The Rise of Hotel Giants: What It Means for Independent Properties in 2024

In 2024, the hotel industry is largely dominated by a small number of giant conglomerates that own or franchise a vast array of brands, creating a landscape where most properties fall under the umbrella of a few major players. Here’s a breakdown of the biggest hotel companies and the evolution of their brand portfolios:

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The Rise of Megabrands
Over the last few decades, consolidation has driven the emergence of hotel megabrands like Marriott, Hilton, and Accor. These companies have acquired smaller brands and launched new ones to diversify their portfolios, allowing them to appeal to a broader audience. While this strategy gives them a competitive edge, it has also made it harder for travelers to distinguish between brands and for independent hotels to thrive.

Today, most of these large hotel companies use an asset-light strategy, where they manage or franchise hotels rather than owning the real estate. The actual ownership often lies with families, private investors, or investment firms. This allows the big hotel companies to expand rapidly without bearing the full financial responsibility of property ownership.

For independent hotels, the proliferation of brands poses both challenges and opportunities. While it’s harder to compete against well-known brands, independent properties have the potential to stand out with unique offerings that differentiate them from the standardized experiences of large chains.

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Marriott International

• Number of Properties: 8,500+
• Countries: 138
• Brands: 31
• Loyalty Program: Marriott Bonvoy

Marriott, founded in 1927, started as a root beer stand before expanding into the lodging business in the 1950s. Its most significant growth came in 2016 with the acquisition of Starwood Hotels & Resorts, which added brands like Westin, Sheraton, and St. Regis to its portfolio. Today, Marriott is the largest hotel company in the world, with over 1.5 million rooms and 31 brands.

Key Brands:

• The Ritz-Carlton, JW Marriott, W Hotels, Sheraton, Le Meridien, Westin, AC Hotels, Moxy Hotels, Residence Inn

Marriott sub-brands

• The Ritz-Carlton (108 hotels / 30 countries)
• St. Regis (60 hotels / 20 countries)
• JW Marriott (100 hotels / 35 countries)
• Ritz-Carlton Reserve (5 hotels / 5 countries)
• The Luxury Collection (110 hotels / 35 countries)
• W Hotels (60 hotels / 25 countries)
• Marriott Hotels (582 hotels / 75 countries)
• Sheraton (430 hotels / 75 countries)
• Marriott Vacation Club (60 hotels / 10 countries)
• Delta Hotels (125 hotels / 10 countries)
• Le Meridien (115 hotels / 35 countries)
• Westin (226 hotels / 45 countries)
• Renaissance Hotels (170 hotels / 36 countries)
• Gaylord Hotels (6 hotels / 1 country)
• Courtyard by Marriott (Courtyard Hotels) (1,200 hotels / 60 countries)
• Four Points (250 hotels / 50 countries)
• SpringHill Suites (500 hotels / 2 countries)
• Protea Hotels (70 hotels / 9 countries)
• Fairfield Inn & Suites (1,169 hotels / 19 countries)
• City Express (150 hotels / 4 countries)
• AC Hotels (150 hotels / 30 countries)
• Aloft Hotels (175 hotels / 25 countries)
• Moxy Hotels (60 hotels / 26 countries)
• Marriott Executive Apartments (35 hotels / 16 countries)
• Residence Inn (850 hotels / 22 countries)
• TownePlace Suites (400 hotels / 2 countries)
• element (65 hotels / 11 countries)
• Homes & Villas by Marriott International (2,000 hotels /75 countries)
• Autograph Collection Hotels (200 hotels / 50 countries)
• Design Hotels (120 hotels / 35 countries)
• Tribute Portfolio (62 hotels / 17 countries)

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Hilton Worldwide

• Number of Properties: 7,295
• Countries: 123
• Brands: 22
• Loyalty Program: Hilton Honors

Founded in 1919 by Conrad Hilton, Hilton Worldwide has grown into one of the largest hotel companies. Its portfolio ranges from luxury brands like Waldorf Astoria to more affordable options like Hampton by Hilton. Hilton is also known for its innovative guest experience touches, such as warm cookies at check-in at DoubleTree by Hilton.

