Hilton’s Chris Nassetta: Why 28 Brands Aren’t Too Many and the ‘Bazillion Points’ Problem

Pressed on The Angle podcast this week about why Hilton runs 28 brands, CEO Chris Nassetta argued the portfolio isn’t sprawl but a data-backed answer to what owners and guests keep asking for.

Nassetta’s first defense was that Hilton shows relative restraint compared to Marriott, Accor, and Hyatt. “Our core competitors have like 38, 42, 45.”

Another justification for brand proliferation was demand. Every Hilton brand with at least 100 open hotels outperforms the average of its local competitors on revenue per available room, he said.

Nassetta said the additional brands don’t steal business from other hotels in the