Millennium Hotels and Resorts has emerged as ASEAN’s highest-ranked hotel brand in the latest Hotels 50 2026 report by Brand Finance, while Malaysia’s Berjaya Hotels & Resorts made its debut in the global rankings amid growing international expansion.
According to the annual report by Brand Finance, the world’s leading brand valuation consultancy, Millennium Hotels and Resorts recorded a 25% increase in brand value to US$526 million, securing the 26th position globally and remaining the highest-ranked hotel brand from ASEAN.
Brand Finance said the Singapore-based hospitality group continues to perform strongly across key brand attributes, including trust, reliability, location convenience and ease of customer experience. The brand has also gained recognition for its sustainability initiatives, particularly within its premium portfolio, enhancing its appeal among environmentally conscious travellers.
Vietnam’s Vinpearl emerged as the world’s strongest hotel brand in this year’s rankings, with its brand value surging 86% to US$381 million and achieving a Brand Strength Index (BSI) score of 95.4 out of 100, while retaining the highest AAA+ brand strength rating.
Brand Finance attributed Vinpearl’s performance to initiatives such as its Wonder Summer 2025 campaign, which boosted customer engagement through bundled travel experiences, loyalty rewards and exclusive resort benefits. However, the consultancy noted that the brand experienced a slight decline in reputation scores following incidents involving fraudulent social media accounts, underscoring the importance of continued brand protection efforts.
Thailand’s Centara Hotels & Resorts also strengthened its global standing, with brand value rising 21% to US$390 million. The group ranked as the fifth strongest hotel brand globally, supported by a BSI score of 89 out of 100 and an AAA brand strength rating.
Brand Finance said Centara’s performance reflects its continued investment in guest experiences, international expansion and customer engagement through initiatives such as its CentaraThe1 loyalty programme, particularly across Thailand, Japan and the Maldives.
Berjaya Hotels & Resorts entered the global Hotels 50 rankings for the first time with a brand value of US$304 million, reflecting its expanding presence across Asia, Europe and the Indian Ocean.
Brand Finance said Berjaya’s diversified portfolio of city hotels, luxury resorts and destination properties has strengthened its resilience while positioning the group to benefit from the continued recovery in international leisure and business travel.
Alex Haigh, Managing Director for Asia Pacific at Brand Finance, said this year’s rankings demonstrate that there is no single formula for building a successful hotel brand.
He said Vinpearl has strengthened its market position through customer-focused experiences, Millennium Hotels has continued to build trust and consistency across its portfolio, Centara has reinforced guest engagement through its loyalty ecosystem, while Berjaya reflects the growing international ambitions of ASEAN hospitality brands.
“Together, they demonstrate that clear brand positioning and consistently delivering on the brand promise are key drivers of long-term brand value,” he said.
Globally, Hilton Hotels & Resorts retained its position as the world’s most valuable hotel brand for the 11th consecutive year, while the combined value of the world’s top 50 hotel brands increased 21% to US$69.8 billion.
Meanwhile, Delta Hotels & Resorts was named the fastest-growing hotel brand after its brand value surged 79% to US$476 million, while Taj Hotels was highlighted as a brand to watch due to its expanding global luxury footprint.
In the broader leisure and tourism sector, Booking.com remained the world’s most valuable brand with a brand value of US$12.1 billion, while Tokyo Disney Resort retained its position as the world’s strongest leisure and tourism brand with a BSI score of 94.3 out of 100 and an AAA+ rating.
