Marriott tops YouGov’s hotel and lodging brand rankings in the US

Even against the current backdrop of rising inflation, travel enthusiasm is at its highest point since the onset of the COVID-19 pandemic. Data from

YouGov Global Travel Profiles

shows that in September, three in five (60%) of consumers in the US say they intend to take a leisure or business trip in the next 12 months.

Hotels and accommodation brands play a pivotal role in the resurgence of travel demand and in

YouGov’s latest Travel Brand Rankings 2022,

we recognize the brands that stand out most among the general US population as well as among those who consider themselves to be Responsible Travelers (defined as those who take trips with sustainability and wellness in mind).

Here are the hotels and lodging brands that US consumers are most likely to consider on their next trip.

Marriott takes the top spot among all other brands in terms of consideration this year. Over the last year, 35.1% of all US adults said they would consider staying with Marriott. Another Marriott International property—Courtyard by Marriott—earns a top 10 spot at number 4, with 31.7% saying they would consider a stay with the hotel brand.

Runners-up Holiday Inn (34.3%), Holiday Inn Express (32.7%), and Hilton (31%) round out the list of top five contenders in YouGov’s hotel and lodging brands rankings.

With wellness and sustainability-focused tourism on the rise for several years now, YouGov’s latest travel report also examines the top accommodation brands among people who travel for those reasons.

Similar to our hotel ranking among all US consumers, Marriott leads all other brands in the eyes of Responsible Travelers. Marriott International’s portfolio of hotels has been working to reduce its carbon footprint as part of its existing 2025 sustainability goals and its

pledge to reach net-zero greenhouse gas emissions by 2050

is the latest step in the company’s sustainability journey.

The data reveals that every hotel brand to make our general rankings also earns a spot in the Responsible Traveler rankings. But while the consideration set remains consistent, only four brands see an uplift when looking exclusively at the brand preferences of Responsible Travelers: Marriott (considered by 39.8% of Responsible travelers vs. 35.1% of US adults), Hilton (32.4% vs. 31%), Hilton Garden Inn (25.8% vs. 22.4%) and Embassy Suites (25.6% vs. 23%).

We know about the four brands mentioned above that perform better among this specific segment of travelers but expanding the scope of the consideration set past those that make the top 10 reveals seven additional hotel brands who over index with Responsible Traveler

It appears that the responsible business practices taken up by several hotel corporations such as

Hyatt Hotels Corporation

(Grand Hyatt, Hyatt, and Hyatt House) and home rental business

Airbnb

seem to be paying off the brands.

Data from

YouGov BrandIndex

indicates that these companies, along with Ritz-Carlton, Westin, and Crowne Plaza all have stronger traction among this segment of travelers compared with the rest of the US population.