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Singapore’s hotel market gives travelers no shortage of familiar names to consider. International groups, regional hotel brands and luxury operators all compete for attention before a stay is booked.
The primary ranking focuses on Consideration among Singaporeans who say they are likely to book a hotel in the next 12 months. A second table looks at which brands gained most year-on-year.
The results come against a competitive tourism backdrop. Singapore Tourism Board reported that tourism receipts reached S$23.9 billion in the first nine months of 2025, up 6.5% year on year, while hotel average occupancy rose to 81.9% in 2025. That context does not explain individual brand results, but it does show why hotel brand salience remains commercially important.
In this article:
- Top considered hotel brands
- Hotel brands gaining consideration year over year
- Methodology behind the rankings
Marriott leads hotel consideration in Singapore
Marriott ranks first in the Singapore hotel Consideration ranking, with a score of 20.1%. Holiday Inn follows at 17.5%, ahead of Hilton at 16.5% and Shangri-La at 15.7%.
InterContinental completes the top five at 13.0%, narrowly ahead of Grand Hyatt at 12.9%. Four Seasons, Ritz-Carlton, Pan Pacific and Westin round out the top 10.
The top of the ranking is dominated by established hotel groups and recognizable regional or international names.
Hilton and Holiday Inn show the largest gains
The year-over-year movement table adds a momentum view to the headline ranking. Hilton and Holiday Inn record the largest gains, with each brand rising by 4.1 points. Marriott follows closely with a 3.9-point increase.
The improvers list also includes a mix of luxury, full-service and broader hotel brands. Four Seasons and Sheraton Towers each gain 2.4 points, while Shangri-La increases by 2.2 points. InterContinental, Accor, Grand Hyatt and Ascott also post positive movement.
The overlap between the leaders and improvers tables is useful for marketers. Marriott, Holiday Inn, Hilton, Shangri-La, InterContinental and Grand Hyatt all appear in the top 10 ranking and the top 10 improvers list, suggesting that several already visible hotel brands also gained ground year-on-year.
Explore more Singapore hotel brand data
These rankings provide a selected view of YouGov BrandIndex data for Singapore hotel brands. Consideration shows which brands travelers would think about, while the improvers table shows which names gained ground year-on-year.
Reach out to us for a walkthrough of the Singapore hotel data, audience-specific Consideration, year-on-year movement, Value and Quality positioning, and explore additional BrandIndex metrics such as Recommendation, Reputation and Customer Satisfaction.
Methodology
This article draws on YouGov BrandIndex data collected from 1 July 2025 to 30 June 2026. The primary ranking covers Singaporeans who say they are likely to book a hotel in the next 12 months, with a minimum chart base of n> 4,910.
The biggest-improvers analysis compares the current period with 1 July 2024 to 30 June 2025. Minimum bases are n> 4,850 for the current period and n> 3,560 for the comparison period.
Consideration is reported as the percentage of respondents who would consider buying from each brand the next time they are in the market for Travel and Leisure products. Scores are shown to one decimal place. Changes in Consideration are expressed as point differences.
Metric question
Consideration: When you are in the market next to purchase Travel And Leisure products, from which of the following would you consider buying?
About YouGov BrandIndex
YouGov BrandIndex is an always-on brand tracking tool that helps marketers monitor brand health, benchmark competitors, identify audience-specific strengths and understand how perceptions change over time.