American Airlines, Southwest and J.W. Marriott are among some of the top travel brands for 2017 in a new Harris Poll report.
For the 29th edition of the EquiTrend Study, more than 100,000 US consumers were asked to weigh in on 4,000 brands across more than 450 categories, including media, travel, entertainment, retail and restaurants.
The ranking is based on factors like brand familiarity, quality and purchase consideration.
In this year's poll, analysts point out that millennials are reshaping the US brand landscape more than ever before.
"With prime earning years still ahead of them and a strong sense of values, they are dictating culture through the brands they buy," said Joan Sinopoli, vice-president of brand solutions at The Harris Poll.
"Millennials are using their new spending power to explore the world around them, purchase and feather their new nests and take steps to financially protect their growing families."
This rings particularly true in the category of full service airlines, where millennials are credited with propelling American Airlines to the top of the heap: AA received a higher equity rating among millennials than Delta and Alaska/Horizon Airlines, both former winners.
Similarly, millennials gave Royal Caribbean cruise line an equity score of 70, helping it take the title of cruise line brand of the year.
Here are the top brands in travel in this year's edition of The Harris Poll EquiTrend report:
Full service airline brand
1. American Airlines
2. Alaska / Horizon Airlines
3. Hawaiian Airlines
4. Delta Air Lines
5. United Airlines
1. Southwest Airlines
2. Virgin America Airlines
Cruise Line Brand of the Year
1. Royal Caribbean International
2. Holland America Cruise Line
3. Princess Cruises
Luxury Hotel Brand of the Year
1. J.W. Marriott
2. Four Seasons Hotels and Resorts
3. Grand Hyatt
Economy Hotel Brand of the Year
1. Microtel Inn & Suites
2. Days Inn
3. Americas Best Value Inn
Midscale Hotel Brand of the Year
1. Hampton Inn & Suites
2. Holiday Inn Hotels & Resorts
3. Wyndham Garden Hotels
4. Holiday Inn Express Hotels & Resorts
5. Fairfield Inns & Suites
6. Wingate by Wyndham
7. Comfort Suites
8. Country Inns & Suites by Carlson