World’s top luxury hotel brands (study)

A new study ranks the world’s most popular luxury hotel brands in 2015 via TripAdvisor.The Luxury Branding study is one of the largest luxury study samples ever analyzed in the hospitality industry, providing a snapshot of more than 2.25 million public reviews on TripAdvisor, a site that includes more than 950,000 hospitality properties across the globe.

A total of 59 luxury hotel brands were ranked in the study. The top 10 include (in order):

1. The Ritz-Carlton

2. Oberoi Hotels & Resorts

3. Raffles Hotel & Resorts

4. Langham Hotels and Resorts

5. Rocco Forte Hotels

6. Dorchester Collection

7. Capella Hotels and Resorts

8. Park Hyatt

9. Shangri-La Hotels and Resorts

10. Armani Hotels & Resorts.

Interestingly enough, the more unconventional brands and lifestyle brands—such as EDITION, Andaz and Morgans Hotel Group—fared considerably worse. Mandarin Oriental Hotel Group and Four Seasons Hotels and Resorts just missed the top 10, coming in at No. 11 and No. 13 on the list, respectively.

The rankings highlight how important social media and online reviews have become to brand perception these days, regardless of the category of hotel, debunking the myth that luxury guests are less likely to go online and write reviews.

“The luxury hotel sector, which traditionally has been ranked by industry organizations, travel operators and specialty publications, is becoming democratized by the advent of TripAdvisor and similar portals that allow consumers to act as vocal, real-time critics, champions and commentators,” said Piers Schmidt, Luxury Branding’s founder, via a release.

As the release notes, “Luxury brand operators that embrace the trend of peer-to-peer reviews and respond thoughtfully and consistently, rather than impulsively, can build greater brand loyalty and transparency among today’s connected and ever more demanding luxury clients.”

To be included in the World’s Most Popular Luxury Hotel Brands study, brands had to predominantly feature five-star hotels. The TripAdvisor ratings of nearly 1,600 properties in 135 countries across 59 brands were analyzed. Properties were given a weighted ranking, compared to other properties in the same location. For example, The Ritz-Carlton, Central Park, was ranked No. 44 out of 469 analyzed hotels in New York City. Thus, Luxury Branding divided 44 by 469 to come up with the rating. This was done for all hotels analyzed.