Brand KPIs for hotels：Holiday Inn Express in Germany-英文培训课件2025.5

CONSUMER&

BRANDBrandKPIs

for

hotels:

Holiday

InnExpress

in

GermanyConsumer

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

Holiday

InnExpress’performance

inthe

hotel

market.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202473%

of

Holiday

Inn

Express

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Holiday

Inn

Express’

branding

resonates

more

with•Holiday

Inn

Express

ranksninth

inawareness

withinMillennialsthe

hotel

market•Holiday

Inn

Express

generally

appealstomen

morethan

women•Thepopularity

ratingof

Holiday

Inn

Express

is24%•Holiday

Inn

Express

ranksoutsidethe

Top

10

inusage•Among

Holiday

InnExpress

enthusiasts,32%

fallunderthe

high-income

category•Interms

of

loyalty,Holiday

InnExpress

isoutsidetheTop

10

inGermany•Consumers

want

theirhotel

brandstohavefriendliness,

reliability,

and

highvalue•Holiday

Inn

Express

hasascore

of15%

formediabuzz3Sources:

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

Holiday

Inn

Express

at

73%Brand

profile:

snapshotBrand

performance

of

Holiday

Inn

ExpressinGermany73%52%24%15%13%AwarenessPopularityUsageLoyaltyBuzz5Notes:Hotels

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=653,

respondents

who

know

the

individual

brand

(popularity),

n=653,

respondents

who

know

theindividual

brand(usage),

n=86,

respondents

who

have

used

the

individual

brand(loyalty),

n=653,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Holiday

Inn

Express’

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations46%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeHoliday

InnExpress

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatHoliday

InnExpress

islikedby9%

of

Babyboomers

and

25%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

8%

and

30%,

respectively.38%30%25%24%20%ForMillennials

andGen

Z,

46%

and

20%

feel

positivelytowards

Holiday

InnExpress,

versus

38%

and24%.

Socurrently,

forHoliday

InnExpress,Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.9%8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestohotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=157,

Holiday

Inn

Expressenthusiast,

n=773,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Holiday

Inn

Express

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Holiday

InnExpressshows

thatwomen

areless

likely

tohaveanaffinity

with

the

brandcompared

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,

Holiday

Inn

Express

hasasimilar

proportion

of

LGBTQIA+46%54%45%55%54%

ofmen

likeHoliday

InnExpresscompared

to

46%

of

women,

whereasfortheoverall

industry,55%

of

men

usehotels

compared

to45%

ofwomen.87%88%consumers

when

compared

totheindustryusers

ingeneral.8%

of

Holiday

Inn

Express

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

hotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=157,

Holiday

Inn

Expressenthusiast,

n=773,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Holiday

Inn

Express

enthusiasts,

32%

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.24%25%Single32%40%24%26%CoupleSingleparentNuclear32%

ofHoliday

Inn

Express

enthusiastsarefrom

high-income

households.Holiday

InnExpress’

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

30%

ofHoliday

InnExpressenthusiastshavethiscurrent

living

situation.6%8%39%30%25%36%24%Multi-generational2%2%11%11%29%ExtendedOther3%3%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

hotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=157,

Holiday

Inn

Expressenthusiast,

n=773,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

hotel

brands

to

havefriendliness,

reliability,

and

highvalueBrand

profile:

qualitiesQualitiesuserswant

from

hotel

brandsAuthenticityForhotels,

thetopthree

qualitiesuserswant

fromabrandare

friendliness,reliability,

and

highvalue.80%60%40%20%0%Thrill/ExcitementBoldnessClevernessHoliday

InnExpressusers

alsoappreciate

these

key

attributes,indicating

Holiday

Inn

Express

exudesthese

qualities.SustainabilitySocialresponsibilityCoolnessThequalitiesthatHoliday

Inn

Expressenthusiastsare

least

focused

on

arethrill/excitement

andsocialresponsibility.ReliabilityExclusivityInnovationInclusivenessFriendlinessHoliday

