Most Trusted Brands 2022: Travel & Hospitality Report

The analysis behind Morning Consult’s Most Trusted Brands is drawn from two powerful datasets: Research Intelligence and Brand Intelligence.

The Research Intelligence dataset was fielded April 8-14, 2022, among are presentative sample of 2,200 U.S. adults, 1,299 South Korean residents and 1,000 residents each in Canada, China, France, Germany, India, Italy, Japan and the U.K. Unweighted margins of error for each country are no more than +/-3 percentage points.

The Brand Intelligence dataset was gathered March 3-April 3, 2022, among representative samples of 4,614 to 6,401 adults from the countries above, with unweighted margins of error of +/-1 point.

Brand rankings are based on net trust, or the share of respondents who said they trust each brand to do the right thing “a lot” or “some” minus the share who said“not much” or “not at all.”

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