Key Brands:

• Waldorf Astoria, Conrad, Hilton Hotels & Resorts, DoubleTree by Hilton, Curio Collection by Hilton, Hampton by Hilton

Hilton sub-brands

• Waldorf Astoria (34 hotels / 17 countries)
• LXR Hotels & Resorts (11 hotels / 8 countries)
• Conrad Hotels & Resorts (47 hotels  / 23 countries)
• Canopy by Hilton (39 hotels / 11 countries)
• Signia by Hilton (2 hotels / 1 country)
• Hilton Hotels & Resorts (601 hotels / 95 countries)
• Curio Collection by Hilton (143 hotels / 34 countries)
• DoubleTree by Hilton (664 hotels / 53 countries)
• Tapestry Collection by Hilton (110 hotels / 15 countries)
• Embassy Suites by Hilton (266 hotels / 7 countries)
• Tempo by Hilton (coming soon)
• Motto by Hilton (5 hotels / 3 countries)
• Hilton Garden Inn (982 hotels / 58 countries)
• Hampton by Hilton (2,911 hotels / 37 countries
• Tru by Hilton (242 hotels / 4 countries)
• Spark by Hilton (coming soon)
• Homewood Suites by Hilton (538 hotels / 4 countries)
• Home2 Suites by Hilton (608 hotels / 3 countries)
• Hilton Grand Vacations (83 hotels / 8 countries)

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IHG Hotels & Resorts

• Number of Properties: 6,227
• Countries: 100+
• Brands: 19
• Loyalty Program: IHG Rewards

InterContinental Hotels Group (IHG) traces its roots back to 1777 and is known for its flagship InterContinental brand, which became part of its portfolio in the 1990s. Over time, IHG added well-known brands like Holiday Inn and Crowne Plaza and has focused on boutique and lifestyle brands in recent years, including Kimpton and Hotel Indigo.

Key Brands:

• InterContinental, Kimpton Hotels, Crowne Plaza, Holiday Inn, Hotel Indigo, Six Senses, Regent

IHG sub-brands

• Six Senses (24 hotels / 19 countries)
• Regent (9 hotels / 5 countries)
• Intercontinental Hotels & Resorts (215 hotels / 100 countries)
• Vignette Collection (6 hotels / 5 countries)
• Kimpton Hotels (75 hotels / 14 countries)
• Hotel Indigo (130 hotels / 26 countries)
• voco hotels (46 hotels / 18 countries)
• HUALUXE (20 hotels / 1 country)
• EVEN (22 hotels / 1 country)
• Crowne Plaza (400 hotels /70 countries)
• Holiday Inn Express (3,000 hotels / 53 countries)
• Holiday Inn (1,200 hotels / 84 countries)
• Garner (coming soon)
• Avid (65 hotels / 3 countries)
• Atwell Suites (2 hotels / 1 country)
• Staybridge Suites (325 hotels / 14 countries)
• Holiday Inn Club Vacations (24 hotels / 1 country)
• Candlewood Suites (370 hotels / 3 countries)

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Wyndham Hotels & Resorts

• Number of Properties: 9,000+
• Countries: 95
• Brands: 24
• Loyalty Program: Wyndham Rewards

Wyndham is known for its extensive portfolio of economy and midscale brands like Super 8 and Days Inn, but it also has upscale offerings like Wyndham Grand and Dolce Hotels and Resorts. The company is the largest hotel franchisor in the world, focusing on providing value-driven options for travelers.

Key Brands:

• Wyndham Grand, La Quinta, Days Inn, Ramada, Super 8, Wingate

Wyndham sub-brands

• Registry Collection Hotels (17 hotels / 5 countries)
• Wyndham Grand (75 hotels / 7 countries)
• Dolce Hotels and Resorts (19 hotels / 10 countries)
• Esplendor (9 hotels / 4 countries)
• Dazzler (14 hotels / 4 countries)
• Wyndham (177 hotels / 35 countries)
• Vienna House (39 hotels / 7 countries)
• TRYP (54 hotels / 18 countries)
• Trademark (232 hotels / 30 countries)
• Wyndham Alltra (4 hotels / 2 countries)
• Wyndham Garden (158 hotels / 29 countries)
• La Quinta (924 hotels / 10 countries)
• Wingate (206 hotels / 3 countries)
• Hawthorn Extended Stay (73 hotels / 7 countries)
• AmericInn (215 hotels / 1 country)
• Baymont (542 hotels / 3 countries)
• Ramada (917 hotels / 76 countries)
• Microtel (362 hotels / 6 countries)
• Days Inn (1,496 hotels / 21 countries )
• Super 8 (2,014 hotels / 8 countries)
• Howard Johnson (282 hotels / 14 countries)
• Travelodge (437 hotels / 2 countries)

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Accor

• Number of Properties: 5,487
• Countries: 110
• Brands: 40+
• Loyalty Program: Accor Live Limitless

Accor, founded in 1967, has grown into a global powerhouse with a diverse portfolio that includes luxury brands like Sofitel and Fairmont as well as boutique and lifestyle brands such as Mama Shelter and 25hours Hotels. The company’s aggressive expansion has made it a leader in both the luxury and midscale segments.

