CONSUMER&

BRANDBrandKPIs

for

travel

portals:

Viator

inthe

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

Viator’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,

asofDecember202456%

of

Viator

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Viator’s

brandingresonates

more

with

BabyBoomers

?Viator

ranksoutside

the

Top10

inawareness

withinthe

travel

portal

market?Viator

generally

appealsto

men

more

than

women?Thepopularity

ratingof

Viatoris

10%?Among

Viatorenthusiasts,64%

fallunderthehigh-income

category?Viator

ranksoutside

the

Top10

inusage?Consumers

want

theirtravel

portal

brandstohave?Interms

of

loyalty,Viator

isoutside

the

Top

10

inthehonesty

/trustworthiness,

friendliness,

and

highvalue

United

States?Viator

hasascore

of

9%

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

Viator

at

56%Brand

profile:

snapshotBrand

performance

of

Viator

intheUnited

States57%20%10%9%9%AwarenessPopularityUsageLoyaltyBuzz5Notes:Travelportals

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents(awareness),

n=250,

respondents

who

know

the

individual

brand

(popularity),

n=250,

respondents

whoknow

the

individual

brand(usage),

n=23,

respondents

who

have

used

the

individual

brand

(loyalty),

n=250,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Viator’s

branding

resonates

morewith

Baby

BoomersBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations46%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeViator

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatViator

islikedby12%

of

Babyboomers

and

19%

of

GenXers,

whereas

thetotalshareof

industryusers

is4%and26%,

respectively.30%26%23%19%ForMillennials

andGen

Z,

46%

and

23%

feel

positivelytowards

Viator,

versus

40%

and

30%.

Socurrently,

forViator,

Baby

Boomers

connect

most

with

theirbrandcompared

to

theoverall

industryuser.12%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestotravelportals,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=26,

Viatorenthusiast,

n=807,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Viator

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Viator

shows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Viator

hasasimilar12%11%87%42%58%46%54%57%

ofmen

likeViator

compared

to

42%of

women,

whereas

forthe

overallindustry,54%

of

men

usetravel

portalscompared

to

46%

of

women.proportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.85%12%

ofViator

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to11%

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=26,

Viatorenthusiast,

n=807,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Viator

enthusiasts,

64%

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.15%Single23%39%12%15%CoupleSingleparentNuclear64%

ofViator

enthusiastsarefrom

high-income

households.Viator’s

brandis

generally

enjoyed

morebyconsumers

who

arepartof

anuclearhousehold,

35%

ofViator

enthusiastshavethiscurrent

livingsituation.64%12%14%35%33%28%25%Multi-generational4%4%27%15%14%ExtendedOther9%8%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=26,

Viatorenthusiast,

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%Viator

users

alsoappreciate

thesekeyattributes,indicating

Viator

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatViatorenthusiastsareleast

focused

onare

thrill/excitementandinclusiveness.ReliabilityExclusivityViator

shouldwork

on

promotingreliability

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=23,

Viatorusers’,n=26,

Viatorenthusiast,

n=807,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Viator

fans,

46%

state

that

they

get

excited

about

travelportalsBrand

profile:

attitudesWhat

doconsumersthink

oftravel

portals

ingeneral?54%54%46%46%46%36%35%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=26,

Viatorenthusiast,

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.1156%

of

Viator

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

travel

portals,the

averageawareness

ofabrandinthe

United

Statesis43%.Awareness

ofViator,

however,

is

at20%.Awareness10%

ofU.S.

travel

portal

users

saytheylikeViator,compared

to

anindustryaverage

brandpopularity

of25%.9%

of

industryusers

intheUnitedStatessaythey

useViator,

with

the

average

usageofabrandat17%.BuzzPopularity56%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

69%.Viator

hasbeen

noticed

lessinthemedia

compared

toother

brands,with

a“Buzz”score

of9%

compared

to22%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Travelportals

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents(awareness),

n=250,

respondents

who

know

the

individual

brand

(popularity),

n=250,

respondents

whoknow

the

individual

brand(usage),

n=23,

respondents

who

have

used

the

individual

brand

(loyalty),

n=250,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Viator

ranks

outside

the

Top

10

in

awareness

within

the

travelportal

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofViatorRank#

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%20%2Airbnb3BPriceline45TravelocityOrbitzUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Hotwire8CheapTicketsVrboOutofallrespondents,

20%

were

aware

of

Viator.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.80%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

Viator

is

10%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofViatorRank#

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%10%2BAirbnb34PricelineTravelocityCheapTicketsAgodaOutofconsumers

who

knew

thebrand,

10%

saidtheyliked

Viator.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.5678Orbitz90%Popularity9VrboN/A1014

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=250,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Viator

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofViatorRank#

BrandUsage

%33%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

travelportals,which

of

the

following

brandshaveyouusedinthe

past12

months?”.9%1B2Airbnb33%3Expedia31%Outofconsumers

who

knew

thebrand,

9%

saidtheyused

Viator.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.4Agoda22%5Priceline21%6CheapTicketsTravelocityHRS

holidaysSkyscanner18%718%815%91%Usage915%N/A1015%15

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:n=250,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Viator

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofViator’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.1Airbnb2BSkyscannerExpedia86%383%480%43%5Vrbo77%57%6Secret

EscapesPricelineTravelocityHotwire75%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

travel

portals,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.775%874%971%Outofrespondents

whohaveused

Viator,

56%

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=23,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Viator

has

a

score

of

9%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofViatorRank#

BrandBuzz%49%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.9%1Airbnb2BExpedia45%338%Outofconsumers

who

knew

thebrand,

9%

saidtheyhadheardaboutViator

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Priceline31%5Agoda24%6TravelocityCheapTicketsVrbo22%721%819%91%Buzz918%N/A10Hotwire18%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=250,

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.?

Identifyandunderstandyourc