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CONSUMER&
BRANDBrandKPIs
for
airlines:
Virgin
Atlanticin
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
Virgin
Atlantic’sperformance
inthe
airline
market.Fieldwork:May-June
2024Ifyou
would
liketofind
out
more
abouttheConsumerInsightsatStatista
or
theBrandProfiler,
please
clickthe
linkbelow.2Notes:Sources:
Statista
Consumer
Insights
Global,
asofOctober
202481%
of
Virgin
Atlantic
users
display
loyalty
towards
the
brandIntroduction:
key
insightsWhodoesthebrandappeal
to?How
doesthebrandperform
inthemarket?•Virgin
Atlantic’sbranding
resonates
more
with
Gen
X•Virgin
Atlantic
ranksfifth
inawareness
withintheairlinemarket•Virgin
Atlantic
generally
appealstowomen
andmenequally•Thepopularity
ratingof
Virgin
Atlantic
is28%•Among
Virgin
Atlantic
enthusiasts,49%
fallunderthe
•Virgin
Atlantic
ranksoutsidetheTop10
inusagehigh-income
category•Interms
of
loyalty,Virgin
Atlanticissixthinthe
United•Consumers
want
theirairlinebrandstohaveKingdomreliability,
honesty
/trustworthiness,
and
friendliness•Virgin
Atlantic
hasascore
of
18%
for
media
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
Virgin
Atlantic
at
84%Brand
profile:
snapshotBrand
performance
of
VirginAtlanticintheUnited
Kingdom84%81%28%18%8%AwarenessPopularityUsageLoyaltyBuzz5Notes:Airlines
‘awareness’,‘popularity’,
‘usage’,‘loyalty’and
‘buzz’
by
brand;
Multi
pick;
Base:
n=1,247,
all
respondents
(awareness),
n=1,050,
respondents
who
know
the
individual
brand
(popularity),
n=1,050,
respondents
who
knowthe
individual
brand
(usage),
n=81,
respondents
who
have
used
the
individual
brand
(loyalty),
n=1,050,
respondents
who
know
the
individual
brand
(buzz)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024Virgin
Atlantic’s
branding
resonates
morewith
Gen
XBrand
profile:
consumer
demographics
(1/3)Measuring
attitudesand
opinions
among
generationshelpsidentifyyourtarget
audience
foryournextcampaigns.Share
ofgenerations37%36%35%Withthatinmind,when
looking
atthe
shareofconsumers
who
likeVirgin
Atlanticbygenerationversus
the
share
ofindustryusers
ingeneral,
we
cansee
thatVirgin
Atlantic
islikedby12%
of
Babyboomersand35%
of
Gen
Xers,
whereas
thetotalshare
ofindustryusers
is9%
and25%,
respectively.29%25%17%ForMillennials
andGen
Z,
36%
and
17%
feel
positivelytowards
Virgin
Atlantic,versus
37%
and
29%.
Socurrently,
forVirgin
Atlantic,
Gen
X
connects
most
withtheirbrandcompared
tothe
overall
industryuser.12%9%Gen
ZMillennialsGen
XBaby
BoomerBrand
enthusiastIndustryuser6Notes:“How
oldareyou?”;Single
Pick;“When
it
comestoairlines,
which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:n=295,
VirginAtlantic
enthusiast,
n=867,
airline
usersSources:
Statista
Consumer
Insights
Global,
asofOctober
2024Virgin
Atlantic
generally
appeals
to
women
and
men
equallyBrand
profile:
consumer
demographics
(2/3)GenderTheGender
splitbetween
brandenthusiastsof
Virgin
Atlanticshows
thatwomen
are
equally
likely
tohaveanaffinity
with
thebrand
compared
tomen.LGBTQIA+statusUnderstanding
and
respecting
thediverse
needsandidentitiesof8%8%consumers
is
becoming
more
and
moreimportant,notjustfrom
asensitivitypointof
view,
but
also
fromrecognizingpotential
businessopportunities
thatcome
withinclusivity
and
diversity.
Andcurrently,
Virgin
Atlantic
hasasimilarproportion
of
LGBTQIA+
consumerswhen
compared
tothe
industryusers
ingeneral.48%52%50%50%50%
ofwomen
likeVirgin
Atlanticcompared
to
50%
of
men,whereas
forthe
overall
industry,52%
of
men
useairlines
compared
to48%
ofwomen.89%89%8%
of
Virgin
Atlantic
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=295,
VirginAtlanticenthusiast,
n=867,
airline
usersSources:
Statista
Consumer
Insights
Global,
asofOctober
2024Among
Virgin
Atlantic
enthusiasts,
49%
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.21%17%Single21%21%42%CoupleSingleparentNuclear49%49%
ofVirgin
Atlantic
enthusiastsarefrom
high-income
households.Virgin
Atlantic’sbrandisgenerallyenjoyed
more
byconsumers
who
arepartof
anuclearhousehold,
37%
ofVirgin
Atlanticenthusiastshavethiscurrent
living
situation.8%11%37%33%34%24%29%Multi-generational1%2%9%12%ExtendedOther22%4%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=295,
VirginAtlantic
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/ExcitementBoldnessClevernessSustainabilityVirgin
Atlanticusers
alsoappreciatethese
key
attributes,indicatingVirginAtlantic
exudes
these
qualities.SocialresponsibilityCoolnessThequalitiesthatVirgin
Atlanticenthusiastsare
least
focused
on
arecleverness
andthrill/excitement.ReliabilityExclusivityVirgin
Atlanticshouldwork
onpromotingreliability
to
convert
enthusiastsintoowners.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=81,
VirginAtlantic
users’,n=295,
VirginAtlantic
enthusiast,
n=867,
airline
usersSources:
Statista
Consumer
Insights
Global,
asofOctober
2024Among
Virgin
Atlantic
fans,
30%
state
that
they
get
excited
about
airlinesBrand
profile:
attitudesWhat
doconsumersthink
ofairlinesingeneral?51%43%38%30%30%28%28%26%25%25%23%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=295,
VirginAtlantic
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.1181%
of
Virgin
Atlantic
users
display
loyalty
towards
the
brandBrand
KPIs
&benchmarking:
IndustrycomparisonBrand
performanceWhen
itcomes
to
airlines,
theaverage
awareness
of
abrandinthe
United
Kingdom
is
67%.