Key Brands:

• Sofitel, Fairmont, Raffles, Pullman, Novotel, ibis, Mama Shelter, Banyan Tree

Accor sub-brands

• 21c Museum Hotels (99 hotels / 11 countries)
• 25hours Hotels (1,515 hotels / 77 countries)
• Adagio Aparthotel (129 hotels / 20 countries)
• Angsana (17 hotels / 12 countries)
• Art Series (7 hotels / 1 country)
• Banyan Tree (29 hotels / 11 countries)
• Breakfree (22 hotels / 2 countries)
• Delano (22 hotels / 22 countries)
• Emblems (coming soon)
• Fairmont (88 hotels / 31 countries)
• Grand Mercure (59 hotels / 12 countries)
• Greet (31 hotels / 3 countries)
• Handwritten (8 hotels / 5 countries)
• HotelF1 (134 hotels / 1 country)
• Hyde (33 hotels / 22 countries)
• Ibis (1,266 hotels / 70 countries)
• Ibis Budget (641 hotels / 25 countries)
• Ibis Styles (657 hotels / 55 countries)
• Jo & Joe (66 hotels / 44 countries)
• MGallery (121 hotels / 40 countries)
• Mama Shelter (1,717 hotels / 99 countries)
• Mantis (18 hotels / 11 countries)
• Mantra (77 hotels / 3 countries)
• Mercure (949 hotels / 63 countries)
• Mondrian (1,010 hotels / 77 countries)
• Morgans Originals (44 hotels / 33 countries)
• Mövenpick (122 hotels / 38 countries)
• Novotel (571 hotels / 79 countries)
• Orient Express (coming soon)
• Peppers (25 hotels / 3 countries)
• Pullman (154 hotels / 44 countries)
• Raffles (21 hotels / 15 countries)
• Rixos (33 hotels / 7 countries)
• SLS (1,010 hotels / 55 countries)
• SO/ (88 hotels / 77 countries)
• Sofitel (120 hotels / 49 countries)
• Swissôtel (32 hotels / 20 countries)
• Thalassa Sea & Spa (10 hotels / 3 countries)
• The Hoxton (1,414 hotels / 88 countries)
• The Sebel (35 hotels / 3 countries)
• Tribe (1,111 hotels / 77 countries)

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Hyatt Hotels Corporation

• Number of Properties: 1,150
• Countries: 70
• Brands: 23
• Loyalty Program: World of Hyatt

Hyatt Hotels Corporation is a global hospitality leader with over 1,150 properties across 70 countries. Established in 1957, Hyatt offers a diverse portfolio of 23 brands, ranging from luxury offerings like Park Hyatt and Andaz to lifestyle and all-inclusive resorts such as Hyatt Ziva and Secrets Resorts. Known for its focus on personalized experiences and innovative design, Hyatt continues to expand its global footprint while maintaining a strong emphasis on customer loyalty through its World of Hyatt program.

Key Brands:

• Park Hyatt, Grand Hyatt, Hyatt Regency, Andaz, Hyatt Ziva and Hyatt Zilara, Thompson Hotels

Hyatt Sub-Brands

Hyatt offers a diverse array of brands across various segments, from luxury to lifestyle to all-inclusive resorts:

• Alila (18 hotels / 8 countries)
• Alua (35 hotels / 2 countries)
• Andaz (28 hotels / 17 countries)
• Breathless Resorts & Spas (5 hotels / 3 countries)
• Caption by Hyatt (1 hotel / 1 country)
• Hyatt Centric (57 hotels / 17 countries)
• Destination by Hyatt (58 hotels / 4 countries)
• Dreams Resorts & Spas (29 resorts / 8 countries)
• Grand Hyatt (62 hotels / 28 countries)
• JdV by Hyatt (58 hotels / 9 countries)
• Hyatt House (135 hotels / 8 countries)
• Hyatt Place (420 hotels / 36 countries)
• Miraval (3 hotels / 2 countries)
• Park Hyatt (45 hotels / 31 countries)
• Hyatt Regency (242 hotels / 56 countries)
• Secrets Resorts & Spas (16 hotels / 5 countries)
• Sunscape Resorts & Spas (5 hotels / 3 countries)
• Thompson Hotels (18 hotels / 3 countries)
• The Unbound Collection by Hyatt (39 hotels / 18 countries)
• Hyatt Vivid (coming soon)
• Hyatt Zilara / Hyatt Ziva (10 hotels / 3 countries)
• Zoetry (7 hotels / 6 countries)

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What Does Consolidation Mean for Independent Hotels?
While megabrands dominate the market, independent hotels continue to play an essential role, particularly in regions like Europe. The number of independent hotels has shrunk in percentage terms due to the rise of branded properties, but independents still have strong appeal to travelers seeking unique, personalized experiences.

For hotel owners, affiliating with a brand can provide benefits like increased visibility and marketing support, but it may also lead to competition and cannibalization within the brand family. Independent hotels, on the other hand, can differentiate themselves by offering distinctive experiences and local flavor that branded properties may lack.

In an increasingly crowded market, whether to affiliate with a brand or remain independent is a critical decision for hotel owners looking to stand out in 2024.