Best Hotel Brands
Customer Ratings of Top BRANDS in the 2025 America's Most Trusted Study
Brand trust is crucial for hotel guests as it significantly influences their decision-making process. When travelers choose a hotel brand, they often rely on prior experiences or the brand's reputation to ensure a satisfactory stay. A trusted hotel brand offers assurance regarding the quality of service, cleanliness, and overall guest experience, which can reduce anxiety during the booking process. This trust fosters loyalty; guests are more likely to return to brands they know and respect, even in unfamiliar destinations. Additionally, positive experiences with trusted brands can lead to recommendations to friends and family, further solidifying the brand's reputation in a competitive market. Ultimately, brand trust serves as a cornerstone for customer loyalty, helping hotel brands retain guests and enhance their long-term success.
Hotel brands offer more than just a place to sleep; they represent a commitment to a unique experience and consistent quality. For travelers, these brands provide a sense of familiarity and reliability, establishing clear expectations for their stay.
From large international chains to smaller boutique hotels, each brand cultivates its own identity, addressing a range of preferences and needs. The importance of hotel brands lies not only in the comfort of the accommodations but also in the overall experience—elements like hospitality, amenities, and the balance of comfort and luxury contribute significantly to a guest's stay. For consumers, hotel brands act as trusted partners in their travel journey, influencing their choices and leaving a lasting impression beyond just the physical space.
This raises the question: which hotel brands do consumers trust the most?
The 2025 America’s Most Trusted Study
Lifestory Research established the America’s Most Trusted® study in 2011 to help brands better understand their markets. The study focuses on how trust influences consumer purchasing decisions and has become a recognized benchmark for brand trust across various industries, including the hotel sector.
Brand trust reflects a customer’s confidence in a brand’s ability to fulfill its promises, which is particularly important for hotel brands that strive to create consistent and reliable guest experiences. Establishing strong relationships with customers is essential for encouraging repeat stays. High brand trust enhances consumers' willingness to book accommodations and recommend them to others, fostering loyalty as guests are more likely to choose familiar brands during their travels.
Each year, Lifestory Research releases updated findings from the America’s Most Trusted® study, which includes insights related explicitly to hotel brands. The research encompasses over 75 product studies and surveys of thousands of individuals about their perceptions and experiences with various brands, including hotels. The study utilizes the validated Net Trust Quotient Score to quantify consumers’ trust in specific brands.
What are the most trusted hotel brands among consumers? To find out, the America’s Most Trusted Study evaluated various hotel brands, asking participants to rate their trust in each brand within the category. The study is designed to identify which hotel brands resonate most with travelers based on their experiences and perceptions.
2025 America’s Most Trusted Hotel Brand
The Lifestory Research 2025 America’s Most Trusted® Hotel Study identified Hilton Hotels as the most trusted brand among well-known hotel chains. This ranking is based on feedback from 9,168 individuals surveyed in the United States over the past year. Hilton has ranked #1 in brand trust in four of the last six years of the annual study.
Hilton achieved a Net Trust Quotient Score of 115.7, making it the highest-rated brand in terms of consumer trust. The study also evaluated other hotel brands, including Marriott, Hyatt, Wyndham, Sheraton, Embassy Suites, InterContinental, Radisson, Hampton Inn, Holiday Inn, Sonesta, Choice Hotels, Best Western, Extended Stay America, Red Lion, Red Roof Inn, and Motel 6. Hilton consistently received the strongest reviews and trust ratings among these popular hotel brands, according to consumer feedback.
According to independent consumer ratings research, what are the most trustworthy brands in America? What are the top hotel brands people trust the most?
The top hotel brands ranked in the 2025 America’s Most Trusted® Hotel study are listed below.
