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CONSUMER&
BRANDBrandKPIs
for
travel
portals:
SecretEscapes
in
the
United
StatesConsumer
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
Secret
Escapes’
performance
inthe
travel
portal
market.Fieldwork:May-June
2024Ifyou
would
liketofind
out
more
abouttheConsumerInsightsatStatista
or
theBrandProfiler,
please
clickthe
linkbelow.2Notes:Sources:
Statista
Consumer
Insights
Global,
asofDecember202475%
of
Secret
Escapes
users
display
loyalty
towards
the
brandIntroduction:
key
insightsWhodoesthebrandappeal
to?How
doesthebrandperform
inthemarket??Secret
Escapes’
branding
resonates
more
with?Secret
Escapes
ranksoutsidetheTop10
inawarenessMillennialswithin
the
travel
portal
market?Secret
Escapes
generally
appealsto
men
more
thanwomen?Thepopularity
ratingof
Secret
Escapesis
12%?Secret
Escapes
ranksoutsidetheTop10
inusage?Among
Secret
Escapesenthusiasts,56%
fallunderthe
high-income
category?Interms
of
loyalty,Secret
EscapesissixthintheUnited
States?Consumers
want
theirtravel
portal
brandstohavehonesty
/trustworthiness,
friendliness,
and
highvalue?Secret
Escapes
hasascore
of
16%
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
Secret
Escapes
at
75%Brand
profile:
snapshotBrand
performance
of
Secret
Escapes
intheUnitedStates75%19%16%12%12%AwarenessPopularityUsageLoyaltyBuzz5Notes:Travelportals
‘a(chǎn)wareness’,‘popularity’,
‘usage’,‘loyalty’
and
‘buzz’
by
brand;
Multi
pick;
Base:
n=1,248,
all
respondents(awareness),
n=234,
respondents
who
know
the
individual
brand
(popularity),
n=234,
respondents
whoknow
the
individual
brand(usage),
n=28,
respondents
who
have
used
the
individual
brand
(loyalty),
n=234,
respondents
who
know
the
individual
brand
(buzz)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024Secret
Escapes’
branding
resonates
morewith
MillennialsBrand
profile:
consumer
demographics
(1/3)Measuring
attitudesand
opinions
among
generationshelpsidentifyyourtarget
audience
foryournextcampaigns.Share
ofgenerations55%Withthatinmind,when
looking
atthe
shareofconsumers
who
likeSecret
Escapesbygenerationversus
the
share
ofindustryusers
ingeneral,
we
cansee
thatSecret
Escapesislikedby0%of
Baby
boomersand17%
of
Gen
Xers,
whereas
thetotalshare
ofindustryusers
is4%
and26%,
respectively.40%30%28%26%ForMillennials
andGen
Z,
55%
and
28%
feel
positivelytowards
Secret
Escapes,versus
40%
and
30%.
Socurrently,
forSecret
Escapes,
Millennials
connect
mostwith
theirbrandcompared
tothe
overall
industryuser.17%4%0%Baby
BoomerIndustryuserGen
ZMillennialsGen
XBrand
enthusiast6Notes:“How
oldareyou?”;Single
Pick;“When
it
comestotravelportals,which
ofthe
following
brands
do
youlike?”;
Multi
Pick;
Base:n=29,
Secret
Escapes
enthusiast,
n=807,
travelportalusersSources:
Statista
Consumer
Insights
Global,
asofDecember2024Secret
Escapes
generally
appeals
to
men
morethan
womenBrand
profile:
consumer
demographics
(2/3)GenderTheGender
splitbetween
brandLGBTQIA+statusUnderstanding
and
respecting
thediverse
needsandidentitiesofenthusiastsof
Secret
Escapes
shows
thatwomen
are
lesslikely
to
haveanaffinitywith
the
brandcompared
to
men.11%87%14%consumers
is
becoming
more
and
moreimportant,notjustfrom
asensitivitypointof
view,
but
also
fromrecognizingpotential
businessopportunities
thatcome
withinclusivity
and
diversity.
