brand kpis fuer fluggesellschaften qatar airways im vereinigten koenigreich-外文版培训课件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

airlines:

Qatar

Airwaysin

the

United

KingdomConsumer

Insights

reportOctober2024Discover

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

QatarAirways’

performance

inthe

airline

market.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofOctober

202475%

of

Qatar

Airways

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•QatarAirways’

brandingresonates

more

with

Gen

Z•QatarAirways

ranksseventh

inawareness

withintheairlinemarket•QatarAirways

generally

appealstomen

more

thanwomen•Thepopularity

ratingof

QatarAirways

is23%•Among

QatarAirways

enthusiasts,50%

fallunderthe

•QatarAirways

rankssixthinusagehigh-income

category•Interms

of

loyalty,QatarAirways

is

ninth

intheUnited

Kingdom•Consumers

want

theirairlinebrandstohavereliability,

honesty

/trustworthiness,

and

friendliness•QatarAirways

hasascore

of17%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

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.4Awarenessis

the

highest

scoring

KPI

for

Qatar

Airways

at

81%Brand

profile:

snapshotBrand

performance

of

Qatar

Airways

intheUnitedKingdom81%75%23%17%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Airlines

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=1,005,

respondents

who

know

the

individual

brand

(popularity),

n=1,005,

respondents

who

knowthe

individual

brand

(usage),

n=102,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,005,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Qatar

Airways’

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%37%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeQatarAirways

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatQatarAirways

islikedby6%

ofBaby

boomersand21%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is9%

and25%,

respectively.33%29%25%21%ForMillennials

andGen

Z,

40%

and

33%

feel

positivelytowards

QatarAirways,

versus

37%

and29%.

Socurrently,

forQatarAirways,

Gen

Zconnects

most

withtheirbrandcompared

tothe

overall

industryuser.9%6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoairlines,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=234,

QatarAirways

enthusiast,

n=867,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Qatar

Airways

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

QatarAirways

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.5%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

QatarAirways

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.46%54%48%52%54%

ofmen

likeQatarAirwayscompared

to

46%

of

women,

whereasfortheoverall

industry,52%

of

men

useairlines

compared

to48%

ofwomen.92%89%5%

of

QatarAirways

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

airlines,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=234,

QatarAirwaysenthusiast,

n=867,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Qatar

Airways

enthusiasts,

50%

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.12%17%Single18%21%42%CoupleSingleparentNuclear50%

ofQatarAirways

enthusiastsarefrom

high-income

households.QatarAirways’

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

41%

ofQatarAirways

enthusiastshavethiscurrent

living

situation.50%8%11%41%33%34%24%31%Multi-generational2%2%16%12%ExtendedOther19%3%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

airlines,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=234,

QatarAirways

enthusiast,

n=867,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

airline

brands

to

have

reliability,

honesty

/trustworthiness,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

airline

brandsAuthenticityForairlines,

thetopthree

qualitiesuserswant

fromabrandare

reliability,honesty

/trustworthiness,

andfriendliness.80%60%40%20%0%Thrill/ExcitementBoldnessClevernessSustainabilityQatarAirways

users

alsoappreciatethese

key

attributes,indicatingQatarAirways

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatQatarAirwaysenthusiastsare

least

focused

on

areboldness

and

cleverness.ReliabilityExclusivityQatarAirways

should

work

onpromoting

highvalueto

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

airlines,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

airlines,

whichofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

airlines,

which

ofthe

followingbrands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=102,

QatarAirways

users’,n=234,

Qatar

Airways

enthusiast,n=867,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Qatar

Airways

fans,

44%

state

that

they

get

excited

about

airlinesBrand

profile:

attitudesWhat

doconsumersthink

ofairlinesingeneral?58%44%43%42%37%33%30%28%28%26%25%22%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutairlinesIliketotalkabouttopicsrelating

toairlinesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

airlines

do

youagree

with?”;

Multi

Pick;

“When

it

comes

toairlines,

which

ofthe

followingbrands

do

youlike?”;Multi

Pick;Base:n=234,

QatarAirways

enthusiast,

n=867,

airline

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1175%

of

Qatar

Airways

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

airlines,

theaverage

awareness

of

abrandinthe

United

Kingdom

is

67%.

Awareness

ofQatarAirways,

however,

isat81%.Awareness23%

ofUK

airlineusers

saytheylikeQatarAirways,compared

to

anindustryaverage

brandpopularity

of22%.10%

ofindustryusers

intheUnitedKingdomsaytheyuseQatarAirways,

with

the

average

usageofabrandat11%.BuzzPopularity75%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.QatarAirways

hasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of17%compared

to

14%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:Airlines

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=1,005,

respondents

who

know

the

individual

brand

(popularity),

n=1,005,

respondents

who

knowthe

individual

brand

(usage),

n=102,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,005,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Qatar

Airways

ranks

seventh

in

awareness

within

the

airline

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofQatar

AirwaysRank#

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.1British

Airways93%91%87%86%84%81%81%74%74%70%19%2easyJet3Emirates4Ryanair5Virgin

AtlanticJet2Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67QatarAirwaysAmerican

AirlinesTUIfly8Outofallrespondents,

81%

were

aware

of

QatarAirways.

Thisranksthemseventh

compared

to

otherbrandssurveyed

inthismarket.81%9AwarenessN/A10Air

France13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Qatar

Airways

is

23%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofQatar

AirwaysRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1British

Airways54%42%37%33%28%24%23%23%21%19%23%2easyJet3Emirates4Jet2Outofconsumers

who

knew

thebrand,

23%

saidtheyliked

QatarAirways.

Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.5Virgin

AtlanticRyanair67QatarAirwaysEtihadAirwaysKLMRoyalDutch

AirlinesAmerican

Airlines77%89PopularityN/A1014

Notes:“When

it

comesto

airlines,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=1,005,

respondents

who

know

theindividual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Qatar

Airways

ranks

sixth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofQatar

AirwaysRank#

BrandUsage

%31%26%16%16%16%10%10%9%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

airlines,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1British

Airways10%2easyJet3EmiratesOutofconsumers

who

knew

thebrand,

10%

saidtheyused

QatarAirways.

Thisranksthemsixthcomparedtootherbrandssurveyed

inthismarket.4Ryanair5Jet26QatarAirwaysAmerican

AirlinesWizz

Air7890%Usage9Air

FranceEtihadAirways9%N/A109%15

Notes:“When

it

comesto

airlines,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=1,005,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Qatar

Airways

is

ninth

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofQatar

Airways’

consumersRank#

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.1British

Airways2KLMRoyalDutch

AirlineseasyJet86%25%384%4Jet284%5TUIfly82%6Virgin

AtlanticEmirates81%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

airlines,

which

ofthe

following

brandsareyou

likely

to

useagaininthefuture?”.779%75%8Vueling77%9QatarAirwaysRyanair75%Outofrespondents

whohaveused

QatarAirways,75%

saidthey

would

usethebrand

again.LoyaltyN/A1075%16

Notes:“When

it

comesto

airlines,

which

ofthe

following

brands

areyoulikely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=102,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Qatar

Airways

has

a

score

of

17%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofQatar

AirwaysRank#

BrandBuzz%33%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1British

Airways17%2easyJet28%3Emirates27%Outofconsumers

who

knew

thebrand,

17%

saidtheyhadheardaboutQatarAirways

inthemedia.

Thisranksthemsixthcompared

tootherbrandssurveyedinthismarket.4Jet225%5Virgin

AtlanticQatarAirwaysEtihadAirwaysRyanair18%617%715%815%83%9American

AirlinesTUIfly12%BuzzN/A1011%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,005,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.•

Iden