Theme parks & hospitality has an average Brand Intimacy Quotient of 21.8, considerably below our 15-industry average of 28.7.
Fulfillment is the archetype most associated with the category. Disney Theme Parks and Universal Theme Parks are the top two brands in this industry, with Quotient scores of 30.8 and 29.4, respectively. Disney Theme Parks has the highest levels of fusing and bonding in the category, while Universal Theme Parks ranks highest for sharing. Hilton is the highest ranking brand for men and those earning $100,000+, while women and millennials favor Disney Theme Parks. Those 45-64 years old ranked Marriott the highest, as did those with incomes of $35,000-$74,999.
Hilton is a stronger intimate brand than Sheraton, although they currently have similar profiles. Hilton has 24 percent of its customers in an intimate relationship with the brand, while Sheraton has 18. Additionally, Hilton is stronger across all three stages of intimacy (fusing, bonding and sharing). It has a higher Quotient score, 27.6 compared to 20.7 for Sheraton. When looking at archetypes, things are a bit more balanced. Hilton is stronger across fulfillment (the category dominant archetype), ritual, nostalgia and indulgence. Sheraton shows more linkage with enhancement and identity. Hilton also has more customers willing to pay 20 percent more for its products and services (9 percent versus 3 for Sheraton) suggesting that, on balance, Hilton is currently the more compelling intimate brand.
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