brand kpis for travel portals secret escapes in the united kingdom-外文版培訓(xùn)課件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

travel

portals:

SecretEscapes

in

the

United

KingdomConsumer

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,

asofDecember202457%

of

Secret

Escapes

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Secret

Escapes’

branding

resonates

more

with

Gen

X?Secret

Escapes

ranksoutsidetheTop10

inawarenesswithin

the

travel

portal

market?Secret

Escapes

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Secret

Escapesis

17%?Secret

Escapes

ranksoutsidetheTop10

inusage?Among

Secret

Escapesenthusiasts,47%

fallunderthe

high-income

category?Interms

of

loyalty,Secret

Escapesisoutside

the

Top?Consumers

want

theirtravel

portal

brandstohave10

inthe

United

Kingdomhonesty

/trustworthiness,

reliability,

and

friendliness?Secret

Escapes

hasascore

of

14%

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

57%Brand

profile:

snapshotBrand

performance

of

Secret

Escapes

intheUnitedKingdom58%56%17%14%7%AwarenessPopularityUsageLoyaltyBuzz5Notes:Travelportals

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents(awareness),

n=704,

respondents

who

know

the

individual

brand

(popularity),

n=704,

respondents

whoknow

the

individual

brand(usage),

n=48,

respondents

who

have

used

the

individual

brand

(loyalty),

n=704,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Secret

Escapes’

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations39%37%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSecret

Escapesbygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatSecret

Escapesislikedby11%

of

Babyboomers

and

32%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

9%

and

26%,

respectively.32%28%26%18%ForMillennials

andGen

Z,

39%

and

18%

feel

positivelytowards

Secret

Escapes,versus

37%

and

28%.

Socurrently,

forSecret

Escapes,

Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.11%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestotravelportals,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=119,

SecretEscapes

enthusiast,

n=948,

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.8%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Secret

Escapes

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.43%57%48%52%56%

ofmen

likeSecret

Escapescompared

to

43%

of

women,

whereasfortheoverall

industry,52%

of

men

usetravel

portals

compared

to48%

ofwomen.90%91%8%

of

Secret

Escapesenthusiastsconsider

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

travel

portals,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=119,

SecretEscapes

enthusiast,

n=948,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Secret

Escapes

enthusiasts,

47%

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.24%17%Single41%16%22%CoupleSingleparentNuclear47%47%

ofSecret

Escapesenthusiastsarefrom

high-income

households.Secret

Escapes’

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

asinglehousehold,

24%

ofSecret

Escapes

enthusiastshavethiscurrent

living

situation.8%10%38%33%33%26%24%Multi-generational3%2%7%12%ExtendedOther28%3%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

travelportals,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=119,

Secret

Escapes

enthusiast,

n=948,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

travelportal

brands

to

have

honesty

/

trustworthiness,reliability,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

travel

portal

brandsFortravel

portals,thetopthree

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,

reliability,

andfriendliness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Secret

Escapes

users

alsoappreciatethese

key

attributes,indicatingSecretEscapesexudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatSecret

Escapesenthusiastsare

least

focused

on

arethrill/excitement

andcoolness.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=48,

SecretEscapes

users’,n=119,

SecretEscapes

enthusiast,

n=948,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Secret

Escapes

fans,

28%

state

that

they

get

excited

about

travelportalsBrand

profile:

attitudesWhat

doconsumersthink

oftravel

portals

ingeneral?45%36%30%29%29%28%27%23%21%21%21%20%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=119,

Secret

Escapes

enthusiast,

n=948,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1157%

of

Secret

Escapes

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

travel

portals,the

averageawareness

ofabrandinthe

United

Kingdomis65%.Awareness

ofSecret

Escapes,however,

is

at56%.Awareness17%

ofUK

travel

portal

users

saytheylikeSecretEscapes,

compared

toanindustryaverage

brandpopularity

of26%.7%

of

industryusers

intheUnitedKingdomsaytheyuseSecret

Escapes,

with

the

average

usageofabrandat15%.BuzzPopularity57%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

73%.Secret

Escapes

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of14%compared

to

18%.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=1,247,

all

respondents(awareness),

n=704,

respondents

who

know

the

individual

brand

(popularity),

n=704,

respondents

whoknow

the

individual

brand(usage),

n=48,

respondents

who

have

used

the

individual

brand

(loyalty),

n=704,

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.1B91%88%87%85%84%84%83%83%80%69%2easyJet

holidaysJet2holidaysTripadvisorAirbnb3444%5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.56%6TUI7Virgin

HolidaysExpedia8Outofallrespondents,

56%

were

aware

of

SecretEscapes.

This

ranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.9ThomasCooklastminuteAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Secret

Escapes

is

17%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.1B57%39%32%32%31%30%30%28%22%21%17%2Airbnb3easyJet

holidaysJet2holidaysTripadvisorSkyscannerTUI4Outofconsumers

who

knew

thebrand,

17%

saidtheyliked

Secret

Escapes.

Thisranksthemoutsidethe

Top10

compared

toother

brandssurveyed

inthismarket.5678Expedia83%9First

ChoicelastminutePopularityN/A1014

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=704,

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

%45%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

travelportals,which

of

the

following

brandshaveyouusedinthe

past12

months?”.7%1B2Airbnb27%3SkyscannerExpedia20%Outofconsumers

who

knew

thebrand,

7%

saidtheyused

Secret

Escapes.

Thisranksthemoutside

the

Top10

compared

toother

brandssurveyed

inthismarket.418%5easyJet

holidaysJet2holidaysAgoda18%615%715%8TripadvisorTUI14%93%914%UsageN/A10eDreams14%15

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:n=704,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Secret

Escapes

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSecret

Escapes’

consumersRank#

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.1B2Airbnb86%3TripadvisorSkyscannerTUI84%42%482%581%58%6Virgin

HolidaysAgoda79%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

travel

portals,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.779%8Jet2holidaysExpedia79%973%Outofrespondents

whohaveused

Secret

Escapes,57%

saidthey

would

usethebrand

again.LoyaltyN/A10lastminute72%16

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=48,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Secret

Escapes

has

a

score

of

14%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSecret

EscapesRank#

BrandBuzz%41%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1B14%2Airbnb35%3Jet2holidayseasyJet

holidaysTUI28%Outofconsumers

who

knew

thebrand,

14%

saidtheyhadheardaboutSecret

Escapesinthemedia.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.424%522%6Expedia20%7eDreamsAgoda20%817%86%9KAYAK15%BuzzN/A10HolidayPirates14%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=704,

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

andunlock