Top 15 Most Powerful

Travel and Entertainment Brands of 2015

Our starting point: The CoreBrand® Index

•  The longest-running look at the health and vitality of corporate brands •  Tracks nearly 1,000 companies across 50 industries •  Based on annual surveys of thousands of key stakeholders: Opinion-elites

and business decision-makers representing the top 20 percent of U.S. corporations

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A rigorous, quantitative approach to understanding brand equity

Familiarity and Favorability are crucial drivers to building BrandPower

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•  Throughout the year, we survey approximately 10,000 business decision-makers and opinion-elites on two key brand metrics: Familiarity and Favorability

•  Familiarity measures awareness of the brand

•  Favorability is the perception of the brand, based on how it performs across various attributes. Respondents who state they are well-aware of a corporation are asked about three dimensions that together form a Favorability score: Overall Reputation, Perception of Management, and Investment Potential

•  The quantitative Familiarity and Favorability metrics are then combined into a composite score we call BrandPower and is reported on a 100-point scale

Top 15 Most Powerful Travel and Entertainment Brands

2015

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Company BrandPower rank

BrandPower score Industry 2015 Familiarity 2015 Favorability

Walt Disney 1 75.8 Hotel & Entertainment ▲ ▲ Hilton Hotels & Resorts 2 63.8 Hotel & Entertainment ▲ ▼ Marriott International 3 56.5 Hotel & Entertainment ▲ ▼ Trump Organization 4 51.8 Hotel & Entertainment ▲ — American Airlines 5 51.0 Transportation — — United Airlines 6 49.0 Transportation ▲ ▲ Delta Air Lines 7 47.1 Transportation ▲ ▲ Southwest Airlines 8 41.9 Transportation — ▲ Avis Budget Group 9 40.4 Transportation ▲ ▲ MGM Resorts International 10 38.5 Hotel & Entertainment ▲ — Las Vegas Sands 11 34.2 Hotel & Entertainment ▲ — Caesars Entertainment 12 34.2 Hotel & Entertainment — — Hertz Global 13 29.4 Transportation — — US Airways 14 29.1 Transportation ▲ ▲ Starwood Hotels & Resorts 15 19.8 Hotel & Transportation ▲ ▲

▲ Significantly higher Familiarity/Favorability vs. 2014 ▼ Significantly lower Familiarity/Favorability vs. 2014 — Change of only +/- 0.5 year-over-year

Key finding #1

Under pressure from weaker corporate reputations, top hotel and entertainment brands are struggling to build

on their existing brand equity

The majority of Top 15 hotel brands either experienced a decline in Favorability or

little to no growth year-over-year

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2011 2012 2013 2014 2015

Familiarity Favorability

Hotel and entertainment brands Average Familiarity and Favorability fail to reach 2011’s highs

Consumer confidence regarding these hotel brands’ overall reputation, leadership and

ability to generate future earnings is waning

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2011 2012 2013 2014 2015

Overall Reputation

Perception of Management

Investment Potential

Hotel and entertainment brands Favorability dimensions over a five-year period

Key finding #2

Airline brands demonstrate the strongest brand momentum across the Top 15, benefiting from

both increased Familiarity and Favorability

Across the Top 15, airlines stand out for improving on both dimensions year-over-year.

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2011 2012 2013 2014 2015

Familiarity Favorability

Airline brands Average Familiarity and Favorability over a five-year period

Stronger perception of airlines’ leadership, and their reputation as good companies to invest in,

have contributed to their rise in Favorability

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2011 2012 2013 2014 2015

Overall Reputation

Perception of Management

Investment Potential

Airline brands Favorability dimensions over a five-year period

United Airlines, Delta Air Lines and US Airways lead as the strongest brands within the category

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•  United Airlines (#6), Delta Air Lines (#7) and US Airways (#14) demonstrate the strongest momentum across the Top 15, increasing on both Familiarity and Favorability year-over-year.

•  American Airlines (#5), the leading airline brand, has consistently improved on Familiarity year-over-year since 2011. Its Favorability has also been consistently improving.

Key finding #3

Car rentals account for only two brands on the Top 15, but demonstrate the greatest disparity in terms of performance

Avis leads the car rental category with an 11-point higher BrandPower score than Hertz

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Avis Budget Group Hertz Global

BrandPower Familiarity Favorability

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Familiarity is the driver of the difference as the two companies are fairly equal on Favorability (an indicator of preference)

The similarity on Favorability suggests that respondents may see car rentals as a commodity in which there is little differentiation across brands.

Car rental brands 2015 BrandPower, Familiarity and Favorability

Familiarity has been flat in the rental category since 2013 after falling from 2011’s highs. Favorability has been

relatively stable with a minor uptick in 2015.

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2011 2012 2013 2014 2015

Familiarity Favorability

Car rental brands Average Familiarity and Favorability over a five-year period

The relatively flat Favorability scores in the category may indicate that respondents have seen

little in the dimensions that they view as innovative

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2011 2012 2013 2014 2015

Overall Reputation

Perception of Management

Investment Potential

A slight rise in Perception of Management and Investment Potential in 2015 could signal the start of a positive Familiarity trend. Continued tracking will bear this out.

Car rental brands Favorability dimensions over a five-year period

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