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CONSUMER&
BRANDBrandKPIs
for
travel
portals:
GoogleFlights
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
Flights’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,
asofDecember202472%
of
Flights
users
display
loyalty
towards
the
brandIntroduction:
key
insightsWhodoesthebrandappeal
to?How
doesthebrandperform
inthemarket??Google
Flights’brandingresonates
more
withGen
Z?Google
Flightsranksthirdinawareness
withinthetravel
portal
market?Google
Flightsgenerally
appealsto
men
more
thanwomen?Thepopularity
ratingof
Flightsis42%?Among
Flightsenthusiasts,38%
fallunderthe
Flightsranksninth
inusagehigh-income
category?Interms
of
loyalty,Google
Flightsisninth
inIndia?Google
Flightshasascore
of
29%
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
Flights
at
87%Brand
profile:
snapshotBrand
performance
of
FlightsinIndia87%72%42%29%27%AwarenessPopularityUsageLoyaltyBuzz5Notes:Travelportals
‘awareness’,‘popularity’,
‘usage’,‘loyalty’
and
‘buzz’
by
brand;
Multi
pick;
Base:
n=1,245,
all
respondents(awareness),
n=1,080,
respondents
who
know
the
individual
brand
(popularity),
n=1,080,
respondents
whoknow
the
individual
brand(usage),
n=290,
respondents
who
have
used
the
individual
brand
(loyalty),
n=1,080,
respondents
who
know
the
individual
brand(buzz)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024Google
Flights’
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
likeGoogle
Flightsbygenerationversus
the
share
ofindustryusers
ingeneral,
we
cansee
thatGoogle
Flightsislikedby0%
ofBaby
boomersand10%
of
Gen
Xers,
whereas
thetotalshare
ofindustryusers
is0%
and12%,
respectively.41%40%ForMillennials
andGen
Z,
40%
and
50%
feel
positivelytowards
Flights,
versus
41%
and47%.
Socurrently,
forGoogle
Flights,
Gen
Zconnects
most
withtheirbrandcompared
tothe
overall
industryuser.12%10%0%
0%Gen
ZMillennialsGen
XBaby
BoomerBrand
enthusiastIndustryuser6Notes:“How
oldareyou?”;Single
Pick;“When
it
comestotravelportals,which
ofthe
following
brands
do
youlike?”;
Multi
Pick;
Base:n=450,
GoogleFlights
enthusiast,
n=1,171,
travelportalusersSources:
Statista
Consumer
Insights
Global,
asofDecember2024Google
Flights
generally
appeals
to
men
more
than
womenBrand
profile:
consumer
demographics
(2/3)GenderTheGender
splitbetween
brandLGBTQIA+statusUnderstanding
and
respecting
thediverse
needsandidentitiesofenthusiastsof
Flightsshows
thatwomen
are
lesslikely
to
haveanaffinitywith
the
brandcompared
to
men.14%80%consumers
is
becoming
more
and
moreimportant,notjustfrom
asensitivitypointof
view,
but
also
fromrecognizingpotential
businessopportunities
thatcome
withinclusivity
and
diversity.
Andcurrently,
Flightshasasimilarproportion
of
LGBTQIA+
consumerswhen
compared
tothe
industryusers
ingeneral.16%40%60%43%57%56%
ofmen
likeGoogle
Flightscompared
to
43%
of
women,
whereasfortheoverall
industry,60%
of
men
usetravel
portals
compared
to40%
ofwomen.80%16%
ofGoogle
Flightsenthusiastsconsider
themselves
tobe
partof
theLGBTQIA+
community
compared
to14%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=450,
GoogleFlightsenthusiast,
n=1,171,
travelportalusersSources:
Statista
Consumer
Insights
Global,
asofDecember2024Among
Flights
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%7%7%CoupleSingleparentNuclear38%
ofGoogle
Flightsenthusiastsarefrom
high-income
households.Google
Flights’brandisgenerallyenjoyed
more
byconsumers
who
arepartof
amulti-generational
household,30%
ofGoogle
Flightsenthusiastshavethiscurrent
living
situation.3%3%19%21%29%31%31%Multi-generational30%26%35%36%33%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=450,
GoogleFlights
enthusiast,
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%Google
Flightsusers
alsoappreciatethese
key
attributes,indicatingGoogleFlightsexudes
these
qualities.SocialresponsibilityCoolnessThequalitiesthatGoogle
Flightsenthusiastsare
least
focused
on
areinclusiveness
and
thrill/excitement.ReliabilityExclusivityGoogle
Flightsshouldwork
onpromoting
sustainabilityto
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=290,
GoogleFlights
users’,n=450,
GoogleFlights
enthusiast,
n=1,171,
travelportalusersSources:
Statista
Consumer
Insights
Global,
asofDecember2024Among
Flights
fans,
49%
state
that
they
get
excited
about
travelportalsBrand
profile:
attitudesWhat
doconsumersthink
oftravel
portals
ingeneral?52%52%52%49%49%45%42%42%41%41%39%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=450,
GoogleFlights
enthusiast,
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.1172%
of
Flights
users
display
loyalty
towards
the
brandBrand
KPIs
&benchmarking:
IndustrycomparisonBrand
performanceWhen
itcomes
to
travel
portals,the
averageawareness
ofabrandinIndiais72%.
Awareness
ofGoogle
Flights,
however,
isat87%.Awareness42%
ofIndiantravel
portal
users
saytheylikeGoogleFlights,
compared
to
anindustryaverage
brandpopularity
of39%.27%
ofindustryusers
inIndiasaythey
useGoogleFlights,
with
the
average
usageofabrandat28%.BuzzPopularity72%
ofbrandusers
saytheywould
usethe
brandagain,compared
toanaverage
loyalty
score
of
71%.Google
Flightshasbeen
noticed
lessinthemediacompared
to
other
brands,with
a“Buzz”score
of28%compared
to
32%.Sooverall,
the
results
showtheir
performance
tobeinconsistent
compared
to
theindustry.LoyaltyBrandUsageIndustryaverage12
Notes:Travelportals
‘awareness’,‘popularity’,
‘usage’,‘loyalty’
and
‘buzz’
by
brand;
Multi
pick;
Base:
n=1,245,
all
respondents(awareness),
n=1,080,
respondents
who
know
the
individual
brand
(popularity),
n=1,080,
respondents
whoknow
the
individual
brand(usage),
n=290,
respondents
who
have
used
the
individual
brand
(loyalty),
n=1,080,
respondents
who
know
the
individual
brand(buzz)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024Google
Flights
ranks
third
in
awareness
within
the
travel
portal
marketBrand
KPIs
&benchmarking:
awarenessSummaryAwarenessofGoogle
FlightsRank#
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%13%2OyoRoomsGoogle
FlightsGoibibo345YatraUsingtheconcept
of
aided
brand
recognition,
showingrespondents
both
the
brand’slogo
andthe
writtenbrandname,we
asked:
“Doyou
know
thisbrand,
evenifonly
byname?”.6BCleartripEaseMyTripIRCTC78Outofallrespondents,
87%
were
aware
of
GoogleFlights.Thisranksthemthirdcompared
tootherbrandssurveyed
inthismarket.87%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
of
Flights
is
42%Brand
KPIs
&benchmarking:
popularitySummaryPopularity
ofGoogle
FlightsRank#
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%2BIRCTC342%4EaseMyTripGoibiboOutofconsumers
who
knew
thebrand,
42%
saidtheyliked
Flights.Thisranksthemseventhcompared
to
other
brandssurveyed
inthismarket.558%6Agoda7Google
FlightsOyoRoomsCleartripYatra89PopularityN/A1014
Notes:“When
it
comesto
travelportals,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:
n=1,080,
respondents
who
know
the
individual
brand
(popularity)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024Google
Flights
ranks
ninth
in
usageBrand
KPIs
&benchmarking:
usageSummaryUsage
ofGoogle
FlightsRank#
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%27%3BEaseMyTripAgoda45%Outofconsumers
who
knew
thebrand,
27%
saidtheyused
Flights.Thisranksthem
ninth
comparedtootherbrandssurveyed
inthismarket.437%534%6Goibibo31%7OyoRoomsCleartripGoogle
FlightsAirbnb30%73%827%927%UsageN/A1027%15
Notes:“When
it
comesto
travelportals,which
ofthe
following
brands
have
youused
in
the
past12
months?”;
Multi
Pick;Base:
n=1,080,
respondents
who
know
the
individual
brandSources:
Statista
Consumer
Insights
Global,
asofDecember2024In
terms
of
loyalty,
Flights
is
ninth
in
IndiaBrand
KPIs
&benchmarking:
loyaltySummaryLoyalty
ofGoogle
Flights’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.1MakeMyTrip2IRCTC86%28%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%72%8Goibibo74%9Google
FlightsEaseMyTrip72%Outofrespondents
whohaveused
Flights,72%
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=290,
respondents
who
have
used
the
individual
brand
(loyalty)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024Google
Flights
has
a
score
of
29%
for
media
buzzBrand
KPIs
&benchmarking:
buzzSummaryBuzzofGoogle
FlightsRank#
BrandBuzz%55%Isthebrand
hot
or
not?Isitcausingastirinthemediaandonline,tofind
thisoutwe
asked
each
respondent:“Whichof
the
following
brandshaveyounoticed
inthemedia,on
social
media,or
inadvertising
inthepast3months?”.1MakeMyTrip2BAgoda50%29%349%Outofconsumers
who
knew
thebrand,
29%
saidtheyhadheardaboutGoogle
Flightsinthemedia.
Thisranksthemtenthcompared
tootherbrandssurveyedinthismarket.4EaseMyTripGoibibo43%542%6CleartripIRCTC36%735%71%8OyoRoomsAirbnb34%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=1,080,
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.?
I
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