Once a year, the American market research and analytics company, The Harris Poll, issues the most highly regarded measure of corporate reputation. The list of the “Top 100” has been posted since 1995 and, of course, by the time you get to the bottom quarter of the list, you’re talking about companies that are rated Poor, Very Poor or Critical.
Since at least 2019, The Harris Poll has partnered with Axios to gauge the reputation of the most visible brands in America, based on the aforementioned 20 years of Harris Poll research.
“During the study, Americans are asked which two – in their opinion – stand out as having the best reputation and which two have the worst reputation in America today. All nominations – best and worst – are compiled into an aggregate list to determine the “Most Visible” companies. Subsidiaries and brands are tallied within the parent company to create a total number of nominations for each company.”
Respondents are asked to use seven qualities as the framework for their decisions.
- Citizenship – “Shares my values, supports good causes”
- Ethics – “Maintains high ethical standards”
- Culture – “Good company to work for”
- Trust – “Is a company I trust”
- Vision – “Clear vision for the future”
- Growth – “Strong prospects for growth”
- Products & Services – “Develops innovative products and services, Offers high quality products and services”
Here’s how the scoring is considered, on a 0–100 scale:
- Those with a Reputation Quotient (RQ) of 80 & above are considered Excellent
- 75-79 = Very Good
- 70 – 74 = Good
- 65-69 = Fair
- 55-64 = Poor
- 50-54 = Very Poor
- Below 50 = Critical
The 2025 Rankings for Travel Companies
The Axios Harris poll looks at companies from all different sectors – groceries, clothing, electronics, etc. However, companies that focused on travel were well-represented. Unfortunately, only one travel-related company made it into the Top 50.
#48: Delta Air Lines
Delta’s overall score was 74.4, which placed them at #48 and made them the highest-ranked travel company in the rankings. As a comparison, their score was 49 in 2024. So they’ve remained pretty consistent.
58: Uber
Uber ranked #58, with their overall score of 73.2. In 2024, they didn’t make the top 100.
69: United Airlines
With an overall score of 71.0, United Airlines ranked at #69. In 2024, they didn’t even make the top 100.
73: Southwest Airlines
With an overall score of 70.3, Southwest Airlines was #73 in the rankings. They’ve experienced quite a drop, though. In 2024, they were #61. Knowing everything Southwest has announced to “reinvent” itself in the near future, this shouldn’t be very surprising.
74: American Airlines
On the heels of Southwest Airlines was American Airlines, at #74 with a score of 70.2. American didn’t even make the top 100 in 2024.
77: Airbnb
Airbnb’s total score was 69.6, giving it a ranking of #77. They didn’t make the top 100 in 2024.
100: Spirit Airlines
Rounding out the top 100 at #100 (even worse than the Trump Organization, which was #99, X/Twitter at #98 and Meta/Facebook at #97) was Spirit Airlines, with a total score of 58.5. After two bankruptcies, failed mergers and a host of operational challenges, is anyone surprised?
Where To Find The Full List
The entire list can be found on this page of Axios’ website.
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