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.

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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 MoneySavingExpert.com, 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 Trailfinders.com, 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.  MoneySavingExpert.com 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. Trailfinders.com 66.5

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