally recognised standard on Brand Valuation ISO 10668. It defines brand as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.MarriottCourtyardBrand ValueCourtyardCourtyardEnterpriseValueBrandedBusinessValueBrandContributionBrand Strength IndexWidely recognised factors deployed by marketers to create brand loyalty and market share. Marketing Investment A brand that has high Marketing Investment but low Stakeholder Equity may be on a path to growth. This high investment is likely to lead to future performance in Stakeholder Equity which would in turn lead to better Business Performance in the future. However, high Marketing Investment over an extended period with little improvement in Stakeholder Equity would imply that the brand is unable to shape customers preference.Stakeholder Equity The same is true for Stakeholder Equity. If a company has high Stakeholder Equity, it is likely that Business Performance will improve in the future. However, if the brands poor Business Performance persists, it would suggest that the brand is inefficient compared to its competitors in transferring stakeholder sentiment to a volume or price premium.Business Performance Finally, if a brand has a strong Business Performance but scores poorly on Stakeholder Equity, it would imply that, in the future, the brands ability to drive value will diminish. However, if it is able to sustain these higher outputs, it shows that the brand is particularly efficient at creating value from sentiment compared to its competitors.MarketingInvestmentPerceptions of the brand among different stakeholder groups, with customers being the most important.Quantitative market and financial measures representing the success of the brand in achieving price and volume premium.StakeholderEquityBusinessPerformanceBrand StrengthBrand Strength is the efficacy of a brands performance on intangible measures, relative to its competitors. In order to determine the strength of a brand, we look at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding rating up to AAA+ in a format similar to a credit rating.Analysing the three brand strength measures helps inform managers of a brands potential for future success.InvestmentEquityPerformanceBrand Finance Hotels 50 February 2018 9.Brand Finance Hotels 50 February 2018 8.Executive Summary.Marriott catches up with HiltonFor the third year in a row, Hilton is the worlds most valuable hotel brand, with a brand value of US$6.3 billion. However, recording a 24% fall from last year, Hilton has seen their lead at the top over Marriott shrink from more than US$3.3 billion to just US$865 million, a staggering 74% reduction.As Hiltons brand value decreased, Marriott improved its brand value 8% to just under US$5.5 billion on the back of growing group revenues. A driving force behind the increase can be traced to Marriotts 2016 acquisition of Starwood their largest ever which boosted the companys number of properties by 40%. As part of the restructuring of their Starwood portfolio, the company moved rooms from Sheraton to Marriott, maximising the profitability of their flagship brand. This has however also impacted Sheratons brand value, which decreased by 50% to US$1.9 billion this year.Marriotts success is prevalent throughout the 2018 table when comparing its portfolio to Hiltons. Only five hotel brands from Hiltons portfolio made the table, compared to 15 from Marriotts. Additionally, the total The trends in the Brand Finance Hotels 50 league table reflect the success of Marriotts expansion strategy, which is likely to continue exerting a positive impact on brand value in the future. It will be interesting to see if Marriott overtakes Hilton to claim the top spot for most valuable hotel brand next year.David HaighCEO, Brand FinanceExecutive Summary.value of Hiltons hotel brands in the Brand Finance Hotels 50 league table fell by 23%, while the total value of Marriotts portfolio in the ranking rose by 3%.Premier Inn comes out strongestPremier Inn remains the strongest hotel brand this year with a Brand Strength Index (BSI) score of 88.7 and a brand rating of AAA, while UK competitor Holiday Inn managed to hold on to its place in second with a score of 85.0, also receiving an AAA brand rating. The results of the top two strongest hotel brands reflect their mass-market appeal, as well as customer appreciation of value for money, which supports higher scores for preference and satisfaction. As these brands continue to maintain brand equity and perform well with their stakeholders, their brand strength can only stand to gain. Make room for AirbnbPerhaps the biggest threat to the hotels industry is the growth of online community accommodation sites, like Brand Value Change 2017-2018 (%)Top 10 Most Valuable BrandsRank 2018: 1 2017: 1 BV 2018: $6,330m BV 2017: $8,370mBrand Rating: AAA-1-24%Rank 2018: 9 2017: 8 BV 2018: $1,890m BV 2017: $1,676mBrand Rating: AA+9+13%Rank 2018: 10 2017: 7 BV 2018: $1,784m BV 2017: $2,306mBrand Rating: AAA-10-23%Rank 2018: 7 2017: 11 BV 2018: $1,976m BV 2017: $1,492mBrand Rating: AAA-7+32%Rank 2018: 8 2017: 4 BV 2018: $1,902m BV 2017: $3,819mBrand Rating: AAA-8-50%Rank 2018: 6 2017: 9 BV 2018: $2,221m BV 2017: $1,650mBrand Rating: AAA-6+35%Rank 2018: 2 2017: 2 BV 2018: $5,464m BV 2017: $5,037mBrand Rating: AAA-2+8%Rank 2018: 3 2017: 3 BV 2018: $3,512m BV 2017: $4,037mBrand Rating: AA+3-13%Rank 2018: 4 2017: 5 BV 2018: $3,292m BV 2017: $3,044mBrand Rating: AAA4+8%Rank 2018: 5 2017: 6 BV 2018: $3,018m BV 2017: $2,421mBrand Rating: AAA-5+25%JinjiangQualityMeliaComfort InnSpringHill SuitesFairfield InnShangri-LaWyndhamTRYPCourtyard-22%-22%-23%-23%-23%-24%-26%-26%-35%-50%71%54%52%41%40%36%35%32%28%25%XIVDouble TreeHampton InnAloftEmbassy SuitesHiltonCrownNovotelFour PointsSheratonBrand Finance Hotels 50 February 2018 11.Brand Finance Hotels 50 February 2018 10.Executive Summary.Brand Value by CountryExecutive Summary.Top 10 Strongest BrandsBSI Score88.7BSI Score81.6BSI Score81.2BSI Score82.2BSI Score82.0BSI Score82.4BSI Score85.0BSI Score84.6BSI Score84.3BSI Score82.9Airbnb. Though the brand is not included in the Brand Finance Hotels 50 league table by virtue of not owning properties themselves, Airbnbs brand value rose by more than 51% to over US$5.5 billion this year. This marks the first time in which Airbnbs brand value exceeds that of all but one hotel brand valued in the Hotels 50 - Hilton. Given Hiltons downward trend, it would not be surprising to see Airbnb surpass all hotel brands in the 2019 table. What is more, Airbnb may soon come into much more direct competition with hotels as it begins to target business travellers through their Airbnb for Business program, which launched in the second half of 2017. Time will tell if hotels move to collaborate with Airbnb in the future or try to compete by providin</p>
