Airbnb has the strongest brand advocates

The travel industry is one of the best performing in terms of advocacy as people look for recommendations to guarantee the best possible experience.

Airbnb customers are the strongest advocates of any brand, new YouGov BrandIndex figures show.

The global rankings look at brands’ current and former customers and analyses which brands had the highest proportion of people recommending them to a family member or friend.

Airbnb comes out on top, with a score of 73.9. According to YouGov, the result underlines how the company has helped revolutionise the travel industry since its inception. Second and third on the list are Universal Studios Orlando and, which scored 73.7 and 71.6 respectively.

Brands from the travel industry make up a large proportion of the top 10. Besides Universal Studios Orlando, Disney World Florida also makes the chart, coming in at number five.

Other travel brands with high levels of customer advocacy are Singapore Airlines and, placed at number seven and 10 respectively.

There are also two high-end electrical manufactures who made the cut. Sonos is placed fourth with a score of 71 .3, while Bose comes in at number seven on 67.7.

“A recommendation from friends or family is one of the strongest votes of confidence it is possible to give to a brand. Having consumer advocates is especially powerful when it comes to the travel sector, where people spend a lot of money and want to guarantee a perfect experience for them and their loved ones,” Sarah Murphy, director at YouGov BrandIndex, says.

“It is a similar story for the top-end audio brands Sonos and Bose. Not everyone cares about having high-quality electrical equipment but among those who do want to make sure they get the standard of experience they pay for. As such, an endorsement from a loved one will be highly influential.”

Rank Brand Score
1. Airbnb 73.9
2. Universal Studios Orlando 73.7
3. 71.6
4.  Sonos 71.3
5.  Disney World (Florida) 70.7
6.  Miele 70.0
7.  Bose 67.7
8.  Apple iPad 67.1
9.  Singapore Airlines 67.0
10. 66.5

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here