Brand KPIs for hotels：Taj in India-英文培訓(xùn)課件2025.5

CONSUMER&

BRANDBrandKPIs

for

hotels:

Ta

j

in

IndiaConsumer

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

Taj’sperformance

inthehotelmarket.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202488%

of

Taj

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Tajranksfirst

inawareness

within

the

hotel

market?Thepopularity

ratingof

Tajis71%?Taj’sbrandingresonates

with

Millennials

similarly

toother

brandsinthe

industry?Tajgenerally

appealsto

men

more

than

women?Tajranksfirst

inusage?Among

Tajenthusiasts,36%

fallunderthe

high-income

category?Interms

of

loyalty,Tajis

firstinIndia?Tajhasascore

of50%

formedia

buzz?Consumers

want

theirhotel

brandstohavefriendliness,

honesty

/trustworthiness,

andauthenticity3Sources:

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.4Awarenessis

the

highest

scoring

KPI

for

Taj

at

94%Brand

profile:

snapshotBrand

performance

of

TajinIndia94%88%71%50%47%AwarenessPopularityUsageLoyaltyBuzz5Notes:Hotels

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=1,171,

respondents

who

know

the

individual

brand

(popularity),

n=1,171,

respondents

who

knowthe

individual

brand

(usage),

n=547,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,171,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Taj’s

branding

resonates

with

Millennials

similarly

to

other

brands

in

the

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations45%

45%43%

43%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeTajbygeneration

versus

the

shareof

industryusers

ingeneral,

we

cansee

thatTajislikedby0%

of

Babyboomers

and

11%

of

Gen

Xers,whereasthe

total

shareof

industryusers

is0%

and

12%,respectively.ForMillennials

andGen

Z,

43%

and

45%

feel

positivelytowards

Taj,versus

43%

and45%.

Socurrently,

forTaj,Millennials

connect

most

withtheirbrandcompared

tothe

overall

industryuser.12%11%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestohotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=831,

Taj

enthusiast,

n=1,123,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Taj

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Tajshows

thatwomen

areless

likely

tohaveanaffinitywiththebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof13%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Tajhasalower

proportion

ofLGBTQIA+

consumers

when

comparedtothe

industryusers

ingeneral.17%78%41%59%41%59%59%

ofmen

likeTajcompared

to

41%

ofwomen,

whereas

forthe

overall

industry,59%

ofmen

usehotelscompared

to

41%of

women.80%13%

ofTaj

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to17%

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=831,

Taj

enthusiast,n=1,123,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Taj

enthusiasts,

36%

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.3%4%Single36%37%6%7%CoupleSingleparentNuclear36%

ofTaj

enthusiastsarefrom

high-income

households.Taj’sbrandis

generally

enjoyed

more

byconsumers

who

arepartof

amulti-generational

household,

31%

of

Tajenthusiastshavethiscurrent

livingsituation.3%5%21%20%33%33%30%Multi-generational31%27%36%36%31%ExtendedOther2%2%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=831,

Taj

enthusiast,

n=1,123,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

hotel

brands

to

havefriendliness,

honesty

/trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

hotel

brandsAuthenticityForhotels,

thetopthree

qualitiesuserswant

fromabrandare

friendliness,honesty

/trustworthiness,

andauthenticity.80%60%40%20%0%Thrill/ExcitementBoldnessClevernessSustainabilityTajusers

alsoappreciate

thesekeyattributes,indicating

Tajexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatTajenthusiastsareleast

focused

onare

inclusiveness

andcleverness.ReliabilityExclusivityTajshouldwork

on

promotingsustainabilityto

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=547,

Taj

users’,n=831,

Tajenthusiast,

n=1,123,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Taj

fans,

47%

state

that

they

get

excited

about

hotelsBrand

profile:

attitudesWhat

doconsumersthink

ofhotelsingeneral?47%47%45%44%44%44%43%43%41%40%37%35%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=831,

Taj

enthusiast,

n=1,123,

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.1188%

of

Taj

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

hotels,

the

average

awareness

ofabrandinIndia

is

64%.

Awareness

of

Taj,however,

isat94%.Awareness71%

ofIndianhotelusers

saytheylikeTaj,comparedtoanindustryaverage

brandpopularityof

38%.47%

ofindustryusers

inIndiasaythey

useTaj,withthe

average

usageof

abrand

at25%.BuzzPopularity88%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

73%.Tajhasbeen

noticed

more

inthe

media

compared

toother

brands,with

a“Buzz”score

of50%

compared

to28%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Hotels

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=1,171,

respondents

who

know

the

individual

brand

(popularity),

n=1,171,

respondents

who

knowthe

individual

brand

(usage),

n=547,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,171,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Taj

ranks

first

in

awareness

within

the

hotel

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofTajRank#

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.6%1Taj94%75%75%74%74%72%72%67%67%65%2ITC3Hilton4Oberoi5ClubMahindraHyattUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Holiday

InnJWMarriotRadisson

BluLemon

Tree8Outofallrespondents,

94%

were

aware

of

Taj.Thisranksthemfirstcompared

to

other

brandssurveyedinthismarket.994%AwarenessN/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

Taj

is

71%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofTajRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Taj71%55%49%47%46%46%45%42%38%38%2Hyatt29%3JWMarriotITC4Outofconsumers

who

knew

thebrand,

71%

saidtheyliked

Taj.Thisranksthemfirstcompared

to

otherbrandssurveyed

inthismarket.5Hilton6Holiday

InnClubMahindraOberoi771%89TheLeelaLemon

TreePopularityN/A1014

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,171,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Taj

ranks

first

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofTajRank#

BrandUsage

%47%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

hotels,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1Taj2Hyatt39%3Holiday

InnJWMarriotClubMahindraITC35%Outofconsumers

who

knew

thebrand,

47%

saidtheyused

Taj.Thisranksthemfirstcompared

tootherbrandssurveyed

inthismarket.430%47%530%53%630%7Hilton30%8Lemon

TreeOberoi27%925%UsageN/A10Novotel23%15

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,171,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Taj

is

first

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofTaj’sconsumersRank#

BrandLoyalty

%88%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.1Taj12%2ClubMahindraJWMarriotRadisson

BluHilton85%380%479%578%6SeleQtionsHyatt76%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

hotels,

which

ofthe

following

brandsareyou

likely

to

useagaininthefuture?”.775%8Holiday

InnNovotelITC74%88%N/A974%Outofrespondents

whohaveused

Taj,88%

saidtheywould

usethe

brandagain.Loyalty1074%16

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

areyoulikely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=547,respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Taj

has

a

score

of

50%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofTajRank#

BrandBuzz%50%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Taj2ClubMahindraHoliday

InnITC46%343%Outofconsumers

who

knew

thebrand,

50%

saidtheyhadheardaboutTaj

inthemedia.

Thisranksthemfirstcompared

to

other

brandssurveyed

inthismarket.439%50%50%5Hyatt39%6JWMarriotHilton34%734%8IntercontinentalOberoi27%926%BuzzN/A10Radisson

Blu26%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,171,

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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