Marriott outscores all other hotel brands for the 4 year in a row while Hilton showed the greatest improvement from its 2015 scores. Marriott recently acquired Starwood Hotels in a merger expected to produce continued growth for the mega-brand.
These brands were rated using YouGov BrandIndex’s Buzz score which asks respondents, “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”
Buzz scores can range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.
The Buzz Rankings chart shows the brands with the highest average Buzz scores between January and June 2016. The Buzz Improvers chart ranks the brands with the highest increase in Buzz comparing January through June scores in years 2015 and 2016. Both scores are representative of the general population.
All Buzz scores listed have been rounded to a single decimal place, however, we have used additional precision to assign ranks.
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