Which airlines do travellers love most?

Which brands would you recommend to a friend? And how many of them would be travel brands?

Don’t worry if you can’t answer that question, because YouGov BrandIndex has answered it for you, with their 2017 Brand Advocacy Rankings.

The rankings for Australia were released today, and the highest-scoring brand really isn’t a surprise.

Netflix scored over 75 – showing that it’s customers are the strongest advocates of any brand in Australia. That’s a pretty big deal, considering Netflix is still pretty new to Aussie chill sessions.

So just how are the scores determined? YouGov BrandIndex Brand Advocacy Rankings are calculated by measuring Recommend Scores among each brand’s customers for the twelve-month period through to October 2017.

Recommend scores for the brands are figured out by asking, “Would you recommend the brand to a friend or family member, or would you recommend that a friend or family member avoid the brand?”.

And finally, the scores are calculated by subtracting the negative responses from the positive responses. Voila! Netflix wins.

But hot on its tail are a few of our fave airline brands – which make up a large chunk of the top ten, with Singapore Airlines in second place with a score of 71.3, Emirates and Air New Zealand coming in at number three and number five.

Airbnb is another travel brand that ranked within the top 10, showing high levels of customer advocacy (how good’s an Airbnb tho).

Here is the full top 10:

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Ervin Ha, Head of Data Products, said that customer recommendation is a brands best bet for success.

“A recommendation from friends or family is one of the strongest votes of confidence it is possible to give to a brand,” he said.

“While some traditional format brands continue to carry favour with consumers, the success of digital brands suggests that the conversation is changing. Consumers are increasingly making recommendations based on the service they receive that go beyond the traditional format experience.

“While the product helps to shape a brand, the latest YouGov BrandIndex Brand Advocacy Rankings suggests that a focus on experience will help brands to go that extra mile and secure not just the custom but a recommendation from consumers,” he added.

YouGov BrandIndex Brand Advocacy Rankings give brands a good indication of how well or poorly they have been doing in terms of their customer service, as well as the quality of services and products provided.

Check out the best improvers ranking:

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By double-checking their improver rating, brands can also see when they’re doing a better job in winning those customer recommendations or if they’re falling short.

YouGov BrandIndex interviews thousands of consumers every day, yielding over 2.5 million interviews each year.

Respondents are drawn from online panels of five million consumers across 31 countries (so you know it’s legit).

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Email the Travel Weekly team at traveldesk@travelweekly.com.au

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