TOP 17 Ranked Hotel Brands – 2025 Customer Ratings
| 1 | Hilton | 115.7 | ★★★★★ |
| 2 | Marriott | 114.5 | ★★★★★ |
| 3 | Hyatt | 110.6 | ★★★★★ |
| 4 | Wyndham | 102.4 | ★★★★ |
| 5 | Sheraton | 101.4 | ☆☆☆ |
| 6 | Embassy Suites | 100.4 | ☆☆☆ |
| 7 | InterContinental | 97.2 | ☆☆☆ |
| 8 | Radisson | 93.4 | ☆☆☆ |
| 9 | Hampton Inn | 91.5 | ☆☆☆ |
| 10 | Holiday Inn | 87.7 | ☆☆☆ |
| 11 | Sonesta | 82.6 | ☆☆☆ |
| 12 | Choice Hotels | 79.5 | ☆☆ |
| 13 | Best Western | 77.1 | ☆☆ |
| 14 | Extended Stay America | 73.1 | ☆☆ |
| 15 | Red Lion | 66.7 | ☆☆ |
| 16 | Red Roof Inn | 56.9 | ☆☆ |
| 17 | Motel 6 | 45.7 | ☆☆ |
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. Study results are based on survey responses and should not be considered legal or financial advice. Your experiences may vary.
Looking for quality customer ratings of products to make informed and trusted purchasing decisions? Discover genuine customer reviews that focus on various products' quality, reliability, and trustworthiness. Our independent research offers detailed product ratings, insights into quality, performance, durability, and overall value for money based on customer trust ratings. Explore the latest customer reviews to ensure you're making a purchase based on trustworthy ratings and superior quality, so you can buy with confidence! See the results of 75 different product studies here.
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 2025 America’s Most Trusted® study. The brands are presented in the order they ranked in this specific study.
Hilton
Hilton is a global hotel brand owned by Hilton Worldwide Holdings Inc., headquartered in McLean, Virginia. Founded in 1919, Hilton operates a wide range of hotels and resorts, including sub-brands such as Hilton Hotels & Resorts, Waldorf Astoria, DoubleTree, and Hilton Garden Inn. The brand is known for offering a variety of accommodations, from luxury to midscale.
Marriott
Marriott International, Inc. is the parent company of the Marriott brand, headquartered in Bethesda, Maryland. Founded in 1927, Marriott operates numerous hotel brands, including Ritz-Carlton, Courtyard by Marriott, Fairfield Inn, and Marriott Vacation Club. The brand is recognized for its extensive portfolio across different market segments.
Hyatt
Hyatt Hotels Corporation, based in Chicago, Illinois, was founded in 1957. Hyatt operates a variety of hotel brands, including Hyatt Regency, Park Hyatt, Hyatt Place, and Hyatt House. The brand is known for providing upscale accommodations and personalized service in various locations worldwide.
Wyndham
Wyndham Hotels & Resorts, headquartered in Parsippany, New Jersey, is a leading hotel company founded in 1981. Wyndham operates multiple hotel brands, including Super 8, Days Inn, Ramada, and Wingate by Wyndham. The brand focuses on offering affordable lodging options for travelers across a wide range of markets.
Sheraton
Sheraton Hotels and Resorts is a brand owned by Marriott International, Inc., headquartered in Bethesda, Maryland. Established in 1937, Sheraton operates hotels worldwide, offering a mix of upscale and full-service accommodations. It is recognized for its spacious rooms and social spaces, catering to both business and leisure travelers.
Embassy Suites
Embassy Suites is a hotel brand under Hilton Worldwide Holdings Inc., based in McLean, Virginia. Established in 1983, Embassy Suites primarily offers all-suite accommodations and features amenities such as complimentary breakfast and evening receptions. The brand targets both business and leisure travelers seeking spacious living arrangements.
InterContinental
InterContinental Hotels & Resorts is a luxury hotel brand owned by IHG (InterContinental Hotels Group), headquartered in Denham, United Kingdom. Founded in 1946, InterContinental is known for its high-end accommodations and premium service, with properties located in key cities and resort destinations around the world.
