SI SECTOR INDEX · GLOBAL

Which hotels and holidays brands does SI recommend?

500 hotels and holidays questions tracked in Claude Opus 5.5 answers, with no country given.

Question Model Top mentioned brands
What does "snow-sure" mean when people describe a ski resort? Awareness Val ThorensTignesObergurgl
Which all-inclusive resorts have genuinely good restaurants, not just buffets? Consideration Grand VelasLe Blanc Spa ResortExcellence Resorts
Where can I find all-inclusive deals for next month? Decision ExpediaBooking.comGoogle Hotels
How do small-group adventure tours work? Awareness Intrepid TravelG AdventuresExodus
Is Sandals actually worth the price? Consideration SandalsSecrets Resorts & SpasExcellence Resorts
Which adults-only all-inclusive should we pick for our 10-year anniversary? Decision Le Blanc Spa ResortExcellence ResortsSecrets Resorts & Spas
What is a tailor-made holiday and who puts it together? Awareness Abercrombie & KentScott DunnBlack Tomato
Which beach resorts have private, uncrowded beaches? Consideration SonevaAmanOetker Collection
Which family resort should I pick for a special school-break treat? Decision Ikos ResortsFour SeasonsAtlantis
How do hotel booking sites make their money? Awareness Booking.comExpediaTrivago
Is it worth upgrading to the club level at a big resort? Consideration Excellence ResortsSecrets Resorts & SpasDreams Resorts & Spas
Where can we find family resort deals that include free childcare? Decision Club MedIkos ResortsBeaches Resorts
What's the difference between a booking site and a price comparison site? Awareness Booking.comExpediaAgoda
How do I find boutique hotels that aren't just overpriced and built for photos? Consideration Mr & Mrs SmithSmall Luxury Hotels of the WorldDesign Hotels
How do I add a couple of ski days onto a work trip at short notice? Decision ChamonixEngelbergGarmisch-Partenkirchen
How are hotel review scores calculated on booking sites? Awareness Booking.comExpediaHotels.com
Is staying in a converted castle or palace hotel worth it? Consideration Ashford CastleTaj HotelsParadores
Which wellness retreat should I pick for a week on my own? Decision KamalayaChiva-SomSHA Wellness Clinic
Why do hotels push you to book on their own website? Awareness MarriottHiltonIHG
Which luxury resorts actually welcome kids rather than just tolerate them? Consideration Four SeasonsOne&OnlyRosewood
Which spa hotels let us bring the kids so we can take turns? Decision Club MedIkos ResortsMartinhal
What are members-only hotel prices and are they real discounts? Awareness MarriottHiltonIHG
Alps or Rockies for our first proper ski trip together? Consideration ZermattSt AntonVal d'Isère
Which small-group tour should I choose for my first solo trip? Decision Intrepid TravelG AdventuresFlash Pack
What are luxury hotel flash sales and what's the catch? Awareness Secret EscapesLuxury EscapesVoyage Privé
LIVE RANKING Hotels and holidays
  1. 1 Booking.com 6.2%
  2. 2 Marriott 5%
  3. 3 Hilton 4.8%
  4. 4 Expedia 3.8%
  5. 5 Hyatt 3.6%
  6. 6 Airbnb 3.2%
  7. 7 IHG 3%
  8. 8 Vrbo 2%
500 questions · 174 brands · October 2026 See the full ranking

Brand ranking

Visibility rate: answers naming the brand out of the sector's 500 answers. Average position is where in the answer the brand is first named. Only this sector's brands are ranked. Monthly change appears from the second measurement.

