Hotel Brands

February 15, 2024 •

15 min reading

Hotel brands: Who owns what?

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Are you fascinated by the glitz and glamour of the hotel industry? Do you dream of a career where you could work anywhere from a quaint boutique property to a soaring glass-walled skyscraper? With over 18 million guest rooms worldwide, the hotel sector offers boundless opportunities for ambitious hospitality professionals.

But with mega-brands owning an ever-larger share of properties, navigating this dynamic industry can feel overwhelming.

This comprehensive guide breaks down the top hotel chains, groups, and conglomerates, detailing key facts and statistics to help you research potential employers or education pathways.


The evolution of hotel brands and chains

Simply put, a hotel chain consists of multiple properties united under the same branding. For guests, sticking with a reputable brand takes the guesswork out of the accommodation experience, so they know what standard of amenities and service to expect.

Behind the scenes, brands maximize their profits through economies of scale. By centralizing operations like reservations, marketing, staff training and procurement across locations, they leverage their size while allowing individual properties to focus on delivering great on-site experiences.

Many chains and brands don't actually own the hotels in their portfolio. Instead, they franchise the brand or manage the property for independent owners.

The franchise model is hugely popular in hospitality, making up over 67% of chain properties in the U.S. Owners pay an initial fee then ongoing royalties to license everything from branding to management software to loyalty programs. In return they gain powerful global distribution and marketing capabilities.

Over the past few decades, the hotel landscape has changed dramatically thanks to massive industry consolidation. Mergers and acquisitions have enabled a handful of multi-brand conglomerates to dominate the market across segments from luxury to budget.

In the early 2000s, there were over 20 major hotel companies. Fast forward to today and the 10 largest groups control a staggering 65% share of U.S. room supply.

What's fueling this rapid consolidation? As competition grows ever more intense, scale and distribution advantages are more important than ever. Combining forces through M&A enables hotel firms to expand their footprint, benefit from pooled resources and loyalty members, and cross-sell brands to a wider audience.

For travelers, the explosion of choice can feel both thrilling and paralyzing. For hotel owners and staff, consolidation provides opportunities to align with established players but also intensifies competition – including from sister brands. And for hospitality students and aspiring managers, understanding this complex web of brands and owners is key to charting your career journey.

How do hotel brands work? Franchising vs. management agreements

If you assumed hotel brands directly own and operate the majority of properties flying their flag, think again! Contrary to popular belief, mega-chains predominately utilize franchise and management contracts to expand their empire with minimal capital investment.

Let's break it down:

A hotel brand essentially acts as an umbrella identity for a chain or collection of hotels, unified by brand standards, amenities, design, and service. The brand creates recognition, shapes guest expectations and differentiates the hotels from competitors.

Most hotel brands don't directly own the hotels but rather engage in management agreements, franchising or licensing arrangements in return for a fee and adherence to brand standards. This asset-light strategy spreads risk and enables rapid growth. Marriott, Hilton and Hyatt are prime examples of brands largely relying on this model.


This is the most prevalent partnership structure, used by powerhouses like Marriott, Hilton and Hyatt to fuel rapid growth. Franchisees pay an initial fee and ongoing royalty payments for the licensed use of globally recognized brands, reservation systems, marketing campaigns, loyalty programs and other services.

While day-to-day operations are handled independently, franchises must adhere to brand standards around things like decor, amenities and guest experience. For owners, the trade-off of less autonomy brings powerful distribution and operational efficiencies.

Management agreements

Under these contracts, hotel owners engage branded management groups to operate properties on their behalf. Services typically span marketing, branding, reservations, procurement, human resources and accounting. Remuneration models include base + incentive fees generating around 2-7% of total revenue for operators.

Contracts run 10-15 years on average and brands often secure an option to purchase the asset outright. While owners retain ownership control, brands still influence certain property elements to align with portfolio standards.

So why choose big brands? Recognition, scale and access to global reservation systems are compelling advantages, especially alluring for independent conversions. Consolidation will likely only accelerate this trend.

