Rochester, N.Y. — Harris Poll’s 2016 EquiTrend Study reveals most hotel brands demonstrate stronger brand equity than airline, cruise and online travel service brands.
The EquiTrend Brand Equity Index measures brands’ health over time, accounting for familiarity, quality and purchase consideration.
Hilton brands claimed the top spot in three of five hotel categories: extended stay, full service and mid-market. Hilton also ranks high on loyalty and within the full-service category, is highest in purchase consideration, most loved and most trustworthy. Hilton, along with Courtyard by Marriott, placed among Harris Poll’s top 10 per cent of all brands assessed.
The study found overall, the travel industry’s brand equity tends to be stable (up 2.3 per cent since 2014) but it ranks high compared to other industries assessed, trailing only retail, consumer electronics and television media.
“Destinations are fundamentally aspirational and consumers desire a reasonably full line of amenities, contributing to ful-service and luxury hotel brands’ equity leadership,” says Joan Sinopoli, VP of Brand Solutions at Nielsen, parent company of Harris Poll. “Travel brands with strong equity also tend to be brands that offer broad scope loyalty programs, such as Marriott and Hilton. Overall, consumers feel a stronger connection, or an emotional bond with hotels, compared to the airlines they fly or the cruise lines they sail.”
Other top performers include:
Economy Hotel Brands of the Year
- 1. Microtel Inn & Suites
- Days Inn
- Red Roof Inn
Extended-Stay Hotel Brands of the Year
- Homewood Suites by Hilton
- Candlewood Suites
Full-Service Hotel Brands of the Year
- Hilton Hotels & Resorts
- Marriott Hotels
- Courtyard by Marriott
- Hilton Garden Inn
- Hyatt Hotels and Resorts
- Embassy Suites
Luxury Hotel Brands of the Year
- W Hotels and Resorts
- Four Seasons Hotels and Resorts
- Grand Hyatt
- The Ritz Carlton
Mid-Market Hotel Brands of the Year
- Hampton Inn & Suites
- Holiday Inn Express Hotels & Resorts
- Holiday Inn Hotels & Resorts
- Country Inns & Suites by Carlson
- Fairfield Inns and Suites
- Best Western Hotels
- Comfort Suites