Europe’s leading hotel brands

Best Western is the most widely distributed hotel brand in Europe, according to the latest study from Hotel Analyst. The US brand, which has its roots as a consortium, just pips Accor Hotels’ Ibis core brand to take the top spot.

The Hotel Brands Report 2016 has just been published and features more than 150 pages of analysis alongside the ranking table.

“Branding is a complex issue which is often poorly understood. This study attempts to meld quantitative data with the trickier qualitative to give a comprehensive overview,” says Andrew Sangster, editorial director and owner of the Hotel Analyst Group.

The study looks at the power of brands, the halo effect, luxury brands and soft brands under a section entitled “Trends and issues”. The follow-on section, “Segmentation of brands”, deals with star-ratings, chain scale, types, purpose and proposes a bespoke system to classify brands.

The main body of the report deals with an in-depth analysis of each leading hotel brand with a concluding section identifying brands to watch.

The report is authored by Sue McKenney, the former head of hospitality research for Deloitte’s London office. She combines her decades of experience with the resources of Hotel Analyst to create a unique and comprehensive analysis of the European hotel brand landscape.




Brand Company   Rooms
Best Western Best Western Hotels 82,000
Ibis AccorHotels 80,433
Premier Inn Whitbread 65,000
Mercure AccorHotels 62,661
Novotel AccorHotels 46,675



The Hotel Brands Report – Sample