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The brand: a pillar of asset value
Beyond location and operational quality, the brand is now an integral part of a hotel asset’s value. It directly influences potential upside by shaping customer perception, guiding commercial strategy and enhancing attractiveness to investors. A strong brand generates added value and contributes to the long-term sustainability of the asset, just as much as location or staff.
Anticipating consumer expectations to remain relevant
For a brand to retain its value-creating power, it must evolve in step with consumers. Their expectations are changing rapidly, driven by societal, technological and environmental trends. Identifying these weak signals and constantly adjusting the brand’s identity, positioning and experience is therefore a strategic imperative. A relevant brand is a brand in motion, capable of remaining attractive in a context of rapidly changing uses.
Hilton: an organic and ambitious brand strategy
Hilton perfectly illustrates this dynamic approach. With 24 brands in September 2025, compared to 10 in 2014, the group is the only player on the global podium to have expanded its portfolio solely through organic growth. This strategy has enabled it to almost double its number of brands in less than ten years, recording 90% growth between 2014 and 2023.
Another notable feature is that Hilton has a balanced structure between the economy/mid-range segments and the upscale and luxury brands, enabling it to attract a diverse customer base while consolidating its long-term asset value.
Stephan Croix’s career
Stephan Croix is a recognised figure in the international hotel industry, combining strategic expertise and creativity. As Senior Vice President – Brand & Commercial Performance EMEA at Hilton, he oversees a portfolio of 14 brands across the region.
A pioneer in brand innovation and customer experience, he has led the launch of several strategic brands, including Spark by Hilton and Tempo by Hilton, and has previously held key positions at W Hotels, Sheraton, Westin, Pizza Hut and Sony.
Through his presentation at the Hospitality Asset Forum, Stephan will share a pragmatic and forward-looking vision on how to build impactful brands capable of generating value in an ever-changing environment.
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