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

CONSUMER&

BRANDBrandKPIs

for

travel

portals:

AzulViagens

in

BrazilConsumer

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

AzulViagens’

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,

asofDecember202479%

of

Azul

Viagens

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??AzulViagens’

branding

resonates

more

with?AzulViagensranksfourthinawareness

withintheMillennialstravel

portal

market?AzulViagensgenerally

appealsto

women

more

thanmen?Thepopularity

ratingof

Azul

Viagens

is

40%?AzulViagensrankssixthinusage?Among

Azul

Viagens

enthusiasts,39%

fallunder

thehigh-income

category?Interms

of

loyalty,AzulViagens

iseighthinBrazil?AzulViagenshasascore

of

26%

formedia

buzz?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.4Awarenessis

the

highest

scoring

KPI

for

Azul

Viagens

at

80%Brand

profile:

snapshotBrand

performance

of

Azul

ViagensinBrazil80%79%40%26%23%AwarenessPopularityUsageLoyaltyBuzz5Notes:Travelportals

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents(awareness),

n=995,

respondents

who

know

the

individual

brand

(popularity),

n=995,

respondents

whoknow

the

individual

brand(usage),

n=231,

respondents

who

have

used

the

individual

brand

(loyalty),

n=995,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Azul

Viagens’

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations45%42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeAzulViagens

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatAzulViagens

islikedby4%

of

Babyboomers

and

25%of

Gen

Xers,whereas

the

total

shareof

industryusersis4%

and27%,

respectively.28%27%26%25%ForMillennials

andGen

Z,

45%

and

26%

feel

positivelytowards

AzulViagens,

versus

42%

and

28%.

Socurrently,

forAzulViagens,

Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.4%

4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestotravelportals,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=401,

Azul

Viagens

enthusiast,

n=968,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Azul

Viagens

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

AzulViagens

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%88%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

AzulViagens

has

asimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%55%55%

ofwomen

likeAzulViagenscompared

to

45%

of

men,whereas

forthe

overall

industry,51%

of

women

usetravel

portals

compared

to49%

of

men.85%9%

of

Azul

Viagens

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

amongindustryusers

overall.45%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=401,

Azul

Viagensenthusiast,

n=968,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Azul

Viagens

enthusiasts,

39%

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.7%7%Single39%38%14%13%CoupleSingleparentNuclear39%

ofAzulViagens

enthusiastsarefrom

high-income

households.AzulViagens’

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

acouple

household,

14%

ofAzulViagensenthusiastshavethiscurrent

livingsituation.8%8%41%40%30%32%29%Multi-generational8%9%20%21%31%ExtendedOther1%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=401,

Azul

Viagens

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.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%AzulViagens

users

also

appreciatethesekey

attributes,indicating

AzulViagensexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatAzul

Viagensenthusiastsare

least

focused

on

arehighvalueand

boldness.ReliabilityExclusivityAzulViagens

shouldwork

onpromotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.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=231,

Azul

Viagens

users’,n=401,

Azul

Viagens

enthusiast,

n=968,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Azul

Viagens

fans,

47%

state

that

they

get

excited

about

travel

portalsBrand

profile:

attitudesWhat

doconsumersthink

oftravel

portals

ingeneral?53%47%45%44%40%40%38%36%36%35%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=401,

Azul

Viagens

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.1179%

of

Azul

Viagens

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

travel

portals,the

averageawareness

ofabrandinBrazil

is55%.

Awareness

ofAzulViagens,

however,

is

at80%.Awareness40%

ofBrazilian

travel

portal

users

saytheylikeAzulViagens,

compared

to

anindustryaverage

brandpopularity

of31%.23%

ofindustryusers

inBrazil

saythey

useAzulViagens,

with

the

average

usageofabrandat17%.BuzzPopularity79%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

76%.AzulViagens

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of26%compared

to

23%.Sooverall,

the

results

showtheir

performance

tobeabove

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=995,

respondents

who

know

the

individual

brand

(popularity),

n=995,

respondents

whoknow

the

individual

brand(usage),

n=231,

respondents

who

have

used

the

individual

brand

(loyalty),

n=995,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Azul

Viagens

ranksfourth

in

awareness

within

the

travelportal

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofAzulViagensRank#

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%20%2123MilhasCVC34Azul

ViagensAirbnb5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6BTripadvisorSubmarino

ViagensHMaxMilhas78Outofallrespondents,

80%

were

aware

of

AzulViagens.

Thisranksthemfourthcompared

tootherbrandssurveyed

inthismarket.80%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

Azul

Viagens

is

40%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofAzulViagensRank#

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%2DB123MilhasAirbnb340%4Outofconsumers

who

knew

thebrand,

40%

saidtheyliked

AzulViagens.

Thisranksthemsixthcompared

toother

brandssurveyed

inthismarket.56Azul

ViagensHTripadvisorKAYAK60%789PopularityN/A10MaxMilhas14

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=995,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Azul

Viagens

ranks

sixth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofAzulViagensRank#

BrandUsage

%35%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

travelportals,which

of

the

following

brandshaveyouusedinthe

past12

months?”.1B23%2CVC33%3123MilhasAirbnb33%Outofconsumers

who

knew

thebrand,

23%

saidtheyused

AzulViagens.

Thisranksthemsixthcompared

toother

brandssurveyed

inthismarket.432%5DAzul

ViagensHTripadvisorExpedia32%623%719%77%814%914%UsageN/A10MaxMilhas13%15

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:n=995,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,Azul

Viagens

is

eighth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofAzul

Viagens’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.1B21%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%79%979%Outofrespondents

whohaveused

AzulViagens,

79%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=231,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Azul

Viagens

has

a

score

of

26%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofAzul

ViagensRank#

BrandBuzz%51%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1CVC2123MilhasDAirbnb50%26%349%Outofconsumers

who

knew

thebrand,

26%

saidtheyhadheardaboutAzulViagens

inthe

media.

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.443%5BHAzul

ViagensKAYAK37%628%726%74%824%9TripadvisorMaxMilhas21%BuzzN/A1019%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=995,

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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