Tour & Travel Agent Competition in Indonesia 2014 Omnibus Popular Brand Index 2014 A. Detail findings 1.Popular Brand Index 2.Brand awareness 3.Expansive 4.Frequent Visitor 5.Future Intention 6.Switching 7.General Information

1. Tour & Travel Agent
Competition
in IndonesiaOmnibus Popular Brand Index 2014
Date: November 2014

2. 2
A. Detail findings
1. Popular Brand Index
2. Brand awareness
3. Expansive
4. Frequent Visitor
5. Future Intention
6. Switching
7. General Information

3. 3
A. Detail findings
1.1. Popular Brand Index Concept
POPULAR
BRAND
INDEX
(PBI)
Top of
Mind
(TOM)
Expansive
Last Used
Future
Intention
𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎𝑠𝑡𝑈𝑠𝑒𝑑 + 𝑤4 ∙ 𝐼𝑛𝑡𝑒𝑛𝑡𝑖𝑜𝑛
Additional Information :
•Top of Mind (TOM) = First brand mentioned by respondents.
•Expansive = Scope and spread of brand.
•Last Used/ Market Share = Total purchase or last used brand in past 3 months.
•Future Intention = Consumer intention to purchase brand.
One of the most important Assets of the company and
represent identity of a company is the Brand. "Brand or trademark
is a name or symbol that is associated with the product/service and
cause psychological meaning/association". In addition, the brand
also as a promotional tools, so that a product with certain brand
would likely gain popularity or awareness in the community level
that will affect consumer behaviour in the community.
To determine organization performance we could see from
development of the brand. W&S study based on development of
PBI (Popular Brand Index) concept which included community top
of mind brand, expansive or spread of the brand, total purchase or
last used of the brand, and consumer intention to purchase brand.

4. 4
A. Detail findings
1.2. Popular Brand Index Results (PBI)
PBI is obtained by the Internet sampling (Online Panel) and with samples of 1,079 respondents in the W&S
database Indonesia (nusaresearch). The results obtained for Tour & Travel Agent Category with PBI concept is as
follows:
Incidence Rate of Tour & Travel Agent visitor (percentage of Tour & Travel Agent visitor in the last 3 months) is 29%
from panel population W&S Group Indonesia.
Panorama Tours is a
popular Tour & Travel Agent
with PBI 10.1, then Wita
Tour get the second rank of
popular with PBI 6.3.
Rank Of
Popular
Agent Tour & Travel PBI IR
1 Panorama Tours 10.1
29%
2 Wita Tour 6.3
3 Vayatour 4.1
4 Baraya Travel 4.0
5 Avia Tour 3.8
6 Dwidaya Tour 2.8
7 Antatour 2.8
8 Travelanda 2.7
9 KAHA Tours & Travel 2.6
10 Cipaganti Tour & Travel 2.3
11 Nusantara Tour 1.8
12 Bayu Buana Travel Services 1.4
13 Golden Rama Tour & Travel 1.1
14 Nata Tours 1.0
15 Angkasa Tour & Travel 1.0
16 Shilla Tour 1.0
17 Rotama Tour 0.9
18 Thropy Tour 0.8
19 Panen Tour 0.8
20 Haryono Tour & Travel 0.8

5. 5
A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Frequent Visitor
5. Future Intention
6. Switching
7. General Information

6. 6
A. Detail findings
2.1. Brand Awareness – Top Of Mind
n Sample : 312
To see the power of Tour & Travel Agent , can be
measured by the level of knowledge of respondents to the
Tour & Travel Agent. From the results of the Top of Mind
(TOM) or Tour & Travel Agent that remembered the first
time and that brand comes to mind with spontaneously,
5.1% of 312 respondents remember Wita Tour (5.1%) as
the main Tour & Travel Agent, then followed by Panorama
Tours (4.2%), Cipaganti Tour & Travel (2.9%), Nusantara
Tour (2.6%) and Nata Tours (2.2%). When look at the
data, Wita Tour and Panorama tour are quite dominate as
Tour & Travel Agents which impressed for respondents.
5.1%
4.2%
2.9%
2.6%
2.2%
2.2%
2.2%
2.2%
2.2%
1.9%
Wita Tour
Panorama Tour
Cipaganti Tour & Travel
Nusantara Tour
Vayatour
Avia Tour
Dwidaya Tour
Nata Tours
Angkasa Tour & Travel
Antatour

