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Hospitality & theme parks ranks 16th in our 2022 rankings, with theme parks, Disney, and Warner Brothers ranking first and second, respectively, and hotel brand Marriott third.
Hospitality & theme parks average Brand Intimacy Quotient score is 28.9, which is below the cross-industry average of 36.8. However, the industry did improve its Quotient score performance by 27 percent since its appearance in our 2020 study.
Fulfillment is the dominant industry archetype, and hospitality & theme parks is also above the cross-industry average for identity and nostalgia. The category showed improvement across all three Brand Intimacy stages since 2020.
In comparing Disney Parks and Warner Brothers, we see two matched intimate brands. Disney Parks is stronger across the identity, enhancement, nostalgia, and indulgence archetypes and the bonding stage. Warner Brothers leads in fulfillment and ritual as well as the sharing and fusing stages. Keywords for Disney Parks speak to love and anticipation, while Warner Brothers is associated with fun and emotion.