The role of brand affiliation in hotel market value

John W. O'Neill, Qu Xiao

Research output: Journal article publicationJournal articleAcademic researchpeer-review

90 Citations (Scopus)


The notion that a hotel's brand contributes significantly to the property's market value is supported by an analysis of nearly eleven hundred hotel transactions over the past fifteen years. The analysis found that brands added value beyond the usual contributors to a property's value, such as net operating income and revenue per available room. The effects of branding were most noticeable in midmarket and upscale hotels. Based on per-room sales statistics, certain brands added significantly more value to their franchisees' properties than others.
Original languageEnglish
Pages (from-to)210-223
Number of pages14
JournalCornell Hotel and Restaurant Administration Quarterly
Issue number3
Publication statusPublished - 1 Aug 2006
Externally publishedYes


  • Brand management
  • Hotel valuation

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

Cite this