brand kpis for travel portals thomas in india-外文版培訓(xùn)課件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

travel

portals:

ThomasCook

in

IndiaConsumer

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

Thomas

Cook’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,

asofDecember202464%

of

Thomas

Cook

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Thomas

Cook’s

brandingresonates

more

with?Thomas

Cook

ranksoutsidetheTop10

inawarenessMillennialswithin

the

travel

portal

market?Thomas

Cook

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Thomas

Cook

is

26%?Thomas

Cook

ranksoutsidetheTop10

inusage?Among

ThomasCook

enthusiasts,40%

fallunder

thehigh-income

category?Interms

of

loyalty,Thomas

Cook

isoutside

the

Top10

inIndia?Consumers

want

theirtravel

portal

brandstohavehonesty

/trustworthiness,

friendliness,

andauthenticity?Thomas

Cook

hasascore

of

20%

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

Thomas

Cook

at

64%Brand

profile:

snapshotBrand

performance

of

ThomasCook

inIndia64%48%26%20%13%AwarenessPopularityUsageLoyaltyBuzz5Notes:Travelportals

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,245,

all

respondents(awareness),

n=599,

respondents

who

know

the

individual

brand

(popularity),

n=599,

respondents

whoknow

the

individual

brand(usage),

n=78,

respondents

who

have

used

the

individual

brand

(loyalty),

n=599,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Thomas

Cook’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations53%47%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeThomas

Cook

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatThomas

Cook

islikedby0%

of

Babyboomersand16%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is0%

and12%,

respectively.41%31%ForMillennials

andGen

Z,

53%

and

31%

feel

positivelytowards

Thomas

Cook,versus

41%

and

47%.

So16%12%currently,

forThomas

Cook,

Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestotravelportals,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=158,

Thomas

Cook

enthusiast,

n=1,171,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Thomas

Cook

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Thomas

Cook

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.14%80%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Thomas

Cook

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.16%40%60%44%56%56%

ofmen

likeThomas

Cook

comparedto44%

of

women,

whereas

fortheoverall

industry,60%

ofmen

usetravelportalscompared

to

40%

of

women.78%16%

ofThomas

Cook

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to14%among

industryusers

overall.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=158,

Thomas

Cookenthusiast,

n=1,171,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Thomas

Cook

enthusiasts,

40%

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.3%4%Single38%40%7%7%CoupleSingleparentNuclear40%

ofThomas

Cook

enthusiastsarefrom

high-income

households.Thomas

Cook’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,34%

ofThomas

Cook

enthusiastshavethiscurrent

living

situation.4%3%20%21%31%31%37%Multi-generational34%26%28%ExtendedOther36%23%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=158,

Thomas

Cookenthusiast,

n=1,171,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

travelportal

brands

to

have

honesty

/

trustworthiness,friendliness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

travel

portal

brandsFortravel

portals,thetopthree

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,

friendliness,

andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Thomas

Cook

users

also

appreciatethese

key

attributes,indicatingThomasCook

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatThomas

Cookenthusiastsare

least

focused

on

arecleverness

andinclusiveness.ReliabilityExclusivityThomas

Cook

shouldwork

onpromotingthrill/excitement

toconvert

enthusiastsinto

owners.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=78,

Thomas

Cook

users’,n=158,

Thomas

Cook

enthusiast,

n=1,171,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Thomas

Cook

fans,

57%

state

that

they

get

excited

about

travelportalsBrand

profile:

attitudesWhat

doconsumersthink

oftravel

portals

ingeneral?64%61%58%57%49%47%45%42%42%41%41%34%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=158,

Thomas

Cook

enthusiast,

n=1,171,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1164%

of

Thomas

Cook

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

travel

portals,the

averageawareness

ofabrandinIndiais72%.

Awareness

ofThomas

Cook,

however,

is

at48%.Awareness26%

ofIndiantravel

portal

users

saytheylikeThomasCook,compared

toanindustryaverage

brandpopularity

of39%.13%

ofindustryusers

inIndiasaythey

useThomasCook,with

theaverage

usageof

abrand

at28%.BuzzPopularity64%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

71%.Thomas

Cook

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of20%compared

to

32%.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=1,245,

all

respondents(awareness),

n=599,

respondents

who

know

the

individual

brand

(popularity),

n=599,

respondents

whoknow

the

individual

brand(usage),

n=78,

respondents

who

have

used

the

individual

brand

(loyalty),

n=599,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Thomas

Cook

ranks

outside

the

Top

10

in

awareness

within

the

travel

portalmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofThomas

CookRank#

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.1MakeMyTrip93%88%87%85%85%84%79%78%76%71%2OyoRoomsGoogle

FlightsGoibibo3448%5Yatra52%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6BCleartripEaseMyTripIRCTC78Outofallrespondents,

48%

were

aware

of

ThomasCook.

This

ranksthemoutsidetheTop10

comparedtootherbrandssurveyed

inthismarket.9AwarenessN/A10ixigo13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,245,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Thomas

Cook

is

26%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofThomas

CookRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1MakeMyTrip66%55%54%54%49%47%42%41%40%37%2BIRCTC26%34EaseMyTripGoibiboOutofconsumers

who

knew

thebrand,

26%

saidtheyliked

Thomas

Cook.

Thisranksthemoutside

the

Top10

compared

toother

brandssurveyed

inthismarket.56Agoda7Google

FlightsOyoRoomsCleartripYatra74%89PopularityN/A1014

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=599,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Thomas

Cook

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofThomas

CookRank#

BrandUsage

%52%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

travelportals,which

of

the

following

brandshaveyouusedinthe

past12

months?”.1MakeMyTrip13%2IRCTC47%3BEaseMyTripAgoda45%Outofconsumers

who

knew

thebrand,

13%

saidtheyused

Thomas

Cook.

Thisranksthemoutside

the

Top10

compared

toother

brandssurveyed

inthismarket.437%534%6Goibibo31%7OyoRoomsCleartripGoogle

FlightsAirbnb30%827%87%927%UsageN/A1027%15

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:n=599,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Thomas

Cook

is

outside

the

Top

10

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofThomas

Cook’s

consumersRank#

BrandLoyalty

%87%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.1MakeMyTrip2IRCTC86%3Agoda81%36%4Airbnb76%5OyoRoomsBYatra76%675%64%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

travel

portals,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.774%8Goibibo74%9Google

FlightsEaseMyTrip72%Outofrespondents

whohaveused

Thomas

Cook,

64%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=78,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Thomas

Cook

has

a

score

of

20%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofThomas

CookRank#

BrandBuzz%55%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1MakeMyTrip20%2BAgoda50%349%Outofconsumers

who

knew

thebrand,

20%

saidtheyhadheardaboutThomas

Cook

inthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4EaseMyTripGoibibo43%542%6CleartripIRCTC36%735%8OyoRoomsAirbnb34%80%934%BuzzN/A10Google

Flights29%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=599,

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

andunlocknewgrowthopportunities.