7. 7
A. Detail findings
2.2. Brand Awareness
From the collected data, there is an interesting fact when compare Aided percentage of Baraya Travel (19.2%) with
percentage of Avia Tour (23.4%), and comparison between Dwidaya Tour (14.1%) with Antatour (18.0%). Baraya Travel
has small percentage of Total Awareness but get a better rank of PBI than Avia Tour. Furthermore, Dwidaya Tour has
small percentage of Total Awareness but get a better rank of PBI than Antatour. Rank of PBI can describe that Baraya
Travel and Dwidaya Tour are quite good to build image of their sites. However, if they initiate to increase Total
Awareness, can be assured that in the future they can compete with Panorama Tours and Wita Tour.
n Sample : 312
Panora
ma
Tour
Wita
Tour
Vayato
ur
Baraya
Travel
Avia
Tour
Dwiday
a Tour
Antato
ur
Travela
nda
KAHA
Tours
&
Travel
Cipaga
nti
Tour &
Travel
Nusant
ara
Tour
Bayu
Buana
Travel
Service
s
Golden
Rama
Tour &
Travel
Nata
Tours
Angkas
a Tour
&
Travel
Shilla
Tour
Rotam
a Tour
Thropy
Tour
Panen
Tour
Haryon
o Tour
&
Travel
Aided 42.3% 20.9% 22.1% 19.2% 23.4% 14.1% 18.0% 20.5% 15.1% 2.6% 1.9% 12.2% 11.2% 0.7% 0.6% 6.7% 8.6% 0.6% 9.0% 1.0%
UnAided 8.7% 9.9% 3.5% 1.3% 6.4% 5.1% 3.5% 1.3% 1.6% 4.8% 4.5% 3.8% 4.2% 2.2% 4.5% 1.0% 1.0% 1.0% 1.3% 2.2%
Total Awareness 51.0% 30.8% 25.6% 20.5% 29.8% 19.2% 21.5% 21.8% 16.7% 7.4% 6.4% 16.0% 15.4% 2.9% 5.1% 7.7% 9.6% 1.6% 10.3% 3.2%

8. 8
A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Frequent Visitor
5. Future Intention
6. Switching
7. General Information

9. 9
A. Detail findings
3. Expansive
Expansive is the spread of Tour & Travel
Agent that can be seen anywhere, such as ads on
TV, billboards, internet ads, etc. In this study,
Panorama Tours get the first place with percentage
14.4%. Furthermore, Vayatour and Baraya Travel
have same percentage (5.8%), and quite dominate
than Avia Tour (5.4%).
14.4%
2.2%
7.4%
2.9%
5.8%
3.2%
5.8%
4.2%
5.4%
4.5%
n Sample : 312

10. 10
A. Detail findings
4. Frequent Visitor
Frequent Visitor/Last Visited is measured from
the level of the respondents percentage who
visited Tour & Travel Agent in the last 3 months.
Panorama Tours still get the main position
(10.6%), and followed by Wita Tour (7.1%). For
Baraya Travel, it has better percentage of frequent
visitor than Vayatour. Meanwhile, Nusatour get into
top 10 frequent visitor.
10.6%
2.2%
7.1%
2.9%
6.7%
2.9%
5.1%
3.2%
4.5%
3.2%
n Sample : 312

