YouGov’s Travel & Tourism: Brand & Destination Rankings Report 2022 reveals the top-ranked consumer brands within the sector, and the destinations consumers favor most across the globe.
The data is drawn from our daily brand and destination tracking tools, BrandIndex and DestinationIndex which continuously measure the public’s perception of travel brands and tourist destinations globally.
In the UAE, Emirates leads the list this year with a score of 63.3. Etihad Airways came in second with a score of 40.5. In the third position came Burj Al Arab scoring 32.6. Similarly, Qatar Airways was the most improved brand with a change in score of 5.1 compared to last year, followed by flydubai with a change in score of 2.5 and the third position was taken by Air Arabia with a change in score of 1.1.
Methodology:
The data included in the YouGov Travel and Tourism Brand and Destination Rankings 2022 has been drawn from YouGov BrandIndex and YouGov DestinationIndex respectively. The markets included in this report are UK, US, China, Japan, Germany, UAE, Indonesia, France and Australia.
For the brand ranking, brands were ranked based on their Impression score, which is a measure of whether a consumer has a positive or negative impression of a brand calculated by taking the average net score for the year of 2021 (1st January 2021 – 31st December 2021). Consumers were asked “Which of the following brands do you have a positive impression of?”, then “Which of the following brands do you have a negative impression of?”.
For the destination ranking, consumers were asked “Overall, which of the following destinations do you have a positive impression of?” then “Overall, which of the following destinations do you have a negative impression of?”. The score shown is the average net score from January 2022 vs. January 2021.
The brand and destination rankings charts show those brands/destinations which received the highest average score. The scores for both the brand and destination ranking are representative of the general population of adults 18+ for all markets (Indonesia and China are online representative).
All scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands must be tracked for at least six months to be included in either ranking.
Improvers data has been drawn from 2020 vs. 2021. In this year’s Improvers rankings we have focused on improvement among the most well thought of brands by adding a minimum Impression score of 10 (net Impression sore) for inclusion. In addition, all brands included have been tracked for at least 18 months
