The hospitality industry is changing fast. With major mergers, new brands popping up, and shifting guest expectations, it’s more important than ever for hoteliers to know who’s leading the market and why.
Hotel chains and groups are at the forefront, setting global trends, defining standards, and investing heavily in technology, loyalty programs, and guest experiences. But here’s the key question: what can independent or franchised hoteliers take away from the success of giants like Marriott or Accor?
In this guide, we’ll break down the largest hotel groups of 2025 and analyze how they’re shaping the industry. You’ll find practical insights on trends to watch, strategies worth adapting, and ideas to help your hotel stand out in a competitive market.
Whether you run a single property, manage multiple locations, or are exploring investment opportunities, this guide gives you the tools to make smarter decisions by understanding the leaders driving the global hospitality space.
The terms hotel groups, hotel chains, and hospitality chains might seem interchangeable, but they’re not quite the same. For hoteliers, understanding these differences is key to navigating the market and making informed decisions.
A hotel group is a company that owns or manages multiple hotel brands or properties, often on a global scale. Some groups own and operate their hotels directly, while others use a franchise model or a combination of both.
Take Marriott International, for example. It’s a hotel group that brings together a wide range of brands -like Ritz-Carlton, Moxy, and Sheraton – under one umbrella. The same idea applies to other big names like Accor, Hilton, or IHG. These groups operate across multiple brands and use different business structures to cater to diverse markets and customer needs.
A hotel chain is a brand or group of brands that offers a consistent experience across multiple locations, often worldwide. These chains can be managed directly by the parent company or run through franchises or outsourced management.
Think of brands like Ibis (part of the Accor group) or Holiday Inn (part of the IHG group). No matter where you are, these hotels stick to shared standards in design, services, and customer experience. This consistency means travellers know exactly what to expect, whether they’re staying for business or leisure, in any city or country.
Here are the three main models found in hotel chains:
Each model comes with its own considerations: margin, quality control, customer relationships, and initial investment. As a hotelier, understanding these factors helps you weigh the pros and cons of partnering with a chain and make smarter decisions for your business.
Understanding how hotel groups and chains operate isn’t just trivia – it’s a strategic must-have. Whether you’re thinking about joining a chain, analysing pricing strategies, or figuring out how to stand out from the competition, knowing who’s doing what (and how) gives you a clear edge.
Simply put: whether you’re part of a chain or running independently, having a solid grasp of the industry landscape puts you in a stronger position to make smarter decisions and stay ahead.
Every year, global hotel group rankings tell us more than just who’s on top – they reveal where the industry is headed. From organic growth and mergers to the rise of Asian markets and the launch of fresh brands, these rankings are more than numbers. They’re a snapshot of the strategies shaping the future of hospitality, offering insights no hotelier should overlook.
Here is an updated ranking of the most powerful hotel chains in 2025:
| Rank | Hotel group | Number of rooms (estimated) | Number of hotels (estimated) | Top brands |
| 1 | Marriott International | 1,6 million | 9 200 | Ritz-Carlton, Courtyard, Moxy, Sheraton |
| 2 | Jin Jiang International | 1,5 million | 13 000 | Vienna Hotels, Metropolo, Campanile |
| 3 | Hilton Worldwide | 1,2 million | 8 300 | Hilton, DoubleTree, Hampton, Conrad |
| 4 | H World (formerly Huazhu) | 990 000 | 10 200 | Over 30 brands covering all market segments, from budget to luxury |
| 5 | IHG | +980 000 | 6 600 | InterContinental, Holiday Inn, Indigo |
| 6 | Wyndham Hotels & Resorts | 900 000 | 9 300 | Days Inn, Ramada, Super 8, Tryp |
| 7 | Accor | 850 000 | 5 600 | Ibis, Mercure, Novotel, Pullman |
| 8 | Choice Hotels | +650 000 | 7 500 | Comfort, Quality Inn, Ascend |
| 9 | BTG Hotels | 500 000 | 6 700 | Boutique brands in Asia |
| 10 | Hyatt | 340 000 | 1400 | OYO Hotels (Inde, SEA, Europe) |
⚠️ These figures are rounded for clarity and were taken from the ranking published in February 2025 by Voyages d’Affaires.
This hotel group ranking isn’t just another list. It highlights the major businesses, regional trends, and successful strategies shaping the industry. Whether you’re an operator or an owner, this offers valuable insights you can use to stay ahead.
The hotel industry is always evolving, and major hotel chains are leading the charge in shaping what’s next. Whether you’re an independent hotelier, part of a franchise, or considering a partnership with a hotel group, keeping up with these trends can give you a real edge.
