brand kpis for travel portals zarpo in brazil-外文版培訓(xùn)課件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

travel

portals:

Zarpo

inBrazilConsumer

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

Zarpo’s

performance

inthetravel

portal

market.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202482%

of

Zarpo

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Zarpo’s

brandingresonates

more

with

Gen

Z?Zarpo

generally

appealsto

women

more

than

men?Zarpo

ranksoutside

the

Top

10

inawareness

withinthe

travel

portal

market?Thepopularity

ratingof

Zarpo

is12%?Zarpo

ranksoutside

the

Top

10

inusage?Interms

of

loyalty,Zarpo

issixthinBrazil?Zarpo

hasascore

of

7%

formedia

buzz?Among

Zarpoenthusiasts,48%

fallunderthe

high-income

category?Consumers

want

theirtravel

portal

brandstohavehonesty

/trustworthiness,

reliability,

and

authenticity3Sources:

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

Zarpo

at

82%Brand

profile:

snapshotBrand

performance

of

Zarpo

inBrazil82%23%12%7%6%AwarenessPopularityUsageLoyaltyBuzz5Notes:Travelportals

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents(awareness),

n=288,

respondents

who

know

the

individual

brand

(popularity),

n=288,

respondents

whoknow

the

individual

brand(usage),

n=17,

respondents

who

have

used

the

individual

brand

(loyalty),

n=288,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Zarpo’sbranding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%38%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeZarpo

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatZarpo

islikedby0%

of

Babyboomers

and32%

of

GenXers,

whereas

thetotalshareof

industryusers

is4%and27%,

respectively.32%29%28%27%ForMillennials

andGen

Z,

29%

and

38%

feel

positivelytowards

Zarpo,

versus

42%

and

28%.

Socurrently,

forZarpo,

Gen

Zconnects

most

with

theirbrandcompared

to

theoverall

industryuser.4%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestotravelportals,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=34,

Zarpo

enthusiast,

n=968,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Zarpo

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Zarpo

shows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Zarpo

hasahigherproportionof

LGBTQIA+consumers

when10%88%15%76%

ofwomen

likeZarpo

compared

to24%

ofmen,

whereas

for

the

overallindustry,51%

of

women

usetravelportalscompared

to

49%

of

men.51%49%76%compared

to

theindustryusers

ingeneral.85%15%

ofZarpo

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

amongindustryusers

overall.24%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=34,

Zarpoenthusiast,

n=968,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Zarpo

enthusiasts,

48%

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.9%7%Single38%12%13%CoupleSingleparentNuclear48%48%

ofZarpo

enthusiastsarefrom

high-income

households.Zarpo’s

brandis

generally

enjoyed

morebyconsumers

who

arepartof

anuclearhousehold,

47%

ofZarpo

enthusiastshavethiscurrent

livingsituation.6%8%47%40%32%29%29%Multi-generational6%9%18%21%ExtendedOther24%3%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=34,

Zarpo

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.Authenticity100%Thrill/ExcitementSustainabilityBoldnessCleverness80%60%40%20%0%However,

forZarpo

users

the

top3attributesthey

actuallywant

arecoolness,

friendliness,

and

exclusivity.SocialresponsibilityCoolnessThequalitiesthatZarpoenthusiastsareleast

focused

onare

high

valueandcleverness.ReliabilityExclusivityZarpo

shouldwork

on

promotingauthenticityto

convert

enthusiastsintoowners.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=17,

Zarpo

users’,n=34,

Zarpo

enthusiast,

n=968,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Zarpo

fans,

62%

state

that

they

get

excited

about

travel

portalsBrand

profile:

attitudesWhat

doconsumersthink

oftravel

portals

ingeneral?68%62%53%53%45%44%40%36%35%32%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=34,

Zarpo

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.1182%

of

Zarpo

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

travel

portals,the

averageawareness

ofabrandinBrazil

is55%.

Awareness

ofZarpo,

however,

is

at23%.Awareness12%

ofBrazilian

travel

portal

users

saytheylikeZarpo,compared

to

anindustryaverage

brandpopularity

of31%.6%

of

industryusers

inBrazil

saythey

useZarpo,

withthe

average

usageof

abrand

at17%.BuzzPopularity82%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

76%.Zarpo

hasbeen

noticed

lessinthemedia

compared

toother

brands,with

a“Buzz”score

of7%

compared

to23%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Travelportals

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents(awareness),

n=288,

respondents

who

know

the

individual

brand

(popularity),

n=288,

respondents

whoknow

the

individual

brand(usage),

n=17,

respondents

who

have

used

the

individual

brand

(loyalty),

n=288,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Zarpo

ranks

outside

the

Top

10

in

awareness

within

the

travelportal

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofZarpoRank#

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%23%2123MilhasCVC34Azul

ViagensAirbnb5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6BTripadvisorSubmarino

ViagensHMaxMilhas777%8Outofallrespondents,

23%

were

aware

of

Zarpo.

Thisranksthemoutsidethe

Top

10

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

Zarpo

is

12%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofZarpoRank#

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%12%2DB123MilhasAirbnb34Outofconsumers

who

knew

thebrand,

12%

saidtheyliked

Zarpo.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.56Azul

ViagensHTripadvisorKAYAK7888%9PopularityN/A10MaxMilhas14

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=288,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Zarpo

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofZarpoRank#

BrandUsage

%35%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

travelportals,which

of

the

following

brandshaveyouusedinthe

past12

months?”.6%1B2CVC33%3123MilhasAirbnb33%Outofconsumers

who

knew

thebrand,

6%

saidtheyused

Zarpo.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.432%5DAzul

ViagensHTripadvisorExpedia32%623%719%814%914%94%UsageN/A10MaxMilhas13%15

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:n=288,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Zarpo

is

sixth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofZarpo’s

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.1B18%2Airbnb88%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%879%82%979%Outofrespondents

whohaveused

Zarpo,

82%

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=17,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Zarpo

has

a

score

of

7%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofZarpoRank#

BrandBuzz%51%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.7%1CVC2123MilhasDAirbnb50%349%Outofconsumers

who

knew

thebrand,

7%

saidtheyhadheardaboutZarpo

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.443%5BHAzul

ViagensKAYAK37%628%726%824%93%Buzz9TripadvisorMaxMilhas21%N/A1019%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=288,

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.?

Identifyandunderstandyourcoreaudiences?

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