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Some occasions, like hitting the streets of Paris or a beach day in Rio, just call for a whole new wardrobe. Travelers are 20% more likely than the average person to identify as “fashion-conscious.” Tripadvisor travelers in particular are ready to open their wallets for new looks. 20% of them are more likely than average to have purchased new clothes in the last month.
Some occasions, like hitting the streets of Paris or a beach day in Rio, just call for a whole new wardrobe. Travelers are 20% more likely than the average person to identify as “fashion-conscious.” Tripadvisor travelers in particular are ready to open their wallets for new looks. 20% of them are more likely than average to have purchased new clothes in the last month.
Some occasions, like hitting the streets of Paris or a beach day in Rio, just call for a whole new wardrobe. Travelers are 20% more likely than the average person to identify as “fashion-conscious.” Tripadvisor travelers in particular are ready to open their wallets for new looks. 20% of them are more likely than average to have purchased new clothes in the last month.
Some occasions, like hitting the streets of Paris or a beach day in Rio, just call for a whole new wardrobe. Travelers are 20% more likely than the average person to identify as “fashion-conscious.” Tripadvisor travelers in particular are ready to open their wallets for new looks. 20% of them are more likely than average to have purchased new clothes in the last month.
Travelers’ Favorites 2025
Travelers’ Favorites 2025
Travelers’ Favorites 2025
Travelers’ Favorites 2025
Global
Global
Global
Global
US
US
US
US
UK
UK
UK
UK
AUS
AUS
AUS
AUS
UAE
UAE
UAE
UAE
1 of 1
1
.
Samsonite
TFI
253
2
.
The North Face
TFI
223
3
.
McDonald's
TFI
217
4
.
Visa
TFI
214
5
.
Nivea
TFI
211
6
.
Mothercare
TFI
197
7
.
Maybelline
TFI
186
8
.
Netflix
TFI
181
9
.
Nike
TFI
181
10
.
YouTube
TFI
177
11
.
Coca-Cola
TFI
152
12
.
Cancer Council
TFI
143
13
.
Mastercard
TFI
143
14
.
Lay's
TFI
139
15
.
Kathmandu
TFI
138
16
.
Spotify
TFI
136
17
.
Apple Watch
TFI
128
18
.
Sun & Sand Sports
TFI
125
19
.
Adidas
TFI
122
20
.
KFC
TFI
121
21
.
Smirnoff
TFI
116
22
.
MAC / MAC Cosmetics
TFI
115
23
.
Columbia
TFI
112
24
.
Zara
TFI
110
25
.
H&M
TFI
109
26
.
Jack Daniel's
TFI
108
27
.
Skechers
TFI
107
28
.
Tiffany Biscuits
TFI
107
29
.
Apple
TFI
106
30
.
Graco
TFI
104
31
.
Neutrogena
TFI
103
32
.
Corona
TFI
100
33
.
Pepsi
TFI
100
34
.
Subway
TFI
100
35
.
Coppertone
TFI
98
36
.
No7
TFI
97
37
.
Anaconda
TFI
96
38
.
Primark
TFI
95
39
.
Under Armour
TFI
95
40
.
Walkers
TFI
95
41
.
American Tourister
TFI
94
42
.
Heineken
TFI
94
43
.
Rimmel London
TFI
90
44
.
Samsung Watch
TFI
90
45
.
American Eagle
TFI
88
46
.
Lacoste
TFI
87
47
.
Masafi
TFI
87
48
.
Cadbury
TFI
86
49
.
Dick's Sporting Goods
TFI
86
50
.
e.l.f
TFI
86
51
.
Burger King
TFI
85
52
.
Pringles
TFI
85
53
.
La Roche Posay
TFI
84
54
.
Sony
TFI
84
55
.
Banana Boat
TFI
83
56
.
Doritos
TFI
83
57
.
Boots
TFI
81
58
.
Cotton On
TFI
81
59
.
