The Attest Brand Index is a platform agnostic measure of a brand’s total brand equity in the Holidays & Travel sector, as determined by real consumers, revealing the brand winners in the Holidays & Travel sector for Q3.
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 retains its top spot, slightly increasing its share of mind, with unprompted brand recall growing from 25.1% in Q2, to 25.8% in Q3. 5.3% of these consumers, though, are still referring to TUI as ‘Thomson’, almost one year on from the rebrand. Silver and Bronze podium spots are also unchanged, with Thomas Cook and Virgin retaining their places.
The top 10 brands haven’t changed from Q2 to Q3, with no one new joining the table and no brands suffering and dropping out, though there has been some movement around the leaderboard, with easyJet and Jet2.com up in recall, but British Airways dropping in this metric.
It’s no surprise TUI has held onto its top spot, as their Purchase Intent score has risen from 37.6% to 43.83% and NPS is up from 7.75% to a much healthier 20.72%. All this means that their Total Brand Equity score tops the table at 1620, up from 1170 in Q2.
On the whole, purchase intent scores have dropped, from an average amongst the top 10 of 53.57% to 47.52%, while NPS scores have risen from an average of 28.83% to 35.03%. This could be indicative of the end of summer holiday season (meaning people aren’t immediately planning to travel any time soon) as well as a summer of holidays that were much-enjoyed, with these recent fond memories prompting this strong NPS.
Here is how people described the Holiday & 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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