The summer holiday market is the biggest sector of this huge industry, with the average British family spending the equivalent of two month’s salary on their summer holiday.
Now that summer is just around the corner, how has the change in weather affected consumer sentiments about the biggest Holiday & Travel brands in the market?
Will we continue to see a rise in the trend for budget-conscious, self-organised trips or a shift back to reliance on the traditional high street travel agent?
Our 2018 Q2 Holiday & Travel Brand Index will explain all.
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.
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 Holidays & Travel Brand Index, we look at three things.
- Percentage of unprompted brand recall within a named category e.g. ‘Gaming & Gambling’ ‘Snacks’ 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.
Top 16 Holiday & Travel Brand Leaders by unprompted brand recall, ranked by Total Brand Equity
- Thomas Cook
- British Airways
- First Choice
- On the Beach
100 different brands were named this quarter, up 8 from Q1 of 2018. Most key metrics were also more widely spread this quarter, with the top 16 brands in particular seeing a narrower range of results.
A brand needed 1% of unprompted recall to be in the Top 16 brands, and 1.9% to be in the Top 10.
Within the top brands mapped in the Holidays & Travel Brand Index, the average brand strength score is 82.32, down from 90.04 in Q1. Airbnb steals the crown from Haven with a brand strength of 136.36, while Haven’s score drops to 100.00 this quarter, down from 166.67 last quarter.
At the other end of the scale, Kuoni - a newcomer to the brand awareness leaderboard, scores the lowest for brand strength with a score of just 30.00.
The average Total Brand Equity score within the top 16 is 335, with TUI retaining their leading position for the second quarter in a row.
Kuoni bottoms out on this metric too, with a Total Brand Equity score of just 30.
The overall Holidays & Travel industry Net Promoter Score has risen from 17.9% to 24.9%, showing that consumers are, on the whole, more satisfied with the brands and products available to them this season.
Here is how people described the Holiday & Travel brands that came top of mind during unprompted brand recall:
The Full Report
The report includes:
- The UK's leading Holiday & Travel brands for Awareness, Purchase Intent and Net Promoter Score
- Overall Brand Strength and Total Brand Equity index
- Industry averages and market dynamics
- Key takeaways for the UK Holiday & Travel industry
This report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed between 24th April 2018 - 25th April 2018.