Old Navy
TFI
80
60
.
Shein
TFI
80
61
.
Joie
TFI
79
62
.
SwissGear
TFI
79
63
.
YETI
TFI
78
64
.
Johnnie Walker
TFI
77
65
.
Mamas & Papas
TFI
77
66
.
Mount Franklin
TFI
77
67
.
New Balance
TFI
77
68
.
Dior
TFI
76
69
.
Smith's
TFI
76
70
.
Allen's
TFI
75
71
.
Amazon Prime Video
TFI
75
72
.
Garnier Ambre Solaire
TFI
73
73
.
Haribo
TFI
73
74
.
L'Oreal Paris
TFI
73
75
.
Charlotte Tilbury
TFI
72
76
.
Dr. Brown's
TFI
72
77
.
Red Bull
TFI
72
78
.
Splash
TFI
72
79
.
Vtech
TFI
72
80
.
Chick-fil-a
TFI
71
81
.
Fitbit
TFI
71
82
.
Greggs
TFI
71
83
.
Huda Beauty
TFI
71
84
.
Bose
TFI
70
85
.
Evenflo
TFI
70
86
.
M&M
TFI
70
87
.
Bugaboo
TFI
69
88
.
Country Road
TFI
69
89
.
JBL
TFI
69
90
.
Antler
TFI
68
91
.
Commonwealth Bank
TFI
68
92
.
Clinique
TFI
67
93
.
McVitie's
TFI
67
94
.
Capital One
TFI
66
95
.
Gordon's Gin
TFI
66
96
.
Levi's
TFI
66
97
.
Max Fashion
TFI
66
98
.
Reese's
TFI
66
99
.
Aveeno
TFI
65
100
.
Berghaus
TFI
65
1
.
Samsonite
TFI
253
2
.
The North Face
TFI
223
3
.
McDonald's
TFI
217
4
.
Visa
TFI
214
5
.
Nivea
TFI
211
6
.
Mothercare
TFI
197
7
.
Maybelline
TFI
186
8
.
Netflix
TFI
181
9
.
Nike
TFI
181
10
.
YouTube
TFI
177
11
.
Coca-Cola
TFI
152
12
.
Cancer Council
TFI
143
13
.
Mastercard
TFI
143
14
.
Lay's
TFI
139
15
.
Kathmandu
TFI
138
16
.
Spotify
TFI
136
17
.
Apple Watch
TFI
128
18
.
Sun & Sand Sports
TFI
125
19
.
Adidas
TFI
122
20
.
KFC
TFI
121
21
.
Smirnoff
TFI
116
22
.
MAC / MAC Cosmetics
TFI
115
23
.
Columbia
TFI
112
24
.
Zara
TFI
110
25
.
H&M
TFI
109
26
.
Jack Daniel's
TFI
108
27
.
Skechers
TFI
107
28
.
Tiffany Biscuits
TFI
107
29
.
Apple
TFI
106
30
.
Graco
TFI
104
31
.
Neutrogena
TFI
103
32
.
Corona
TFI
100
33
.
Pepsi
TFI
100
34
.
Subway
TFI
100
35
.
Coppertone
TFI
98
36
.
No7
TFI
97
37
.
Anaconda
TFI
96
38
.
Primark
TFI
95
39
.
Under Armour
TFI
95
40
.
Walkers
TFI
95
41
.
American Tourister
TFI
94
42
.
Heineken
TFI
94
43
.
Rimmel London
TFI
90
44
.
Samsung Watch
TFI
90
45
.
American Eagle
TFI
88
46
.
Lacoste
TFI
87
47
.
Masafi
TFI
87
48
.
Cadbury
TFI
86
49
.
Dick's Sporting Goods
TFI
86
50
.
e.l.f
TFI
86
51
.
Burger King
TFI
85
52
.
Pringles
TFI
85
53
.
La Roche Posay
TFI
84
54
.
Sony
TFI
84
55
.
Banana Boat
TFI
83
56
.
Doritos
TFI
83
57
.
Boots
TFI
81
58
.
Cotton On
TFI
81
59
.
Old Navy
TFI
80
60
.
Shein
TFI
80
61
.
Joie
TFI
79
62
.
SwissGear
TFI
79
63
.
YETI
TFI
78
64
.
Johnnie Walker
TFI
77
65
.
Mamas & Papas
TFI
77
66
.
Mount Franklin
TFI
77
67
.
New Balance
TFI
77
68
.
Dior
TFI
76
69
.
Smith's
TFI
76
70
.
Allen's
TFI
75
71
.
Amazon Prime Video
TFI
75
72
.
Garnier Ambre Solaire
TFI
73
73
.
Haribo
TFI
73
74
.
L'Oreal Paris
TFI
73
75
.
Charlotte Tilbury
TFI
72
76
.
Dr. Brown's
TFI
72
77
.
Red Bull
TFI
72
78
.
Splash
TFI
72
79
.
Vtech
TFI
72
80
.
Chick-fil-a
TFI
71
81
.
Fitbit
TFI
71
82
.
Greggs
TFI
71
83
.
Huda Beauty
TFI
71
84
.
Bose
TFI
70
85
.
Evenflo
TFI
70
86
.
M&M
TFI
70
87
.
Bugaboo
TFI
69
88
.
Country Road
TFI
69
89
.
JBL
TFI
69
90
.
Antler
TFI
68
91
.
Commonwealth Bank
TFI
68
92
.
Clinique
TFI
67
93
.
McVitie's
TFI
67
94
.
Capital One
TFI
66
95
.
Gordon's Gin
TFI
66
96
.
Levi's
TFI
66
97
.
Max Fashion
TFI
66
98
.
Reese's
TFI
66
99
.
Aveeno
TFI
65
100
.
Berghaus
TFI
65
1
.
Samsonite
TFI
253
2
.
The North Face
TFI
223
3
.
McDonald's
TFI
217
4
.
Visa
TFI
214
5
.
Nivea
TFI
211
6
.
Mothercare
TFI
197
7
.
Maybelline
TFI
186
8
.
Netflix
TFI
181
9
.
Nike
TFI
181
10
.
YouTube
TFI
177
11
.
Coca-Cola
TFI
152
12
.
Cancer Council
TFI
143
13
.
Mastercard
TFI
143
14
.
Lay's
TFI
139
15
.
Kathmandu
TFI
138
16
.
Spotify
TFI
136
17
.
Apple Watch
TFI
128
18
.
Sun & Sand Sports
TFI
125
19
.
Adidas
TFI
122
20
.
KFC
TFI
121
21
.
Smirnoff
TFI
116
22
.
MAC / MAC Cosmetics
TFI
115
23
.
Columbia
TFI
112
24
.
Zara
TFI
110
25
.
H&M
TFI
109
26
.
Jack Daniel's
TFI
108
27
.
Skechers
TFI
107
28
.
Tiffany Biscuits
TFI
107
29
.
Apple
TFI
106
30
.
Graco
TFI
104
31
.
Neutrogena
TFI
103
32
.
Corona
TFI
100
33
.
Pepsi
TFI
100
34
.
Subway
TFI
100
35
.
Coppertone
TFI
98
36
.
No7
TFI
97
37
.
Anaconda
TFI
96
38
.
Primark
TFI
95
39
.
Under Armour
TFI
95
40
.
Walkers
TFI
95
41
.
American Tourister
TFI
94
42
.
Heineken
TFI
94
43
.
Rimmel London
TFI
90
44
.
Samsung Watch
TFI
90
45
.
American Eagle
TFI
88
46
.
Lacoste
TFI
87
47
.
Masafi
TFI
87
48
.
Cadbury
TFI
86
49
.
Dick's Sporting Goods
TFI
86
50
.
e.l.f
TFI
86
51
.
