Disney Parks Dominates Hospitality & Theme Park Study

MBLM’s Brand Intimacy 2019 Study concluded that the hospitality and theme parks industry ranked 12th out of 15 studied. It has dropped two spots since 2018. Within the industry, Disney Parks dominated, followed by Hilton and Universal Theme Parks. The rest of the brands in the Top 10 were: Marriott, Holiday Inn, Four Seasons, Ritz Carlton, Hyatt, Sheraton and Days Inn.

According the the Brand Intimacy 2019 Study, top intimate brands in the U.S. continue to significantly outperform the top brands in the Fortune 500 and S&P indices in both revenue and profit over the past 10 years. Brand Itimacy is the emotional science that measures the bonds we form with the brands we love and use!

“Beyond theme parks, the industry continues to struggle to build strong emotional connections with consumers,” stated Mario Natarelli, managing partner, MBLM. “Disney Parks is an example of a brand that works to create emotional bonds beyond the commoditized approach many take today, focusing on the experiential, affinity programs and amenities. We firmly believe the industry is underperforming and has an opportunity to leverage strategies and tactics around building stronger bonds with customers to increase its Brand Intimacy.”

Significant findings within the hospitality and theme park industry include:
— The gap between the #1 and #2 brand in the industry is larger than any other; Disney Parks Brand Intimacy Quotient is 58.4, while Hilton’s is 34.2.

—Disney Parks is the #1 brand for both men and women.

—Disney Parks is also the #1 brand for millennials, users over 35, and users with incomes both over AND under $100,000.

MBLM examined why Disney Parks performed so well in the study, exploring Disney Parks overall brand and how they are able to appeal to every age group and gender to create strong bonds. Read more about “Making Sense of the Magic of Disney Parks.”

The Brand Intimacy 2019 Study is the most comprehensive rankings of brands based on emotion–taking into account responses of 6,200 consumers and 56,000 brand evaluations across 15 industries in the U.S., Mexico and UAE. MBLM’s reports and interactive Data Dashboard reveal the characteristics and intensity of the consumer bonds through a brand ranking tool. View the hospitality and theme parks industry findings here.

Photo credit is Disney and MBLM.

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