brand kpis for travel portals oyo rooms in india-外文版培訓(xùn)課件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

travel

portals:

OyoRooms

in

IndiaConsumer

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

OyoRooms’

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,

asofDecember202476%

ofOyo

Rooms

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??OyoRooms’

brandingresonates

more

with

Gen

Z?OyoRooms

rankssecond

inawareness

within

thetravel

portal

market?OyoRooms

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

OyoRooms

is41%?OyoRooms

ranksseventh

inusage?Among

OyoRooms

enthusiasts,38%

fallunderthehigh-income

category?Interms

of

loyalty,OyoRooms

is

fifth

inIndia?OyoRooms

hasascore

of34%

formedia

buzz?Consumers

want

theirtravel

portal

brandstohavehonesty

/trustworthiness,

friendliness,

andauthenticity3Sources:

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.4Awarenessis

the

highest

scoring

KPI

for

Oyo

Rooms

at

88%Brand

profile:

snapshotBrand

performance

of

OyoRooms

inIndia88%76%41%34%30%AwarenessPopularityUsageLoyaltyBuzz5Notes:Travelportals

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,245,

all

respondents(awareness),

n=1,098,

respondents

who

know

the

individual

brand

(popularity),

n=1,098,

respondents

whoknow

the

individual

brand(usage),

n=331,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,098,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Oyo

Rooms’

branding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations50%47%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeOyoRooms

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatOyoRooms

islikedby0%

ofBaby

boomers

and12%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is0%

and

12%,

respectively.41%39%ForMillennials

andGen

Z,

39%

and

50%

feel

positivelytowards

OyoRooms,

versus41%

and47%.

Socurrently,

forOyoRooms,

Gen

Zconnects

most

withtheirbrandcompared

tothe

overall

industryuser.12%

12%Gen

X0%

0%Gen

ZMillennialsBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestotravelportals,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=452,

Oyo

Roomsenthusiast,

n=1,171,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Oyo

Rooms

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

OyoRooms

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.13%14%80%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

OyoRooms

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.38%62%40%60%62%

ofmen

likeOyoRooms

comparedto38%

of

women,

whereas

fortheoverall

industry,60%

ofmen

usetravelportalscompared

to

40%

of

women.82%13%

ofOyo

Rooms

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to14%

amongindustryusers

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=452,

Oyo

Roomsenthusiast,

n=1,171,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Oyo

Rooms

enthusiasts,

38%

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.3%4%Single38%38%8%7%CoupleSingleparentNuclear38%

ofOyo

Rooms

enthusiastsare

fromhigh-income

households.OyoRooms’

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anextended

household,

38%

ofOyoRooms

enthusiastshavethis

currentlivingsituation.2%3%21%21%31%31%32%Multi-generational26%26%38%36%29%ExtendedOther2%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

travelportals,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=452,

OyoRoomsenthusiast,

n=1,171,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

travelportal

brands

to

have

honesty

/

trustworthiness,friendliness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

travel

portal

brandsFortravel

portals,thetopthree

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,

friendliness,

andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%OyoRooms

users

alsoappreciate

thesekey

attributes,indicating

OyoRoomsexudes

thesequalities.SocialCoolnessresponsibilityThequalitiesthatOyoRoomsenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityOyoRooms

should

work

on

promotinginnovation

to

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=331,

Oyo

Roomsusers’,n=452,

Oyo

Roomsenthusiast,

n=1,171,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Oyo

Rooms

fans,

49%

state

that

they

get

excited

about

travelportalsBrand

profile:

attitudesWhat

doconsumersthink

oftravel

portals

ingeneral?54%50%49%49%46%45%42%42%41%41%41%34%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=452,

Oyo

Roomsenthusiast,

n=1,171,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1176%

ofOyo

Rooms

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

travel

portals,the

averageawareness

ofabrandinIndiais72%.

Awareness

ofOyoRooms,

however,

isat88%.Awareness41%

ofIndiantravel

portal

users

saytheylikeOyoRooms,

compared

to

anindustryaverage

brandpopularity

of39%.30%

ofindustryusers

inIndiasaythey

useOyoRooms,

with

theaverage

usageof

abrand

at28%.BuzzPopularity76%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

71%.OyoRooms

hasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of34%compared

to

32%.Sooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.LoyaltyBrandUsageIndustryaverage12

Notes:Travelportals

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,245,

all

respondents(awareness),

n=1,098,

respondents

who

know

the

individual

brand

(popularity),

n=1,098,

respondents

whoknow

the

individual

brand(usage),

n=331,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,098,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Oyo

Rooms

ranks

second

in

awareness

within

the

travelportal

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofOyoRoomsRank#

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.1MakeMyTrip93%88%87%85%85%84%79%78%76%71%12%2OyoRoomsGoogle

FlightsGoibibo345YatraUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6BCleartripEaseMyTripIRCTC78Outofallrespondents,

88%

were

aware

of

OyoRooms.

Thisranksthemsecond

compared

tootherbrandssurveyed

inthismarket.88%N/A9Awareness10ixigo13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,245,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

ofOyo

Rooms

is

41%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofOyoRoomsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1MakeMyTrip66%55%54%54%49%47%42%41%40%37%2BIRCTC341%4EaseMyTripGoibiboOutofconsumers

who

knew

thebrand,

41%

saidtheyliked

OyoRooms.

Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.56Agoda59%7Google

FlightsOyoRoomsCleartripYatra89PopularityN/A1014

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,098,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Oyo

Rooms

ranks

seventh

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofOyoRoomsRank#

BrandUsage

%52%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

travelportals,which

of

the

following

brandshaveyouusedinthe

past12

months?”.1MakeMyTrip2IRCTC47%30%3BEaseMyTripAgoda45%Outofconsumers

who

knew

thebrand,

30%

saidtheyused

OyoRooms.

Thisranksthemseventh

comparedtootherbrandssurveyed

inthismarket.437%534%6Goibibo31%7OyoRoomsCleartripGoogle

FlightsAirbnb30%70%827%927%UsageN/A1027%15

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=1,098,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Oyo

Rooms

is

fifth

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofOyoRooms’

consumersRank#

BrandLoyalty

%87%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.1MakeMyTrip24%2IRCTC86%3Agoda81%4Airbnb76%5OyoRoomsBYatra76%675%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

travel

portals,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.774%76%8Goibibo74%9Google

FlightsEaseMyTrip72%Outofrespondents

whohaveused

OyoRooms,

76%saidthey

would

usethebrand

again.LoyaltyN/A1072%16

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=331,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Oyo

Rooms

has

a

score

of

34%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofOyoRoomsRank#

BrandBuzz%55%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1MakeMyTrip2BAgoda50%34%349%Outofconsumers

who

knew

thebrand,

34%

saidtheyhadheardaboutOyo

Rooms

inthe

media.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.4EaseMyTripGoibibo43%542%6CleartripIRCTC36%66%35%78OyoRoomsAirbnb34%934%BuzzN/A10Google

Flights29%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,098,

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.?

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