US: How well do hotel chains fare at converting awareness to bookings?

Asked of consumers who booked a hotel stay for leisure and align with the Planet Protectors or Price Point Green consumer segments on YouGov's sustainability spectrum

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Sustainability segment definitions

Planet Protectors: Engaged environmentalists, happy to pay more for products that are good for the environment, and interested in issues related to sustainability.

Price Point Green: Cares about the environment and makes an effort to protect it, but the key factor that affects their purchase decisions is price.

YouGov BrandIndex metrics

Awareness asks whether or not a consumer has ever heard of the following hotel brands. (%)

Consideration asks consumers if they would consider staying with the following brands the next time they are in the market for a hotel or accommodation service. (%)

Purchase Intent asks which of the following hotel brands they would be MOST LIKELY to stay with. (%)

Conversion rates are calculated by dividing the score in each row by the score in the row above it. For example, Holiday Inn's Consideration conversion rate is calculated by dividing its Consideration score by its Awareness score (39.2/99.4 = .394 or 39%)