11. 11
A. Detail findings
5. Future Intention
Future Intention measured by the percentage
of respondents to the Tour & Travel Agent which
will be visited in the future. Future intention
percentage is measured by the Loyal respondents
and Switched respondents. Dwidaya Tour dan Anta
Tour have a tight competition in respondent visitor
towards Tour & Travel Agent in the future with
percentage 3.2%. A little difference percentage
between one of Tour & Travel Agent with others
indicate that there is a tight competition in
respondent visitor towards Tour & Travel Agent in
the future.
13.5%
1.9%
6.1%
2.2%
3.8%
2.9%
3.8%
3.2%
3.5%
3.2%
n Sample : 312

12. 12
A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Frequent Visitor
5. Future Intention
6. Switching
7. General Information

13. 13
A. Detail findings
6. Switching
Tour & Travel Agent that will
be visited in future
n Sample : 310
* Relative to respondent who switch to another brand
n Sample : 312
From this research, 96.8% of 312 respondents want to visit other Tour &
Travel Agent. There is a big possibility that respondent still prefer promotion in
each Tour & Travel Agent. If wee look at comparison between Frequent visitor /
Last Visited with Future Intention, the number of visitors of Panorama Tours
increase rapidly with 3.2%. It is quite prosper for Panorama Tours’ business.
Meanwhile, for decreasing visitor matter, it happen for KAHA Tours & Travel
with percentage 1.6%, then followed by Avia Tour (1.3%), and Vaya Tour
(1.3%).
Loyal
Switch
96.8%
3.2%
-1.6%
1.0%
-1.3%
-1.0%
3.2%
1.0%
-1.3%
1.0%
-0.6%
-0.3%
KAHA Tours & Travel
Dwidaya Tour
Avia Tour
Baraya Travel
Panorama Tour
Antatour
Vayatour
Wita Tour
Travelanda
Cipaganti Tour &
Travel

14. 14
A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Frequent Visitor
5. Future Intention
6. Switching
7. General Information

15. 15
A. Detail findings
Ever Used and Conversion Rate
Conversion Rate
Ever Visited Brand
Brand awareness
Top of Mind
Conversion Rate
Ever Visited Brand
Brand awareness
Top of Mind
n Sample : 312
Antatour has quite low percentage of Brand Awareness (21.5%), if compare with the top 5 Tour & Travel Agent. But
its conversion rate is quite high (38.8%). If Antatour can increase Brand Awareness, they can get more visitor.
Meanwhile, Panorama Tours is the top Tour & Travel Agent in context of Total Awareness, Expansive, Frequent Visitor, and
Future Intention.
Unit: %
*) Conversion Rate = Comparison between Ever Visited Brand with Brand Awareness
40.0
7.7
19.2
2.2
55.3
28.2
51.0
4.2
49.0
15.1
30.8
5.1
43.8
11.2
25.6
2.2
56.3
11.5
20.5
0.0
35.5
10.6
29.8
2.2
38.8
8.3
21.5
1.9
38.2
8.3
21.8
1.3
46.2
7.7
16.7
1.3
26.1
1.9
7.4
2.9

16. 16
B. Respondent profile
Monthly Household Income
49.4% 50.6%
Age
n Sample : 312
Gender 4.5%
27.2%
23.4%
44.9%
Under 20 years old
20 - 24 years old
25 - 29 years old
30 years old and over
3.8%
5.1%
5.4%
16.3%
18.3%
9.3%
15.1%
11.9%
9.3%
4.8%
.6%
Over IDR 40,000,000
IDR 30,000,001 - IDR 40,000,000
IDR 20,000,001 - IDR 30,000,000
IDR 11,000,001 - IDR 20,000,000
IDR 8,500,001 - IDR 11,000,000
IDR 6,500,001 - IDR 8,500,000
IDR 4,500,001 - IDR 6,500,000
IDR 3,500,001 - IDR 4,500,000
IDR 2,500,001 - IDR 3,500,000
IDR 1,500,001 - IDR 2,500,000
Less than IDR 1,500,000

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across Indonesia.
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