Andcurrently,
Secret
Escapes
hasahigherproportion
of
LGBTQIA+
consumerswhen
compared
tothe
industryusers
ingeneral.31%69%46%54%69%
ofmen
likeSecret
Escapescompared
to
31%
of
women,
whereasfortheoverall
industry,54%
of
men
usetravel
portals
compared
to46%
ofwomen.86%14%
ofSecret
Escapesenthusiastsconsider
themselves
tobe
partof
theLGBTQIA+
community
compared
to11%among
industryusers
overall.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=29,
SecretEscapesenthusiast,
n=807,
travelportalusersSources:
Statista
Consumer
Insights
Global,
asofDecember2024Among
Secret
Escapes
enthusiasts,
56%
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%23%Single39%14%15%CoupleSingleparentNuclear56%
ofSecret
Escapesenthusiastsarefrom
high-income
households.Secret
Escapes’
brandisgenerallyenjoyed
more
byconsumers
who
arepartof
anuclearhousehold,
38%
ofSecret
Escapes
enthusiastshavethiscurrent
living
situation.57%14%14%38%33%28%25%Multi-generational7%4%26%3%ExtendedOther14%17%7%5%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=29,
Secret
Escapes
enthusiast,
n=807,
travelportalusersSources:
Statista
Consumer
Insights
Global,
asofDecember2024Consumers
want
their
travelportal
brands
to
have
honesty
/
trustworthiness,friendliness,
andhigh
valueBrand
profile:
qualitiesQualitiesuserswant
from
travel
portal
brandsFortravel
portals,thetopthree
qualitiesusers
wantfrom
abrandarehonesty
/trustworthiness,
friendliness,
and
highvalue.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%However,
forSecret
Escapes
users
thetop3attributestheyactuallywant
areauthenticity,boldness,
and
exclusivity.SocialresponsibilityCoolnessThequalitiesthatSecret
Escapesenthusiastsare
least
focused
on
arethrill/excitement
andsustainability.ReliabilityExclusivitySecret
Escapes
shouldwork
onpromoting
reliability
to
convertenthusiastsintoowners.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=28,
SecretEscapes
users’,n=29,
SecretEscapes
enthusiast,
n=807,
travelportalusersSources:
Statista
Consumer
Insights
Global,
asofDecember2024Among
Secret
Escapes
fans,
48%
state
that
they
get
excited
about
travelportalsBrand
profile:
attitudesWhat
doconsumersthink
oftravel
portals
ingeneral?62%62%59%48%45%41%36%27%27%26%26%23%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=29,
SecretEscapes
enthusiast,
n=807,
travelportalusersSources:
Statista
Consumer
Insights
Global,
asofDecember2024CHAPTER
02Brand
KPIs
&
benchmarkingInthischapter,youcansee
howabrandperforms
againsttheirmaincompetitors
inthe
marketplace.Thissection
allows
benchmarking
ofthekey
performance
indicatorsfrom
the
brandprofile
againsttheindustryasawhole
andotherindustryleaders.1175%
of
Secret
Escapes
users
display
loyalty
towards
the
brandBrand
KPIs
&benchmarking:
IndustrycomparisonBrand
performanceWhen
itcomes
to
travel
portals,the
averageawareness
ofabrandinthe
United
Statesis43%.Awareness
ofSecret
Escapes,however,
is
at19%.Awareness12%
ofU.S.
travel
portal
users
saytheylikeSecretEscapes,
compared
toanindustryaverage
brandpopularity
of25%.12%
ofindustryusers
intheUnitedStatessaythey
useSecret
Escapes,
with
the
average
usageofabrandat17%.BuzzPopularity75%
ofbrandusers
saythey
would
usethe
brandagain,compared
toanaverage
loyalty
score
of
69%.Secret
Escapes
hasbeen
noticed
lessinthemediacompared
to
other
brands,with
a“Buzz”score
of16%compared
to
22%.LoyaltyBrandUsageIndustryaverageSooverall,
the
results
showtheir
performance
tobebelow
average
compared
to
theindustry.12
Notes:Travelportals
‘a(chǎn)wareness’,‘popularity’,
‘usage’,‘loyalty’
and
‘buzz’
by
brand;
Multi
pick;
Base:
n=1,248,
all
respondents(awareness),
n=234,
respondents
who
know
the
individual
brand
(popularity),
n=234,
respondents
whoknow
the
individual
brand(usage),
n=28,
respondents
who
have
used
the
individual
brand
(loyalty),
n=234,
respondents
who
know
the
individual
brand
(buzz)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024Secret
Escapes
ranks
outside
the
Top
10
in
awareness
within
the
travel
portalmarketBrand
KPIs
&benchmarking:
awarenessSummaryAwarenessofSecret
EscapesRank#
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.1Expedia83%77%77%74%71%62%58%53%51%24%19%2Airbnb3BPriceline45TravelocityOrbitzUsingtheconcept
of
aided
brand
recognition,
showingrespondents
both
the
brand’slogo
andthe
writtenbrandname,we
asked:
“Doyou
know
thisbrand,
evenifonly
byname?”.67Hotwire8CheapTicketsVrboOutofallrespondents,
19%
were
aware
of
SecretEscapes.
