Vietnam’s Vinpearl named world’s strongest hotel brand in 2026

According to Brand Finance's Hotels 50 2026 report, Vinpearl scored 95.4 out of 100 on the Brand Strength Index (BSI) and received an AAA+ brand strength rating.

With the highest BSI score, Vinpearl surpassed established names in the global hospitality industry, including Taj, Scandic, Hilton, and Marriott, to become the world's strongest hotel brand.

Taj ranked second in brand strength with a BSI score of 93.5 out of 100 and also received an AAA+ brand strength rating.

Vinpearl's rise to the top of the brand strength ranking came amid broad-based growth across its business and international market expansion.

On the financial front, Vinpearl's VPL shares joined the VN30 Index in 2026.

The company also raised US$255 million from international investors, including SeaTown Holdings, Oman Investment Authority, and Vietnam Oman Investment.

Vinpearl expanded its international market presence through strategic partnerships with major global and regional companies, including Agoda, AirAsia MOVE, BeMyGuest, GlobalTix, Klook, CAITO, Thomas Cook India, SOTC Travel, MakeMyTrip, IHG Hotels & Resorts, and Marriott International.

The partnerships are aimed at attracting more international visitors and improving service quality across Vinpearl's network.

In 2026, Vinpearl also introduced new brands and offerings targeting different market segments, including Vinpearl Legendlux, a six-star luxury brand; VinFun, a new-generation hotel line; and Vin New Horizon, a senior living and care brand focused on wellness and services for older adults.

A Vinpearl representative said the international recognition would motivate the company to further develop its hospitality ecosystem and bring experiences featuring Vietnamese characteristics closer to travelers around the world.

The ecosystem has also received several other international accolades, including VinWonders Nha Trang being named among the world's top 100 family entertainment destinations and Vinpearl Resort & Golf Nam Hoi An receiving the ASEAN Green Hotel Award 2026.

However, in terms of brand value, Hilton Hotels & Resorts retained its position as the world's most valuable hotel brand for the 11th consecutive year, with a brand value of $19.2 billion, according to Brand Finance.

Vinpearl, meanwhile, saw its brand value rise 86 percent from a year earlier to $381 million, placing it among the world's 50 most valuable hotel brands for the first time, in addition to ranking No. 1 in brand strength.

Brand Finance explained that in addition to calculating brand value, it also determines the relative strength of brands through a balanced scorecard of metrics.

The consultancy defines brand strength as 'the efficacy of a brand's performance on intangible measures relative to its competitors,' with each brand assigned a BSI score out of 100 that feeds into the brand value calculation.

As of 2026, after more than two decades of development, Vinpearl operates 62 facilities across 20 provinces and cities in Vietnam, including 35 hotels and resorts, as well as theme parks, golf courses, and international-standard convention centers.

The company is the hospitality arm of Vingroup, Vietnam’s largest private conglomerate.

Vinpearl’s emergence as the world’s strongest hotel brand marks a major milestone for the company and Vietnam’s hospitality industry, further raising the profile of the country’s tourism sector globally.