Still today over 66% of hotels worldwide remain independently operated. For owners prioritizing distinction, character and local market connections over distribution reach, independence endures as a viable route.

What are chain hotels? different types of chain hotels

Simply stated, a hotel chain brings multiple lodging properties together under the umbrella of common branding, standards and marketing. Chain hotels are comprised of multiple properties of the same brand located in various geographical areas. For travelers, chain hotels provide the reliability of knowing what standard to expect when booking across the brand's locations.

Chains allow hotel brands to grow rapidly, penetrate new markets while benefiting from economies of scale regarding purchasing power, distribution, marketing and back-end technology. On the other hand, hotel groups describe companies that own a collection of multiple hotel brands.

Among branded hotels, the main classifications include:

Full-service chains

These range from luxury resorts to business-focused convention hotels. Guests can expect loads of amenities like multiple restaurants, pools, event venues, room service and concierge support. Staffing levels run high and properties skew towards the polished and professional. Think brands like JW Marriott, Hilton and InterContinental.

Select service chains

Offering a more streamlined service model, these hotels focus amenities on the basics like comfortable rooms, internet access and breakfast. You'll find options like Courtyard by Marriott, Holiday Inn Express and Best Western Plus positioned as "essential-plus", nestled between limited service and full service.

Boutique chains

BYO-personality is the mojo here with offbeat interior design, hyper-social lobbies and locally-rooted perks setting the vibe. Size skews intimate. You'll often find collections of independently-owned properties aligned specifically by aesthetic over amenities. Examples include Kimpton, Ace Hotels and Canopy by Hilton.

Resort chains

Lush grounds, recreational facilities and programming come standard at these properties catering primarily to leisure travellers seeking an all-inclusive convenient escape. Expect beachfront, ski or golf resort settings along with family-friendly amenities galore. Brands like Club Med, Sandals and Atlantis dominate here.

Extended stay chains

When overnight turns into a week or month, amenities and service shift to suit long-duration guests. In-room kitchens, laundry units, discounted weekly rates and easy access parking make life smooth. Brands specializing in this niche include Staybridge Suites, Candlewood Suites and Hyatt House.

Hotel Industry Consolidation: What Does Hotel Industry Consolidation Mean For Travellers And Hoteliers?

No question about it - consolidation has dramatically concentrated power among a cluster of hotel mega-chains. While the multi-brand nature of conglomerates creates an illusion of consumer choice, competition has objectively diminished.

Waves of mergers and acquisitions amongst major hospitality players are fueling hotel industry consolidation. Consolidation enables hotel groups to expand their brand portfolios to cater for broader market segments and capture greater market share.

As a result, a handful of hospitality giants have emerged owning a vast array of hotel brands. Smaller brands struggle to compete, facing high barriers to entry. However, industry consolidation also provides tremendous career opportunities within mega hotel groups.

The pros:

  • Global scale yields negotiating power and cost efficiencies
  • Loyalty programs drive substantial guest retention
  • Big data & analytics strengthen decision-making
  • Highly professionalized training develops talent

The cons:

  • Reduced competition enables rate hikes and fee creep
  • Individuality suffers under rigid brand standards
  • Staff face grueling routines with little job variation
  • Heightened rivalry across sister brands drives stress
  • Interestingly, increased dominance from chains seems to have fueled a resurgence for
  • independents leveraging distinctiveness. Boutique and lifestyle hotels now represent over 50% of properties in development pipelines.

Opportunities exist for independent hotels at both ends of the pricing spectrum, where personalized experiences trump scale efficiencies.

Top hotel groups: Key facts and stats of leading hotel brands in 2024

Several hospitality behemoths lead the hotel industry today by number of rooms and properties under their brand umbrella.

Marriott International is the world's largest hotel company, encompassing hotels spanning from luxury to economy. Hilton, IHG, Accor and Wyndham also rank amongst the top five by properties and rooms.

