brand kpis for travel portals submarino viagens in brazil-外文版培训课件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

travel

portals:Submarino

Viagens

in

BrazilConsumer

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

SubmarinoViagens’performance

inthe

travel

portalmarket.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202469%

of

Submarino

Viagens

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•SubmarinoViagens’

brandingresonates

more

with•SubmarinoViagens

rankseighth

inawareness

withinMillennialsthe

travel

portal

market•SubmarinoViagens

generally

appealstowomenmore

than

men•Thepopularity

ratingof

SubmarinoViagens

is21%•SubmarinoViagens

ranksoutside

the

Top

10

inusage•Among

SubmarinoViagens

enthusiasts,40%

fallunderthe

high-income

category•Interms

of

loyalty,SubmarinoViagens

is

outsidetheTop

10

inBrazil•Consumers

want

theirtravel

portal

brandstohavehonesty

/trustworthiness,

reliability,

and

authenticity•SubmarinoViagens

hasascore

of12%

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

Submarino

Viagens

at

69%Brand

profile:

snapshotBrand

performance

of

Submarino

ViagensinBrazil69%68%21%12%7%AwarenessPopularityUsageLoyaltyBuzz5Notes:Travelportals

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents(awareness),

n=846,

respondents

who

know

the

individual

brand

(popularity),

n=846,

respondents

whoknow

the

individual

brand(usage),

n=62,

respondents

who

have

used

the

individual

brand

(loyalty),

n=846,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Submarino

Viagens’

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations48%42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSubmarinoViagens

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatSubmarino

Viagensislikedby1%

ofBabyboomers

and

23%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

4%

and

27%,

respectively.28%

28%27%23%ForMillennials

andGen

Z,

48%

and

28%

feel

positivelytowards

SubmarinoViagens,

versus

42%

and28%.

Socurrently,

forSubmarinoViagens,

Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.4%1%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestotravelportals,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=174,

Submarino

Viagens

enthusiast,

n=968,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Submarino

Viagens

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

SubmarinoViagens

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%88%12%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

SubmarinoViagens

hasasimilar

proportion

of

LGBTQIA+51%49%59%59%

ofwomen

likeSubmarinoViagenscompared

to

41%

of

men,whereas

forthe

overall

industry,51%

of

women

usetravel

portals

compared

to49%

of

men.86%consumers

when

compared

totheindustryusers

ingeneral.12%

ofSubmarino

Viagens

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

overall.41%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=174,

SubmarinoViagens

enthusiast,

n=968,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Submarino

Viagens

enthusiasts,

40%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.5%7%Single40%38%16%13%CoupleSingleparentNuclear40%

ofSubmarino

Viagens

enthusiastsarefrom

high-income

households.SubmarinoViagens’

brandis

generallyenjoyed

more

byconsumers

who

arepartof

acouplehousehold,

16%

ofSubmarinoViagens

enthusiastshavethiscurrent

living

situation.5%8%43%40%31%32%29%Multi-generational9%9%21%21%29%ExtendedOther2%2%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=174,

Submarino

Viagens

enthusiast,

n=968,travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

travelportal

brands

to

have

honesty

/

trustworthiness,reliability,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

travel

portal

brandsFortravel

portals,thetopthree

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,

reliability,

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

users

alsoappreciate

these

key

attributes,indicating

Submarino

Viagens

exudesthese

qualities.SocialCoolnessresponsibilityThequalitiesthatSubmarinoViagensenthusiastsare

least

focused

on

arehighvalueand

boldness.ReliabilityExclusivityInnovationInclusivenessFriendlinessSubmarinoViagens

shouldwork

onpromoting

honesty

/trustworthiness

toconvert

enthusiastsinto

owners.HighvalueHonesty/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=62,

Submarino

Viagens

users’,n=174,Submarino

Viagens

enthusiast,

n=968,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Submarino

Viagens

fans,

54%

state

that

they

get

excited

about

travelportalsBrand

profile:

attitudesWhat

doconsumersthink

oftravel

portals

ingeneral?60%54%49%48%45%45%44%40%36%35%32%30%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=174,

Submarino

Viagens

enthusiast,

n=968,travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1169%

of

Submarino

Viagens

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

travel

portals,the

averageawareness

ofabrandinBrazil

is55%.

Awareness

ofSubmarinoViagens,

however,

isat68%.Awareness21%

ofBrazilian

travel

portal

users

saytheylikeSubmarinoViagens,

compared

to

anindustryaveragebrandpopularityof

31%.7%

of

industryusers

inBrazil

saythey

useSubmarinoViagens,

with

the

average

usageofabrandat17%.BuzzPopularity69%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

76%.SubmarinoViagens

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of12%compared

to

23%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Travelportals

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents(awareness),

n=846,

respondents

who

know

the

individual

brand

(popularity),

n=846,

respondents

whoknow

the

individual

brand(usage),

n=62,

respondents

who

have

used

the

individual

brand

(loyalty),

n=846,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Submarino

Viagens

ranks

eighth

in

awareness

within

the

travelportal

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSubmarino

ViagensRank#

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.1D90%87%84%80%76%72%72%68%64%59%2123MilhasCVC32%34Azul

ViagensAirbnb5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6BTripadvisorSubmarino

ViagensHMaxMilhas768%8Outofallrespondents,

68%

were

aware

of

SubmarinoViagens.

Thisranksthemeighthcompared

tootherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Submarino

Viagens

is

21%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSubmarino

ViagensRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1CVC60%58%51%51%50%40%39%34%26%26%21%2DB123MilhasAirbnb34Outofconsumers

who

knew

thebrand,

21%

saidtheyliked

SubmarinoViagens.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.56Azul

ViagensHTripadvisorKAYAK7879%9PopularityN/A10MaxMilhas14

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=846,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Submarino

Viagens

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofSubmarino

ViagensRank#

BrandUsage

%35%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

travelportals,which

of

the

following

brandshaveyouusedinthe

past12

months?”.7%1B2CVC33%3123MilhasAirbnb33%Outofconsumers

who

knew

thebrand,

7%

saidtheyused

SubmarinoViagens.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.432%5DAzul

ViagensHTripadvisorExpedia32%623%719%814%93%914%UsageN/A10MaxMilhas13%15

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:n=846,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Submarino

Viagens

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSubmarino

Viagens’consumersRank#

BrandLoyalty

%88%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.1B2Airbnb88%31%3DmomondoCVC86%485%584%6Zarpo82%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

travel

portals,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7123MilhasAzul

ViagensSkyscannerH82%69%879%979%Outofrespondents

whohaveused

SubmarinoViagens,

69%

saidthey

would

usethebrand

again.LoyaltyN/A1078%16

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=62,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Submarino

Viagens

has

a

score

of

12%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSubmarino

ViagensRank#

BrandBuzz%51%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1CVC12%2123MilhasDAirbnb50%349%Outofconsumers

who

knew

thebrand,

12%

saidtheyhadheardaboutSubmarino

Viagens

inthemedia.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.443%5BHAzul

ViagensKAYAK37%628%726%824%88%9TripadvisorMaxMilhas21%BuzzN/A1019%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=846,

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

andunlocknewgrow