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Travel & tourism insights

Access the most up-to-date, robust data on changing attitudes to travel, enabling you to spot opportunities and make better strategic decisions.

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YouGov’s Most Recommended Brands 2025
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YouGov’s Most Recommended Brands 2025 showcases the brands earning the highest levels of customer advocacy across the globe. Based on consumer data from 28 markets, the report highlights the brands that current customers are most likely to recommend.

This year’s edition features the top 10 global brands, regional leaders across 10 key markets, and the most improved brands based on year-on-year gains. It also includes a snapshot of global consumer attitudes toward recommendation. Curious to see which brands made the cut? Explore the rankings and the trends driving brand advocacy across borders.

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Take your marketing to new heights with first-class travel insights

From defining and understanding your audience – high-income consumers, Gen Z, responsible travelers or as niche as your brand requires – to campaign, and brand or destination traking, fucel your strategy with data-driven travel insights.

Unrivaled travel insights

YouGov has over 15 years of data on the travel & tourism sector. Take your business strategy to new heights with consumer intelligence at its core by exploring our latest industry insights below.