New YouGov UK hotel brand rankings: “Premier Inn is the clearest all-round leader”
Premier Inn has been named the “clearest all-round leader” in new YouGov hotel brand rankings.
The hotel company is the most considered hotel brand in the UK according to YouGov’s new 2026 UK hotel brand rankings, leading its competitors by a considerable margin.
A full 21 percentage points clear of its closest competitor, Premier Inn takes the top spot among UK adults likely to use a travel or leisure service in the next 12 months.
The ranking, based on YouGov BrandIndex data, places Premier Inn first for Consideration with a score of 54.0%.
The results firmly underscore Premier Inn’s position as a clear market leader, reflecting its long-standing focus on delivering consistency, comfort and value for money for the millions of guests who stay in its hotels each year.
Premier Inn ranked first among both business travellers and leisure-only travellers, with Consideration scores of 56.1% and 53.1% respectively.
The brand was also recognised as the leading selected hotel brand for Value, with a Net score of 48.7.
hub by Premier Inn, which has hotels in London and Edinburgh, also features on the list.
An YouGov article on the rankings reported: “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”.
It went on to note: “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”.
YouGov BrandIndex measures consumer perceptions of thousands of brands every day. It helps marketers monitor brand health over time, benchmark performance against competitors, identify audience-specific strengths and weaknesses, and understand how consumer perceptions change.
This press release draws on YouGov BrandIndex data collected in the UK from July 1, 2025 to June 30, 2026. Comparison-period data, where referenced, covers July 1, 2024 to June 30, 2025.
