The Attest Brand Index is a platform agnostic measure of a brand’s total brand equity in the Holiday & Travel sector, as determined by real consumers.
What do we mean by ‘platform agnostic’? We mean the results are not influenced by any particular method of obtaining them, such as looking only at social media mentions, or brand search terms. This reduces bias and provides a much more accurate view of a brand’s strength in any given category.
To determine the Holiday & Travel Brand Index, we look at three things:
Percentage of unprompted brand recall within a named category e.g. ‘Technology’ ‘Fashion’ or ‘Entertainment’
How likely a person is to purchase your particular brand (purchase intent)
How likely a person is to recommend your brand (net promoter score)
Our data is gathered every quarter from an online survey sent to a nationally representative panel of 1,000 UK consumers aged 18-65.
TUI secures yet another quarter at the top of the leaderboard. Their Total Brand Equity score has dropped significantly, from 1620 to 1200, due to dips in all other key metrics, but this isn’t enough for them to lose their dominance over the travel and holiday market.
Thomas Cook, in second place, still pose no real threat to TUI’s pole position, although the gap between the two has closed thanks to TUI’s reduction in Unprompted Brand Recall, Purchase Intent and Net Promoter Score (NPS).
Virgin and Jet2 also remain steadfast in 3rd and 4th positions. The movement appears, however, in the second half of the leaderboard. easyJet jump from 8th to 5th position despite a dip in Unprompted Brand Recall, as they’re more well liked and recommended by this slightly smaller crowd for whom they’re front of mind.
Booking.com, however, drop to 9th place from their 6th spot in Q3. Each of their metrics has fallen marginally, adding up to a Total Brand Equity drop from 290 to 250, enough to slide them three places down the leaderboard.
Emirates reaches the top 10 this quarter, tabling in 10th position. Their appearance may be due to the start of the Emirates-sponsored FA cup in recent weeks, or because of the cold autumnal weather encouraging Brits to seek-out last minute sun in Emirates’ home nation and namesake. The luxury airline pushes out First Choice, a summer holiday favourite who haven’t yet managed to corner the winter-traveller market.
Here is how people described the holiday and travel industry brands that came top of mind during Unprompted Brand Recall:
The 2018 Holiday & Travel Industry Brands Report
The full 2018 report includes:
The UK’s leading Holiday & Travel brands for Awareness, Purchase Intent and Net Promoter Score from the start of the year, so you can compare where shifts have occurred over time
Industry-wide averages and market dynamics
Key takeaways for the UK Holiday & Travel industry
Our in-house marketing team is always scouring the market for the next big thing. This piece has been lovingly crafted by one of our team members.
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