CONSUMER&

BRANDBrandKPIs

for

travel

portals:

eDreamsin

MexicoConsumer

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

eDreams’

performance

inthetravel

portal

market.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202474%

of

eDreams

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??eDreams’

branding

resonates

more

with

Gen

Z?eDreams

ranksoutsidetheTop10

inawarenesswithin

the

travel

portal

market?eDreams

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

eDreams

is

17%?eDreams

rankstenthinusage?Among

eDreams

enthusiasts,42%

fallunderthehigh-income

category?Interms

of

loyalty,eDreams

istenthinMexico?eDreams

hasascore

of

17%

for

media

buzz?Consumers

want

theirtravel

portal

brandstohavehonesty

/trustworthiness,

reliability,

and

friendliness3Sources:

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

eDreams

at

74%Brand

profile:

snapshotBrand

performance

of

eDreamsinMexico74%20%17%17%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Travelportals

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents(awareness),

n=246,

respondents

who

know

the

individual

brand

(popularity),

n=246,

respondents

whoknow

the

individual

brand(usage),

n=34,

respondents

who

have

used

the

individual

brand

(loyalty),

n=246,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024eDreams’branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations43%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeeDreams

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thateDreams

islikedby2%

ofBaby

boomers

and

24%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and

24%,

respectively.34%31%24%

24%ForMillennials

andGen

Z,

31%

and

43%

feel

positivelytowards

eDreams,

versus

39%

and

34%.

Socurrently,foreDreams,

Gen

Zconnects

most

with

theirbrandcompared

to

theoverall

industryuser.3%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestotravelportals,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=42,

eDreams

enthusiast,

n=954,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024eDreams

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

eDreams

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%10%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

eDreams

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.38%62%49%51%62%

ofmen

likeeDreams

compared

to38%

ofwomen,

whereas

fortheoverallindustry,51%

of

men

usetravel

portalscompared

to

49%

of

women.83%89%10%

ofeDreams

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

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=42,

eDreamsenthusiast,

n=954,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

eDreams

enthusiasts,

42%

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%Single34%30%35%17%12%42%CoupleSingleparentNuclear42%

ofeDreams

enthusiastsare

fromhigh-income

households.eDreams’

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

acouple

household,

17%

ofeDreamsenthusiastshavethiscurrent

livingsituation.12%7%40%39%25%Multi-generational7%10%14%32%ExtendedOther23%2%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=42,

eDreams

enthusiast,

n=954,

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%eDreams

users

alsoappreciate

these

keyattributes,indicating

eDreams

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthateDreams

enthusiastsareleast

focused

on

aresustainabilityandthrill/excitement.ReliabilityExclusivityeDreams

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=34,

eDreams

users’,n=42,

eDreams

enthusiast,

n=954,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

eDreams

fans,

55%

state

that

they

get

excited

about

travelportalsBrand

profile:

attitudesWhat

doconsumersthink

oftravel

portals

ingeneral?55%48%48%45%38%36%30%29%27%27%17%14%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=42,

eDreams

enthusiast,

n=954,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1174%

of

eDreams

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

travel

portals,the

averageawareness

ofabrandinMexico

is52%.

Awareness

ofeDreams,

however,

isat20%.Awareness17%

ofMexican

travel

portal

userssay

theylikeeDreams,

compared

toanindustryaverage

brandpopularity

of31%.14%

ofindustryusers

inMexico

saythey

useeDreams,with

the

average

usageofabrandat17%.BuzzPopularity74%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

72%.eDreams

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of17%compared

to

30%.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=1,246,

all

respondents(awareness),

n=246,

respondents

who

know

the

individual

brand

(popularity),

n=246,

respondents

whoknow

the

individual

brand(usage),

n=34,

respondents

who

have

used

the

individual

brand

(loyalty),

n=246,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024eDreams

ranks

outside

the

Top

10

in

awareness

within

the

travel

portal

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofeDreamsRank#

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.1Trivago90%82%78%77%75%73%70%62%59%44%20%2AeroMexico

vacationsExpedia345AirbnbUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Bestday7BTripadvisorKAYAK8Outofallrespondents,

20%

were

aware

of

eDreams.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.80%9AwarenessN/A10Pricetravel13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

eDreams

is

17%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofeDreamsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Airbnb62%58%52%47%43%37%35%32%29%25%17%2Trivago3BAeroMexico

vacationsExpedia4Outofconsumers

who

knew

thebrand,

17%

saidtheyliked

eDreams.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.567Bestday8KAYAK83%9TripadvisorMexicoDPopularityN/A1014

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=246,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024eDreams

ranks

tenth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofeDreamsRank#

BrandUsage

%44%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

travelportals,which

of

the

following

brandshaveyouusedinthe

past12

months?”.1Airbnb14%2Trivago33%3BAeroMexico

vacationsExpedia29%Outofconsumers

who

knew

thebrand,

14%

saidtheyused

eDreams.

Thisranksthemtenthcompared

toother

brandssurveyed

inthismarket.425%523%620%7KAYAK15%8Bestday15%86%9CoppelViajeseDreams14%UsageN/A1014%15

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:n=246,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

eDreams

is

tenth

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofeDreams’

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.1Airbnb2Trivago82%26%3AeroMexico

vacationsBBestday80%480%579%6CoppelViajesPricetravelKAYAK77%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

travel

portals,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.775%74%875%974%Outofrespondents

whohaveused

eDreams,

74%

saidthey

would

usethebrand

again.LoyaltyN/A10eDreams74%16

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=34,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024eDreams

has

a

score

of

17%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofeDreamsRank#

BrandBuzz%59%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Airbnb17%2Trivago57%3BBestday53%Outofconsumers

who

knew

thebrand,

17%

saidtheyhadheardabouteDreams

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.446%545%6KAYAK42%7Expedia39%8AeroMexico

vacationsCoppelViajesTripadvisor35%83%924%BuzzN/A1022%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=246,

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.?

Identifyandunderstandyourcoreaudien