Harris Poll Finds Top Hotel Brands

NEW YORK — Most hotel brands demonstrate stronger brand equity than airline, cruise and online travel service brands, according to The Harris Poll 2016 EquiTrend Study. The 28th annual study awards the strongest brands in nearly 100 categories across the media, travel, financial, automotive, entertainment, retail, restaurants and household industries, based on consumer response.

“Destinations are fundamentally aspirational and consumers desire a reasonably full line of amenities, contributing to full service and luxury hotel brands’ equity leadership,” said Joan Sinopoli, vice president of brand solutions at Nielsen, which owns the 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.”

The Harris Poll study finds that overall, the travel industry’s brand equity tends to be stable (up 2.3 percent since 2014) but it ranks high compared to other industries assessed, trailing only retail, consumer electronics and television media. Within travel, nine of the top 10 brands are hotel brands.

However, “fast risers” in equity cut across the different travel categories. These include: Hilton Hotels & Resorts, W Hotels and Resorts, Hyatt Hotels and Resorts, Waldorf Astoria Hotels & Resorts, Radisson Hotels & Resorts, SpringHill Suites, Hilton Garden Inn, Courtyard Marriott, JetBlue Airways, Virgin America Airlines, Southwest Airlines, Priceline.com, Norwegian Cruise Line and Carnival Cruise Line. These brands have increased more than five percent in equity since 2014–a significant increase given the tendency for equity to resist rapid movement.


Hilton Brands Top Charts in Three Hotel Categories

Harris Poll’s study shows that Hilton brands demonstrate the strongest brand equity in three of five hotel categories: extended stay, full service and mid-market. Additionally, Hilton 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, places among Harris Poll’s top ten percent of all brands assessed.

“Free benefits, such as breakfast and evening social hours, an upscale atmosphere and a top loyalty program all help raise consumers’ perceptions of the Hilton brand, said Sinopoli. “The W Hotel and Resorts, known for a contemporary and modern feel, appeals to younger, luxury-seeking consumers and helps the brand reclaim its top spot for the first time since 2012.”

The 2016 Harris Poll EquiTrend Economy Hotel Brands of the Year

1. Microtel Inn & Suites

2. Days Inn

3. Red Roof Inn

Other Economy Hotel Brands in study ranked below category average (alphabetically): America’s Best Value inn, EconoLodge, Motel 6, Rodeway Inn, Super 8

The 2016 Harris Poll EquiTrend Extended Stay Hotel Brands of the Year 

1. Homewood Suites by Hilton

2. Candlewood Suites

Other Extended Stay Hotel Brands in study ranked below category average (alphabetically): Extended Stay America, MainStay Suites, Residence Inn

The 2016 Harris Poll EquiTrend Full Service Hotel Brands of the Year 

1. Hilton Hotels & Resorts

2. Marriott Hotels

3. Courtyard Marriott

4. Hilton Garden Inn

5. Hyatt Hotels and Resorts

6. Embassy Suites

Other Full Service Hotel Brands in study ranked below category average (alphabetically): Crowne Plaza Hotels & Resorts, Doubletree by Hilton, Hyatt Place Hotels, Kimpton Hotels, Radisson Hotels & Resorts, Renaissance Hotels, Sheraton Hotels & Resorts, SpringHill Suites, Westin Hotels & Resorts, Wyndham Hotels and Resorts

The 2016 Harris Poll EquiTrend Luxury Hotel Brands of the Year 

1. W Hotels and Resorts

2. Four Seasons Hotels and Resorts

3. Grand Hyatt

4. The Ritz Carlton

Other Luxury Hotel Brands in study ranked below category average (alphabetically): Conrad Hotels & Resorts, InterContinental Hotels & Resorts, Omni Hotels & Resorts, Park Hyatt, Waldorf Astoria Hotels & Resorts

The 2016 Harris Poll EquiTrend Mid-Market Hotel Brands of the Year
Source: The Harris Poll EquiTrend Study