Key hotel industry statistics 2024

  • Total number of hotel rooms: 18+ million globally
  • Projected industry value 2024: $540 billion
  • Global hotels counting 10+ rooms: 700,000+
  • Hotel rooms in construction pipeline: 3+ million
  • Direct hotel employees globally: 25+ million
Below are the 10 largest hotel chains, providing an overview of their brand portfolio diversity, properties, geographical reach and statistics.

#1. Marriott International Inc. Brands

Most extensive hotel portfolio globally from luxury to economy properties. Unmatched scale provides vast training & growth opportunities.

  • Properties: Over 8,700
  • Locations: 139 countries
  • Brands: 40
  • Rooms: 1.5 million+
  • Employees: 130,000
  • Revenue (2022): $20.4 billion
  • Loyalty Program: Marriott Bonvoy
  • Development pipeline: Over 500,000 rooms

The world's largest hotel group remains at the forefront of the industry by continually expanding its unrivaled portfolio of brands. Following its 2016 acquisition of Starwood Hotels, Marriott now spans all segments from luxury to premium selects.

Flagship brands include:

Luxury: Ritz-Carlton, St. Regis, W Hotels
Premium: JW Marriott, Sheraton, Westin
Select Service: Courtyard, Aloft, Element
Extended Stay: Residence Inn, TownePlace Suites

An innovative leader, Marriott recently debuted home-sharing platform Homes & Villas and new lifestyle brand Moxy, while its Bonvoy loyalty program soared past 173 million members in 2022.


#2. Hilton Worldwide Holdings Inc. Brands

Iconic multi-brand group offering exceptional training & benefits. Wide range of segments from luxury to focused-service.

  • Properties: 7,000+
  • Locations: 122 countries
  • Brands: 22
  • Rooms: 1 million +
  • Employees: 420,000
  • Revenue (2022): $8.0 billion
  • Loyalty Program: Hilton Honors
  • Development pipeline: 400,000+ rooms

Hilton remains a hospitality powerhouse nearly a century after its founding in 1919. Its portfolio appeals to virtually all traveller segments under brands like Waldorf Astoria luxury residences, DoubleTree by Hilton mainstream hotels, and Hampton by Hilton budget-friendly accommodations.

Vast global scale aside, the company is also one of the industry's most admired employers thanks to strong training programs, diversity initiatives like its Open Doors pledge for refugees, and flexibility offerings like remote work and sabbaticals.

#3. Intercontinental Hotels Group PLC Brands

Global hotel giant providing strong training and inclusive work culture across portfolio.

  • Properties: 6,000+
  • Locations: 100+ countries
  • Brands: 17
  • Rooms: 880,000+
  • Employees: 325,000
  • Revenue (2022): $3.89 billion
  • Loyalty Program: IHG Rewards
  • Development pipeline: 268,000 rooms

Despite its recent sale of voco, Kimpton and Regent brands, IHG retains an enormously valuable portfolio of both established and upscale brands. Flagships like InterContinental Hotels & Resorts in the luxury segment and Holiday Inn Express in midscale drive consistent profits thanks to high guest loyalty.

Rapid growth in underpenetrated markets like China positions the company well for future expansion while a strategic focus on expanding its luxury footprint signals more acquisitions could be on the horizon.

Meanwhile, first-of-their-kind brand concepts like EVEN Wellness cater to shifting demand with a hotel experience designed entirely around healthy choices.


#4. Wyndham Hotels & Resorts

Renowned as the world's largest hotel franchisor. Diverse economy portfolio supplemented by upscale brands.

  • Properties: 9,000+
  • Locations: 95 countries
  • Brands: 24
  • Rooms: 810,000+
  • Employees: 13,900
  • Revenue (2022): $1.60 billion
  • Loyalty Program: Wyndham Rewards
  • Development pipeline: 228,000 rooms

Franchise giant Wyndham commands an enormous midscale and economy footprint across the Americas and Europe. The 2018 acquisition of La Quinta instantly boosted its U.S. scale while also positioning its premium brands like Trademark for growth.

