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Smart Insights: Tourismus und Gastgewerbe

Tourismusunternehmen stehen im harten Wettbewerb um Kunden. Die Ursachen dafür sind ein Überangebot am Markt, ein zunehmend fragmentierter Markt und der Wunsch der Kunden, dass Leistungen über alle Kanäle hinweg angeboten werden. 

Um in diesem Geschäftsumfeld zu bestehen, brauchen Unternehmen relevantes Wissen über den Reisemarkt. Wir liefern Ihnen dieses Wissen über alle Kanäle und Reisesparten hinweg und machen aus großen Datenmengen wertvolle Erkenntnisse.

GfK ist das einzige Marktforschungsunternehmen weltweit, das Insights für den Tourismusmarkt auf der Basis von Echtzeitdaten aus tausenden Verkaufspunkten (POS) bietet – und zwar online und offline und über alle Gerätetypen hinweg. Diese Daten verknüpfen wir mit der umfassenden Branchenkenntnis unserer Experten.

Diese Kombination liefert Ihnen das relevante Wissen, das Sie benötigen, um zu verstehen, was vom Erstkontakt bis zur abschließenden Transaktion geschieht und warum es geschieht – und zwar über alle Branchen hinweg.

Ganz gleich, ob Sie in der Luftfahrtbranche, im Beherbergungsbetrieb, im Reise- oder Tourismusbüro, in einem Kreuzfahrt- oder Reiselogistikunternehmen tätig sind: Wir beobachten Verbraucher an jedem Kontaktpunkt und zeigen Ihnen die wichtigsten Faktoren und Erfahrungen, die Reisende in ihrer Entscheidung beeinflusst haben. 

Markus Zumbühl
Markus Zumbühl
+41 41 6329417
Aktuelle Insights

Finden Sie hier aktuelle Insights der Tourismus- und Gastgewerbebranche.

    • 21/03/16
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Consumer Goods
    • Shopper
    • Connected Consumer
    • Switzerland
    • German

    Willkommen in der Welt des Connected Consumers

    Es ist an der Zeit umzudenken. Der Verbraucher von heute nutzt Technologie, um sich selbst, sein Leben und seine Community neu zu erfinden. Er verändert das bestehende Wertesystem. Der Connected Consumer sucht Freiheit, Beschleunigung und Intimität. Sind Sie bereit? Die Zukunft beginnt jetzt!
    • 01/07/14
    • Fashion and Lifestyle
    • Health
    • Consumer Health
    • Travel and Hospitality
    • Consumer Goods
    • Switzerland
    • German

    GfK-Tagung 2014: Auf sich achtgeben – der Weg zu Gesundheit und Wohlbefinden?

    Gesundheit ist das höchste Gut. Bewegung, Ernährung und Erholung spielen dabei eine wichtige Rolle. Welche Trends bestimmen das Verhalten der Konsumenten in Bezug auf Gesundheit? Mit dieser Frage beschäftigte sich die GfK-Tagung 2014.
    • 30/06/17
    • Retail
    • Travel and Hospitality
    • Connected Consumer
    • Global
    • English

    Why travel brands shouldn’t forget about the role of the store

    You may be forgiven for thinking that high street travel agencies are a bit of an anachronism in today’s world. After all, who would go to a retail outlet filled with paper brochures while a uniformed member of staff tapped your details into their computer, when it’s possible to book a package or even tailor-make your own bespoke itinerary without leaving your home? Well, research from GfK suggests that the answer to this question may surprise you, with younger travelers and Leading Edge Consumers actually more likely to visit stores as part of their vacation purchase journey.

    A need for physical travel stores

    Of course, online retailing has been accounting for an ever-larger chunk of consumer spending for many years, but despite this many analysts feel there is still a place for physical stores, as a place you can actually look at and touch products before buying, as well as get advice from experts. While the former aspect is not one that is so relevant for travel, the latter certainly is, and could help explain why there is a continued consumer need for physical travel stores on our high streets. This phenomenon first came to our attention when looking at some research on the travel sector we’d done here in the UK. We asked consumers which sources they’d used when deciding what kind of holiday to go on, with 20% mentioning high street travel agents as part of this process. Interestingly, however, this figure was higher (23%) among Travel Leading Edge Consumers, who are market mavens with a particular category passion according to GfK’s proprietary definition. What’s more, the figure was even higher among those aged 25-34, at 29%, as opposed to lower among 45-59 year olds, at 11%.

    The presence of in-store travel agents

    These figures suggest that users of high street travel agencies may not be who you’d initially suspect, but in fact there are compelling reasons in both cases. Category passionates are always on the lookout for new places to go, and want to maximize the enjoyment of their holiday, while younger consumers may also be less set on going to a particular destination and would value some help and advice. In both cases, the presence of in-store travel experts is likely to be a boon. After all, buying an overseas holiday could count as one of the biggest purchases in a shopper’s year, and the level of expectation placed on a big vacation could be considerable. We know from our GfK Consumer Life data that 44% of global consumers spend quite a lot of time researching brands before making a major purchase. Another consideration, raised in a recent article extolling the virtues of the high street travel agent, is the simplicity and luxury of getting someone else to do the hard work and put together a great holiday. While consumers do now have the online tools available to them to book all the various aspects of a holiday and in some cases save money, there can still be a lot of virtual legwork required to find the cheapest flights, most convenient transfers and nicest accommodation. The increasing realization may be that lowest price doesn’t always equate to best value. Indeed, four in ten global consumers are prepared to pay a premium for products that make their life easier.

