The DER Touristik specialist beat TUI and Holidaycheck in a ranking of Germany’s favourite tourism brands which produced several surprises.
Tour operators, online portals, specialists and disruptive outsiders were all listed in the top 20 brand ranking compiled exclusively for fvw by consumer market researchers Yougov.
Two separate rankings of 42 different travel brands were produced: one showing the evaluations of existing customers; the other showing the opinions of non-customers. The rankings, compiled from Yougov’s ongoing broad-based survey of 1,000 German consumer brands from different sectors, reflect criteria such as image, quality, value-for-money, satisfaction and recommendation.
Meier’s Weltreisen, the specialist long-haul holiday brand of DER Touristik, topped both rankings ahead of TUI, which was second in each. Third place in the customer ranking went to Holidaycheck while Thomas Cook was third in the non-customer ranking.
Meier’s, with 77 points in the customer ranking compared to TUI’s 75.8 points and Holidaycheck’s 75.5 points, scored well in virtually every category. Lars Bolle, DER Touristik’s brand chief, explained: “Meier’s simply has a clear profile in our brand portfolio. It’s our jewel.”
The other brands in the top ten of the customer ranking were FTI’s travel TV station Sonnenklar.TV (73.1 points), special offers portal Secret Escapes (72.3), Thomas Cook (72.3), direct sales specialist Berge & Meer (72), portal Trivago (71.8), accommodation portal HRS (70.8) and online travel retailer Weg.de (69.5).
These brands all outscored big-name tour operators such as Neckermann Reisen and Alltours, as well as online giants Booking.com, Expedia, Airbnb and Tripadvisor.
Moreover, the top nine tourism brands in the customer ranking all scored more than 70 points. This is well ahead of the automotive industry, for example, which generally has ratings of between 40 and 50 points in consumer brand surveys.
The following table shows the top 20 brand rankings and points, with evaluations by current customers in the left tab and non-customers in the right tab.