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Hilton Ranks Highest in Hotel Brand Equity: Study

Hilton Hotels ranks first in hotel brand equity in the 2010 EquiTrend study undertaken by market-research firm Harris Interactive.


March 29, 2010

Hilton Suites Markham.

Hilton Suites Markham.

Hilton Hotels ranks first in hotel brand equity in the 2010 EquiTrend study undertaken by market-research firm Harris Interactive.

Hilton showed a notable increase from the 2009 study and now leads Marriott, which has led the category for the past several years.

Not surprisingly, value hotels score lower on brand equity than the higher-end brands, which are often favoured by meeting and incentive travel planners.

However, the reverse is not necessarily extended to luxury hotel brands: Four Seasons, while seen as one of the highest-quality brands, scores lower on purchase consideration, likely due to its high-end price tag.

Princess Cruises, Southwest Airlines and Enterprise Rental Cars ranked highest in brand equity for their respective categories.

The annual brand-equity study measures over 1,000 brands across 42 categories, five of which focus on travel and tourism.

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