CONSUMER&

BRANDBrandKPIs

for

hotels:

Crowne

Plaza

inGermanyConsumer

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

Crowne

Plaza’sperformance

inthe

hotel

market.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202456%

of

Crowne

Plaza

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Crowne

Plaza’sbrandingresonates

more

with?Crowne

Plazaranksoutside

the

Top

10

inawarenessMillennialswithin

the

hotel

market?Crowne

Plazagenerally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Crowne

Plazais26%?Crowne

Plazaranksseventh

inusage?Among

Crowne

Plazaenthusiasts,40%

fallunderthehigh-income

category?Interms

of

loyalty,Crowne

Plazaisoutside

the

Top

10inGermany?Consumers

want

theirhotel

brandstohavefriendliness,

reliability,

and

highvalue?Crowne

Plazahasascore

of

14%

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

Crowne

Plaza

at

56%Brand

profile:

snapshotBrand

performance

of

Crowne

Plaza

inGermany56%31%26%14%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Hotels

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=384,

respondents

who

know

the

individual

brand

(popularity),

n=384,

respondents

who

know

theindividual

brand(usage),

n=55,

respondents

who

have

used

the

individual

brand(loyalty),

n=384,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Crowne

Plaza’sbranding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%38%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeCrowne

Plazabygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatCrowne

Plazaislikedby10%

ofBaby

boomersand29%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is8%

and30%,

respectively.30%29%24%20%ForMillennials

andGen

Z,

42%

and

20%

feel

positivelytowards

Crowne

Plaza,versus

38%

and24%.

Socurrently,

forCrowne

Plaza,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.10%8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestohotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=101,

Crowne

Plaza

enthusiast,

n=773,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Crowne

Plaza

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Crowne

Plazashows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.6%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Crowne

Plazahasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.39%61%45%55%61%

ofmen

likeCrowne

Plazacomparedto39%

of

women,

whereas

fortheoverall

industry,55%

ofmen

usehotelscompared

to

45%

of

women.85%88%6%

of

Crowne

Plazaenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

hotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=101,

Crowne

Plazaenthusiast,

n=773,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Crowne

Plaza

enthusiasts,

40%

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.29%25%Single40%40%18%CoupleSingleparentNuclear40%

ofCrowne

Plazaenthusiastsarefrom

high-income

households.Crowne

Plaza’sbrandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

31%

ofCrowne

Plazaenthusiastshavethiscurrent

living

situation.26%6%8%31%25%35%36%24%Multi-generational1%2%13%11%ExtendedOther25%3%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

hotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=101,

Crowne

Plazaenthusiast,

n=773,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

hotel

brands

to

havefriendliness,

reliability,

and

highvalueBrand

profile:

qualitiesQualitiesuserswant

from

hotel

brandsAuthenticityForhotels,

thetopthree

qualitiesuserswant

fromabrandare

friendliness,reliability,

and

highvalue.80%60%40%20%0%Thrill/ExcitementBoldnessClevernessCrowne

Plazausers

alsoappreciatethese

key

attributes,indicatingCrownePlazaexudes

these

qualities.SustainabilitySocialresponsibilityCoolnessThequalitiesthatCrowne

Plazaenthusiastsare

least

focused

on

arethrill/excitement

andinnovation.ReliabilityExclusivityCrowne

Plazashouldwork

on

promotingfriendliness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

hotels,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

hotels,

which

of

the

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

hotels,

which

ofthe

followingbrands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=55,

Crowne

Plazausers’,n=101,

Crowne

Plaza

enthusiast,

n=773,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Crowne

Plaza

fans,

33%

state

that

they

get

excited

about

hotelsBrand

profile:

attitudesWhat

doconsumersthink

ofhotelsingeneral?38%36%34%33%

33%31%28%27%24%23%20%18%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedabouthotelsIliketotalkabouttopicsrelating

tohotelsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

hotels

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tohotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=101,

Crowne

Plaza

enthusiast,

n=773,

hotel

usersSources:

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

Crowne

Plaza

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

hotels,

the

average

awareness

ofabrandinGermany

is48%.

Awareness

ofCrowne

Plaza,however,

is

at31%.Awareness26%

ofGerman

hotelusers

saytheylikeCrowne

Plaza,compared

to

anindustryaverage

brandpopularity

of28%.14%

ofindustryusers

inGermany

say

theyuseCrowne

Plaza,with

the

average

usageofabrandat14%.BuzzPopularity56%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

73%.Crowne

Plazahasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of14%compared

to

10%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeinconsistent

compared

to

theindustry.12

Notes:Hotels

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=384,

respondents

who

know

the

individual

brand

(popularity),

n=384,

respondents

who

know

theindividual

brand(usage),

n=55,

respondents

who

have

used

the

individual

brand(loyalty),

n=384,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Crowne

Plaza

ranks

outside

the

Top

10

in

awareness

within

the

hotel

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofCrowne

PlazaRank#

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.1Ibis67%64%57%57%56%54%53%52%52%51%2Holiday

InnB&BHotelsMaritim31%345IbisbudgetMercure

HotelsMarriottUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6769%8Best

WesternHoliday

InnExpressSteigenbergerOutofallrespondents,

31%

were

aware

of

CrownePlaza.ThisranksthemoutsidetheTop10

comparedtootherbrandssurveyed

inthismarket.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

Crowne

Plaza

is

26%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofCrowne

PlazaRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Ibis40%37%34%32%31%29%29%29%28%28%2Best

WesternHoliday

InnB&BHotelsMotelOneMaritim26%34Outofconsumers

who

knew

thebrand,

26%

saidtheyliked

Crowne

Plaza.ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.567SteigenbergerHyatt74%89Radisson

BluMarriottPopularityN/A1014

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=384,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Crowne

Plaza

ranks

seventh

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofCrowne

PlazaRank#

BrandUsage

%24%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

hotels,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1Ibis14%2B&BHotelsHoliday

InnBest

WesternHyatt21%319%Outofconsumers

who

knew

thebrand,

14%

saidtheyused

Crowne

Plaza.Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.418%517%6MotelOneCrowne

PlazaMaritim16%714%814%86%9NH

HotelsRadisson

Blu13%UsageN/A1013%15

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=384,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Crowne

Plaza

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofCrowne

Plaza’s

consumersRank#

BrandLoyalty

%83%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.1WyndhamIbis281%3B&BHotelsRadisson

BluMarriott81%480%44%579%56%6SteigenbergerBest

WesternMercure

HotelsMotelOneNovotel78%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

hotels,

which

ofthe

following

brandsareyou

likely

to

useagaininthefuture?”.778%876%974%Outofrespondents

whohaveused

Crowne

Plaza,56%saidthey

would

usethebrand

again.LoyaltyN/A1074%16

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

areyoulikely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=55,respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Crowne

Plaza

has

a

score

of

14%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofCrowne

PlazaRank#

BrandBuzz%20%20%15%15%14%14%14%10%10%9%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1B&BHotelsIbis14%23Holiday

InnHoliday

InnExpressHyattOutofconsumers

who

knew

thebrand,

14%

saidtheyhadheardaboutCrowne

Plazainthemedia.

Thisranksthemseventh

compared

to

other

brandssurveyed

inthismarket.456Best

WesternCrowne

PlazaMaritim7886%9IbisbudgetMotelOneBuzzN/A1017

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=384,

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.?

Identifyandunderstandyourcoreaudiences?

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