This article appears on the website Your Mileage May Vary highlighting the Forbes Halo 100 list powered by HundredX. Portions of the article appear below.

This is the inaugural year of Forbes’ “Halo 100” list. It’s composed of “the companies creating brands that consumers love” and highlights excellence (read: how well and how responsibly) in making good on what customers want to have.

From Forbes:

To do this, we partnered with HundredX, a Dallas-based data and analytics company that has developed an innovative way of collecting customer experience feedback. Consumers select up to 75 brands that matter to them from more than 2,000 options and share their opinions and experience with those brands; HundredX gives money to their favorite charity in return. The goal, says founder Rob Pace, is “to measure the outcomes you’re creating for customers versus their other options.” The list is the result of feedback from 110,000 customers on more than 2.8 million interactions with different brands over the past year, giving us insight into who’s doing well across different demographics.

The Top 5 of the Halo 100 are the brand names you wouldn’t be surprised seeing on a list of “companies that customers love”:

• Costco
• In-N-Out Burger
• Chick-fil-A
• Publix Super Markets
• Trader Joe’s

If you continue down the list, you don’t get to a travel company until #8 – Marriott. #Bonvoyed or no #Bonvoyed, Marriott has its share of superfans, for sure. Following Marriott, you have to go all the way down to #28 until you get to another travel company – Southwest Airlines.

Hilton is the next travel company, at #37.

After that, Hyatt comes in at #61, Royal Caribbean is #68, JetBlue topped out at #87 and Delta (the only legacy airline on the list) at #90. Oh, and not travel companies per se (so I didn’t include them in my count), but points and miles people well know how they’re used in conjunction with travel – Visa credit cards came in at #60 and Chase was #79.

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