Burger King
TFI
85
52
.
Pringles
TFI
85
53
.
La Roche Posay
TFI
84
54
.
Sony
TFI
84
55
.
Banana Boat
TFI
83
56
.
Doritos
TFI
83
57
.
Boots
TFI
81
58
.
Cotton On
TFI
81
59
.
Old Navy
TFI
80
60
.
Shein
TFI
80
61
.
Joie
TFI
79
62
.
SwissGear
TFI
79
63
.
YETI
TFI
78
64
.
Johnnie Walker
TFI
77
65
.
Mamas & Papas
TFI
77
66
.
Mount Franklin
TFI
77
67
.
New Balance
TFI
77
68
.
Dior
TFI
76
69
.
Smith's
TFI
76
70
.
Allen's
TFI
75
71
.
Amazon Prime Video
TFI
75
72
.
Garnier Ambre Solaire
TFI
73
73
.
Haribo
TFI
73
74
.
L'Oreal Paris
TFI
73
75
.
Charlotte Tilbury
TFI
72
76
.
Dr. Brown's
TFI
72
77
.
Red Bull
TFI
72
78
.
Splash
TFI
72
79
.
Vtech
TFI
72
80
.
Chick-fil-a
TFI
71
81
.
Fitbit
TFI
71
82
.
Greggs
TFI
71
83
.
Huda Beauty
TFI
71
84
.
Bose
TFI
70
85
.
Evenflo
TFI
70
86
.
M&M
TFI
70
87
.
Bugaboo
TFI
69
88
.
Country Road
TFI
69
89
.
JBL
TFI
69
90
.
Antler
TFI
68
91
.
Commonwealth Bank
TFI
68
92
.
Clinique
TFI
67
93
.
McVitie's
TFI
67
94
.
Capital One
TFI
66
95
.
Gordon's Gin
TFI
66
96
.
Levi's
TFI
66
97
.
Max Fashion
TFI
66
98
.
Reese's
TFI
66
99
.
Aveeno
TFI
65
100
.
Berghaus
TFI
65
1
.
Samsonite
TFI
253
2
.
The North Face
TFI
223
3
.
McDonald's
TFI
217
4
.
Visa
TFI
214
5
.
Nivea
TFI
211
6
.
Mothercare
TFI
197
7
.
Maybelline
TFI
186
8
.
Netflix
TFI
181
9
.
Nike
TFI
181
10
.
YouTube
TFI
177
11
.
Coca-Cola
TFI
152
12
.
Cancer Council
TFI
143
13
.
Mastercard
TFI
143
14
.
Lay's
TFI
139
15
.
Kathmandu
TFI
138
16
.
Spotify
TFI
136
17
.
Apple Watch
TFI
128
18
.
Sun & Sand Sports
TFI
125
19
.
Adidas
TFI
122
20
.
KFC
TFI
121
21
.
Smirnoff
TFI
116
22
.
MAC / MAC Cosmetics
TFI
115
23
.
Columbia
TFI
112
24
.
Zara
TFI
110
25
.
H&M
TFI
109
26
.
Jack Daniel's
TFI
108
27
.
Skechers
TFI
107
28
.
Tiffany Biscuits
TFI
107
29
.
Apple
TFI
106
30
.
Graco
TFI
104
31
.
Neutrogena
TFI
103
32
.
Corona
TFI
100
33
.
Pepsi
TFI
100
34
.
Subway
TFI
100
35
.
Coppertone
TFI
98
36
.
No7
TFI
97
37
.
Anaconda
TFI
96
38
.
Primark
TFI
95
39
.
Under Armour
TFI
95
40
.
Walkers
TFI
95
41
.
American Tourister
TFI
94
42
.
Heineken
TFI
94
43
.
Rimmel London
TFI
90
44
.
Samsung Watch
TFI
90
45
.
American Eagle
TFI
88
46
.