InnExpressshould

work

onpromoting

reliability

to

convertenthusiastsintoowners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

hotels,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

hotels,

which

of

the

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

hotels,

which

ofthe

followingbrands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=86,

Holiday

Inn

Expressusers’,n=157,

Holiday

Inn

Express

enthusiast,

n=773,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Holiday

Inn

Express

fans,

37%

state

that

they

get

excited

about

hotelsBrand

profile:

attitudesWhat

doconsumersthink

ofhotelsingeneral?37%35%33%33%31%29%27%26%24%23%20%18%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedabouthotelsIliketotalkabouttopicsrelating

tohotelsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

hotels

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tohotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=157,

Holiday

Inn

Expressenthusiast,

n=773,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1173%

of

Holiday

Inn

Express

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

hotels,

the

average

awareness

ofabrandinGermany

is48%.

Awareness

ofHoliday

InnExpress,

however,

is

at52%.Awareness24%

ofGerman

hotelusers

saytheylikeHoliday

InnExpress,

compared

toanindustryaverage

brandpopularity

of28%.13%

ofindustryusers

inGermany

say

theyuseHolidayInnExpress,with

theaverage

usageof

abrand

at14%.BuzzPopularity73%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

73%.Holiday

InnExpresshasbeen

noticed

more

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

15%

compared

to10%.Sooverall,

the

results

showtheir

performance

tobeinconsistent

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Hotels

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=653,

respondents

who

know

the

individual

brand

(popularity),

n=653,

respondents

who

know

theindividual

brand(usage),

n=86,

respondents

who

have

used

the

individual

brand(loyalty),

n=653,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Holiday

Inn

Express

ranks

ninth

in

awareness

within

the

hotel

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofHoliday

Inn

ExpressRank#

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.1Ibis67%64%57%57%56%54%53%52%52%51%2Holiday

InnB&BHotelsMaritim3448%5IbisbudgetMercure

HotelsMarriott52%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Best

WesternHoliday

InnExpressSteigenbergerOutofallrespondents,

52%

were

aware

of

Holiday

InnExpress.

Thisranksthemninth

compared

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

Holiday

Inn

Express

is

24%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofHoliday

Inn

ExpressRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Ibis40%37%34%32%31%29%29%29%28%28%24%2Best

WesternHoliday

InnB&BHotelsMotelOneMaritim34Outofconsumers

who

knew

thebrand,

24%

saidtheyliked

Holiday

InnExpress.

This

ranksthemoutside

theTop

10

compared

tootherbrandssurveyed

inthismarket.567SteigenbergerHyatt76%89Radisson

BluMarriottPopularityN/A1014

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=653,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Holiday

Inn

Express

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofHoliday

Inn

ExpressRank#

BrandUsage

%24%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

hotels,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1Ibis13%2B&BHotelsHoliday

InnBest

WesternHyatt21%319%Outofconsumers

who

knew

thebrand,

13%

saidtheyused

Holiday

Inn

Express.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.418%517%6MotelOneCrowne

PlazaMaritim16%714%814%87%9NH

HotelsRadisson

Blu13%UsageN/A1013%15

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=653,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Holiday

Inn

Express

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofHoliday

Inn

Express’

consumersRank#

BrandLoyalty

%83%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.1WyndhamIbis281%27%3B&BHotelsRadisson

BluMarriott81%480%579%6SteigenbergerBest

WesternMercure

HotelsMotelOneNovotel78%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

hotels,

which

ofthe

following

brandsareyou

likely

to

useagaininthefuture?”.778%73%876%974%Outofrespondents

whohaveused

Holiday

InnExpress,

73%

saidtheywould

usethe

brandagain.LoyaltyN/A1074%16

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

areyoulikely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=86,respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Holiday

Inn

Express

has

a

score

of

15%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofHoliday

Inn

ExpressRank#

BrandBuzz%20%20%15%15%14%14%14%10%10%9%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1B&BHotelsIbis15%23Holiday

InnHoliday

InnExpressHyattOutofconsumers

who

knew

thebrand,

15%

saidtheyhadheardaboutHoliday

Inn

Express

inthe

media.Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.456Best

WesternCrowne

PlazaMaritim7885%9IbisbudgetMotelOneBuzzN/A1017

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=653,

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.•

Identifya