Brand Recognition in the Hotel & Travel Industry

The ‘Hotel & Travel Brands Quiz’ from Hotel Speak launched in July 2016 and ended in September 2017. During this time, a total of 446 people completed the quiz and we thought it would be fun to take a look at the results to see just how well participants recognised the hotel and travel brands featured. See also – Hotel Language Quiz!

The Results

Of the 446 who completed the quiz, the average score was an impressive 60%, with an average time spent on the quiz of just under 3 minutes.

  • 51% of participants recognised UK Hotel chain Travelodge’s logo, despite missing text.
  • 39% of participants knew Citizen M’s brand tagline, ‘welcome to a new kind of hotel’, impressive for a brand that’s still under 10 years old.
  • 73% of participants knew that Mercure, Novotel and Sofitel were brands owned by AccorHotels.
  • Illustrating the recognisability of colour and shape within a logo, an impressive 83% of participants recognised Best Western‘s old branding, despite the majority of the logo being distorted.
  • A particularly challenging question, only 35% of participants correctly guessed the colour of the owl’s eyes in TripAdvisor’s logo – one red, one green.
  • Highlighting the importance of font within a logo, 57% of participants correctly guessed Hilton’s logo, despite 4 very similar versions presented. Worryingly, 1% guessed that their logo used the ‘Comic Sans’ font!
  • The importance of iconography within a logo was illustrated by 46% of participants correctly answering that Premier Inn is the hotel chain that features a moon and stars within their logo.
  • Principal Hayley hotels were perhaps right to rebrand to ‘Principal Hotels’ in September 2016; only 30% of participants correctly guessed what the PH in their logo stood for, with 36% guessing ‘Prime Heritage’.
  • Transcending the importance of iconography and illustrating the brand recognition of one of travel’s biggest brands, 85% correctly identified Expedia’s logo featuring a aeroplane, despite 3 other answers featuring a very strong association with the airline industry.
  • Again, illustrating the power of a well-established and global brand of over 80 years, 86% of participants correctly guessed the Sheraton brand from a simple ‘S’ surrounded by a crest.

The Questions

1. Name the brand? (A UK Hotel Chain)

Hotel Brand

  • Travelodge – 51%
  • Premier Inn – 17%
  • Novotel – 17%
  • Radisson Blu – 15%

2. Who’s brand uses the tagline: _______ says: welcome to a new kind of hotel (A Global Hotel Chain)

  • Citizen M – 39%
  • Nobu Hospitality – 29%
  • Tune Hotels – 19%
  • Motel 6 – 13%

3. Mercure, Novotel, Sofitel… are all brands owned by?

  • AccorHotels – 73%
  • Intercontinental Hotels Group – 12%
  • Starwood Hotels & Resorts – 9%
  • Hilton – 5%

4. Can you recognise this distorted brand logo? (A Global Hotel Chain)

Hotel Brand

  • Best Western – 83%
  • Comfort Inn – 6%
  • Holiday Inn – 5%
  • Days Inn – 5%

5. What colour are the owl’s eyes in the TripAdvisor logo?

Travel Brand

  • One Red, One Green – 35%
  • Both Green – 32%
  • One Orange, One Green – 24%
  • One Orange, One Red – 9%

6. Which is the correct logo for Hilton Hotels & Resorts?

Hotel Brands

Only 57% correctly guessed – the far left logo.

7. What features in the Premier Inn logo? (A UK Hotel Chain)

  • A moon and stars – 46%
  • A head on a pillow – 21%
  • Clouds and night sky – 18%
  • A sun and blue sky – 14%

8. What does the PH stand for in the logo below? (A former UK Hotel Chain)

Hotel Brand

  • Prime Heritage – 36%
  • Principal Hayley – 30%
  • Principal Heritage – 24%
  • Principle Hatley – 11%

9. What travel brand uses this logo?

Travel Brand Question

  • Expedia – 85%
  • Cheapflights – 6%
  • Skyscanner – 5%
  • Flight Centre – 3%

10. Which hotel brand incorporates the S below?

Hotel Brand

  • Sheraton Hotels & Resorts – 86%
  • Shangri-La Hotels & Resorts – 7%
  • Sofitel – 6%
  • Steinberger Hotels – 1%
80 DAYS Benchmark
80 DAYS Benchmark
Sam Weston
Sam Weston is an experienced digital marketing professional who has worked both client and agency side with a focus on the hospitality industry. Currently, he is Marketing Manager for a full service creative and digital marketing agency, 80 DAYS, based in Edinburgh, Scotland. Any views expressed on this site are his own.