The YouGov’s Travel & Tourism Ranking charts brands creating the most positive impression among UAE residents
Dubai’s flag-carrier airline Emirates has topped the YouGov Travel & Tourism Ranking in the UAE, receiving the highest ‘impression score’ of +63.3 among the UAE residents.
YouGov’s BrandIndex measures the public’s perception of brands on a daily basis across a range of metrics. The Rankings were compiled using the Impression score, which is a measure of whether a consumer has a positive or negative impression of a brand calculated by taking the average net score for the year 2021.
Last year, during the summer of 2021 when many destinations eased their travel restrictions, Emirates airline responded to the strong travel demand by increasing its routes to 90% of pre-pandemic levels.
Other factors impacting a positive consumer impression include the airlines’ emphasis on health and safety measures spanning clean air filtration systems onboard and making the check-in process as contactless as possible.
Notably, the extension of Tier status deadlines by one year was very well received by the public, contributing to the brand’s strong overall impression among the UAE residents
YouGov’s top 10 travel brands in the UAE
Emirates’ rival Etihad Airways takes second place with an Impression score of +40.5, while another popular airline Qatar Airways takes 10th place in the rankings. Qatar Airways is also the most improved brand of the past year with a change in score of +5.1, going from an Impression score of 17.0 in 2020 to 22.1 in 2021.
The rest of the list is dominated by hotels and resort brands with Dubai’s most iconic hotel Burj Al Arab leading the sector at third place with an Impression score of +32.6
Last year, for the first time, launching the Inside Burj Al Arab Tour, the hotel opened its doors to non-guests to discover its most prestigious and inaccessible spaces, which might have helped create a stronger positive impression among UAE residents.
Ocean-themed luxury resort Atlantis, the Palm is fourth (+28.7), followed by other five-star properties Hilton (+25.9), Jumeirah (+25.6), and Emirates Palace (+24.6) in fifth, sixth, and seventh respectively.
Luxury hospitality brands Marriott and Rotana also feature in eighth (+23.6) and ninth place (+23.3), completing the top ten list in UAE.
Notably, Emirates doesn’t just score well in its own country; in the UK, Emirates ranked at number four.
YouGov’s top 10 travel brands in the UK
For more information, visit business.yougov.com/sectors/travel-tourism/travel-tourism-rankings-2022