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Online Hotel & Ticket
Booking Sites in
Indonesia
Omnibus Popular Brand Index 2014
Date: Desember 2014
2
A. Detail findings
1. Popular Brand Index
2. Brand awareness
3. Expansive
4. Frequent User
5. Future Intention
6. Switch...
3
A. Detail findings
1.1. Popular Brand Index Concept
POPULAR
BRAND
INDEX
(PBI)
Top of
Mind
(TOM)
Expansive
Last Used
Futu...
4
A. Detail findings
1.2. Popular Brand Index Results (PBI)
PBI could be obtained by Internet Sampling method, where we ar...
5
A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Frequent Visitor
5. Future Intention
6. Swi...
6
A. Detail findings
2.1. Brand Awareness – Top Of Mind
n Sample : 612
42.5%
13.2%
3.4%
1.8%
1.3%
1.1%
1.0%
1.0%
0.8%
0.7%...
7
A. Detail findings
2.2. Brand Awareness
Interestingly, as its seen from the chart, Wego with 32.8% has smaller total awa...
8
A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Frequent Visitor
5. Future Intention
6. Swi...
9
A. Detail findings
3. Expansive
Expansive is the distribution of Hotel
& Ticket Booking Sites, so it will be easily to b...
10
A. Detail findings
47.4%
3.1%
14.9%
2.8%
8.5%
2.1%
3.3%
n Sample : 612
1.3%
0.8%
1.3%
4. Frequent Visitor
Last Visited ...
11
A. Detail findings
41.0%
4.7%
13.7%
2.5%
7.5%
2.3%
6.2%
n Sample : 612
2.3%
1.1%
2.1%
5. Future Intention
Future Intent...
12
A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Frequent Visitor
5. Future Intention
6. Sw...
13
A. Detail findings
6. Switching
Hotel & Ticket Booking Sites
accessed in future
n Sample : 476
* Relative to respondent...
14
A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Frequent Visitor
5. Future Intention
6. Sw...
15
A. Detail findings
Ever Visited and Conversion Rate
Conversion Rate
Ever Visited Site
Brand awareness
Top of Mind
Conve...
16
B. Respondent profile
Monthly Household Income
51.6% 48.4%
Age
n Sample : 612
Gender 5.1%
26.8%
23.2%
44.9%
Under 20 ye...
PT. Nusaresearch is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web...
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Online Hotel & Ticket Booking Sites in Indonesia 2014

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Research Method : Omnibus Popular Brand Index
Fieldwork Period : December 2014
Research Area : Indonesia (Nationwide)
Respondent Criteria : Male and Female aged 17 years old and above
Sample Size : 612 samples