Lacoste
TFI
87
47
.
Masafi
TFI
87
48
.
Cadbury
TFI
86
49
.
Dick's Sporting Goods
TFI
86
50
.
e.l.f
TFI
86
51
.
Burger King
TFI
85
52
.
Pringles
TFI
85
53
.
La Roche Posay
TFI
84
54
.
Sony
TFI
84
55
.
Banana Boat
TFI
83
56
.
Doritos
TFI
83
57
.
Boots
TFI
81
58
.
Cotton On
TFI
81
59
.
Old Navy
TFI
80
60
.
Shein
TFI
80
61
.
Joie
TFI
79
62
.
SwissGear
TFI
79
63
.
YETI
TFI
78
64
.
Johnnie Walker
TFI
77
65
.
Mamas & Papas
TFI
77
66
.
Mount Franklin
TFI
77
67
.
New Balance
TFI
77
68
.
Dior
TFI
76
69
.
Smith's
TFI
76
70
.
Allen's
TFI
75
71
.
Amazon Prime Video
TFI
75
72
.
Garnier Ambre Solaire
TFI
73
73
.
Haribo
TFI
73
74
.
L'Oreal Paris
TFI
73
75
.
Charlotte Tilbury
TFI
72
76
.
Dr. Brown's
TFI
72
77
.
Red Bull
TFI
72
78
.
Splash
TFI
72
79
.
Vtech
TFI
72
80
.
Chick-fil-a
TFI
71
81
.
Fitbit
TFI
71
82
.
Greggs
TFI
71
83
.
Huda Beauty
TFI
71
84
.
Bose
TFI
70
85
.
Evenflo
TFI
70
86
.
M&M
TFI
70
87
.
Bugaboo
TFI
69
88
.
Country Road
TFI
69
89
.
JBL
TFI
69
90
.
Antler
TFI
68
91
.
Commonwealth Bank
TFI
68
92
.
Clinique
TFI
67
93
.
McVitie's
TFI
67
94
.
Capital One
TFI
66
95
.
Gordon's Gin
TFI
66
96
.
Levi's
TFI
66
97
.
Max Fashion
TFI
66
98
.
Reese's
TFI
66
99
.
Aveeno
TFI
65
100
.
Berghaus
TFI
65
What is the Travelers’ Favorites Index (TFI)?
It’s a Tripadvisor-created metric that scores a brand’s influence and appeal among global travelers. Basically—how popular a brand is for travelers.
It’s a Tripadvisor-created metric that scores a brand’s influence and appeal among global travelers. Basically—how popular a brand is for travelers.
Travelers’ Favorites 2025
Global
US
UK
AUS
UAE
1 of 1
1
.
Samsonite
TFI
253
2
.
The North Face
TFI
223
3
.
McDonald's
TFI
217
4
.
Visa
TFI
214
5
.
Nivea
TFI
211
6
.
Mothercare
TFI
197
7
.
Maybelline
TFI
186
8
.
Netflix
TFI
181
9
.
Nike
TFI
181
10
.
YouTube
TFI
177
11
.
Coca-Cola
TFI
152
12
.
Cancer Council
TFI
143
13
.
Mastercard
TFI
143
14
.
Lay's
TFI
139
15
.
Kathmandu
TFI
138
16
.
Spotify
TFI
136
17
.
Apple Watch
TFI
128
18
.
Sun & Sand Sports
TFI
125
19
.
Adidas
TFI
122
20
.
KFC
TFI
121
21
.
Smirnoff
TFI
116
22
.
MAC / MAC Cosmetics
TFI
115
23
.
Columbia
TFI
112
24
.
Zara
TFI
110
25
.
H&M
TFI
109
26
.
Jack Daniel's
TFI
108
27
.
Skechers
TFI
107
28
.
Tiffany Biscuits
TFI
107
29
.
Apple
TFI
106
30
.
Graco
TFI
104
31
.
