RANKED: 2024 AMERICA’S MOST TRUSTED HOTEL BRAND
What are the Best Hotel Brands?
The value and importance of hotel brands extend far beyond providing a mere place to stay; they embody a commitment to a distinctive experience and a promise of consistent quality and service. Hotel brands serve as beacons for travelers, offering a sense of familiarity, reliability, and a certain level of expectations. From renowned international chains to boutique establishments, these brands cultivate unique identities, catering to diverse preferences and needs. The significance lies in the physical comfort of accommodations and the intangible elements that contribute to a memorable stay—hospitality, amenities, and a seamless blend of comfort and luxury. In consumer choices, hotel brands become trusted partners in the journey, shaping the travel experience and leaving a lasting impression on those seeking more than just a room but an immersive and reliable stay. So, what are the most trusted hotel brands?
The 2024 America’s Most Trusted Study
To assist brands to understand the markets they serve more clearly, Lifestory Research established the America’s Most Trusted® study. The America’s Most Trusted® study was begun in 2011 to understand better how trust plays a role when people shop for a product and is now the definitive ranking of brand trust.
Brand trust is the customer's confidence in a brand's ability to deliver its promises. Establishing a solid relationship with your customers is crucial to ensure their return. Strong brand trust increases consumers' confidence in purchasing products and recommending them to others and builds customer loyalty, as customers tend to stay with a brand they trust more often.
Each year of the study, Lifestory Research has shared the most recent results of the America’s Most Trusted® study. We conduct over 75 specific product studies annually, surveying thousands of people about their perceptions and experiences with different brand products. The study uses our validated Net Trust Quotient Score to measure how much people trust specific brands while shopping for a specific product.
In addition to assessing a brand's trustworthiness within a particular product category, the Net Trust Quotient Score (NTQS) also helps determine if a product meets customer expectations compared with competitors. This trust metric seeks to provide consumer-driven data insights using social and opinion science research practices that use the highest quality consumer research standards.
What are the top hotel brands people trust the most? To answer this question, the top hotel brands were rated in the America’s Most Trusted Study. The study aims to identify the hotel brands people trust the most by asking them to rate each brand within the product category.
2024 America’s Most Trusted Hotel Brand
The Lifestory Research 2024 America’s Most Trusted® Hotel Study found Hilton Hotels to be the most trusted brand among the most popular and known hotel brands. The Lifestory Research 2024 America’s Most Trusted® Hotel ranking is based on 7,355 opinions of people surveyed in the United States over the last 12 months.
With a Net Trust Quotient Score of 115.6, Hilton had the highest trust rating among the most popular hotel brands. Hilton, Marriott, Hyatt, Wyndham, InterContinental, Radisson, Red Lion, Best Western, Choice, and Motel 6 were the most trusted hotel brands. Hilton received the best reviews and trust ratings among the most popular hotel brands as judged by consumers.
To be included in the final ranking, hotel brands must have a certain level of brand awareness. Brands with low brand awareness were excluded from the rankings based on the study's criteria. Brands must have received enough survey responses to achieve a 95% confidence level with no more than a 3% margin of error to be included in the final ranking of the hotel brand study. This confidence level is necessary to ensure that the survey results accurately reflect the opinions of the surveyed population. The sample size must also be large enough to ensure the validity of the survey results. Therefore, the study excluded hotel brands that did not meet this condition.
The top hotel brands ranked in the 2024 America’s Most Trusted® Hotel study is listed below.
TOP 10 Ranked Hotel Brands – 2024 Study
| 1 | Hilton | 115.6 | ★★★★★ |
| 2 | Marriott | 114.5 | ★★★★★ |
| 3 | Hyatt | 109.8 | ★★★★ |
| 4 | Wyndham | 102.1 | ☆☆☆ |
| 5 | InterContinental | 101.5 | ☆☆☆ |
| 6 | Radisson | 101.1 | ☆☆☆ |
| 7 | Red Lion | 92.6 | ☆☆☆ |
| 8 | Best Western | 84.7 | ☆☆ |
| 9 | Choice Hotels | 76.7 | ☆☆ |
| 10 | Motel 6 | 60.4 | ☆☆ |
No promotional use or advertising can be made of America's Most Trusted® survey results without the express prior written consent of Lifestory Research. America's Most Trusted® is a registered trademark of Lifestory with all rights reserved.
