The 2011 Harris Poll EquiTrend announces the Travel Brands of the Year, including: Airline (Southwest Airlines), Hotels (Full Service: Hilton Hotels; Luxury: Omni; Mid-Market: Holiday Inn, Extended Stay: Homewood Suites; Economy: Red Roof Inn); Cruise Lines (Norwegian Cruise Line); Rental Cars (Enterprise) and Amusement Attractions (Disney World).

According to Harris, Southwest's response to other major carriers inserting heavy baggage fees is being met with consumer approval, as evidenced by the results of the study. This was the second consecutive year Southwest ranked highest in the airline category.

"Across industries, consumers are looking for value and transparency," said Jeni Lee Chapman, executive vice president of brand consulting for Harris Interactive. "Southwest's message is definitely connecting with fliers."

Chapman says that brands that offer choice and flexibility--such as Disney World, Norwegian Cruise Line and Enterprise Rent-A-Car--are seen as delivering value.