2026 America's Most Trusted®
Hotel BrandS
2026 Hotel Brand RATINGS
The 2026 America’s Most Trusted® Hotel Brands study provides an independent, consumer-based view of how travelers across the United States evaluate trust in the nation’s leading hotel brands. The study focuses on the experiences and expectations of people who actively shopped for hotel accommodations in the past year, offering insight into how trust influences actual booking decisions rather than hypothetical preferences or brand familiarity alone.
Hilton was identified by Lifestory Research as America’s Most Trusted® Hotel Brand in 2026. With a Net Trust Quotient Score of 116.6, Hilton received the highest overall trust rating among the most widely recognized hotel brands included in the study. Marriott and Hyatt also ranked highly, reflecting elevated levels of trust among travelers who associate these brands with dependable service, consistent guest experiences, and confidence that any issues that arise during a stay will be addressed effectively.
Across the broader study findings, trust emerged as closely linked to how travelers make booking decisions and to brand loyalty. Participants who indicated a high degree of trust in a hotel brand were significantly more likely to report a preference for that brand when selecting accommodations, particularly for repeat or higher-value travel occasions. These patterns echo trends observed across the hospitality categories included in the America’s Most Trusted® program.
The 2026 rankings are based on 22,508 opinions from individuals across the United States who reported actively shopping for hotel accommodations during the previous 12 months. Seventeen of the most recognized and frequently evaluated hotel brands were included in the study, providing a broad, geographically diverse view of how travelers assess trust in the hotel sector.
For travelers, the America’s Most Trusted® Hotel Brands study provides a clear, research-based benchmark for evaluating lodging options in an increasingly fragmented and competitive hospitality marketplace. For journalists, analysts, and industry observers, the findings provide a national, independently conducted measure of consumer trust that can inform reporting on brand performance, traveler sentiment, and broader shifts in hotel choice behavior.
The full 2026 rankings — including Net Trust Quotient Scores and star ratings for each brand measured — are presented in the table below and may be referenced with attribution to Lifestory Research and the America’s Most Trusted® Hotel Brands study.
2026 America’s Most Trusted AWARD
#1 RANKED
2026 America’s Most Trusted
Hotel Brand
★★★★★
Hilton
2026 Ranking of TOP 17 Hotel Brands
| Rank | Brand | Score | Star Rating |
|---|---|---|---|
| 1 | Hilton | 116.6 | ★★★★★ |
| 2 | Marriott | 115.7 | ★★★★★ |
| 3 | Hyatt | 111.4 | ★★★★★ |
| 4 | Sheraton | 103.7 | ★★★★ |
| 5 | Wyndham | 103.1 | ★★★ |
| 6 | Embassy Suites | 102.6 | ★★★ |
| 7 | InterContinental | 101.5 | ★★★ |
| 8 | Radisson | 95.6 | ★★★ |
| 9 | Hampton Inn | 95.2 | ★★★ |
| 10 | Holiday Inn | 90.0 | ★★★ |
| 11 | Sonesta | 87.3 | ★★★ |
| 12 | Choice Hotels | 82.3 | ★★ |
| 13 | Best Western | 80.8 | ★★ |
| 14 | Extended Stay America | 77.0 | ★★ |
| 15 | Red Lion | 73.8 | ★★ |
| 16 | Red Roof Inn | 62.6 | ★★ |
| 17 | Motel 6 | 51.7 | ★★ |
No promotional use or advertising can be made of America's Most Trusted® survey results without the express prior written consent of Lifestory Research. America's Most Trusted® is a registered trademark of Lifestory with all rights reserved. Study results are based on survey responses and should not be considered legal or financial advice. Your experiences may vary.
RATINGS RESEARCH
Here we provide background on the annual research study.
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Rating Methodology
What Is the America’s Most Trusted® Study?
The America’s Most Trusted® study focuses on evaluating brands that offer products or services to consumers in their homes, particularly in the residential new home industry. Instead of attempting to survey every brand, the study specifically targets the largest and most impactful brands in this sector.
How Does the Survey Work?
Conducted throughout the year, the America’s Most Trusted® survey aims to gather consumer opinions while minimizing biases that might arise from external events or trends. This year-long approach helps capture a more accurate snapshot of consumer sentiments.
Participants are surveyed based on specific criteria, such as whether they are actively considering a purchase in a relevant category—like buying a home, faucet, HVAC. Only those who express familiarity with a brand are invited to share their opinions on its trustworthiness, ensuring that the study reflects genuine consumer insights.
The Importance of Brand Awareness
An essential component of the study is brand awareness. Participants are first asked to identify brands they recognize. Only those who are familiar with a brand proceed to answer questions about it. This criterion ensures that only brands with sufficient public recognition are included in the final trust rankings.
Sampling Methodology
The study employs a non-probability sampling design, relying on online panels to recruit participants. Online panels are organizations that have an established relationship with consumers who agree to complete opinion surveys. Lifestory randomly ask consumers questions that identify consumers shopping for a specific product. Qualified consumers complete an online survey in which they are asked a set of questions about specific product brands.
The number of people completing a survey is referred to as the sample size. Each of the America’s Most Trusted studies seek to obtain a sample size that is large enough to be representative. The sample size is also designed to collect a large number of consumer opinions to minimize error and to assure the study results reflect the majority of consumers sentiment about a brand.
Calculating Trust Scores
At the heart of the America’s Most Trusted® study is the Net Trust Quotient Score. Participants evaluate brands based on their trustworthiness through a series of targeted questions. The responses are then categorized into three groups:
Advocates: Consumers who express strong trust in the brand.
Neutrals: Those who trust the brand but do not consider it superior to others.
Antagonists: Consumers with little to no trust in the brand.
These evaluations are quantified using a statistical method called a z-score, which standardizes the responses, allowing for easy comparison across brands. The results are ultimately transformed into T scores, which are more intuitive for understanding how each brand ranks relative to the mean score of all brands surveyed.
The study does not use third-party reviews, editorial committees, or industry professionals to determine the most trusted brands.
Additional information about the study can be found on the survey methodology page of this website.
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Foundational Principles
At Lifestory Research, we pride ourselves on being an independent research company committed to delivering unbiased and accurate insights into consumer behavior. Unlike many studies that lean on expert opinions or committees, our approach is rooted firmly in the voices of consumers themselves. This commitment ensures that our findings seek to reflect public sentiment.
By prioritizing consumer opinions, we effectively eliminate the biases that can come from personal agendas or industry affiliations. Our research methodology captures a wide array of perspectives, allowing our results to be representative of the broader population.
Core Principles of Quality Research
We uphold several foundational principles that define top-tier consumer research:
Reliability: We ensure our research consistently produces accurate results.
Validity: Our methods guarantee we measure what we intend to measure.
Objectivity: We take great care to avoid bias throughout the research process.
Generalizability: Our findings can be applied to the larger population.
Our Commitment to Excellence
Lifestory Research adheres to these principles through a series of rigorous practices:
Rigorous Sampling Methods: We carefully select representative samples to generalize our findings to the broader population.
Standardized Survey Instruments: These ensure consistency and reliability in data collection.
Quality Control Measures: Our team meticulously reviews and analyzes data to identify and rectify inconsistencies.
Ethical Standards: We prioritize the well-being of our participants and uphold their privacy throughout the research process.
When you explore our findings, you can trust that they are grounded in the authentic opinions of real people. This dedication to integrity makes our research a valuable resource for businesses and consumers.
Additional insights and questions about the America’s Most Trusted® study can be found in the frequently asked questions section of this website.
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