Neutrogena
TFI
103
32
.
Corona
TFI
100
33
.
Pepsi
TFI
100
34
.
Subway
TFI
100
35
.
Coppertone
TFI
98
36
.
No7
TFI
97
37
.
Anaconda
TFI
96
38
.
Primark
TFI
95
39
.
Under Armour
TFI
95
40
.
Walkers
TFI
95
41
.
American Tourister
TFI
94
42
.
Heineken
TFI
94
43
.
Rimmel London
TFI
90
44
.
Samsung Watch
TFI
90
45
.
American Eagle
TFI
88
46
.
Lacoste
TFI
87
47
.
Masafi
TFI
87
48
.
Cadbury
TFI
86
49
.
Dick's Sporting Goods
TFI
86
50
.
e.l.f
TFI
86
51
.
Burger King
TFI
85
52
.
Pringles
TFI
85
53
.
La Roche Posay
TFI
84
54
.
Sony
TFI
84
55
.
Banana Boat
TFI
83
56
.
Doritos
TFI
83
57
.
Boots
TFI
81
58
.
Cotton On
TFI
81
59
.
Old Navy
TFI
80
60
.
Shein
TFI
80
61
.
Joie
TFI
79
62
.
SwissGear
TFI
79
63
.
YETI
TFI
78
64
.
Johnnie Walker
TFI
77
65
.
Mamas & Papas
TFI
77
66
.
Mount Franklin
TFI
77
67
.
New Balance
TFI
77
68
.
Dior
TFI
76
69
.
Smith's
TFI
76
70
.
Allen's
TFI
75
71
.
Amazon Prime Video
TFI
75
72
.
Garnier Ambre Solaire
TFI
73
73
.
Haribo
TFI
73
74
.
L'Oreal Paris
TFI
73
75
.
Charlotte Tilbury
TFI
72
76
.
Dr. Brown's
TFI
72
77
.
Red Bull
TFI
72
78
.
Splash
TFI
72
79
.
Vtech
TFI
72
80
.
Chick-fil-a
TFI
71
81
.
Fitbit
TFI
71
82
.
Greggs
TFI
71
83
.
Huda Beauty
TFI
71
84
.
Bose
TFI
70
85
.
Evenflo
TFI
70
86
.
M&M
TFI
70
87
.
Bugaboo
TFI
69
88
.
Country Road
TFI
69
89
.
JBL
TFI
69
90
.
Antler
TFI
68
91
.
Commonwealth Bank
TFI
68
92
.
Clinique
TFI
67
93
.
McVitie's
TFI
67
94
.
Capital One
TFI
66
95
.
Gordon's Gin
TFI
66
96
.
Levi's
TFI
66
97
.
Max Fashion
TFI
66
98
.
Reese's
TFI
66
99
.
Aveeno
TFI
65
100
.
Berghaus
TFI
65
What is the Travelers’ Favorites Index (TFI)?
It’s a Tripadvisor-created metric that scores a brand’s influence and appeal among global travelers. Basically—how popular a brand is for travelers.
The top
Traveler
Favorite,
revealed
The top
Traveler
Favorite,
revealed
The top
Traveler
Favorite,
revealed
Fast, flexible, and always on-trend, Zara ranks #1 with travelers for its affordability, accessibility, and expansive global footprint. You can always find a vibe to match your trip.
Fast, flexible, and always on-trend, Zara ranks #1 with travelers for its affordability, accessibility, and expansive global footprint. You can always find a vibe to match your trip.
Fast, flexible, and always on-trend, Zara ranks #1 with travelers for its affordability, accessibility, and expansive global footprint. You can always find a vibe to match your trip.
Fast, flexible, and always on-trend, Zara ranks #1 with travelers for its affordability, accessibility, and expansive global footprint. You can always find a vibe to match your trip.
Fast, flexible, and always on-trend, Zara ranks #1 with travelers for its affordability, accessibility, and expansive global footprint. You can always find a vibe to match your trip.
