Travel
Travel ranks twenty-first in this year’s study. Southwest Airlines leads the category, followed by Alaska Airlines and Virgin Atlantic.
Industry Performance
The category has an average Brand Intimacy Quotient of 22.6. Travel brands tend to enter people’s lives around isolated trips rather than as an ongoing part of daily routines, which likely keeps the emotional bond between travelers and these brands comparatively modest, below the cross-industry average of 29.4.
Components and Measures
Fulfillment is the dominant archetype, and the category ranks twelfth in the study for fulfillment. Travel has the lowest score of any industry in the study for the first stage of Brand Intimacy, sharing. Resonance is low with a sentiment score of 31.3 and an engagement score of 4.9 demonstrating that airline passengers have generally negative views of the category.
Access Key Findings
Billions of data points. 425 brands. 15 years of research.
Access Key FindingHead to Head
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