The hotel group Motel One has been identified as the leading company in the Hotels-Budget segment in the "Brand Champions 2026" analysis. With a Brand Fascination Score (BFS) of 55.1 per cent, the company received the "No. 1" award in its industry. This study, conducted in cooperation with WELT, evaluates which brands appeal to and enthuse consumers most strongly through their overall presentation and appearance.
This accolade underscores Motel One's position as a brand with high appeal. Motel One's concept is characterised by the combination of central property locations, sophisticated design, and stringent quality standards, complemented by an attractive price-performance ratio. A key element of this concept is the individual interior design of each hotel, which incorporates local references of the respective location and merges them with Motel One's characteristic aesthetic.
Basis of the Evaluation: The Brand Fascination Score
The ranking is based on the Brand Fascination Score (BFS), which is the result of an online survey. Consumers were asked which companies and brands they personally found particularly inspiring in their presentation and appearance. The BFS represents the percentage of respondents for whom a brand can evoke such enthusiasm. Motel One achieved a BFS of 55.1 per cent in the Hotels-Budget category, which is the highest ranking within this specific industry segment and led to its recognition as an industry winner.
Susan Schramm, CMO at Motel One, emphasised in indirect speech that first place in the Brand Champions 2026 represents particular appreciation, as it reflects consumers' direct perception and enthusiasm. She stated that a strong brand emerges from a consistent overall experience, ranging from design and quality to the hospitality of the teams.
Scope and Methodology of the Study
The "Brand Champions" study will be conducted for the tenth consecutive time in 2026. The comprehensive ranking includes 2,304 brands and companies from a total of 143 industries. Brands that are assigned to the upper third of their respective industry based on their individual BFS receive a Gold Rank. The top-ranked brand in each industry is additionally honoured as an industry winner. The results of this study illustrate which brands can successfully generate trust, orientation, and enthusiasm from a consumer perspective. With first place in the Hotels-Budget sector, Motel One is among the distinguished industry winners of the 2026 study.
- —Motel One achieves a 55.1 per cent Brand Fascination Score (BFS).
- —The "No. 1" award was given in the Hotels-Budget category.
- —The "Brand Champions" study will be conducted for the tenth time in 2026.
- —A total of 2,304 brands from 143 industries were evaluated.