Awareness
ofVirgin
Atlantic,however,
isat84%.Awareness28%
ofUK
airlineusers
saytheylikeVirgin
Atlantic,compared
to
anindustryaverage
brandpopularity
of22%.8%
of
industryusers
intheUnitedKingdomsaytheyuseVirgin
Atlantic,withtheaverage
usageof
abrandat11%.BuzzPopularity81%
ofbrandusers
saythey
would
usethe
brandagain,compared
toanaverage
loyalty
score
of
74%.Virgin
Atlantichasbeen
noticed
more
inthemediacompared
to
other
brands,with
a“Buzz”score
of18%compared
to
14%.LoyaltyBrandUsageIndustryaverageSooverall,
the
results
showtheir
performance
tobeabove
average
compared
to
theindustry.12
Notes:Airlines
‘awareness’,‘popularity’,
‘usage’,‘loyalty’and
‘buzz’
by
brand;
Multi
pick;
Base:
n=1,247,
all
respondents
(awareness),
n=1,050,
respondents
who
know
the
individual
brand
(popularity),
n=1,050,
respondents
who
knowthe
individual
brand
(usage),
n=81,
respondents
who
have
used
the
individual
brand
(loyalty),
n=1,050,
respondents
who
know
the
individual
brand
(buzz)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024Virgin
Atlantic
ranks
fifth
in
awareness
within
the
airline
marketBrand
KPIs
&benchmarking:
awarenessSummaryAwarenessofVirgin
AtlanticRank#
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%16%2easyJet3Emirates4Ryanair5Virgin
AtlanticJet2Usingtheconcept
of
aided
brand
recognition,
showingrespondents
both
the
brand’slogo
andthe
writtenbrandname,we
asked:
“Doyou
know
thisbrand,
evenifonly
byname?”.67QatarAirwaysAmerican
AirlinesTUIfly8Outofallrespondents,
84%
were
aware
of
VirginAtlantic.Thisranksthemfifth
compared
to
otherbrandssurveyed
inthismarket.84%N/A9Awareness10Air
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
Virgin
Atlantic
is
28%Brand
KPIs
&benchmarking:
popularitySummaryPopularity
ofVirgin
AtlanticRank#
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%2easyJet28%3Emirates4Jet2Outofconsumers
who
knew
thebrand,
28%
saidtheyliked
Virgin
Atlantic.Thisranksthemfifth
compared
toother
brandssurveyed
inthismarket.5Virgin
AtlanticRyanair67QatarAirwaysEtihadAirwaysKLMRoyalDutch
AirlinesAmerican
Airlines72%89PopularityN/A1014
Notes:“When
it
comesto
airlines,
which
ofthe
following
brands
do
youlike?”;Multi
Pick;
Base:
n=1,050,
respondents
who
know
theindividual
brand
(popularity)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024Virgin
Atlantic
ranks
outside
the
Top
10
in
usageBrand
KPIs
&benchmarking:
usageSummaryUsage
ofVirgin
AtlanticRank#
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?”.8%1British
Airways2easyJet3EmiratesOutofconsumers
who
knew
thebrand,
8%
saidtheyused
Virgin
Atlantic.ThisranksthemoutsidetheTop10
compared
toother
brandssurveyed
inthismarket.4Ryanair5Jet26QatarAirwaysAmerican
AirlinesWizz
Air7892%9Air
FranceEtihadAirways9%UsageN/A109%15
Notes:“When
it
comesto
airlines,
which
ofthe
following
brands
have
youused
in
the
past
12
months?”;
Multi
Pick;Base:n=1,050,
respondents
who
know
the
individual
brandSources:
Statista
Consumer
Insights
Global,
asofOctober
2024In
terms
of
loyalty,
Virgin
Atlantic
is
sixth
in
the
United
KingdomBrand
KPIs
&benchmarking:
loyaltySummaryLoyalty
ofVirginAtlantic’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.1British
Airways19%2KLMRoyalDutch
AirlineseasyJet86%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%8Vueling77%81%9QatarAirwaysRyanair75%Outofrespondents
whohaveused
Virgin
Atlantic,81%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=81,
respondents
who
have
used
the
individual
brand
(loyalty)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024Virgin
Atlantic
has
a
score
of
18%
for
media
buzzBrand
KPIs
&benchmarking:
buzzSummaryBuzzofVirginAtlanticRank#
BrandBuzz%33%Isthebrand
hot
or
not?Isitcausingastirinthemediaandonline,tofind
thisoutwe
asked
each
respondent:“Whichof
the
following
brandshaveyounoticed
inthemedia,on
social
media,or
inadvertising
inthepast3months?”.1British
Airways18%2easyJet28%3Emirates27%Outofconsumers
who
knew
thebrand,
18%
saidtheyhadheardaboutVirgin
Atlantic
inthe
media.
Thisranksthemfifth
compared
toother
brandssurveyedinthismarket.4Jet225%5Virgin
AtlanticQatarAirwaysEtihadAirwaysRyanair18%617%715%815%82%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=1,050,
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
andunlocknewgrowthop
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