tops YouGov’s travel brand rankings in S’pore
September 29th, 2022, Fiona Robinson tops YouGov’s travel brand rankings in S’pore

YouGov’s latest rankings reveal the most considered brands among responsible travellers

Online travel agency is the best perceived travel brand among responsible travellers in Singapore, according to YouGov’s latest report for the travel and tourism sector. But competition for the top spot was fierce, with fellow travel booking platforms Agoda (18.7), Expedia (17.6) and Klook (17.6) closely behind.

The YouGov Travel Brand Rankings 2022 is aimed at understanding how travel brands differentiate in the eyes of responsible travellers – defined as those who self-identify as being wellness-focused, culturally minded, and caring about environmental impact. The rankings spotlight the brands that score higher in terms of consideration amongst this audience group, based on YouGov BrandIndex Consideration scores from July 2021 to June 2022.

Hospitality companies Shangri-La and Marriott ranked in fifth and sixth, with Consideration scores of 17.0 and 15.3 respectively.


This was followed by online travel agency (14.2), and accommodation booking platform (14.0) and Airbnb (13.5).

Luxury hotel Grand Hyatt rounded off the top ten with a Consideration score of 12.8.

Discover more about the leading brands and destinations in the eyes of sustainable travellers in the full report here.


YouGov publishes brand rankings yearly based on the data from our always-on brand tracker, YouGov BrandIndex and destination tracker, YouGov DestinationIndex. Both travel brands and destinations are tracked daily around the world, enabling us to consistently and accurately measure consumer attitudes towards those brands (organisations in the travel industry and countries tracked in a dedicated YouGov BrandIndex sector survey).

However, instead of taking the views of a general population, we zoomed in on how those brands in the travel and tourism industry rank amongst the Responsible Traveler segment i.e., those who self-identify as wellness-focused, care about environmental impact and are culturally minded.

Top 10 brands (Ranking criteria)


Brands are ranked by Consideration scores between 2021-22 (1st July 2021 to 30th June 2022)

Base size

A minimum base size of 100 is selected for a brand to qualify for the ranking

Number of days tracked

Additionally, a brand must have a non-zero volume for at least 6 months (183 days) in order to qualify for the ranking with the exception of Denmark where a non-zero volume for 5 months (150 days) applies.


Responsible Travelers are defined as consumers who indicate they are wellness-focused, care about environmental impact and are culturally minded

Brand Inclusion

Only country brands (destinations) are included; domestic market excluded from top 10. The airlines and transportation sub-sectors have been excluded from this ranking.