Most Trusted Travel Brand is… Holiday Inn

A new study by Values Institute, has found which brands customers trust most. They ranked 43 businesses in 8 key categories, including airlines, appliances, hotels, mobile, online streaming, and retail. Results were surprising, at least when it came to travel brands. Amazon came in first as the most trusted brand all over, but in the travel category Holiday Inn was best.

Most Trusted Travel Brand

The mid-scale Atlanta Hotel chain was the third most trusted brand in America behind Amazon and virtually tied with Whirlpool. Last year, Holiday Inn came in 11th place overall, with Marriott winning most trusted travel company honors. While Holiday Inn hasn’t changed much since the, Marriott’s merger and integration issues might have played a role.

There could also be a sentimental value that makes familiar brands more trustworthy. People know what to expect and appreciate when they get just that.

The results of our study shows that respondents 35 and older gave Holiday Inn significantly higher scores than Hilton and Marriott, especially those older than 55,” says Weinfeld of The Values Institute. Holiday Inn scored 12 points higher among the 55-and-older age group compared to Hilton, and 17 points higher than Hyatt among the same age group.

“Holiday Inn can connect at a deeper level than both Hilton and Marriott with older customers, and appears to have a lasting effect that builds trust with the brand,” he told

Most Trusted Travel Brands

3. Holiday Inn 286.31
7. Hilton 280.48
8. Hyatt 278.59
10. Sheraton 275.88
15. Marriott 273.06
16. Southwest 271.98
19. Best Western 267.81

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