This
ranksthemoutsidetheTop10compared
to
other
brandssurveyed
inthismarket.81%9AwarenessN/A10Traveler
Dreams13
Notes:“Doyouknow
this
brand,
evenif
only
by
name?”;Multi
Pick;
Base:
n=1,248,
all
respondents
(awareness)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024The
popularity
rating
of
Secret
Escapes
is
12%Brand
KPIs
&benchmarking:
popularitySummaryPopularity
ofSecret
EscapesRank#
BrandPopularity%ThepopularityKPIisagreat
indicatorof
brandperception
among
current
andpotentialfuturecustomers.
Thesocial
proof
provided
byahigh
scorecansignifyhow
trustworthy
abrandisandinfluenceconsumer
engagement.
Brandswith
alarge
engagedfollowing
canoften
enjoy
higherlevels
of
advocacyandloyalty.1Expedia51%50%48%38%28%25%24%23%21%21%12%2BAirbnb34PricelineTravelocityCheapTicketsAgodaOutofconsumers
who
knew
thebrand,
12%
saidtheyliked
Secret
Escapes.
Thisranksthemoutsidethe
Top10
compared
toother
brandssurveyed
inthismarket.5678Orbitz88%9VrboPopularityN/A1014
Notes:“When
it
comesto
travelportals,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:
n=234,
respondents
who
know
the
individual
brand
(popularity)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024Secret
Escapes
ranks
outside
the
Top
10
in
usageBrand
KPIs
&benchmarking:
usageSummaryUsage
ofSecret
EscapesRank#
BrandUsage
%33%Afterpopularity,we
want
tocover
thevalueactiongapsotounderstandifthe
brandwas
alsobeing
used,weasked
each
respondent:
“When
itcomes
to
travelportals,which
of
the
following
brandshaveyouusedinthe
past12
months?”.1B12%2Airbnb33%3Expedia31%Outofconsumers
who
knew
thebrand,
12%
saidtheyused
Secret
Escapes.
Thisranksthemoutside
the
Top10
compared
toother
brandssurveyed
inthismarket.4Agoda22%5Priceline21%6CheapTicketsTravelocityHRS
holidaysSkyscanner18%718%815%88%915%UsageN/A1015%15
Notes:“When
it
comesto
travelportals,which
ofthe
following
brands
have
youused
in
the
past12
months?”;
Multi
Pick;Base:n=234,
respondents
who
know
the
individual
brandSources:
Statista
Consumer
Insights
Global,
asofDecember2024In
terms
of
loyalty,
Secret
Escapes
is
sixth
in
the
United
StatesBrand
KPIs
&benchmarking:
loyaltySummaryLoyalty
ofSecret
Escapes’
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.1Airbnb2BSkyscannerExpedia86%25%383%480%5Vrbo77%6Secret
EscapesPricelineTravelocityHotwire75%Tomeasure
the
loyalty
of
theseconsumers
we
askeach
respondent:
“When
itcomes
to
travel
portals,which
of
the
following
brandsareyou
likely
touseagaininthe
future?”.775%75%874%971%Outofrespondents
whohaveused
Secret
Escapes,75%
saidthey
would
usethebrand
again.LoyaltyN/A10Agoda69%16
Notes:“When
it
comesto
travelportals,which
ofthe
following
brands
are
youlikely
touse
againin
the
future?”;
Multi
Pick;Base:n=28,
respondents
who
have
used
the
individual
brand
(loyalty)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024Secret
Escapes
has
a
score
of
16%
for
media
buzzBrand
KPIs
&benchmarking:
buzzSummaryBuzzofSecret
EscapesRank#
BrandBuzz%49%Isthebrand
hot
or
not?Isitcausingastirinthemediaandonline,tofind
thisoutwe
asked
each
respondent:“Whichof
the
following
brandshaveyounoticed
inthemedia,on
social
media,or
inadvertising
inthepast3months?”.1Airbnb16%2BExpedia45%338%Outofconsumers
who
knew
thebrand,
16%
saidtheyhadheardaboutSecret
Escapesinthemedia.
Thisranksthemoutsidethe
Top
10
compared
tootherbrandssurveyed
inthismarket.4Priceline31%5Agoda24%6TravelocityCheapTicketsVrbo22%721%819%84%918%BuzzN/A10Hotwire18%17
Notes:“Which
ofthe
following
brands
have
younoticed
in
the
media,
onsocial
media,
orin
advertising
in
the
past3months?”;
Multi
Pick;
Base:
n=234,
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
andunlocknewgrowth
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