#BrandVisibilityAnswersAvg. positionPositiveStageChange
1 Booking.com 6.2% 31 2 35% 8 18 5 –
2 Marriott 5% 25 1.8 24% 8 11 6 –
3 Hilton 4.8% 24 2.5 38% 6 12 6 –
4 Expedia 3.8% 19 2.3 37% 7 9 3 –
5 Hyatt 3.6% 18 2.3 56% 6 8 4 –
6 Airbnb 3.2% 16 1.9 6% 3 7 6 –
7 IHG 3% 15 3.6 20% 4 6 5 –
8 Vrbo 2% 10 2.6 10% 3 5 2 –
9 Virtuoso 1.8% 9 2 56% 0 6 3 –
10 Club Med 1.6% 8 1.6 63% 1 2 5 –
11 Trivago 1.6% 8 2.4 0% 3 3 2 –
12 Kayak 1.6% 8 3 25% 2 3 3 –
13 Intrepid Travel 1.4% 7 1.3 57% 1 3 3 –
14 Hotels.com 1.4% 7 2.7 0% 3 4 0 –
15 Secret Escapes 1.2% 6 1.8 33% 1 1 4 –
16 HotelTonight 1.2% 6 1.8 67% 1 2 3 –
17 G Adventures 1.2% 6 2 50% 1 3 2 –
18 Four Seasons 1.2% 6 2.7 83% 0 3 3 –
19 Skyscanner 1.2% 6 3.8 33% 1 2 3 –
20 Excellence Resorts 1% 5 2 60% 1 3 1 –
21 Sandals 1% 5 2.2 60% 1 3 1 –
22 Accor 1% 5 5 20% 1 1 3 –
23 Ikos Resorts 0.8% 4 2.3 100% 0 1 3 –
24 Ascott 0.8% 4 3 0% 1 2 1 –
25 Zermatt 0.8% 4 3.3 100% 1 3 0 –
26 Aspen Snowmass 0.8% 4 7 75% 0 4 0 –
27 Small Luxury Hotels of the World 0.6% 3 2 33% 0 3 0 –
28 Secrets Resorts & Spas 0.6% 3 2.3 33% 0 2 1 –
29 Center Parcs 0.6% 3 2.3 67% 1 1 1 –
30 Chiva-Som 0.6% 3 2.3 33% 1 1 1 –
31 SHA Wellness Clinic 0.6% 3 2.3 33% 1 1 1 –
32 Agoda 0.6% 3 2.3 33% 1 2 0 –
33 Travelzoo 0.6% 3 3 67% 0 0 3 –
34 Beaches Resorts 0.6% 3 3.3 100% 0 1 2 –
35 Whistler Blackcomb 0.6% 3 5.3 33% 0 2 1 –
36 Mr & Mrs Smith 0.4% 2 1 100% 0 2 0 –
37 Vail Resorts 0.4% 2 1 0% 1 1 0 –
38 ESF 0.4% 2 1 0% 1 0 1 –
39 TUI 0.4% 2 1 50% 0 1 1 –
40 HomeExchange 0.4% 2 1 100% 1 1 0 –
41 Le Collectionist 0.4% 2 1 100% 0 1 1 –
42 Wheel the World 0.4% 2 1 100% 0 1 1 –
43 Le Blanc Spa Resort 0.4% 2 1.5 100% 0 1 1 –
44 St Anton 0.4% 2 1.5 50% 1 1 0 –
45 Hostelworld 0.4% 2 1.5 100% 0 2 0 –
46 Hipcamp 0.4% 2 1.5 50% 1 0 1 –
47 Google Hotels 0.4% 2 2 50% 0 0 2 –
48 Paradores 0.4% 2 2 50% 1 1 0 –
49 St. Moritz 0.4% 2 2 100% 0 2 0 –
50 lastminute.com 0.4% 2 2 0% 1 0 1 –

Stage column: answers naming the brand in awareness · consideration · decision questions.

Sources SI points to

Sites and platforms the answers suggest checking.

  1. Tripadvisor 18 answers
  2. Trustpilot 5 answers
  3. Google Maps 3 answers
  4. Numbeo 2 answers
  5. FlyerTalk 2 answers
  6. BringFido 2 answers
  7. Michelin Guide 2 answers
  8. Reddit 2 answers
  9. Lonely Planet 1 answers
  10. Skiresort.info 1 answers
  11. YouTube 1 answers
  12. Sawday's 1 answers

Organisations named

Public bodies, regulators and associations; they are not ranked as brands.

  1. European Union 6 answers
  2. Global Sustainable Tourism Council 2 answers
  3. ATOL 2 answers
  4. Green Key 2 answers
  5. EarthCheck 2 answers
  6. University of South Florida 1 answers
  7. Les Clefs d'Or 1 answers
  8. WHO 1 answers
  9. Yoga Alliance 1 answers
  10. FTC 1 answers
  11. IBCCES 1 answers
  12. ABTA 1 answers
Brands not in the ranking (19)

Brands the answers named that are not hotels and holidays brands, so they are left out of the ranking.

  1. Google 28 answers
  2. Pruvo 3 answers
  3. American Express 3 answers
  4. Disney 2 answers
  5. Google Flights 1 answers
  6. Splitwise 1 answers
  7. Pampers 1 answers
  8. Skiset 1 answers
  9. Ski Butlers 1 answers
  10. Trenitalia 1 answers
  11. PeruRail 1 answers
  12. Huggies 1 answers
  13. Intersport 1 answers
  14. Italo 1 answers
  15. Inca Rail 1 answers
  16. Groupon 1 answers
  17. National Geographic 1 answers
  18. AwardWallet 1 answers
  19. SAP Concur 1 answers

METHOD

How this ranking is built

01

Questions

The questions are unbranded, in English and give no country, modelled on what people ask on forums, review sites and in the search box; the same set is asked every month.

02

Answers

Every answer in this measurement comes from Claude Opus 5.5, without web search. We record the brands each answer names, their order and the tone.

03

Limits

SI answers vary a little each time and the model's knowledge stops at a point in time, so current prices and campaigns may not show up.

NEXT STEP

You have seen the sector. Now measure your brand.

BrandScore measures your brand's SI visibility in its own questions and shows what to fix.