Radisson
Radisson Hotels is a brand owned by Radisson Hotel Group, headquartered in Minnetonka, Minnesota. Established in 1960, Radisson operates a range of hotels, including Radisson Blu, Radisson Red, and Park Inn by Radisson. The brand focuses on delivering a memorable guest experience across its portfolio.
Hampton Inn
Hampton Inn is a brand under Hilton Worldwide Holdings Inc., based in McLean, Virginia. Founded in 1984, Hampton Inn offers midscale accommodations with a focus on providing comfort and convenience. The brand is known for its complimentary breakfast and consistent quality across locations.
Holiday Inn
Holiday Inn is a brand operated by IHG (InterContinental Hotels Group), headquartered in Denham, United Kingdom. Established in 1952, Holiday Inn is recognized for its family-friendly atmosphere and diverse range of accommodations, which include Holiday Inn Express and Holiday Inn Resort.
Sonesta
Sonesta International Hotels Corporation is based in Newton, Massachusetts, and was founded in 1937. The brand operates various hotel types, including Sonesta Hotels, Sonesta ES Suites, and Sonesta Select. Sonesta focuses on delivering comfortable and convenient stays for both business and leisure travelers.
Choice Hotels
Choice Hotels International, Inc. is headquartered in Rockville, Maryland, and was founded in 1939. The brand operates a diverse portfolio of hotels, including Comfort Inn, Quality Inn, Sleep Inn, and Clarion. Choice Hotels targets both budget-conscious and midscale travelers across its various sub-brands.
Best Western
Best Western Hotels & Resorts is a global hotel brand headquartered in Phoenix, Arizona, established in 1946. The brand offers a range of accommodations, including Best Western, Best Western Plus, and Best Western Premier. It is known for providing reliable lodging options at competitive prices.
Extended Stay America
Extended Stay America, Inc. is based in Charlotte, North Carolina, and was founded in 1995. The brand specializes in extended-stay lodging, offering accommodations designed for longer visits. Properties typically feature kitchen facilities and amenities aimed at longer-term travelers.
Red Lion
Red Lion Hotels Corporation is headquartered in Spokane, Washington, and was founded in 1976. The brand operates various hotels, including Red Lion Inn & Suites, GuestHouse, and Settle Inn. Red Lion focuses on providing affordable accommodations across the United States.
Red Roof Inn
Red Roof Inn is a budget hotel chain owned by Red Roof Franchising, LLC, headquartered in Columbus, Ohio. Founded in 1973, Red Roof Inn offers no-frills accommodations, primarily targeting budget-conscious travelers. The brand is known for its pet-friendly policies and straightforward services.
Motel 6
Motel 6 is a budget motel chain owned by the Blackstone Group, headquartered in Carrollton, Texas. Founded in 1962, Motel 6 is recognized for its low-cost lodging options, appealing to budget travelers. The brand is known for its simple rooms and consistent pricing across locations.
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Foundational Principles
At Lifestory Research, we pride ourselves on being an independent research company committed to delivering unbiased and accurate insights into consumer behavior. Unlike many studies that lean on expert opinions or committees, our approach is rooted firmly in the voices of consumers themselves. This commitment ensures that our findings seek to reflect public sentiment.
By prioritizing consumer opinions, we effectively eliminate the biases that can come from personal agendas or industry affiliations. Our research methodology captures a wide array of perspectives, allowing our results to be representative of the broader population.
Core Principles of Quality Research
We uphold several foundational principles that define top-tier consumer research:
Reliability: We ensure our research consistently produces accurate results.
Validity: Our methods guarantee we measure what we intend to measure.
Objectivity: We take great care to avoid bias throughout the research process.
Generalizability: Our findings can be applied to the larger population.
Our Commitment to Excellence
Lifestory Research adheres to these principles through a series of rigorous practices:
Rigorous Sampling Methods: We carefully select representative samples to generalize our findings to the broader population.
Standardized Survey Instruments: These ensure consistency and reliability in data collection.
