The close relationship between strong brands and a positive financial performance is increasingly evident. This is the main conclusion of the Annual Report on the most valuable hotel brands presented by the reputed brand consultancy Brand Finance, for whose CEO "it has been shown that investing in companies with powerful brands can provide a return of up to double the average return of companies in the S&P 500 index".
The prestigious brand consultancy Brand Finance has developed a methodology which establishes and evaluates the link between marketing and corporate financial results. Brand Finance makes an in-depth analysis of factors such as the Brand Strength Index, based on factors such as the emotional connection with the brand, its financial performance and its sustainability, among others.
The Brand Strength Index is not the only factor behind the ranking, however. It also takes into account brand revenues and its historic and future performance, its marketing channels, brand notoriety and recognition, customer satisfaction and recommendation levels, etc. Finally, "brand value" considers factors such as the economic value of the brand name, the intellectual property in its marketing, and the “goodwill” or positive public perception of the brand.
Meliá is the highest rated Spanish hotel brand in the ranking, 11 positions above the next Spanish brand, and is among the three most valuable brands in Europe, having risen 10 places compared to the 2017 report in which it was ranked number 32 in the world. Ahead of Meliá are the brands operated by major American hotel groups such as Hilton, Marriott, Starwood, or Hyatt, the European chains Accor and Intercontinental, and Asian chains like Shangri-la.
For Gabriel Escarrer, Executive Vice President and CEO of Meliá: “investing in Brand, with the aim of offering a differentiated value proposal to diverse customer profiles worldwide, ensuring its identity and customized service culture, is a strategic priority that allows our Company to play in the “premier league” internationally”. About the Brand Finance study, Escarrer states that "the Annual Report on the most highly rated hotel brands confirms the appropriateness of the important strategic commitment we have made to strengthen our brand portfolio and brand value. As a result of a strong financial strategy, expansion, service culture, marketing and social responsibility, we are now able to say that our Meliá brand is a factor behind confidence, development and success for us and our investors."
