brand kpis for travel portals agoda in the united kingdom-外文版培訓(xùn)課件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

travel

portals:

Agoda

inthe

United

KingdomConsumer

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

Agoda’sperformance

inthetravel

portal

market.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202479%

of

Agoda

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Agoda’sbranding

resonates

more

with

Millennials?Agodagenerally

appealstomen

more

than

women?Agodaranksoutside

the

Top

10

inawareness

withinthe

travel

portal

market?Thepopularity

ratingof

Agodais14%?Agodaranksseventh

inusage?Among

Agodaenthusiasts,41%

fallunderthe

high-income

category?Consumers

want

theirtravel

portal

brandstohave?Interms

of

loyalty,Agodaisseventh

intheUnitedhonesty

/trustworthiness,

reliability,

and

friendlinessKingdom?Agodahasascore

of17%

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

Agoda

at

79%Brand

profile:

snapshotBrand

performance

of

AgodaintheUnited

Kingdom79%23%17%15%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Travelportals

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents(awareness),

n=287,

respondents

who

know

the

individual

brand

(popularity),

n=287,

respondents

whoknow

the

individual

brand(usage),

n=43,

respondents

who

have

used

the

individual

brand

(loyalty),

n=287,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Agoda’sbranding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%37%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeAgodabygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatAgodaislikedby2%

ofBaby

boomers

and24%

ofGenXers,

whereas

thetotalshareof

industryusers

is9%and26%,

respectively.32%28%26%24%ForMillennials

andGen

Z,

41%

and

32%

feel

positivelytowards

Agoda,versus

37%

and28%.

So

currently,

forAgoda,Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.9%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestotravelportals,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=41,

Agoda

enthusiast,

n=948,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Agoda

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Agodashows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Agodahasahigher8%12%32%68%48%52%68%

ofmen

likeAgodacompared

to

32%of

women,

whereas

forthe

overallindustry,52%

of

men

usetravel

portalscompared

to

48%

of

women.proportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.90%83%12%

ofAgoda

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

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=41,

Agodaenthusiast,

n=948,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Agoda

enthusiasts,

41%

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.17%17%Single41%41%17%CoupleSingleparentNuclear41%

ofAgoda

enthusiastsare

fromhigh-income

households.Agoda’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

anextended

household,

17%

ofAgodaenthusiastshavethiscurrent

livingsituation.22%10%10%37%33%33%26%35%Multi-generational0%2%17%12%ExtendedOther24%2%4%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=41,

Agoda

enthusiast,

n=948,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

travelportal

brands

to

have

honesty

/

trustworthiness,reliability,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

travel

portal

brandsFortravel

portals,thetopthree

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,

reliability,

andfriendliness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%However,

forAgodausers

the

top

3attributesthey

actuallywant

areauthenticity,exclusivity,

and

boldness.SocialresponsibilityCoolnessThequalitiesthatAgodaenthusiastsareleast

focused

onare

thrill/excitementandinnovation.ReliabilityExclusivityAgodashould

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=43,

Agoda

users’,n=41,

Agoda

enthusiast,

n=948,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Agoda

fans,

44%

state

that

they

get

excited

about

travelportalsBrand

profile:

attitudesWhat

doconsumersthink

oftravel

portals

ingeneral?46%44%41%41%41%36%27%23%21%21%21%20%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=41,

Agoda

enthusiast,

n=948,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1179%

of

Agoda

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

travel

portals,the

averageawareness

ofabrandinthe

United

Kingdomis65%.Awareness

ofAgoda,however,

isat23%.Awareness14%

ofUK

travel

portal

users

saytheylikeAgoda,compared

to

anindustryaverage

brandpopularity

of26%.15%

ofindustryusers

intheUnitedKingdomsaytheyuseAgoda,with

theaverage

usageof

abrand

at15%.BuzzPopularity79%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

73%.Agodahasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of17%compared

to

18%.Sooverall,

the

results

showtheir

performance

tobeinconsistent

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=287,

respondents

who

know

the

individual

brand

(popularity),

n=287,

respondents

whoknow

the

individual

brand(usage),

n=43,

respondents

who

have

used

the

individual

brand

(loyalty),

n=287,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Agoda

ranks

outside

the

Top

10

in

awareness

within

the

travelportal

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofAgodaRank#

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.1B91%88%87%85%84%84%83%83%80%69%23%2easyJet

holidaysJet2holidaysTripadvisorAirbnb345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6TUI7Virgin

HolidaysExpedia77%8Outofallrespondents,

23%

were

aware

of

Agoda.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9ThomasCooklastminuteAwarenessN/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

Agoda

is

14%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofAgodaRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1B57%39%32%32%31%30%30%28%22%21%14%2Airbnb3easyJet

holidaysJet2holidaysTripadvisorSkyscannerTUI4Outofconsumers

who

knew

thebrand,

14%

saidtheyliked

Agoda.ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.5678Expedia86%9First

ChoicelastminutePopularityN/A1014

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=287,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Agoda

ranks

seventh

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofAgodaRank#

BrandUsage

%45%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

travelportals,which

of

the

following

brandshaveyouusedinthe

past12

months?”.1B15%2Airbnb27%3SkyscannerExpedia20%Outofconsumers

who

knew

thebrand,

15%

saidtheyused

Agoda.Thisranksthemseventh

compared

toother

brandssurveyed

inthismarket.418%5easyJet

holidaysJet2holidaysAgoda18%615%715%8TripadvisorTUI14%85%914%UsageN/A10eDreams14%15

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:n=287,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,Agoda

is

seventh

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofAgoda’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.1B21%2Airbnb86%3TripadvisorSkyscannerTUI84%482%581%6Virgin

HolidaysAgoda79%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

travel

portals,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.779%8Jet2holidaysExpedia79%79%973%Outofrespondents

whohaveused

Agoda,79%

saidthey

would

usethebrand

again.LoyaltyN/A10lastminute72%16

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=43,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Agoda

has

a

score

of

17%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofAgodaRank#

BrandBuzz%41%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1B17%2Airbnb35%3Jet2holidayseasyJet

holidaysTUI28%Outofconsumers

who

knew

thebrand,

17%

saidtheyhadheardaboutAgoda

inthe

media.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.424%522%6Expedia20%7eDreamsAgoda20%817%83%9KAYAK15%BuzzN/A10HolidayPirates14%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=287,

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.?

Identifyandunderstandyourcoreaudienc