Methodology
This article draws on YouGov BrandIndex data collected in the UK from July 1, 2025 to June 30, 2026. Comparison-period data, where referenced, covers July 1, 2024 to June 30, 2025.
The primary Consideration ranking is based on UK adults likely to use a travel or leisure service in the next 12 months, with a minimum chart base of n > 12,850. The year-on-year movement table uses a minimum current-period base of n > 17,720 and a minimum comparison-period base of n > 18,760. The business-versus-leisure comparison uses minimum bases of n > 1,320 among business travellers and n > 5,340 among leisure-only travellers.
The eligible universe covers hotel brands tracked in YouGov BrandIndex. Brands require a minimum base size of 300. To qualify for the primary ranking, brands must have tracked scores for at least six months (183 days); to qualify for the year-on-year movement ranking, they must have tracked scores for at least 18 months (548 days).
Consideration: When you are in the market next to use a travel or leisure service, from which of the following would you consider?
Value (Net): Which of the following travel or leisure services do you think represents good or poor value for money?
Quality (Net): Which of the following travel or leisure services do you think represents good or poor quality?
Consideration scores are shown as percentages. Value and Quality are shown as Net scores, calculated as the percentage of positive responses minus the percentage of negative responses. Figures are rounded to one decimal place. Changes in Consideration are expressed as point differences.