Savanta’s league table of the UK’s Most Loved Brands, powered by BrandVue, has been updated with our latest wave of data.
Here’s a spot light on some of the Q1 trends.
Firstly, who has stood out?
Whilst the Travel & Transport sector has overall softened for brand sentiment in Q1, there have been a few brands that have been able to buck that trend, namely the package holiday brands; Jet2holidays, Expedia, and Thomas Cook. So what has set them apart in Q1?
Something that stands out immediately is that the groups driving the increase for these three brands are male audiences, and often C2DE socio-economic groups. ‘Trust’ saw an increase for Jet2Holidays and Thomas Cook amongst men in Q1, with Thomas Cook and Expedia seeing an increase in ‘Reliable’.
These themes of trust and reliability tie closely into a broader consumer sentiment, we identified in our recent study in partnership with MHP Group, on the trends shaping 2025.
We found that 78% of consumers want brands to focus on delivering their core services – cutting back on complexity and staying true to what they do best. This aligns with what we’re seeing in BrandVue: men and lower SEGs are gravitating towards familiar brands that they can trust and depend.
Jet2holidays, Thomas Cook, and Expedia are winning favour not through flashy extras, but by reinforcing these core strengths.
But… don’t people just love a holiday?
Yes, it might seem obvious that holiday brands offering sun, sand (or even a last-minute ski break) have seen a boost in brand perceptions as we come out of another long, cold winter.
But what’s really interesting here is how these three brands seem to have outpaced the usual seasonal uplift. Online search data shows they’re appearing in results even when consumers are looking for competitors, suggesting they’re capturing attention during the ‘shop around’ stage. Interest in the category may have spiked in Q1, but these brands were well placed to benefit – thanks to strong credentials in trust and reliability.
This is important because holiday booking brands are often seen as a necessary but occasionally frustrating step on the way to the real reward: the holiday itself. That makes it harder for them to share in the positive glow of the experience, and easier to blame when things go wrong. This is why that commitment to reliability is so crucial here.
Spotlight on Jet2holidays: a masterclass in honest utility
Jet2 meet the mark here. The brand has always been clear about what it does and who it’s for; package holidays for ordinary people that want good value.
Its range of product caters to the everyman, and its commitment to customer service comes with the accolades to prove it. The message hasn’t changed, and its advertising reflects this consistency just as much.
For years now Jet2 has churned out ads that follow a familiar formula; couples, friends, and families moving seamlessly from home to hotel – underscoring the brand’s role in every step of the journey. Even the soundtrack is a decade unchanged – that Jess Glynne earworm may give you a headache, but it’s an anchor of consistency which cements the brand’s unwavering identity.
These adverts aren’t glamorous, nor are they trendy. In fact, it’s hard to think of a time when Jet2 chased trends or pivoted to appease critics. They’ve simply stuck to what they – and we – know, and that consistency is exactly what makes them so well-positioned for this consumer shift.
What can brands learn from the uplift in package holidays this quarter?
Brands that lean into their core strengths and stay true to their identity are best placed to flourish. But it’s not just about consistency — it’s also about clarity. Jet2holidays, Thomas Cook, and Expedia aren’t trying to be everything. They focus on what matters most to their audience; reliability, value, and a seamless customer experience.
In a market where complexity can be a turnoff, keeping things simple and familiar isn’t just a safe bet — it’s a competitive advantage.
Speak to our team
Keen to see where your brand stacks up – or even your competitors? You can view the The UK’s Most Loved Brands leaderboard here. Or would you like to speak to our specialist team about anything you’ve read or seen? You can easily reach them here.