Quality Control Measures: Our team meticulously reviews and analyzes data to identify and rectify inconsistencies.
Ethical Standards: We prioritize the well-being of our participants and uphold their privacy throughout the research process.
When you explore our findings, you can trust that they are grounded in the authentic opinions of real people. This dedication to integrity makes our research a valuable resource for businesses and consumers.
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What Is the America’s Most Trusted® Study?
The America’s Most Trusted® study focuses on evaluating brands that offer products or services to consumers in their homes, particularly in the residential new home industry. Instead of attempting to survey every brand, the study specifically targets the largest and most impactful brands in this sector.
How Does the Survey Work?
Conducted throughout the year, the America’s Most Trusted® survey aims to gather consumer opinions while minimizing biases that might arise from external events or trends. This year-long approach helps capture a more accurate snapshot of consumer sentiments.
Participants are surveyed based on specific criteria, such as whether they are actively considering a purchase in a relevant category—like buying a home, faucet, HVAC. Only those who express familiarity with a brand are invited to share their opinions on its trustworthiness, ensuring that the study reflects genuine consumer insights.
The Importance of Brand Awareness
An essential component of the study is brand awareness. Participants are first asked to identify brands they recognize. Only those who are familiar with a brand proceed to answer questions about it. This criterion ensures that only brands with sufficient public recognition are included in the final trust rankings.
Sampling Methodology
The study employs a non-probability sampling design, relying on online panels to recruit participants. Online panels are organizations that have an established relationship with consumers who agree to complete opinion surveys. Lifestory randomly ask consumers questions that identify consumers shopping for a specific product. Qualified consumers complete an online survey in which they are asked a set of questions about specific product brands.
The number of people completing a survey is referred to as the sample size. Each of the America’s Most Trusted studies seek to obtain a sample size that is large enough to be representative. The sample size is also designed to collect a large number of consumer opinions to minimize error and to assure the study results reflect the majority of consumers sentiment about a brand.
Calculating Trust Scores
At the heart of the America’s Most Trusted® study is the Net Trust Quotient Score. Participants evaluate brands based on their trustworthiness through a series of targeted questions. The responses are then categorized into three groups:
Advocates: Consumers who express strong trust in the brand.
Neutrals: Those who trust the brand but do not consider it superior to others.
Antagonists: Consumers with little to no trust in the brand.
These evaluations are quantified using a statistical method called a z-score, which standardizes the responses, allowing for easy comparison across brands. The results are ultimately transformed into T scores, which are more intuitive for understanding how each brand ranks relative to the mean score of all brands surveyed.
Additional information about the study can be found on the survey methodology page of this website.
Additional insights and questions about the America’s Most Trusted® study can be found in the frequently asked questions section of this website.
A Traveler's Guide to Hotel Tiers
One of the most important decisions you'll make when planning a trip is where to stay. Whether you’re looking for an indulgent luxury experience, a comfortable mid-range option, or a budget-friendly place to rest your head, the hotel you choose can significantly impact your overall experience. To help guide your decision, let’s look at different hotel tiers and the brands that define them, from luxurious escapes to affordable stays.
Luxury Hotels: High-End Comfort and World-Class Amenities
For those who crave an upscale experience with top-notch amenities, luxury hotels are the perfect choice. These properties cater to travelers seeking exceptional service, fine dining, and an array of on-site features like spas, pools, and concierge services. They often offer stylish rooms, spacious accommodations, and a level of personalized service that sets them apart from other hotel types.
InterContinental and Hilton represent two iconic luxury hotel brands. InterContinental is known for its international reach, delivering premium experiences in major cities and resort destinations worldwide. Similarly, Hilton offers a luxurious stay through its more exclusive properties like the Waldorf Astoria and Conrad Hotels, known for opulence, sophistication, and impeccable service. Both brands cater to those looking for elegance and top-tier amenities.
Another luxury standout is Hyatt, which boasts a range of upscale properties like the Park Hyatt, offering spacious rooms and premium services in sophisticated environments. Whether you're staying for business or pleasure, Hyatt delivers a luxurious experience.
