The 2026 Travel d'Or awards confirm a clear trend: the most powerful tourism brands continue to capture the preference of the French. But beyond the rankings, what I see above all is a precise indicator of the market's power dynamics.
Summary
The 2026 edition confirms the sector's balance
On March 19, 2026, the Travel d'Or awards ceremony was held at the Palais Brongniart in Paris, bringing together several hundred tourism professionals. This event, organized by Eventiz , has established itself over the years as a barometer of brand awareness and image among the general public.
According to the specialized press, this edition follows in the footsteps of previous ones, with a methodology combining customer perception and professional analysis.
The brands that dominate the 2026 Travel d'Or awards
What immediately stands out is the stability of the rankings. Major brands continue to dominate, proving that the importance of branding remains crucial in tourism.
TUI dominates the travel agency market, Club Med confirms its position in the tour operator segment, while Booking.com remains a key player online. Emirates leads the air travel market and Ponant is the dominant cruise operator.
In terms of accommodation and leisure, Lux Resorts, Ritz, Yelloh! Village, Center Parcs and Puy du Fou illustrate the power of experiential brands.
Finally, some destinations and services stand out, such as Chamonix-Mont-Blanc or Canada, the latter also being rewarded for its communication strategy.
A hybrid methodology combining data and expertise
Contrary to popular belief, the Travel d'Or awards are not based solely on a public vote. The system combines several levels of analysis.
A preliminary selection of several hundred companies is made beforehand, followed by a survey of French travelers. The results are then weighted using data from the survey and analysis by a panel of professionals.
This model allows for the integration of both customer perception and a more expert sectoral analysis.
What this ranking really says about the market
What I observe is a persistent dominance of major international brands. Their ability to invest in marketing, distribution, and customer experience creates a barrier to entry that is difficult to overcome.
Another key point: the rise of experiential brands. Players like Club Med, Ponant, or Puy du Fou demonstrate that value is no longer solely based on the product, but on the overall experience.
Finally, the role of branding becomes central. The case of Canada is revealing: a destination can now position itself as a true brand, with a structured communication strategy.
A concrete lever for travel agencies
In practice, these results are significant. They are sales tools. Offering products from recognized brands facilitates conversion and reassures customers.
But it's also a challenge: these same brands are widely distributed. Differentiation must therefore happen elsewhere, particularly in terms of advice, personalization, and support.
The complete Travel d’Or 2026 winners
The Official Results
Discover the winners of the 13 categories and the 2 special prizes.
Special Audience Choice Awards
Votes awarded live during the gala evening (March 19, 2026)
Key takeaways for tourism professionals
The 2026 Travel d'Or awards confirm the dominance of major brands in the French market. Customer experience is becoming a key differentiator. Branding is emerging as a strategic lever, including for destinations. Finally, these awards remain a powerful marketing tool, to be used intelligently by travel agencies.
Why this ranking remains a key indicator
Clearly, the Travel d'Or awards don't encompass the entire market. But they do provide a useful overview: who is visible, who inspires trust, and who converts. And in a sector as competitive as tourism, these indicators remain essential for adjusting one's positioning.
Sources
https://www.lechotouristique.com/article/travel-dor-2026-les-laureats-sont
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