Most trusted brands in travel and hospitality

A new survey found the most trusted brands in travel and hospitality, with hotels and digital planning tools dominating the list for 2023

Jun 2, 2023

According to Morning Consult’s Most Trusted Brands report, the top-ranked travel brands this year are very similar to the results from last year, as the travel and hospitality category enjoys relatively high trust among consumers, trailing only food and beverage and health care in overall trust levels.

Key takeaways

  • Holiday Inn took the No. 1 overall spot in the rankings, followed by AAA Travel, Marriott, Hilton and TripAdvisor rounding out the Top 5, respectively;
  • The remainder of the Top 10 includes Hyatt, Expedia, Best Western, United Airlines and Comfort Inn;
  • While trust in travel and hospitality brands is strong, airlines have experienced declining consumer trust through post-pandemic travel surges and major disruptions.

Get the full story at Morning Consult

Related must-reads


Get our Daily Brief in your inbox

Consumers are changing the face of hospitality - from online shopping to personalized guest journeys and digitalized guest experiences ...
we've got you covered.

By submitting this form, you agree to receive email communication from and its partners.