Walt Disney Parks and Resorts brand profile U.S. 2023

How high is the brand awareness of Walt Disney Parks and Resorts in the United States?
When it comes to hotel customers, brand awareness of Walt Disney Parks and Resorts is at 76 percent in the United States. 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 Walt Disney Parks and Resorts in the United States?
In total, 20 percent of U.S. hotel customers say they like Walt Disney Parks and Resorts. However, in actuality, among the 76 percent of U.S. respondents who know Walt Disney Parks and Resorts, 26 percent of people like the brand.

What is the usage share of Walt Disney Parks and Resorts in the United States?
All in all, 11 percent of hotel customers in the United States use Walt Disney Parks and Resorts. That means, of the 76 percent who know the brand, 14 percent use them.

How loyal are the customers of Walt Disney Parks and Resorts?
Around 9 percent of hotel customers in the United States say they are likely to use Walt Disney Parks and Resorts again. Set in relation to the 11 percent usage share of the brand, this means that 82 percent of their customers show loyalty to the brand.

What's the buzz around Walt Disney Parks and Resorts in the United States?
In September 2023, about 15 percent of U.S. hotel customers had heard about Walt Disney Parks and Resorts in the media, on social media, or in advertising over the past three months. Of the 76 percent who know the brand, that's 20 percent, meaning at the time of the survey there's little buzz around Walt Disney Parks and Resorts in the United States.

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Walt Disney Parks and Resorts brand awareness, usage, popularity, loyalty, and buzz among hotel customers in the United States in 2023

Characteristic	Share of respondents
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Number of respondents

925 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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