Travel ‘superbrands’ named
British Airways, Emirates and Virgin Atlantic have all made it into the top 20 list of Business Superbrands for 2018.
However, Heathrow Airport was the only travel brand that made it into the top 20 list of Consumer Superbrands, coming in at number 16.
ABTA qualified as a Business Superbrand for the 12th year running and was also voted a Consumer Superbrand for the second consecutive year.
Superbrands says it is ‘the definitive benchmark for brands who’ve set the agenda, outwitted the competition and built enviable reputations’.
The consumer brands are chosen by 2,500 members of the public. Number one was Lego, followed by Gillette and Apple.
The business brands are chosen by a panel of business-to-business marketing experts alongside 2,500 individual business professionals. The list was topped by Apple. BA was fourth, followed by Emirates while Virgin was number 13.
Thomas Cook was voted the best Superbrand in the consumer tour operator/travel agency category, BA the best airline, P&O won the best cruise category and Hilton Hotels & Resorts the best hotel.
ABTA said: "Achieving Superbrand status in both business and consumer markets sends a powerful message. Customers who book with an ABTA member can feel reassured that they are booking with a prestigious travel company, employees can feel proud to work with them and business stakeholders can trust and rely on the organisation to do well."
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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