Brand KPIs for hotels：Motel One in Germany-英文培訓(xùn)課件2025.5VIP

CONSUMER&

BRANDBrandKPIs

for

hotels:

Motel

One

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

Motel

One’s

performance

inthe

hotel

market.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202474%

of

Motel

One

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Motel

One’s

brandingresonates

more

with?Motel

Oneranksoutside

the

Top

10

inawarenessMillennialswithin

the

hotel

market?Motel

Onegenerally

appealstowomen

and

menequally?Thepopularity

ratingof

Motel

Oneis31%?Motel

Onerankssixthinusage?Among

Motel

Oneenthusiasts,46%

fallunderthehigh-income

category?Interms

of

loyalty,Motel

Oneis

ninth

inGermany?Motel

Onehasascore

of9%

formedia

buzz?Consumers

want

theirhotel

brandstohavefriendliness,

reliability,

and

highvalue3Sources:

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

Motel

One

at

74%Brand

profile:

snapshotBrand

performance

of

Motel

OneinGermany74%41%31%16%9%AwarenessPopularityUsageLoyaltyBuzz5Notes:Hotels

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=512,

respondents

who

know

the

individual

brand

(popularity),

n=512,

respondents

who

know

theindividual

brand(usage),

n=82,

respondents

who

have

used

the

individual

brand(loyalty),

n=512,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Motel

One’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations45%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMotel

Onebygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatMotel

Oneislikedby8%of

Baby

boomers

and29%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is8%

and

30%,

respectively.38%30%29%24%18%ForMillennials

andGen

Z,

45%

and

18%

feel

positivelytowards

Motel

One,versus

38%

and24%.

So

currently,forMotel

One,Millennials

connect

most

with

theirbrandcompared

tothe

overall

industryuser.8%

8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestohotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=157,

MotelOne

enthusiast,

n=773,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Motel

One

generally

appeals

to

women

and

men

equallyBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Motel

Oneshows

thatwomen

are

equally

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%11%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Motel

Onehasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.45%55%50%50%50%

ofwomen

likeMotel

Onecomparedto50%

of

men,whereas

fortheoverallindustry,55%

of

men

usehotelscompared

to

45%

of

women.88%85%11%

ofMotel

Oneenthusiastsconsiderthemselves

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

hotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=157,

MotelOneenthusiast,

n=773,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Motel

One

enthusiasts,

46%

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.27%25%Single40%24%26%46%CoupleSingleparentNuclear46%

ofMotel

Oneenthusiastsare

fromhigh-income

households.Motel

One’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

asingleparent

household,

11%

ofMotelOneenthusiastshavethiscurrent

livingsituation.11%8%27%25%36%24%27%Multi-generational1%2%8%11%ExtendedOther27%1%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=157,

MotelOne

enthusiast,

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/ExcitementBoldnessClevernessMotel

Oneusers

alsoappreciate

thesekey

attributes,indicating

Motel

Oneexudes

thesequalities.SustainabilitySocialresponsibilityCoolnessThequalitiesthatMotel

Oneenthusiastsareleast

focused

on

areboldness

andinnovation.ReliabilityExclusivityMotel

Oneshould

work

on

promotingreliability

to

convert

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=82,

MotelOne

users’,n=157,

MotelOne

enthusiast,

n=773,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Motel

One

fans,

37%

state

that

they

get

excited

about

hotelsBrand

profile:

attitudesWhat

doconsumersthink

ofhotelsingeneral?37%36%33%31%27%25%25%24%24%23%20%

20%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=157,

MotelOne

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.1174%

of

Motel

One

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

hotels,

the

average

awareness

ofabrandinGermany

is48%.

Awareness

ofMotel

One,however,

is

at41%.Awareness31%

ofGerman

hotelusers

saytheylikeMotel

One,compared

to

anindustryaverage

brandpopularity

of28%.16%

ofindustryusers

inGermany

say

theyuseMotelOne,with

the

average

usageofabrandat14%.BuzzPopularity74%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

73%.Motel

Onehasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of9%compared

to

10%.Sooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.LoyaltyBrandUsageIndustryaverage12

Notes:Hotels

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=512,

respondents

who

know

the

individual

brand

(popularity),

n=512,

respondents

who

know

theindividual

brand(usage),

n=82,

respondents

who

have

used

the

individual

brand(loyalty),

n=512,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Motel

One

ranks

outside

the

Top

10

in

awareness

within

the

hotel

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMotel

OneRank#

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&BHotelsMaritim341%45IbisbudgetMercure

HotelsMarriottUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.659%78Best

WesternHoliday

InnExpressSteigenbergerOutofallrespondents,

41%

were

aware

of

Motel

One.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

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

Motel

One

is

31%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMotel

OneRank#

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&BHotelsMotelOneMaritim31%34Outofconsumers

who

knew

thebrand,

31%

saidtheyliked

Motel

One.

Thisranksthemfifth

compared

toother

brandssurveyed

inthismarket.567SteigenbergerHyatt69%89Radisson

BluMarriottPopularityN/A1014

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=512,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Motel

One

ranks

sixth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofMotel

OneRank#

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?”.1Ibis16%2B&BHotelsHoliday

InnBest

WesternHyatt21%319%Outofconsumers

who

knew

thebrand,

16%

saidtheyused

Motel

One.

Thisranksthemsixthcompared

toother

brandssurveyed

inthismarket.418%517%6MotelOneCrowne

PlazaMaritim16%714%814%84%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=512,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Motel

One

is

ninth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMotel

One’sconsumersRank#

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%26%3B&BHotelsRadisson

BluMarriott81%480%579%6SteigenbergerBest

WesternMercure

HotelsMotelOneNovotel78%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

hotels,

which

ofthe

following

brandsareyou

likely

to

useagaininthefuture?”.778%74%876%974%Outofrespondents

whohaveused

Motel

One,74%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=82,respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Motel

One

has

a

score

of

9%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMotel

OneRank#

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?”.9%1B&BHotelsIbis23Holiday

InnHoliday

InnExpressHyattOutofconsumers

who

knew

thebrand,

9%

saidtheyhadheardaboutMotel

Oneinthemedia.

Thisranksthemtenthcompared

to

other

brandssurveyed

inthismarket.456Best

WesternCrowne

PlazaMaritim7891%Buzz9IbisbudgetMotelOneN/A1017

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=512,

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?

TrackbrandKPIs?

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