As inflation and higher living costs continue to influence household budgets, hotel travelers are placing greater emphasis on value, helping midscale and upper-midscale brands maintain or improve their position in the U.S. market, according to recent YouGov BrandIndex data.
The movement among several value-oriented and midscale brands is notable as travelers contend with higher costs. The results show that brands competing on a combination of affordability, familiarity and consistent service continue to attract consumer attention.
Marriott ranks first in consideration, with 45.3 percent of Americans likely to book a hotel saying they would consider the brand for their next stay, while Hilton was second at 44.9 percent. Courtyard by Marriott ranks third at 37.8 percent, followed by Holiday Inn at 36.7 percent and Holiday Inn Express at 36.2 percent. Hampton Inn, Hilton Garden Inn, DoubleTree by Hilton, Sheraton and Hyatt round out the top 10.
Holiday Inn, meanwhile, recorded the largest year-over-year increase in Consideration, rising 2.2 percentage points. Hyatt increased 1.9 points, while Marriott gained 1.6 points. Red Roof Inn and DoubleTree by Hilton each increased 1.2 points, followed by Wyndham at 1.1 points. Motel 6, Hampton Inn, Hyatt House and Super 8 Motels also posted year-over-year gains.
The distinction between value and quality scores provides additional context for how travelers view hotel brands. Among Americans likely to travel in the next 12 months, Holiday Inn Express leads the Value ranking with a net score of 34.5, followed by Holiday Inn at 30.6 and Courtyard by Marriott at 26.4. Marriott and Hampton Inn record Value scores of 25.7 and 25.4, respectively.
For hotel operators, the findings underscore the competitive position of value and midscale brands at a time when consumers are balancing travel demand against higher everyday expenses. Rather than eliminating travel altogether, some consumers may be reassessing where to spend their lodging dollars, increasing the importance of perceived value alongside brand familiarity and quality.
YouGov’s 2026 U.S. hotel rankings measure brand consideration among Americans who say they are likely to book a hotel in the next 12 months, along with year-over-year changes and consumer perceptions of Value and Quality. Airbnb and VRBO are excluded from the rankings.