Wyndham Rewards loyalty program now exceeds 95 million members, providing a goldmine for driving repeat reservations across its portfolio.

Flagship brands include:

Luxury: Dolce Hotels & Resorts
Upscale: Wyndham Grand
Midscale: Wingate, La Quinta
Economy: Super 8, Howard Johnson

With over 20 brands ranging from luxury to budget, Wyndham has opportunities to suit just about every traveler – and hotelier – looking for scale, distribution and operational efficiencies.


#5. Accor Hotels

Europe's largest hospitality group. Acquisitions expanded brand portfolio spanning luxury to economy plus extensive lifestyle brands.

  • Properties: 5,300+
  • Locations: 110 countries
  • Brands: 40+
  • Rooms: 777,000+
  • Employees: 240,000
  • Revenue (2022): $2.6 billion
  • Loyalty Program: Accor Live Limitless
  • Development pipeline: 300,000 rooms

Paris-based Accor brings its signature French hospitality flair to a vast spectrum of luxury and lifestyle hotels. The group has aggressively expanded its global footprint, snapping up storied brands like Fairmont, Raffles, Swissôtel, and sbe Entertainment Group.

Alongside proven midscale properties like Novotel and Mercure sits Accor's fast-growing collection of distinctive brands like SO/, Mondrian, and Hyde. Meanwhile, Accor Live Limitless rewards program keeps guests hooked with unique lifestyle experiences.

With historic European brands and fresh lifestyle concepts, Accor straddles heritage and innovation. Add in strategic partnerships with hotel giant Huazhu Group in China along with co-working space provider Wojo and you have a company charging towards the future.


#6. Choice Hotels International INC

  • Properties: 7,000+
  • Locations: 40+ countries
  • Brands: 12
  • Rooms: 570,000+
  • Revenue (2022): $1.4 billion
  • Development pipeline: 1,800 hotels

Choice leads the midscale hotel space with proven flagships like Comfort Inn and Quality Inn driving impressive profit margins through tightly optimized operations. Strategic focus areas like corporate travel, leisure destinations, and international growth rack up results– for example, milestone openings of both its 1000th property in Europe and 500th Comfort brand hotel in the LatAm region occurred in 2021.

Guest loyalty also remains paramount at Choice thanks to initiatives like personalized rewards promotions and loyalty bonuses to keep business travelers coming back.


#7. Huazhu Group

China's largest hotel group. Booming domestic travel enabled huge nationwide growth across multiple economy brands.

  • Properties: 8,000+
  • Locations: 17 countries
  • Brands: 14
  • Rooms: 829,000+
  • Revenue (2022 revenue): $805 million
  • Development pipeline: 2,950 hotels

Already China's largest hotel group, Huazhu has set its sights on becoming one of the top multinational chains in Asia and beyond. Its three main brands give it strong positioning: HanTing Hotels in the economy segment; Hi Inn targeting young budget travelers; and Joya serving the upscale market.

Rapid expansion plans call for quadrupling its international hotels including recent select openings in Singapore and Thailand. Partnerships with Accor and Sunac China cement Huazhu's ambitious global growth strategy.

#8. Indian Hotels Company

  • Properties: 220+
  • Locations: 4 continents
  • Brands: 22
  • Rooms: 33,000+
  • Revenue (2022): $630 million
  • Development pipeline: 50+ hotels

South Asia's largest hospitality company, IHCL is also one of the region's most respected employers thanks to its Tata leadership commitment to sustainability and social conscience. With luxury flagships like the iconic Taj Hotels and growing portfolio of Ginger budget hotels and amã Stays & Trails homestays, this Mumbai-based powerhouse appeals across the spectrum.

Strategic priorities like expanding brand footprint in North America, consolidating market share in India, and driving digital innovation paint the picture of a forward-focused company ready to think big.

Discover legendary properties like The Taj Mahal Palace ranked by Condé Nast Traveler among the Top 10 City Hotels in India.

