Hilton has added several brands in the past few years including Tru, which launched in January 2016 and already has 212 hotels opened as of the end of 2021

Business Strategy & Outlook

While the coronavirus pandemic and inflation present headwinds to industry travel demand in the near term, Hilton’s brand intangible asset (which underlies its narrow moat rating) is strengthening, along with improving travel demand in 2022. Hilton’s room share expansion to be among the industry’s fastest over the next decade because of an industry-leading pipeline, favorable next-generation traveler position supported by newer brands, and its highly rated loyalty program. The company currently has mid-single-digit share of global hotel rooms with 15%-20% share of all industry pipeline rooms under construction.

Further, its U.S. (70% of total 2021 room count) share of existing rooms is low double digits, with a pipeline share of rooms under construction at 20%-25%. Hilton’s room growth averaging mid-single digits over the next decade, above the 1.8% supply increase it is estimated for the U.S. industry, implying market share gains ahead for Hilton. In addition to an intangible brand advantage, Hilton has switching cost barriers (a second source of its narrow moat rating) through its asset-light model of mostly managed or franchised rooms. These asset-light rooms not only offer high returns on invested capital, but also contract lengths of 20 years that are costly to terminate. Hilton’s intangible brand asset and switching cost advantage to strengthen, driven by new hotel brands and its highly rated loyalty program. Hilton has added several brands in the past few years, including Tru, which launched in January 2016 and already has 212 hotels opened as of the end of 2021. Hilton also has a solid loyalty membership base at 139 million as of the end of June 2022, which drove around 62% of total room nights during the year.

Financial Strengths

Hilton’s spinoffs of owned assets at the beginning of 2017 has left the company with around 90% of its adjusted EBITDA derived from fees versus just 52% previous to the spinoff. Given the less capital-intensive nature of franchise and managed assets relative to owned ones, free cash flow as a percentage of sales and the cash flow cushion are now higher. Hilton’s financial health has improved, with its pre-pandemic 2019 debt/adjusted EBITDA at 3.5 times versus the 7.3 times ratio in 2015. Hilton’s financial health remains good despite COVID-19 challenges. Hilton asset-light business model allows the company to operate with low fixed costs and stable unit growth, helping it generate over $600 million in free cash flow to equity in 2020, despite a 57% decline in revPAR. Hilton improved its liquidity profile during the early stages of the pandemic outbreak, tapping the $1.8 billion that remained on its credit facility (which has since been paid), suspending dividends and share repurchases, with the former resuming in May 2022 and the latter having already started in March 2022), and raising and refinancing debt. As a result, Hilton has near $3 billion in liquidity, with no debt maturing in 2023-24. As travel demand rebounds it is expected Hilton’s debt/adjusted EBITDA to improve to 3.6 times in 2022 from the elevated 5.4 level in 2021 (as a result of COVID-19), ending 2023 at 2.8 times.

Bulls Say

Hilton’s current mid-single-digit share of hotel industry rooms is set to increase, as the company controls about one fifth of the rooms under construction in the global hotel industry pipeline.
Hilton is well positioned to benefit from the increasing presence of next-generation travelers though emerging lifestyle brands Home2, Curio, Canopy, Tru, Tapestry Collection, Motto, and Tempo.
Hilton has a strong loyalty program with 139 million members at the end of June 2022 that constitutes around 60% of total room nights.

Company Description

Hilton Worldwide Holdings operates 1,074,791 rooms across its 18 brands addressing the midscale through luxury segments as of Dec. 31, 2021. Hampton and Hilton are the two largest brands by total room count at 28% and 21%, respectively, as of Dec. 31, 2021. Recent brands launched over the last few years include Home2, Curio, Canopy, Tru, and Tempo. Managed and franchised represent the vast majority of adjusted EBITDA, predominantly from the Americas regions.

(Source: Morningstar)

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