Sheraton Hotels drops off the superbrands list

Sheraton Hotels has dropped off the latest UK superbrands list, despite being placed at 63 last year.

The top three hotel groups all moved down, with Hilton dropping 11 places to 39, and Marriott 17 places to 56.

The only hotels to move up significantly were Premier Inn, Holiday Inn, IBIS and Travelodge. Premier Inn moved up another 45 places to 195, giving it a massive increase of 242 places in two years.

Compass Group climbed to 160, up 59 places from the previous year, while contract catering rival Sodexo moved up 87 places to 250.

Aidan Connolly, chief executive of Sodexo UK & Ireland, commented: "Today, brand is value. To be recognised as a business superbrand is a fantastic achievement for Sodexo. The strongest worldwide brands are those that succeed in becoming known, then admired, then chosen."

The list was topped by Rolls-Royce, while the previous leader, Microsoft, dropped to third place.

The league table is based on the opinions of marketing and business professionals and thousands of British consumers. Of the thousands of brands initially considered, only the top 500 are deemed to be superbrands.

The definition of a business superbrand is one that has established the finest reputation in its field. It offers customers significant emotional and/or tangible advantages over its competitors, which customers want and recognise.

Catering and hospitality superbrands (last year's position in brackets)
39 Hilton (28)
56 Marriott (39)
153 Radisson Edwardian (130)
160 Compass Group (219)
195 Premier Inn (240)
221 Crowne Plaza (172)
238 Travelodge (New entry)
250 Sodexo (337)
261 De Vere Venues (257)
270 Malmaison (224)
275 Ramada Jarvis (193)
280 Thistle (New entry)
344 Novotel (New entry)
377 IBIS (400)
418 Millennium & Copthorne (420)
458 Park Plaza (459)

Hilton is still the top hospitality brand but Michelin falls off the list >>

Hilton is the hospitality leader in the UK business superbrands list >>

Travelodge increases UK marketing budget by 20% >>

By Gemma Rowbotham

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