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Hilton's Brand Advantage Gets Stronger

We see evidence in its growing loyalty, direct booking, and pipeline.

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We expect  Hilton’s (HLT) room share expansion to be among the industry’s fastest over the next decade, thanks to an industry-leading pipeline, a favorable next-generation traveler position supported by newer brands, and a highly rated loyalty program.

The company currently has a mid-single-digit share of global hotel rooms with more than 20% of all industry pipeline rooms under construction. Further, its U.S. share of existing rooms is low double digits, with a pipeline share of rooms under construction at roughly 25%. We see its room growth averaging midsingle digits over the next decade, above the long-term U.S. supply growth average of 2%, implying market share gains ahead for Hilton.

Dan Wasiolek does not own (actual or beneficial) shares in any of the securities mentioned above. Find out about Morningstar’s editorial policies.

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