Morning Consult is a global, privately-held data intelligence and custom market research company established in 2014. With offices in Washington D.C., New York City, Chicago and San Francisco, it was named one of the fastest-growing technology companies in North America by Deloitte in both 2018 and 2019 and was valued at more than one billion dollars in June 2021.
Morning Consult recently released its ranking of the Most Trusted Brands in Travel & Hospitality. They surveyed 4,400 U.S. adults, including nearly 1,000 business travelers to gauge their overall trust in the industry – airlines, hotels, resorts and cruises – to learn more about how faith is not only built but also broken.
Of the 20 most trusted travel and hospitality brands:
- 13 were hotels
- 5 were transportation providers
- 2 were online travel companies
Here’s the full list:
- Holiday Inn
- Walt Disney World
- Best Western
- Trip Advisor
- Embassy Suites Hotels (owned by Hilton)
- Four Seasons
- Sheraton (owned by Marriott)
- American Airlines
- Wyndham Hotels & Resorts
Some takeaways from the survey:
- 47% of U.S. adults say they tend to trust travel and hospitality companies. Of hotels in particular, 3 in 5 said they tend to trust hotels and they (the hotels) would have to do something bad to lose that trust (If you narrowed the Top 20 list to only the Top 10, a near-amazing eight of them were hotel brands).
- More than 80% of those surveyed said that trust plays a major or minor role when they’re selecting an airline, hotel or cruise line, and over half claimed that it plays a major role.
- Concepts of customer service, reliability, protection of customers’ data, customer treatment, and making customers feel safe were the most important to those surveyed.
- Customers would stop purchasing from a travel and hospitality brand most often if they mistreated their luggage or possessions, had surprise fees, offered bad customer service, didn’t follow clear safety precautions, or had a data breach.
- About 3 in 5 of those surveyed said their trust in a brand would be negatively affected if the brand took a political stance.
- Millennials, wealthier Americans and those involved in travel rewards programs are more likely to have stopped using a brand, with no plans to return, over a breach in trust, over their demographic counterparts.
- 61% of business travelers and 57% of wealthier Americans claim that if they trust a brand, they’ll go out of their way to purchase from them (that’s 17 and 13 points, respectively, higher than adults overall).
- COVID has played quite a role in peoples’ trust. Overall, brands are exiting the pandemic with higher consumer trust than previous. However “regularly sanitizing and cleaning” was one of the top 10 drivers of trust, and 65% of those surveyed said that they would stop purchasing from a brand if it didn’t follow safety precautions.
Click here for more interesting tidbits from their survey. Heads up that you need to sign in to see the info.
Feature Photo: Picpedia
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This post first appeared on Your Mileage May Vary