1. Hampton Inn & Suites

2. Holiday Inn Express Hotels & Resorts

3. Holiday Inn Hotels & Resorts

4. Country Inns & Suites by Carlson

5. Fairfield Inns and Suites

6. Best Western Hotels

7. Comfort Suites

Other Mid-Market Hotel Brands in study ranked below category average (alphabetically): Clarion Hotels, Comfort Inn, Howard Johnson Hotels, LaQuinta Inns & Suites, Quality Inn & Suites, Ramada Hotels, Sleep Inn Hotels


Southwest Leads Across Equity Metrics, but JetBlue, Virgin America on the Rise

This year’s Harris Poll study marks the sixth consecutive year Southwest Airlines has secured the Brand of the Year title in the value airlines category–a feat achieved only by nine other brands in the EquiTrend study. Additionally, Southwest leads all airline brands – value and full service – across all measures of equity, including familiarity, quality and purchase consideration. Meanwhile, JetBlue (+5.9%) and Virgin America (+9.1%) show a rise in equity scores over the last three years.

“We won’t know the full extent of Southwest’s operational issues on the brand’s equity for some time; much depends on how customers judge the carrier’s response and how they feel they were treated in the aftermath of the shutdown,” said Sinopoli. “But our research and experience show that it takes a lot to shake consumers’ positive sentiment towards brands, like Southwest, that have such a loyal following.”

The Harris Poll study shows that consumers are more likely to perceive value airlines to have brand equity momentum, or to be “on the way up.” Thirty-one percent of consumers consider JetBlue to be on the way up, compared to Southwest Airlines (30%) and Virgin America (26%). Although full service, traditional carriers still maintain strong market share, consumers are more likely to perceive these brands as “on the way down.”

“As value airlines offer amenities traditionally associated with full service airlines, such as JetBlue’s free inflight entertainment and Southwest’s two bags fly free offer, they provide an alternative for consumers who may be dissatisfied with full service airlines,” said Sinopoli. “Our research shows that millennial consumers in particular are disappointed with traditional airlines, offering value airlines a key opportunity to strengthen their brand equity with this generation of airline travelers.”

The 2016 Harris Poll EquiTrend Value Airline Brands of the Year  

1. Southwest Airlines

2. JetBlue Airways

Other Value Airlines in study ranked below category average (alphabetically): Frontier Airlines, Spirit Airlines, Virgin America Airlines

The 2016 Harris Poll EquiTrend Full Service Airline Brands of the Year

1. Delta Airlines

2. Alaska/Horizon Airlines

3. American Airlines

4. Hawaiian Airlines

5. United Airlines

Other Full Service Airlines in study ranked below category average (alphabetically): Air Canada, US Airways

Cruise Lines

Disney Cruise Line Reclaims Top Spot

According to the Harris Poll study, Disney Cruise Line leads in most equity metrics, including familiarity and quality.

“Disney benefits from its ‘masterbrand’ equity, as well as its position as the family cruise line for Gen X and millennial parents,” said Sinopoli.

While Carnival Cruise Lines does not appear on this year’s EquiTrend ranking, its equity score has improved since the brand’s crises of 2012 and 2013, increasing 12.6 percent in the past three years.

“What’s interesting about cruise lines is that each generation has their favorite cruise line brand,” said Sinopoli. “Disney displays the highest brand equity among Generation X, which makes sense given it is the largest generation with younger children. Norwegian Cruise Line and its ‘freestyle cruising’–with the freedom to dress up or down, no set dining times and no fixed schedule–is popular with millennials, and baby boomers bestow Holland America, known for its elegant yet laid back atmosphere, the highest equity ratings.”

The 2016 Harris Poll EquiTrend Cruise Line Brands of the Year  

1. Disney Cruise Line

2. Royal Caribbean International

3. Norwegian Cruise Line

4. Holland America Cruise Line

Other Cruise Lines in study ranked below category average (alphabetically): Carnival Cruise Lines, Celebrity Cruises, Princess Cruises