Published in: Data & Analytics

Online Hotel & Ticket Booking Sites in Indonesia 2014

  1. 1. Online Hotel & Ticket Booking Sites in Indonesia Omnibus Popular Brand Index 2014 Date: Desember 2014
  2. 2. 2 A. Detail findings 1. Popular Brand Index 2. Brand awareness 3. Expansive 4. Frequent User 5. Future Intention 6. Switching 7. General Information
  3. 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 = Distribution of brand. •Last Used = Frequent user in last 3 months. •Future Intention = Future brand used by respondents. Brand is one of the most important aspects from any business. It identifies the simplest concept of business / company. Brand or Trademark is a name or a symbol which related with product / service and its image becomes associated with consumer’s mind. Otherwise, brand can be used also as promotion tools. Therefore, product with its specific brand will tend to get attractiveness or awareness in community level. Those level will influence consumer behaviour among population. To determine the performance of business, we can observe from the development of brand. Regarding to this point, W&S Group develops PBI concept (Popular Brand Index) where its measurement consists of Top of Mind, Expansive, Last Used or Frequent User and Future Intention of business brand.
  4. 4. 4 A. Detail findings 1.2. Popular Brand Index Results (PBI) PBI could be obtained by Internet Sampling method, where we are using online panel with 1400 respondents in W&S Indonesia database (Nusaresearch). The results obtained for Hotel & Ticket Booking Sites with PBI concept are: Incidence Rate of respondents who access Hotel & Ticket Booking Sites (percentage of respondents who access Hotel & Ticket Sites within September – November 2014) are 44% among W&S Indonesia panel. Traveloka achieve the highest PBI for Hotel & Ticket Sites category with score 44.9 as its index, followed by Tiket.com with PBI 14.0 as its index Rank Of Popular Ticket Site PBI IR 1 Traveloka 44.9 44% 2 Tiket.com 14.0 3 Agoda 7.0 4 Wego 3.7 5 Pegipegi 2.8 6 Nusatrip 1.8 7 Tiket2 1.5 8 Booking.com 1.5 9 TripAdvisor 1.3 10 Utiket 1.2 11 Book Panorama 0.9 12 Hotels.com 0.6 13 Skyscanner 0.6 14 Go Indonesia 0.5 15 ti-ket.com 0.5 16 tiketdomestik.com 0.4 17 Expedia 0.4 18 Travelicious 0.4 19 Rajakamar 0.4 20 Valadoo 0.3
  5. 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. 6 A. Detail findings 2.1. Brand Awareness – Top Of Mind n Sample : 612 42.5% 13.2% 3.4% 1.8% 1.3% 1.1% 1.0% 1.0% 0.8% 0.7% 0.0% Traveloka Tiket.com Agoda Wego Pegipegi Utiket Tiket2 Book Panorama TripAdvisor Nusatrip Booking.com To determine brand awareness level of consumer towards Hotel & Ticket Booking Sites, Top of Mind (TOM) becomes one of some important aspects which could be used to recognize awareness level from product or service. From result of TOM, it shows that 42.5% of respondents recalls Traveloka spontaneously as main price comparison sites, followed by Tiket.com (13.2%) and Agoda (3.4%). This case indicates that Traveloka are the most popular sites in terms of TOM among other Hotel & Ticket Booking Sites.
  7. 7. 7 A. Detail findings 2.2. Brand Awareness Interestingly, as its seen from the chart, Wego with 32.8% has smaller total awareness but placed a better rank for PBI rather than Pegipegi with 34.5%. Otherwise, Tiket2 also has smaller total awareness but placed a better rank for PBI rather than Booking.com. This PBI ranks indicate that Wego and Tiket2 already has good reputation in building the image of their sites. However, if they initiate to improve their total awareness, they will compete with its competitor in future. n Sample : 612 Traveloka Tiket.com Agoda Wego Pegipegi Nusatrip Tiket2 Booking.com TripAdvisor Utiket Aided 29.1% 41.5% 32.2% 25.0% 26.7% 19.8% 17.4% 23.7% 23.0% 11.6% UnAided 60.3% 24.8% 9.8% 7.8% 7.8% 4.9% 3.8% 3.1% 2.5% 5.9% Total Awareness 89.4% 66.3% 42.0% 32.8% 34.5% 24.7% 21.2% 26.8% 25.5% 17.5% Aided UnAided Total Awareness
