brand kpis for travel portals der touristik in germany-外文版培訓課件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

travel

portals:

DERTouristik

in

GermanyConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

1250Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

DER

Touristik’s

performance

inthe

travel

portal

market.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202465%

of

DER

Touristik

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??DER

Touristik’s

branding

resonates

more

with

Gen

X?DER

Touristik

ranksoutsidethe

Top

10

inawarenesswithin

the

travel

portal

market?DER

Touristik

generally

appealstowomen

more

thanmen?Thepopularity

ratingof

DER

Touristik

is19%?DER

Touristik

rankstenth

inusage?Among

DER

Touristik

enthusiasts,47%

fallunderthehigh-income

category?Interms

of

loyalty,DER

Touristik

is

outsidetheTop10?Consumers

want

theirtravel

portal

brandstohaveinGermanyreliability,

honesty

/trustworthiness,

and

friendliness?DER

Touristik

hasascore

of11%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

DER

Touristik

at

65%Brand

profile:

snapshotBrand

performance

of

DERTouristikinGermany65%48%19%11%8%AwarenessPopularityUsageLoyaltyBuzz5Notes:Travelportals

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents(awareness),

n=598,

respondents

who

know

the

individual

brand

(popularity),

n=598,

respondents

whoknow

the

individual

brand(usage),

n=46,

respondents

who

have

used

the

individual

brand

(loyalty),

n=598,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024DERTouristik’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations39%

39%34%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeDER

Touristik

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatDERTouristik

islikedby8%

ofBaby

boomers

and34%of

Gen

Xers,whereas

the

total

shareof

industryusersis9%

and28%,

respectively.28%23%19%ForMillennials

andGen

Z,

39%

and

19%

feel

positivelytowards

DER

Touristik,

versus39%

and23%.

Socurrently,

forDER

Touristik,Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.9%8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestotravelportals,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=115,

DERTouristik

enthusiast,

n=907,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024DER

Touristik

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

DER

Touristik

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%84%16%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

DER

Touristik

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%54%54%

ofwomen

likeDER

Touristikcompared

to

46%

of

men,whereas

forthe

overall

industry,51%

of

men

usetravel

portals

compared

to49%

ofwomen.77%16%

ofDER

Touristik

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

overall.46%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

travel

portals,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=115,

DERTouristikenthusiast,

n=907,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

DER

Touristik

enthusiasts,

47%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.19%23%Single37%32%26%47%CoupleSingleparentNuclear47%

ofDER

Touristik

enthusiastsarefrom

high-income

households.DERTouristik’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

acouplehousehold,

32%

of

DERTouristik

enthusiastshavethis

currentlivingsituation.4%7%32%28%35%28%32%Multi-generational1%2%8%ExtendedOther10%21%3%3%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

travelportals,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=115,

DER

Touristik

enthusiast,

n=907,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

travelportal

brands

to

have

reliability,

honesty

/trustworthiness,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

travel

portal

brandsFortravel

portals,thetopthree

qualitiesusers

wantfrom

abrandarereliability,honesty

/trustworthiness,

andfriendliness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%DER

Touristik

users

alsoappreciatethese

key

attributes,indicatingDERTouristik

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatDER

Touristikenthusiastsare

least

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityDER

Touristik

should

work

on

promotingfriendliness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

travelportals,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

totravelportals,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

“When

it

comes

totravelportals,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=46,

DERTouristik

users’,n=115,

DER

Touristik

enthusiast,

n=907,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

DER

Touristik

fans,

45%

state

that

they

get

excited

about

travel

portalsBrand

profile:

attitudesWhat

doconsumersthink

oftravel

portals

ingeneral?45%37%36%35%30%30%28%27%23%22%20%16%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trusttravel

portalstopicsrelating

totravel

portalsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

travelportals

do

youagreewith?”;

Multi

Pick;“When

it

comesto

travelportals,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=115,

DER

Touristik

enthusiast,

n=907,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1165%

of

DER

Touristik

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

travel

portals,the

averageawareness

ofabrandinGermany

is

59%.

Awarenessof

DER

Touristik,however,

is

at48%.Awareness19%

ofGerman

travel

portal

users

saytheylikeDERTouristik,compared

to

anindustryaverage

brandpopularity

of23%.8%

of

industryusers

inGermany

say

theyuseDERTouristik,with

theaverage

usageof

abrand

at12%.BuzzPopularity65%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

70%.DER

Touristik

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of11%compared

to

15%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Travelportals

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents(awareness),

n=598,

respondents

who

know

the

individual

brand

(popularity),

n=598,

respondents

whoknow

the

individual

brand(usage),

n=46,

respondents

who

have

used

the

individual

brand

(loyalty),

n=598,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024DER

Touristik

ranks

outside

the

Top

10

in

awareness

within

the

travelportalmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofDER

TouristikRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Check2487%86%86%76%74%73%72%72%65%62%2TUI3BExpedia448%5Airbnb52%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6alltours7HolidayCheckAb-in-den-UrlaubTripadvisorThomasCook8Outofallrespondents,

48%

were

aware

of

DERTouristik.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

DER

Touristik

is

19%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofDER

TouristikRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1B55%50%35%32%28%25%21%20%19%19%19%2Check243Airbnb4TUIOutofconsumers

who

knew

thebrand,

19%

saidtheyliked

DER

Touristik.

Thisranksthemninth

comparedtootherbrandssurveyed

inthismarket.5Expedia6Ab-in-den-UrlaubHolidayCheckUrlaubspiratenDER

TouristikFTITouristik7881%9PopularityN/A1014

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=598,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024DER

Touristik

ranks

tenth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofDER

TouristikRank#

BrandUsage

%44%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

travelportals,which

of

the

following

brandshaveyouusedinthe

past12

months?”.8%1B2Check2433%3Airbnb23%Outofconsumers

who

knew

thebrand,

8%

saidtheyused

DER

Touristik.

Thisranksthemtenthcomparedtootherbrandssurveyed

inthismarket.4eDreams15%5TUI13%6Expedia13%7HolidayCheckFTITouristikAb-in-den-UrlaubDER

Touristik10%810%92%Usage99%N/A108%15

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:n=598,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

DER

Touristik

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofDER

Touristik’sconsumersRank#

BrandLoyalty

%89%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Check242BAirbnb88%388%35%4TUI85%5UrlaubspiratenUrlaubsguruSonnenklar.tvExpedia82%681%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

travel

portals,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.65%779%877%9Ab-in-den-UrlaubSecret

Escapes76%Outofrespondents

whohaveused

DER

Touristik,65%saidthey

would

usethebrand

again.LoyaltyN/A1072%16

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=46,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024DER

Touristik

has

a

score

of

11%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofDER

TouristikRank#

BrandBuzz%48%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Check2411%2BAirbnb36%330%Outofconsumers

who

knew

thebrand,

11%

saidtheyhadheardaboutDER

Touristik

inthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4Ab-in-den-UrlaubSecret

EscapesExpedia21%519%618%7TUI17%8eDreams14%89%9HolidayCheckSonnenklar.tv11%BuzzN/A1011%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=598,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportun