YouGov Denmark

Brands & destinations through the eyes of Responsible Travelers


Which travel & tourism brands - and destinations - do Responsible Travelers perceive best? Who is the ‘Responsible Traveler’? What should brands do to attract more Responsible Travelers?

YouGov data shows that almost half of all consumers across 43 countries (46%) like it when brands get involved in social issues, while more than two in five consumers worldwide (44%) say they try to buy only from socially and environmentally responsible companies. The sustainability trend will only continue to accelerate, and the winners will be those who were first to take their organizations, people, investments, innovation, and customers on the journey to be more environmentally friendly and eco-conscious.

YouGov publishes travel and tourism rankings yearly based on data from always-on brand tracker, YouGov BrandIndex, and destination tracker, YouGov DestinationIndex. Both travel and tourism brands and destinations are tracked daily around the world, enabling YouGov to consistently and accurately measure consumer attitudes towards them. However, instead of taking the views of a general population, the brands and destinations included in this year’s ranking are based on the views of Responsible Travelers - those who indicate they are wellness-focused, care about environmental impact, and are culturally minded.

Covering a total of 18 international markets, the brands and destinations included in this year’s report were ranked based on Consideration scores over a period of 12 months from 1st July 2021 to 30th June 2022.

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YouGov publishes brand rankings yearly based on the data from our always-on brand tracker, YouGov BrandIndex, and destination tracker, YouGov DestinationIndex.

Instead of taking the views of a general population, we zoomed in on how those brands in the travel and tourism industry rank amongst the Responsible Traveler segment i.e. those who self-identify as wellness-focused, care about environmental impact and are culturally minded.

Brands and destinations are ranked by Consideration scores between 2021-22 (1st July 2021 to 30th June 2022). Additionally, a brand must have a non-zero volume for at least 6 months in order to qualify for the ranking.

Minimum base size of 100 is selected for a brand to qualify for the ranking. 

Only country brands (destinations) are included; the domestic market excluded from top 10. The airlines and transportation sub-sectors have been excluded from this ranking.





About YouGov Denmark

YouGov Denmark
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About YouGov

YouGov is an international research, data and analytics group. We have been building an ever-growing source of consumer data for more than 20 years, creating the richest and most complete understanding of your customers’ complex lives. We call it living data. Understand what 20 million+ registered panel members in over 55 markets are thinking, on over a million - and growing - data points.

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