  8. 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. 9 A. Detail findings 3. Expansive Expansive is the distribution of Hotel & Ticket Booking Sites, so it will be easily to be founded in some places such as Ads, Google Adwords, etc. Commonly, expansive is strongly associated with advertising or promotion. According to Expansive, Traveloka still be the top Hotel & Ticket Booking Sites with percentage of 50.5%. Next position is placed by Tiket.com (14.5%) and Agoda (9.6%). 50.5% 2.3% 14.5% 1.8% 9.6% 1.5% 3.8% n Sample : 612 1.5% 1.5% 1.5% 1 2 3 4 5 6 7 8 9 10
  10. 10. 10 A. Detail findings 47.4% 3.1% 14.9% 2.8% 8.5% 2.1% 3.3% n Sample : 612 1.3% 0.8% 1.3% 4. Frequent Visitor Last Visited or Frequent Visitor could be measured by percentage of respondents who access Hotel & Ticket Booking Sites in last 3 months. Traveloka still dominate the first place with 47.4%. Surprisingly, in rank 7, 8, 9, Frequent Visitor of Booking.com has better rank than Tiket2 and Utiket. 1 2 3 4 5 6 7 8 9 10
  11. 11. 11 A. Detail findings 41.0% 4.7% 13.7% 2.5% 7.5% 2.3% 6.2% n Sample : 612 2.3% 1.1% 2.1% 5. Future Intention Future Intention could be measured by percentage of respondents who will access price comparison sites in future. This percentage exposed about loyal respondents and switch respondents. Remarkably, Nusatrip fall into 7th rank after Tiket2. This signs denote that there would be decrease visitor for Nusatrip in future. 1 2 3 4 5 6 7 8 9 10
  12. 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. 13 A. Detail findings 6. Switching Hotel & Ticket Booking Sites accessed in future n Sample : 476 * Relative to respondents who switch n Sample : 587 By the results of this study, 77.8% of 612 respondents will be access other Hotel & Ticket Booking sites, thus indicate the probability that respondent still consider the promotion of each sites. If compared within Frequent Visitor / Last Visited and Future Intention, there will be decrease visitor with 6.7%. According to this reason, it needs more study to develop what are the causes. Furthermore, the highest additional visitor in future would be Wego (3.2%), Pegipegi (2.3%), and Tiket2 (1.5%). Loyal Switch 77.8% 22.2% -0.2% -0.8% 0.0% 1.3% -6.7% 0.2% -0.6% 2.3% 1.5% 3.2% Nusatrip Agoda Booking.com TripAdvisor Traveloka Utiket Tiket.com Pegipegi Tiket2 Wego
  14. 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. 15 A. Detail findings Ever Visited and Conversion Rate Conversion Rate Ever Visited Site Brand awareness Top of Mind Conversion Rate Ever Visited Site Brand awareness Top of Mind n Sample : 612 Traveloka becomes the most popular Hotel & Ticket Booking sites in terms of PBI, Total Awareness, Expansive, Frequent Visitor and Future Intention. Meanwhile, amongst Hotel & Ticket Booking Sites which has percentage lower than 15%, Utiket has the highest conversion rate. Score of convertion rate imply that visitor of Utiket doesn’t differ much with respondent who aware with Utiket. Unit: % *) Conversion Rate = Ratio between Ever Visited Site and Brand Awareness 77.0 68.8 89.4 42.5 62.1 41.2 66.3 13.2 63.8 26.8 42.0 3.4 51.7 17.0 32.8 1.8 50.7 17.5 34.5 1.3 55.6 13.7 24.7 0.7 46.9 10.0 21.2 1.0 50.6 13.6 26.8 0.0 55.1 14.1 25.5 0.8 57.9 10.1 17.5 1.1
  16. 16. 16 B. Respondent profile Monthly Household Income 51.6% 48.4% Age n Sample : 612 Gender 5.1% 26.8% 23.2% 44.9% Under 20 years old 20 - 24 years old 25 - 29 years old 30 years old and over 3.3% 3.8% 5.1% 14.2% 19.6% 12.1% 14.5% 9.0% 9.5% 7.4% 1.6% 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
  17. 17. PT. Nusaresearch is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’. Online research is conducted based on Nusaresearch – our actively managed over 100,000 members panel with various segmentations across Indonesia. FOR FURTHER INQUIRIES, PLEASE CONTACT: PT. Nusaresearch » Address: 21H Grand Slipi Tower, Jl. S. Parman Kav. 22-24, Slipi, Jakarta Barat, Indonesia 11480 » Office phone: (+6221) 29 022 227 Fax: (+ 6221) 29 022 365 » Email: info@nusaresearch.com » Website: http://nusaresearch.com/ The copyright of this report belongs to PT. Nusaresearch Company. The results (analyzing, wording, data, tables and graphs) of this survey can be publicly used, but must be cited and sourced from PT. Nusaresearch Company (also include its website address http://nusaresearch.com).

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