SINGAPORE, 26 May 2026 – Singapore’s stable economic environment has enabled most of its key sectors to expand across the wider business landscape, resulting in the hotel sector’s 4% year on year brand value growth to USD1.1 billion this year, across eight brands.
According to the Singapore 100 2026 report by Brand Finance, the world's leading brand valuation consultancy, this growth is driven by an increase in international visitor arrivals to Singapore. Based on the figures released by the Singapore Tourism Board in February 2026, almost 17 million foreign visitors were welcomed into the country between January to September 2025, which improved the Average Occupancy Rate (AOR) to just shy of 82%, supported by major events such as concerts, business gatherings, and the Formula 1 Singapore Grand Prix, driving market demand.
Millennium Hotels and Resorts (brand value up 25% to USD526 million) retains its position as Singapore’s most valuable hotel brand in 2026. Its noteworthy brand value jump also makes it the country's fastest growing hotel brand. MHR’s performance drives it up three spots, making it the 27th most valuable brand in the Singapore 100 2026 report. The brand’s achievement this year can be attributed to its diverse offerings, which extend beyond hospitality. M Social, the hotel chain’s lifestyle brand, drove engagement, appealed to younger demographics, and attracted visitors seeking unique experiences, while the relaunch of MyMillennium in 2024 provided travellers with incentives to visit the hotel and receive exclusive offers and experiential rewards.
Additionally, the hotel chain’s brand strength has shown a significant rise, leaping 23 spots to become the 50th strongest Singaporean brand, earning a Brand Strength Index (BSI) score of 61.6/100 (up from 54.8/100 in 2025) and an A+ brand strength rating, marking a notable improvement from 2025. The hotel’s rising brand strength is driven by its reputation as a trustworthy and reliable choice for visitors, due to its location, availability, and accessibility. The brand’s commitment to Environmental, Social, and Governance (ESG) sustainability initiatives has also contributed to this rise, which supports a more modern brand profile, particularly in higher-end segments.
Alex Haigh,Managing Director Asia Pacific, Brand Finance, commented:
“Singapore’s hotel sector has delivered resilient growth this year, supported by strong international visitor recovery, a robust events pipeline, and high occupancy rates, driving a 4% increase in total brand value. Millennium Hotels and Resorts stand out as a key outperformer, with significant brand value growth reflecting the strength of its diversified offerings, strategic positioning, and ability to engage evolving traveller preferences in a competitive landscape.”
Kwek Eik Sheng, Executive Director, Millennium Hotels and Resorts commented:
“Being recognised once again as Singapore’s No.1 hotel brand and the nation’s fastest-growing hotel brand is an achievement we are deeply proud of. More importantly, it reflects the trust our guests place in us and the dedication of our teams across the world who bring our brands to life every day. ,
As a global hospitality company with 145 hotels across 80 destinations, our focus has always been on building brands that remain relevant, distinctive, and meaningful to today’s travellers. Over the past year, we have continued to strengthen our global presence while investing in the areas that matter most to our guests, elevating experiences, enhancing service consistency, expanding lifestyle offerings such as M Social, and growing the MyMillennium loyalty ecosystem.
This award represents more than brand growth. It is a reflection of our people, our culture of hospitality, and our long-term commitment to creating memorable stays delivered with genuine care. We are also encouraged by the growing recognition of our sustainability efforts and the stronger connections we continue to build with our guests, partners, and communities worldwide.”
Cinn Tan, Chief Commercial Officer, Millennium Hotels and Resorts commented:
“This recognition reflects the strong commercial momentum we have built across our global portfolio and the effectiveness of our continued transformation efforts in an increasingly competitive marketplace.
Over the past year, we have focused on strengthening our commercial capabilities through more strategic distribution, enhanced digital performance, and deeper partnerships that expand our reach across key markets and customer segments. At the same time, we are leveraging data, technology, and customer insights more strategically to create increasingly personalised and seamless experiences throughout the guest journey.
The continued growth of MyMillennium has played an important role in this strategy, allowing us to deepen guest engagement, strengthen loyalty, and deliver more relevant offerings at scale. Looking ahead, we will continue accelerating our commercial transformation agenda by investing in digital innovation, organisational agility, and strategic growth opportunities that drive long-term value across our brands and markets worldwide.”
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
