brand kpis for travel portals tui in the united kingdom-外文版培训课件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

travel

portals:

TUI

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

TUI’s

performance

inthe

travelportal

market.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202481%

of

TUI

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•TUI’s

branding

resonates

more

with

Gen

X•TUIgenerally

appealstowomen

more

than

men•TUIrankssixth

inawareness

within

the

travel

portalmarket•Thepopularity

ratingof

TUIis30%•TUIranksninth

inusage•Among

TUIenthusiasts,41%

fallunderthe

high-income

category•Consumers

want

theirtravel

portal

brandstohavehonesty

/trustworthiness,

reliability,

and

friendliness•Interms

of

loyalty,TUIis

fifth

inthe

United

Kingdom•TUIhasascore

of22%

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.4Awarenessis

the

highest

scoring

KPI

for

TUI

at

84%Brand

profile:

snapshotBrand

performance

of

TUIintheUnitedKingdom84%81%30%22%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Travelportals

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents(awareness),

n=1,044,

respondents

who

know

the

individual

brand

(popularity),

n=1,044,

respondents

whoknow

the

individual

brand(usage),

n=147,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,044,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024TUI’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations37%34%33%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeTUIbygeneration

versus

the

shareof

industryusers

ingeneral,

we

cansee

thatTUIis

likedby13%

ofBaby

boomers

and

34%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is9%

and26%,

respectively.28%26%20%ForMillennials

andGen

Z,

33%

and

20%

feel

positivelytowards

TUI,versus37%

and28%.

Socurrently,forTUI,Gen

Xconnects

most

with

theirbrandcompared

totheoverall

industryuser.13%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestotravelportals,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=313,

TUI

enthusiast,

n=948,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024TUI

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

TUIshows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof5%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

TUIhasalower

proportion

ofLGBTQIA+

consumers

when

comparedtothe

industryusers

ingeneral.48%52%57%

ofwomen

likeTUIcompared

to

42%of

men,whereas

forthe

overall

industry,52%

ofmen

usetravel

portalscomparedto48%

of

women.58%92%90%5%

of

TUIenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.42%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=313,

TUIenthusiast,

n=948,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

TUI

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%20%22%CoupleSingleparentNuclear41%

ofTUIenthusiastsare

fromhigh-income

households.TUI’s

brandisgenerally

enjoyed

morebyconsumers

who

arepartof

anextended

household,

14%

ofTUIenthusiastshavethiscurrent

livingsituation.10%10%34%33%33%26%36%Multi-generational2%2%14%12%ExtendedOther23%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

travelportals,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=313,

TUIenthusiast,

n=948,

travelportal

usersSources:

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%TUIusers

alsoappreciate

these

keyattributes,indicating

TUIexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatTUIenthusiastsareleast

focused

onare

boldnessandthrill/excitement.ReliabilityExclusivityTUIshould

work

on

promoting

honesty

/trustworthiness

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=147,

TUI

users’,n=313,

TUIenthusiast,

n=948,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

TUI

fans,

22%

state

that

they

get

excited

about

travelportalsBrand

profile:

attitudesWhat

doconsumersthink

oftravel

portals

ingeneral?38%36%23%23%22%21%

21%21%21%20%19%17%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=313,

TUIenthusiast,

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.1181%

of

TUI

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

travel

portals,the

averageawareness

ofabrandinthe

United

Kingdomis65%.Awareness

ofTUI,however,

isat84%.Awareness30%

ofUK

travel

portal

users

saytheylikeTUI,compared

to

anindustryaverage

brandpopularity

of26%.14%

ofindustryusers

intheUnitedKingdomsaytheyuseTUI,with

theaverage

usageof

abrand

at15%.BuzzPopularity81%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

73%.TUIhasbeen

noticed

more

inthe

media

compared

toother

brands,with

a“Buzz”score

of22%

compared

to18%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Travelportals

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents(awareness),

n=1,044,

respondents

who

know

the

individual

brand

(popularity),

n=1,044,

respondents

whoknow

the

individual

brand(usage),

n=147,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,044,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024TUI

ranks

sixth

in

awareness

within

the

travelportal

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofTUIRank#

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%16%2easyJet

holidaysJet2holidaysTripadvisorAirbnb345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6TUI7Virgin

HolidaysExpedia8Outofallrespondents,

84%

were

aware

of

TUI.Thisranksthemsixthcompared

tootherbrandssurveyedinthismarket.84%N/A9ThomasCooklastminuteAwareness1013

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

TUI

is

30%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofTUIRank#

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%2Airbnb30%3easyJet

holidaysJet2holidaysTripadvisorSkyscannerTUI4Outofconsumers

who

knew

thebrand,

30%

saidtheyliked

TUI.Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.56770%8Expedia9First

ChoicelastminutePopularityN/A1014

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,044,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024TUI

ranks

ninth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofTUIRank#

BrandUsage

%45%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

travelportals,which

of

the

following

brandshaveyouusedinthe

past12

months?”.1B14%2Airbnb27%3SkyscannerExpedia20%Outofconsumers

who

knew

thebrand,

14%

saidtheyused

TUI.Thisranksthemninth

compared

tootherbrandssurveyed

inthismarket.418%5easyJet

holidaysJet2holidaysAgoda18%615%715%8TripadvisorTUI14%86%914%UsageN/A10eDreams14%15

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=1,044,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,TUI

is

fifth

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofTUI’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.1B19%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%81%973%Outofrespondents

whohaveused

TUI,81%

saidtheywould

usethe

brandagain.LoyaltyN/A10lastminute72%16

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=147,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024TUI

has

a

score

of

22%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofTUIRank#

BrandBuzz%41%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1B22%2Airbnb35%3Jet2holidayseasyJet

holidaysTUI28%Outofconsumers

who

knew

thebrand,

22%

saidtheyhadheardaboutTUIinthe

media.

This

ranksthemfifth

compared

to

other

brandssurveyed

inthismarket.424%522%6Expedia20%7eDreamsAgoda20%817%78%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=1,044,

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.•

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