Hilton

Hilton in brief

• Rank: #18 of 100 in America's Most Powerful 100 Brands 2026; #3 of 13 in Hospitality & Travel.
• WCRC Power Score: 76.25 out of 100.
• Founded: 1919, by Conrad Hilton.
• Owner: Hilton Worldwide Holdings Inc., McLean, Virginia.
• Leadership: Chris Nassetta, President and CEO.
• Latest revenue: $12.0bn revenue (FY2025, +7.7%), as per company filings.

What makes Hilton powerful

Hilton gives travelers a stay they can count on in almost any city. Its range runs from Waldorf Astoria at the top to Hampton for road trips, so one brand family can serve a guest for business, holidays and family visits. Hilton now has 28 brands, more than 9,600 properties and over 1.4 million rooms in 144 countries and territories.

The glue is Hilton Honors, its loyalty program, which has 270 million members who book directly with Hilton. That direct link lowers costs for hotel owners and keeps guests coming back. Owners keep signing up. Hilton's pipeline held 543,100 rooms at the end of September 2026, up 5% from a year earlier, and its system grew by 6% over the same period.

Hilton Honors has 270 million members, and Hilton's 28 brands cover more than 9,600 properties in 144 countries and territories.

Why Hilton ranks #18

Hilton sits at #18 in the US ranking, just behind Starbucks at #17 and Nike at #16, and just ahead of Royal Caribbean at #19 and Instagram at #20. It scores well on consumer trust and on positioning and recall, thanks to its wide brand range and loyalty program. Nike and Starbucks edge ahead on daily visibility. Hilton stays above Royal Caribbean and Instagram because its brands reach more travelers in more places and carry fewer trust concerns.

The Achilles' heel

Hilton's weak spot is its dependence on travel demand, which swings with the economy. Its key measure, revenue per available room, is the first thing to fall when companies cut business trips or families cancel holidays. Its own 2026 outlook calls for comparable RevPAR growth of 4% to 4.5%, so a downturn would quickly show. Home-sharing platforms also compete for leisure travelers.

The 2026 story

Hilton kept expanding in 2025 and 2026. It added new brands, including Outset Collection by Hilton and Apartment Collection by Hilton, and in June 2026 it launched Undergraduate by Hilton for college towns. The first Select by Hilton hotels opened in the third quarter of 2026. With American Express, it launched Canada's first Hilton Honors credit card. On October 27, 2026, Hilton reported third-quarter comparable RevPAR up 5.8%, net unit growth of 6% and a pipeline of 543,100 rooms.

Pillar profile

Hilton's full 50-parameter profile is published on its World's Most Powerful 100 Brands 2026 page.

Versus its nearest rivals

Questions people ask

Also featured in

• Most powerful Hospitality & Travel brands
• America's 50 Most Valuable Brands
• American Global Powerhouses
• Most powerful brands in Virginia

Key facts

Sources

• Annual report (Form 10-K) and financial results of Hilton Worldwide Holdings Inc. filed with the US Securities and Exchange Commission
• Company website, official announcements and press releases
• Published interviews and statements by the leadership
• WCRC Business Intelligence Unit research: consumer sentiment, ratings and reviews, search demand, media and social data