America’s Most Trusted Hotel Chain Brand
The Lifestory Research 2020 America’s Most Trusted® Hotel Chain Brand Study identified Marriott as the most trusted brand among national hotel chains. Marriott generated a Net Trust Quotient Score of 101.3 and the 5 Star Trust Rating among people familiar with national hotel chains. The most trusted brands, in order, were Marriott, Hilton, Hyatt, Wyndham, InterContinental, Best Western, LaQuinta, Choice, and Motel 6. Marriott received the best reviews and trust ratings among the most popular brands as judged by consumers. See the table for trust scores and the most trusted ratings of the most popular national hotel chains brands included in the 2020 study.
The Lifestory Research 2020 America’s Most Trusted® Hotel Chain Brand study examines trust among people familiar with national hotel chains. The 2020 ranking is based on 6,399 opinions of people surveyed between January and December in the United States. Brands included in the final ranking were nationally recognized by people who were brand aware of the hotel chains. To be considered, brands needed to receive enough survey responses to achieve a 95% confidence level with no more than a 3% margin of error. If a brand had a low brand awareness and did not have enough brand judgments, these brands were excluded in the rankings.
The Lifestory Research Net Trust Quotient Score measures the trust people hold of brands in multiple different product categories. This score includes three levels of consumer trust: “advocates,” a customer who feels a significant trust toward the brand, “neutrals,” those who have a moderate level of trust in the brand, and “antagonists,” those who do not trust a brand. The rankings are based on the Net Trust Index Quotient Score. Scores are standardized across more than 300 brands and product segments included in the study, and then rank-ordered within each segment. Details of the approach used in the research program can be found on the survey methodology page.
The Lifestory Research America’s Most Trusted® Study primarily explores brands related to home goods, home products, home features, and home builders. Given this, you may be asking why Hotels were added to the study? Hotels function as a temporary home for millions of people throughout the world. Some hotel stays are just for a single evening, while others may last weeks. Regardless of the time someone spends living in a hotel, during that time, the hotel is in fact one’s home. And, similar to the other home related categories in which we survey people, the goal of measuring the brand impressions of the most recognized hotel chain brands in the United States was to understand how brand trust makes a difference.
The hotel chain brands that were found to be most recognized in the study were Marriott, Hilton, Hyatt, Wyndham, InterContinental, Best Western, LaQuinta, Choice, and Motel 6. Brand awareness and brand familiarity were used to determine if a hotel chain brand was known well enough to be included in the national trust ranking. Marriott received the highest Net Trust Quotient score and earned the #1 ranking of most trusted hotel chain brands.
Marriott International (NASDAQ: MAR) is an American multinational diversified hospitality company that manages and franchises a broad portfolio of hotels and related lodging facilities. Marriott encompasses a portfolio of more than 7,200 properties under 30 leading brands spanning 134 countries and territories. Marriott operates and franchises hotels and licenses vacation ownership resorts all around the world. Marriott International, Inc. engages in the operation and franchise of hotel, residential, and timeshare properties. The company was founded by J. Wiliard Marriot and Alice Sheets Marriott in 1927 and is headquartered in Bethesda, MD.
Lifestory Research America’s Most Trusted® Study results are based on survey participants responses and should not be considered legal or financial advice. Your experiences may vary. For details, see our Terms of Use and Legal Notices on the Lifestory Research website. No promotional use or advertising can be made of America’s Most Trusted® survey results without the express prior written consent of Lifestory Research.
About Lifestory Research®
Lifestory Research is a trusted national independent market research firm headquartered in Newport Beach, California. At Lifestory Research we are passionate about customers, employees, brands and the science of influence. Our work is backed by research intelligence that drives confident business decisions.
About America’s Most Trusted®
America’s Most Trusted® is a designation awarded to brands that garner the trust among those they serve. Awards are based upon the collection and evaluation of thousands of consumer opinions. The approach used to capture the opinions of people seeks to adhere to the highest quality standards of consumer insight.
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