Upper Mid-Range Hotels: Comfortable Stays with Extra Touches
For those seeking a blend of comfort, quality, and value, upper mid-range hotels provide excellent accommodations without the steep price tag of luxury brands. These hotels are known for offering a bit more than basic amenities—like larger rooms, stylish decor, and added perks such as in-house dining options, fitness centers, and sometimes even concierge services.
Marriott is a well-known brand that offers both luxury and upper mid-range options, such as its Marriott Hotels and Courtyard by Marriott brands. These properties are perfect for travelers who want a comfortable stay with modern amenities. Sheraton is another strong contender in this tier, with a global presence and consistently high service standards, catering to business travelers and vacationers alike.
Embassy Suites is also a great option for those looking for spacious rooms and extra perks like complimentary breakfast and evening receptions. This brand is a go-to for families and extended stays, thanks to its larger suites that offer home-like amenities.
Mid-Range Hotels: Practical, Comfortable, and Affordable
Mid-range hotels are where most travelers will find the sweet spot between cost and comfort. These properties typically offer a pleasant experience with clean, comfortable rooms, essential amenities, and a variety of services such as free Wi-Fi and breakfast. While they might not have the luxury trimmings, they make up for it with practicality and reliability.
Radisson and Wyndham are popular mid-range chains known for offering solid stays at reasonable prices. Both brands have a wide selection of hotels catering to different types of travelers, from business trips to family vacations. Holiday Inn is another staple of this category, providing dependable accommodations for both short and extended stays with perks like on-site restaurants and meeting spaces.
Hampton Inn, a part of the Hilton family, is a beloved mid-range brand known for its consistently high quality and comfort. With a reputation for clean rooms and a hearty complimentary breakfast, Hampton Inn is a great option for those on the go.
Budget Hotels: Simple, Cost-Effective Accommodations
If you’re traveling on a budget and need a place to rest your head without the frills, budget hotels provide just what you need. These properties focus on offering no-frills accommodations at an affordable price. While you may not get luxury amenities, you’ll still find a clean and safe environment to rest between adventures.
Best Western is a reliable budget-friendly option, offering comfortable rooms at reasonable prices. The brand has a vast network of hotels across the U.S. and internationally, making it a popular choice for budget-conscious travelers.
Red Roof Inn and Motel 6 are well-known for their ultra-budget options. These chains focus on providing basic accommodations with minimal amenities. While they may not offer the same level of luxury or extras, they’re incredibly affordable and functional for those needing a simple place to stay.
Extended Stays: Home-Like Comfort for Longer Visits
For travelers planning longer stays, extended-stay hotels provide the flexibility and convenience of home-like amenities, such as kitchenettes, larger rooms, and sometimes laundry facilities. These properties are ideal for business trips, relocations, or vacations that require more than a few nights.
Extended Stay America is a standout brand in this category, providing a range of options for longer visits. With kitchenettes in every room and a relaxed atmosphere, it’s a great choice for those who prefer a homey feel while traveling.
Sonesta is another option in the extended stay category, offering a combination of modern amenities and longer-term accommodations. With its extended-stay properties like Sonesta ES Suites, you’ll find larger suites, fully equipped kitchens, and a more relaxed environment that’s perfect for those looking to stay a little longer.
Finding the Right Hotel for You
Whether you’re looking for the plush comfort of a luxury hotel or simply need a clean and affordable place to rest, there’s a brand and tier to fit every need and budget. The key is to decide what matters most to you—whether that’s the luxury experience, added amenities, or simply a budget-friendly option to get a good night’s sleep.
From the opulence of InterContinental and Hilton, to the practicality of Red Roof Inn and Motel 6, and everything in between, there’s a hotel for every kind of traveler. Understanding the differences between these hotel tiers can help you make a more informed decision, ensuring that your next trip is as enjoyable and stress-free as possible.