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#9. Radisson Hotel Group

Rapidly growing hotel giant following recent acquisitions and openings further cementing global footprint.

  • Properties: 1,700+
  • Locations: 120 countries
  • Brands: 8
  • Rooms: 100,000+
  • Revenue (2022): $967 million
  • Development pipeline: 200,000+ rooms

This Brussels-based company has undergone major restructuring including a rebrand from Carlson Rezidor Hotel Group to Radisson. The new strategic roadmap has an intense focus on the US, specifically targeting massive expansion of its Radisson Hotels and Radisson Blu brands along with fresh lifestyle concepts like Radisson RED.

Sustainability is also a key pillar going forward with commitments covering everything from responsible construction and renovations to eco-labelled hotel linens.

#10. Louvre Hotels Group

  • Properties: 1,600
  • Locations: 54 countries
  • Brands: 7
  • Rooms: 150,000+
  • Revenue (2022): $661M
  • Development pipeline: 300 hotels

Paris-based Louvre made two game-changing acquisitions in recent years, snapping up Sarovar Hotels and Resorts in India to catapult its South Asia footprint as well as Spain's Hoteles Plateno. Add in an asset-light growth strategy and you have a lean expansion machine powering 10% annual growth in hotel numbers.

Flagships like Golden Tulip midscale and luxury Campanile hotels drive results while innovative offerings like LG's Smart Room feature Amazon Alexa assistant and mobile keyless entry through an app. Talk about hospitality innovation!

How to pick the right hotel chain for your hospitality career

With mega-brands dominating hospitality, scoring a job with an industry titan seems a savvy career move for aspiring hoteliers. Hilton, Marriott, and others promise everything from celebrity clientele to exotic transfer opportunities.

However, before committing, carefully vet potential employers for fit. Between corporate bureaucracy, narrow job scopes and mass layoffs when times get tough, the grass may seem greener working for a giant chain.

Here are key considerations as you evaluate hotel companies:

Growth trajectory

Analyzing the expansion strategy of hotel groups offers clues to internal promotion prospects. Dynamically growing portfolios (I'm looking at you, TRU by Hilton with 200+ pipeline US hotels) suggest far greater upward mobility than static or shrinking ones.

Employment reviews

Anonymous feedback-sharing sites like Indeed and Glassdoor offer genuine insights around corporate culture, leadership confidence, work/life balance, and more – so use them. Watch for red flags like micromanagement or high turnover rates.

Location variety

Global footprints like IHG span over 100 countries. If exploring far-flung destinations inspires you, prioritize broadly dispersed hotel groups boasting an international menu of placement possibilities.

Staff support

Progressive policies and practices around compensation, benefits, well-being, diversity, and sustainability speak volumes about an employer's compassion. Generous parental leave, fertility benefits, reduced single occupancy fees, and easy room point transfers for staff travel all make a difference.

As the world's largest hotel operator, Marriott International offers unmatched global opportunities combined with a people-first values-based culture reflected in supportive perks like employee sabbaticals. No wonder Marriott ranked #16 among Fortune World's Most Admired Companies in 2023!

The future looks bright for hospitality pros committed to continual skill building in areas like emotional intelligence, creativity, and cognitive flexibility regardless of employer.

Mega-brands driving career opportunities in hospitality

The expansive growth across hotel companies provides tremendous opportunities within hospitality globally. By pursuing an education specializing in hospitality, whether at the undergraduate, graduate, or executive level, you gain key skills and global connections to reach your career aspirations. As hospitality rebuilds, explore how you can positively impact this dynamic industry.

Not sure how to get started? Here are 8 lucrative career paths in the hospitality and tourism industry and how to choose a culinary and restaurant management course.

Whether at an international luxury resort or a charming boutique property, every hospitality environment shapes skills, insights, and connections to equip your future success.

Now confidently go explore this dynamic world of hotel empires and carve out your career niche! Check-in anytime at EHL Insights as your informational concierge along the journey.


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