Marriott brand profile UK 2023

How high is the brand awareness of Marriott in the UK?
When it comes to hotel customers, brand awareness of Marriott is at 82 percent in the UK. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Marriott in the UK?
In total, 32 percent of UK hotel customers say they like Marriott. However, in actuality, among the 82 percent of UK respondents who know Marriott, 39 percent of people like the brand.

What is the usage share of Marriott in the UK?
All in all, 14 percent of hotel customers in the UK use Marriott. That means, of the 82 percent who know the brand, 17 percent use them.

How loyal are the customers of Marriott?
Around 12 percent of hotel customers in the UK say they are likely to use Marriott again. Set in relation to the 14 percent usage share of the brand, this means that 86 percent of their customers show loyalty to the brand.

What's the buzz around Marriott in the UK?
In September 2023, about 11 percent of UK hotel customers had heard about Marriott in the media, on social media, or in advertising over the past three months. Of the 82 percent who know the brand, that's 13 percent, meaning at the time of the survey there's little to no buzz around Marriott in the UK.

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Marriott brand awareness, usage, popularity, loyalty, and buzz among hotel customers in the UK in 2023

Characteristic	Share of respondents
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Number of respondents

924 respondents

Age group

18-64 years

Special properties

respondents who use hotels

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to hotels, which of the following brands do you like?
Brand usage: When it comes to hotels, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to hotels, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

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