Here’s what’s making waves in 2025:
Mergers, acquisitions, and partnerships are ramping up. International hotel groups are expanding their portfolios, aiming for more power against online booking platforms (OTAs). For example, Jin Jiang now owns Louvre Hotels, and Choice Hotels recently acquired Radisson Americas. These mega-groups benefit from shared resources like distribution tools, CRM systems, and purchasing power, giving them a serious leg up.
What it means for you: These changes are shaking up the market, from pricing to visibility and standard expectations. They’re also opening the door for more flexible affiliation and collaboration models, which could be worth exploring.
Big hotel brands are focusing on “lifestyle” concepts – think bold design, unique storytelling, and community vibes (like Tribe, Mama Shelter, or Moxy). Why? Because today’s travellers, whether on a work trip or vacation, want something personal and memorable, not cookie-cutter stays.
How you can stay ahead: Independent hoteliers can learn from these concepts while staying true to what makes their properties unique. Focus on creating a space with personality, a clear concept, and experiences that guests will actually talk about. By staying informed and adaptable, you can take advantage of these trends and keep your property competitive in a fast-changing industry.
Online check-ins, smart property management systems (PMS), advanced CRMs, and automated revenue management are no longer just for big hotel chains. They’re becoming essential tools for everyone, including independent hotels, with plenty of affordable options now available.
Why does this matter? Skipping digital upgrades can put you behind the competition. Plus, today’s guests expect tech-savvy services as part of their stay.
Sustainability isn’t just a bonus anymore – it’s a dealbreaker. Hotel groups are investing heavily in sustainable solutions: reducing carbon footprints, managing water usage, adopting green energy, and committing to social inclusion.
Why? Because both guests and business partners are demanding clear, eco-friendly policies. Some contracts and listings now require specific ESG (environmental, social, and governance) standards. For hoteliers, this is more than a nice-to-have addition – it’s a real competitive edge that sets you apart in the market.
Hotels are getting smarter about using customer data to improve experiences, anticipate needs, and build loyalty. From personalising stays to keeping in touch after check-out, data is becoming key to creating lasting relationships with guests.
Even smaller hotels can benefit from simple tools to collect and use data, like guest preferences, booking history, and email communication.
The takeaway? The most successful hotels aren’t just the biggest – they’re the ones that innovate, adapt, and put guest experiences first. These trends offer opportunities for hotels of all sizes. It’s just a matter of taking the first step.
Think you need to be a massive hotel chain to adopt their practices? Think again! Big groups have strategies that smaller hotels can easily adapt -no endless budgets required. Here’s how independent and franchised hotels can boost professionalism, profitability, and guest appeal.
Big chains thrive on consistency, offering the same reliable experience no matter the location. This comes from clear processes, regular training, and solid quality control.
How to apply it:
Chains succeed because each of their brands has a clear identity that targets specific audiences. What about your hotel?
A strong identity helps you stand out, attract your ideal guests, and show your value.
Chains leverage data to tailor experiences and build guest loyalty. You don’t need advanced tech to do the same on a smaller scale.
Where to start:
Small efforts like these increase guest satisfaction and loyalty without breaking the bank.
The best guest experiences start with a motivated team. When staff feel valued, it shows in their work.
Easy tips to start:
A positive team culture naturally leads to better guest experiences.
Chains often have complex loyalty programmes, but you don’t need one to keep guests coming back.
What you can do:
The goal? Build genuine, lasting relationships with your guests.
Big hotel chains may have deep pockets, but with a little creativity, smaller hotels can achieve the same level of professionalism and guest satisfaction. Simple, practical changes can make a big difference!
Big hotel chains succeed because they focus on what matters: smart organisation, clear communication, and creative thinking. These strategies aren’t just for the big players – adapt them to your business, and they’ll work for you too.
The 2025 hotel group rankings point to one clear trend: the industry is evolving fast. Chains, whether global giants or local favourites, are setting the pace with fresh ideas, better guest experiences, and stronger operations.
But here’s the thing: it’s not just about size or big budgets. It’s about practical strategies that anyone in hospitality can adopt. Whether you’re an independent hotelier or part of a chain, there’s a lot to learn—and apply – on your own terms.
From streamlining your daily processes to building stronger guest relationships, every little change can drive meaningful growth if it fits your vision and daily reality. Keep an eye on industry trends, stay informed, and make choices that work for your business. The future belongs to those who innovate while staying true to their unique style.
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Funding:
This project received funding from the European Union Horizon 2020 research and innovation program under Grant Contract No. 782509.