How your brand can take action
How your brand can take action
Give travelers the digital closet of their dreams with an interactive styling tool powered by Tripadvisor that helps travelers plan their outfits for their trips. With shoppable links and location suggestions to match every look, you can show how to style your clothes, whatever the destination or occasion.
Give travelers the digital closet of their dreams with an interactive styling tool powered by Tripadvisor that helps travelers plan their outfits for their trips. With shoppable links and location suggestions to match every look, you can show how to style your clothes, whatever the destination or occasion.
For more information, contact us here.
For more information, contact us here.
The Methodology
The Travelers’ Favorites Index (TFI) helps us understand how brands shape the traveler experience. To determine our top winners, we measured how each brand performed across awareness, past usage, consideration, trust, and preference among travelers surveyed. The final scores reflect much more than just brand name recognition: metrics like preference and trust were given more weight than awareness—showing both the reach and depth of connection between brands and travelers.
Tripadvisor Sites
Book the best restaurants with TheFork
Book tours and attraction tickets on Viator
Read cruise reviews on Cruise Critic
Get airline seating charts on Seat Guru
Search for holiday rentals on Holiday Lettings
© 2025 Tripadvisor LLC All rights reserved.
The Methodology
The Travelers’ Favorites Index (TFI) helps us understand how brands shape the traveler experience. To determine our top winners, we measured how each brand performed across awareness, past usage, consideration, trust, and preference among travelers surveyed. The final scores reflect much more than just brand name recognition: metrics like preference and trust were given more weight than awareness—showing both the reach and depth of connection between brands and travelers.
Tripadvisor Sites
Book the best restaurants with TheFork
Book tours and attraction tickets on Viator
Read cruise reviews on Cruise Critic
Get airline seating charts on Seat Guru
Search for holiday rentals on Holiday Lettings
© 2025 Tripadvisor LLC All rights reserved.
The Methodology
The Travelers’ Favorites Index (TFI) helps us understand how brands shape the traveler experience. To determine our top winners, we measured how each brand performed across awareness, past usage, consideration, trust, and preference among travelers surveyed. The final scores reflect much more than just brand name recognition: metrics like preference and trust were given more weight than awareness—showing both the reach and depth of connection between brands and travelers.
Tripadvisor Sites
Book the best restaurants with TheFork
Book tours and attraction tickets on Viator
Read cruise reviews on Cruise Critic
Get airline seating charts on Seat Guru
Search for holiday rentals on Holiday Lettings
© 2025 Tripadvisor LLC All rights reserved.
The Methodology
The Travelers’ Favorites Index (TFI) helps us understand how brands shape the traveler experience. To determine our top winners, we measured how each brand performed across awareness, past usage, consideration, trust, and preference among travelers surveyed. The final scores reflect much more than just brand name recognition: metrics like preference and trust were given more weight than awareness—showing both the reach and depth of connection between brands and travelers.
Tripadvisor Sites
Book the best restaurants with TheFork
Book tours and attraction tickets on Viator
Read cruise reviews on Cruise Critic
Get airline seating charts on Seat Guru
Search for holiday rentals on Holiday Lettings
© 2025 Tripadvisor LLC All rights reserved.
The Methodology
The Travelers’ Favorites Index (TFI) helps us understand how brands shape the traveler experience. To determine our top winners, we measured how each brand performed across awareness, past usage, consideration, trust, and preference among travelers surveyed. The final scores reflect much more than just brand name recognition: metrics like preference and trust were given more weight than awareness—showing both the reach and depth of connection between brands and travelers.
Tripadvisor Sites
Book the best restaurants with TheFork
Book tours and attraction tickets on Viator
Read cruise reviews on Cruise Critic
Get airline seating charts on Seat Guru
Search for holiday rentals on Holiday Lettings
© 2025 Tripadvisor LLC All rights reserved.