A report by the hotel and tourism consultancy MKG Group notes that the latter three hotel groups caught up with IHG this year, breaking the 600,000 barrier on 1 January 2011 thanks to “a development strategy focused on franchising”.
“The economic crisis has increased the value of branding. This is a major argument for hotel groups counting on franchising to widen their respective supply,” said Georges Panayotis, president & CEO of MKG Group.
“One can expect, in the coming months and years, to see deeper changes at the top of the ranking through new partnerships, and/or acquisitions.
“American groups have initiated that strategic move, in the light of the marketing partnership between Wynd­ham Worldwide and Tryp Hoteles, and the one between Marriott International and AC Hotels. As for the Accor Group, it has not concealed that it expects to boost its organic development (30,000 new rooms each year) through acquisition of locally well established groups. It has the financial resources to do so.”
The top ten global hotel groups at 1 January 2011 are:
- Intercontinental Hotel Group (647,161 rooms in 2011, up 0.5 per cent on last year)
- Hilton Worldwide (605,938 rooms, up 3.1 per cent)
- Wyndham Worldwide (605,713 rooms, up 1.3 per cent)
- Marriott International (602,056 rooms, up 3.6 per cent)
- Accor (507,306 per cent, up 3 per cent)
- Choice Hotels (495,145 rooms, up 1.6 per cent)
- Starwood Hotels & Resorts (308,700 rooms, up 5.9 per cent)
- Best Western (307,155 rooms, down 0.4 per cent)
- Carlson Hospitality (165,061 rooms, up 3.3 per cent)
- Hyatt Hotel Corporation (120,806 rooms, up 0.6 per cent)
In its 2011 ranking of worldwide hotel groups and brands, released earlier this month, MKG also highlighted the top global hotel brands, noting that the ranking remains unchallenged.
“With its unique marketing strategy, Best Western continues to strive, even if its hotel supply is crumbling. The same rings true for Holiday Inn, who is finishing its intensive worldwide re-launch programme,” said MKG.
“Four brands stand out because of their strong growth during 2010: Ibis and Mercure (Accor) followed by Crowne Plaza (IHG) and Hampton Inn (Hilton Worldwide). All of these brands are betting that continued franchising will strengthen their global ranking.”
The top ten global hotel brands at 1 January 2011 are:
- Best Western
- Holiday Inn
- Marriott Hotels Resorts
- Comfort Inns & Comfort Suites
- Hilton Hotels
- Express By Holiday Inn
- Hampton Inn
- Days Inn of America
- Sheraton Hotels & Resorts
- Super 8 Motels