The America’s Most Trusted® study is an annual study examining brand trust across many product categories. Results for this product category and others from prior years of the study can be found here. Further details of the annual study are on the survey methodology page of this website. Additional insights and questions are answered in our frequently asked questions.
Lifestory Research America's Most Trusted® Study results are based on survey 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.
Brands Ranked in Study
The Lifestory Research America’s Most Trusted® research study is focused on measuring consumers' opinions of the most recognized brands in the market. In the study, consumers rate the quality of the brand, likelihood of recommending to others, the reputation of the brand, and their trust in the brand. Here, we provide information on the brands in the 2024 America’s Most Trusted® study. The brands are presented in the order they ranked in this specific study.
Hilton:
Hilton is a global hospitality company that owns and operates a wide range of hotel brands. The company was founded by Conrad Hilton and is headquartered in McLean, Virginia. Hilton's portfolio includes luxury brands like Waldorf Astoria and Conrad, as well as mid-scale and economy brands such as Hilton Garden Inn and Hampton Inn.Marriott:
Marriott International is a major hotel and lodging company with a diverse portfolio of brands. The company, headquartered in Bethesda, Maryland, originated in 1927. Marriott's brand lineup spans from luxury brands like The Ritz-Carlton to mid-scale brands like Courtyard by Marriott and budget-friendly options like Fairfield Inn & Suites.Hyatt:
Hyatt Hotels Corporation is a global hospitality company with a focus on luxury and upscale hotel brands. Founded in 1957, the company is headquartered in Chicago, Illinois. Hyatt's brand portfolio includes names like Park Hyatt, Grand Hyatt, and Hyatt Regency, offering a range of experiences catering to different traveler preferences.Wyndham:
Wyndham Hotels & Resorts is a hotel franchisor with a diverse range of brands catering to various market segments. The company, headquartered in Parsippany, New Jersey, originated in 1981. Wyndham's brands include Wyndham Grand, Ramada, and Days Inn, providing options from economy to upscale accommodations.InterContinental:
InterContinental Hotels Group (IHG) is a multinational hospitality company with a focus on hotel franchising. IHG, headquartered in Denham, United Kingdom, originated in 2003. The company's brand portfolio includes InterContinental, Holiday Inn, and Crowne Plaza, among others, offering options for different travel needs.Radisson:
Radisson Hotel Group is a global hospitality company with a range of hotel brands. The company, headquartered in Brussels, Belgium, originated in 1960. Radisson's brands include Radisson Blu, Radisson RED, and Country Inn & Suites, providing options for various market segments.Red Lion:
Red Lion Hotels Corporation is a hospitality company that owns and franchises hotels under various brands. The company, headquartered in Denver, Colorado, originated in 1937. Red Lion's brands include Red Lion Hotels, Red Lion Inn & Suites, and Hotel RL, offering accommodation in different markets.Best Western:
Best Western Hotels & Resorts is a global hotel chain with independently owned and operated hotels. Founded in 1946, the company is headquartered in Phoenix, Arizona. Best Western's diverse brand offerings include Best Western, Best Western Plus, and Best Western Premier, catering to different traveler preferences.Choice:
Choice Hotels International is a hospitality company that franchises hotels across various brands. Founded in 1939, the company is headquartered in Rockville, Maryland. Choice's brand portfolio includes Comfort Inn, Quality Inn, and Econo Lodge, providing lodging options across different market segments.Motel 6:
Motel 6 is a budget-friendly hotel chain known for its economy accommodations. The chain, founded in 1962, is now owned by G6 Hospitality LLC. G6 Hospitality is headquartered in Dallas, Texas, and operates Motel 6 and Studio 6, providing affordable lodging options across the United States.
Read these posts to learn more about brand trust