Taj Hotels - strongest hotel brand for 2021

by Neil McPherson
29 June 2021

This report is based upon BrandDirectory Hotels 50 - 2021

Strongest Hotel Brand Rankings

In its most recent annual report on the most valuable and strongest hotel brands, BrandDirectory found Taj Hotels to be the strongest hotel brand for 2021.

.The rating is based on factors such as marketing investment, customer familiarity, staff satisfaction, and corporate reputation. According to these criteria, Taj is the world’s strongest hotel brand, with a Brand Strength Index (BSI) score of 89.3%.

Renowned for its world-class customer service, the luxury hotel chain scores very well in their Global Brand Equity Monitor for consideration, familiarity, recommendation, and reputation especially across its home market of India. .

The latter is of most interest to travellers, as it is an indicator of the quality and consistency of how other travellers view the brand, based on experience.

Melia Hotels, another program we cover, came 3rd.  

Brand Ranking 2021
Taj 1
Premier Inn 2
Melia Hotels International 3
NH Hotel Group 4
Shangri-La Hotels & Resorts 5

About Taj Hotels

Taj Hotels is an India-based chain of luxury hotels that is owned by the Tata Group, one of India's largest business conglomerates.

It has properties in India and the Maldives (122) with a sprinkling elsewhere (Europe 2, Africa and Middle East 4 and 2 in the US).

It has a loyalty program (Taj Inner Circle) and a marketing alliance with Shangri-La (Golden Circle), which in turn has an alliance with Singapore Airlines..  Together, these two hotel chains and their programs provide very good coverage for travellers in the Far East and Southern Asia.

 By simply linking your Taj InnerCircle membership with Shangri-La’s Golden Circle membership, you enjoy the flexibility to earn and redeem points across hotels in 27 countries and 131 destinations worldwide. If you are a Taj InnerCircle Platinum or Gold member, you can enjoy the perks of your tier status not only when you stay at Taj hotels, but also at Shangri-La hotels.


Most Valuable Hotel Brands

The impact on travel of the covid-19 crisis was evident by the 50 largest hotel brands' drop in value by 33% (US$22.8 billion).  There was a significant change in ranking for Marriott.

Brand Ranking 2021 Ranking 2020
Hilton 1 1
Hyatt 2 3
Holiday Inn 3 4
Hampton Inn 4 5
Marriott 5 2
Shangri-La 6 6
Intercontinental 7 11
Double Tree 8 7
Crowne Plaza 9 12
Sheraton 10 13