Premier Inn has been named the UK’s most considered hotel brand after recording a score of 54% in the YouGov 2026 UK hotel brand rankings.
Travelodge ranked second with a score of 33%, while Holiday Inn, Hilton and Marriott completed the top five with scores of 26.8%, 25.8% and 22.3% respectively. Premier Inn’s 21-percentage-point lead over Travelodge puts it well ahead of the rest of the market.
The rankings are based on YouGov BrandIndex data collected between July 2025 – June 2026. The research measures how consumers perceive hotel brands and examines factors including consideration, value and quality.
Premier Inn also topped the rankings among both business and leisure-only travellers. Its consideration score stood at 56.1% among business travellers and 53.1% among leisure-only travellers. The brand recorded a net value score of 48.7, the highest in the index. It also ranked second for quality with a score of 33.8, behind Hilton on 40.2.
Travelodge ranked second for value with a score of 28.4, although its quality score was -2.1. The difference highlights the contrasting positioning of the two brands, with Premier Inn performing strongly across both measures while Travelodge’s stronger perception is centred on value.
International hotel groups performed more strongly among business travellers. Hilton recorded a consideration score of 32.8% among business travellers, compared with 23.7% among leisure-only travellers, while Marriott scored 29.3% and 20.1% respectively.
DoubleTree by Hilton, InterContinental and Holiday Inn also recorded higher consideration among business travellers than leisure-only travellers.
The rankings also show some movement over the previous year. Hampton by Hilton recorded the largest increase among the comparable brands, with its consideration score rising by 1 percentage point. InterContinental increased by 0.5 percentage points, while Holiday Inn and Premier Inn each rose by 0.4 percentage points.
Marriott, DoubleTree by Hilton and Hilton each gained 0.3 points, while Hilton Garden Inn also recorded a smaller increase.
YouGov’s data suggests that there is only a weak relationship between consumers’ perceptions of hotel value and quality, with brands tending to perform more strongly on one measure than the other. Premier Inn was the notable exception, ranking first for value and second for quality while also maintaining a substantial lead in overall consideration.
The findings come as the UK hotel market continues to operate against a backdrop of relatively stable demand and elevated operating costs. Hotel occupancy in England stood at 75% during the first five months of 2026, broadly unchanged from the same period in 2025, while consumers continue to face higher prices across hotels and restaurants.
The rankings therefore provide an indication of where consumer consideration is concentrated as national budget chains, international hotel groups and boutique operators compete for business and leisure stays.
YouGov said: “Premier Inn is the clearest all-round leader, sitting distinctly apart from the competitor set in the top-right of the chart. It ranks first for both consideration and value while placing second on quality, a rare strength across both dimensions that is reflected in its No. 1 Consideration position. More broadly, the chart suggests only a weak relationship between perceived Value and Quality, with most brands tending to be more aligned with one of the two rather than both.”
Premier Inn has been named the UK’s most considered hotel brand after recording a score of 54% in the YouGov 2026 UK hotel brand rankings.
Travelodge ranked second with a score of 33%, while Holiday Inn, Hilton and Marriott completed the top five with scores of 26.8%, 25.8% and 22.3% respectively. Premier Inn’s 21-percentage-point lead over Travelodge puts it well ahead of the rest of the market.
The rankings are based on YouGov BrandIndex data collected between July 2025 – June 2026. The research measures how consumers perceive hotel brands and examines factors including consideration, value and quality.
Premier Inn also topped the rankings among both business and leisure-only travellers. Its consideration score stood at 56.1% among business travellers and 53.1% among leisure-only travellers. The brand recorded a net value score of 48.7, the highest in the index. It also ranked second for quality with a score of 33.8, behind Hilton on 40.2.
Travelodge ranked second for value with a score of 28.4, although its quality score was -2.1. The difference highlights the contrasting positioning of the two brands, with Premier Inn performing strongly across both measures while Travelodge’s stronger perception is centred on value.
International hotel groups performed more strongly among business travellers. Hilton recorded a consideration score of 32.8% among business travellers, compared with 23.7% among leisure-only travellers, while Marriott scored 29.3% and 20.1% respectively.
DoubleTree by Hilton, InterContinental and Holiday Inn also recorded higher consideration among business travellers than leisure-only travellers.
The rankings also show some movement over the previous year. Hampton by Hilton recorded the largest increase among the comparable brands, with its consideration score rising by 1 percentage point. InterContinental increased by 0.5 percentage points, while Holiday Inn and Premier Inn each rose by 0.4 percentage points.
Marriott, DoubleTree by Hilton and Hilton each gained 0.3 points, while Hilton Garden Inn also recorded a smaller increase.
YouGov’s data suggests that there is only a weak relationship between consumers’ perceptions of hotel value and quality, with brands tending to perform more strongly on one measure than the other. Premier Inn was the notable exception, ranking first for value and second for quality while also maintaining a substantial lead in overall consideration.
The findings come as the UK hotel market continues to operate against a backdrop of relatively stable demand and elevated operating costs. Hotel occupancy in England stood at 75% during the first five months of 2026, broadly unchanged from the same period in 2025, while consumers continue to face higher prices across hotels and restaurants.
The rankings therefore provide an indication of where consumer consideration is concentrated as national budget chains, international hotel groups and boutique operators compete for business and leisure stays.
YouGov said: “Premier Inn is the clearest all-round leader, sitting distinctly apart from the competitor set in the top-right of the chart. It ranks first for both consideration and value while placing second on quality, a rare strength across both dimensions that is reflected in its No. 1 Consideration position. More broadly, the chart suggests only a weak relationship between perceived Value and Quality, with most brands tending to be more aligned with one of the two rather than both.”
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution
Copyright BlazeThemes. 2023
