A Texas-based hotel chain can add another one to the trophy case: Omni Hotels & Resorts, based in Dallas, was named Luxury Hotel Brand of the Year in the 2014 Harris Poll EquiTrend Ratings. Omni also received top honors in 2011.
The annual EquiTrend study measures consumer brands and their “brand equity” ratings driven by familiarity, quality and purchase consideration. This year, from January 3-31, nearly 42,000 U.S. consumers were asked to rate more than 1,500 brands across 170 different categories.
The study results found that Omni, which has 60 properties throughout North America, showed steady gains on the purchase consideration metric over the past 10 years. A rebound in familiarity and quality scores helped drive the chain to the top.
According to the study, travel brands that offer unique customer experiences continue to be brands of choice. Unlike some hotels that re-create the same experience in each market, Omni properties attempt to reflect the cities they inhabit through design, decor, and food and beverages options. Omni also offers a Select Guest loyalty program and culinary programs such as “Flavors of the World” and the “Classic Cocktails” to enrich the experience.
Other hotel brands rounding out the top four in the luxury category were Four Seasons Hotels & Resorts, W Hotels & Resorts and Ritz-Carlton.