Travel
The travel industry ranks twenty-first out of twenty-two industries in this year’s study. United Airlines rose from fifth place in the previous study to claim the top spot in the category, followed by Spirit and Virgin Atlantic.
Industry Performance
The travel industry has an average Brand Intimacy Quotient Score of 19, significantly below the cross-industry average of 25.1. Historically, travel has ranked low for Brand Intimacy in our study, with factors such as site aggregators and ongoing travel disruptions likely undermining customer experiences and brand trust.
Archetypes & Stages
Fulfillment is the dominant Brand Intimacy archetype in the travel industry, with JetBlue leading the category in this area. Although the percentage of users across each stage of Brand Intimacy has grown compared to previous years, travel still ranks second to last among all industries for bonding, the second stage of Brand Intimacy.
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