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 14 Holiday & Travel Brand Leaders by unprompted brand recall, ranked by Total Brand Equity
- Thomas Cook
- British Airways
- First Choice
92 different brands were named, which we consider to be an average breadth of recall, with a high variety of product types chosen including airlines, package holiday providers and hotel booking agents.
A brand needed 0.9% of unprompted brand recall to be in the Top 14 brands, and 2.1% to be in the Top 10.
Within the top brands mapped in the Holidays & Travel Brand Index, the average brand strength score is 90.04. Haven has the strongest at 166.67, while Thomas Cook has the weakest, with a strength score of 35.82.
Every brand in the top 14 had a positive brand strength, showing that most people feel positive towards travel and holiday brands.
The average Total Brand Equity score within the top 14 is 346, this time with TUI leading the way, with a score of 1,210 thanks to its very prominent unprompted brand recall, following their recent acquisition of Thompson and subsequent high profile marketing campaigns.
The median Brand Equity score is 270, which is a consequence of consistently positive Net Promoter Scores across the board of all Holiday & Travel brands recalled. Ryanair has the lowest Brand Equity, at 50, due to its relatively low - though still positive - NPS of 11%.
The overall Holidays & Travel industry Net Promoter Score is 17.9%, which is a good indication that brands are on the whole recalled with positive consumer perceptions. The most frequently recalled brands are considered even more positively, with average NPS among the top 14 brands of 38%.
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 2nd February 2018 - 4th February 2018.