The Vision One Travel & Tourism Brand Barometer is a research-led league table ranking the UK’s Top 50 Travel Brands based on measures such as awareness, trust, engagement and brand momentum.

The Barometer is one of the most comprehensive studies of travel brand performance in the UK, providing independent insights into the brands shaping today’s travel and tourism market. Covering leading airlines, hotels, tour operators, online travel agencies, cruise lines, rail companies and visitor attractions, the report examines the key drivers of brand awareness, customer perception, consideration and loyalty.

Whether you’re benchmarking your organisation against competitors, tracking changes in brand strength or understanding the latest travel industry trends, the Travel & Tourism Brand Barometer provides evidence-based insights to support better marketing and strategic decision-making.

Our rankings are based on independent consumer research conducted among UK adults. We analyse a range of brand metrics, including awareness, familiarity, consideration, relevance, usage and brand momentum, to provide a comprehensive picture of brand performance.

The Travel & Tourism Brand Barometer covers many of the UK’s best-known travel and tourism brands across airlines, tour operators, travel agents, online travel agencies, hotels, rail operators, cruise companies, attractions and booking/information apps.

Vision One uses market research methodologies, including brand tracking, perception analysis and consumer insight research, to evaluate how holiday, booking and travel brands are performing over time.

Brand awareness measures how well-known a brand is. Awareness is not a particularly good predictor of brand health, or growth potential. Brand equity measures the overall value and strength of the brand, including mental availability (top-of-mind), relevance and brand momentum.

Brand momentum– Measures whether people perceive your brand to be growing or declining in popularity and appeal. It is arguably the most important metric after awareness, providing an early indicator of future performance by tracking whether the brand is seen as gaining relevance, attracting more visitors and building competitive strength over time.

Yes – from mid-August. The full Travel & Tourism brand rankings will be available to download free of charge and include detailed rankings, analysis of brand performance, sector insights and expert commentary from Vision One’s research specialists.

Vision One offers extensive consumer and business research for the travel and tourism sector. Common approaches include: destination and visitor research, brand tracking, traveller needs assessments, proposition and messaging development, visitor experience research, and customer feedback—often combining qualitative and quantitative methods. This includes:

• Brand Awareness Research – Measures how well known a destination, travel brand or tourism organisation is amongst target audiences, including prompted and unprompted awareness.

• Brand Perception & Reputation Studies – Explores how travellers, visitors and industry stakeholders perceive a destination or brand, including quality, trust, value for money, distinctiveness and emotional appeal.

• Traveller Segmentation Studies – Identifies distinct visitor groups based on demographics, travel behaviours, motivations, preferences and booking habits to support targeting and product development.

• Message & Campaign Testing Research – Tests destination messaging, advertising campaigns, brand propositions, creative concepts and calls-to-action to optimise engagement and drive consideration.

• Brand Tracking Studies – Monitors changes in awareness, consideration, preference, visitor intent, brand perceptions and competitive positioning over time.