YouGov Australia tells us that its "BrandIndex Brand Advocacy Rankings are calculated by measuring Recommend Scores among each brand’s customers for the 12-month period through October 2017".
Recommend scores for the brands are measured by asking, "Would you recommend the brand to a friend or family member, or would you recommend that a friend or family member avoid the brand?".
After this, scores are calculated quite simply: by subtracting the negative responses from the positive responses.
Another travel brand with high levels of customer advocacy is Airbnb (at number 8).
Elsewhere in the top 10, YouGov notes: "Another brand with heavy emphasis on the consumer — Toyota — comes fourth (with a score of 67.1). There are also two high-end electrical manufactures in the list – Bose is sixth (with a score of 63.7), while Dyson comes in at number 9 (on 62.8)."
Ervin Ha, head of Data Products, said, “A recommendation from friends or family is one of the strongest votes of confidence it is possible to give to a brand. While some traditional format brands continue to carry favour with consumers, the success of digital brands suggests that the conversation is changing.
"Consumers are increasingly making recommendations based on the service they receive that go beyond the traditional format experience. While the product helps to shape a brand, the latest YouGov BrandIndex Brand Advocacy Rankings suggests that a focus on experience will help brands to go that extra mile and secure not just the custom but a recommendation from consumers.”
YouGov tells us its "BrandIndex Brand Advocacy Rankings give brands a good indication on how well or poorly they have been doing in terms of their customer service, as well as quality of services and products provided. Looking at the best improvers ranking, brands can also evaluate whether they are doing a better job in winning customers’ mindshare."
Indeed, YouGov BrandIndex states that it "interviews thousands of consumers every day, yielding over 2.5 million interviews each year. Respondents are drawn from our online panels of 5 million consumers across 31 countries".