Brand awareness concerns how well a brand is known. Qualtrics distinguishes aided awareness, where a question supplies a prompt such as a list of brands, from unaided awareness, where people recall a brand without that help. The question format therefore matters when comparing results. Source: Qualtrics: Measuring brand awareness

Choose the audience and question

Define whose awareness matters, such as people considering a particular type of holiday. Keep the audience criteria and survey wording consistent between checks. This gives a change in the result a clearer meaning than comparing surveys aimed at different groups.

Keep recognition separate from sales

Report recognition or recall beside its sample size and collection date. Review enquiries and bookings separately when discussing the campaign. This lets the team assess both familiarity and commercial outcomes without presenting a survey answer as evidence of a purchase.

Written and updated by Travelgenix. Sources checked on 19 October 2026. Practical advice and examples are Travelgenix editorial guidance.