    Vacation curation starts with a conversation

    It also seems that travel agents themselves see the benefits of a long term commitment to retail stores. One prominent example is Kuoni, the luxury tour operator, who say that “it all starts with a conversation,” and highlight the fact that their holidays are tailor made by experts who will use their detailed knowledge of a destination and take into account the individual customer’s needs to curate the best break for them.

    The in-store experience: An opportunity to wow

    The in-store experience can also be augmented by interactive touchscreens, virtual reality headsets and more to immerse the customer in the process and bring destinations to life. According to GfK Consumer Life, the percentage of global consumers who say that virtual interactions with people or places can be as good as being there in person is steadily increasing, from 21% in 2011 to 30% now. This development highlights an opportunity for innovators in the technology sector to partner with retailers in travel and other categories to develop in-store experiences that will wow jaded customers. There are surely valuable learnings here for retailers in all categories. If even a category like travel, with no tangible product to display, finds brick and mortar stores to be an important part of the retail mix now and into the future, there’s bound to be a place for them elsewhere. Considering the role that only physical stores can play and the consumer needs that they address in your category could help you stay ahead in a highly competitive omnichannel environment. David Crosbie is a Director on the Consumer Life team at GfK. He can be reached at david.crosbie@gfk.com.
    • 27/04/17
    • Travel and Hospitality
    • Global
    • English

    Relaxing vs. adventure: Breaking down vacation preferences around the world

    When it comes to taking a vacation, more than half of people (59%) surveyed internationally prefer a vacation where they “relax and take it easy”, according to our online study conducted in 17 different countries. In comparison, over a third (35%) said that they prefer “an active vacation where I do or see lots of things”.  Six percent of the respondents were not sure which type of vacation they prefer.

    Breaking down the results by the biggest factor: Age

    When analyzing the results of the study, there was next to no difference between the preferences of men and women. Age played a bit of a role, with teenagers being the most likely to be inclined to energetic vacations (43% prefer a vacation that is active vs. 51% who prefer to relax).  In addition, families with teenagers in the household are slightly more inclined to active holidays than others. This preference for energetic vacations then drops steadily with each age group, with those in their fifties and those aged sixty-plus both standing at one third who prefer an active vacation. Respondents aged in their forties had the highest percentage of people who prefer relaxing holidays, at nearly two thirds (64%).  In comparison, only 57% of people aged 60 and over say they favor a relaxing vacation.

    Preferred vacation type by country

    The results differed from country to country, with Italy (45%), France (44%) and Spain (43%) leading in percentage of their online population who prefer active vacations where they do and see lots of things. The countries that lead for having the highest percentages of people who prefer a relaxing vacation where they take it easy are Brazil (71%), South Korea (66%) and Japan (also 66%). “The value of these findings for the travel industry lies in combining this self-reported data with our travel insights, which are based on live forward booking data from a growing number of sales points,” comments Laurence Michael, global lead of travel and hospitality research. “With this multi-layered approach, we understand what is being booked and by whom – helping our clients to fine-tune their audience segmentation and identify customer potential, both globally and at country-specific level.” Whether travelers prefer relaxing or planning a more adventurous trip, it should be clear to brands that building on experiences can help leverage consumers’ current travel sentiments.  By utilizing emerging technologies in the travel space, travel brands have the opportunity to build customer loyalty by appealing to the individual consumer. About the study GfK conducted the online survey with over 22,000 consumers aged 15 or older across 17 countries. Fieldwork was completed in summer 2016. Data are weighted to reflect the demographic composition of the online population aged 15+ in each market. The global average given in this release is weighted based on the size of each country proportional to the other countries. Countries covered are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Russia, South Korea, Spain, UK and USA. hbspt.cta.load(2405078, 'fc898593-4475-44e2-acc8-155970503045', {});
  • Brand and Customer Experience (BaCE)

    Brand and Customer Experience (BaCE)

    Marken müssen heute mehr denn je Emotionen bei den Verbrauchern wecken, aber auch bei Entscheidungsträgern auf Unternehmensseite emotionale Verbindungen schaffen.

    Unternehmen können nur dann erfolgreich sein, wenn sie ihrem Zielpublikum besondere Markenerlebnisse bieten – und das über alle Punkte hinweg, an dem der Verbraucher mit der Marke, dem Produkt oder der Dienstleistung in Kontakt tritt.

  • Digital Market Intelligence

    Digital Market Intelligence

    Verbraucher verhalten sich beim Suchen und Sammeln von Informationen sowie beim Einkaufen unterschiedlich – und zwar je nach verwendetem internetfähigem Gerät. Ganz gleich jedoch, welcher Kanal genutzt wird: Verbraucher erwarten eine einheitliche Erfahrung.

  • Market Opportunities & Innovation

    Market Opportunities & Innovation

    Unternehmen stehen vor der Herausforderung, in zunehmend umkämpften Märkten relevant zu bleiben und ihre Marktposition zu behaupten. Zu wissen, wann, wo und wie man überzeugende Markenerfahrungen bieten kann, die sowohl für die Verbraucher als auch die Marke einen Mehrwert schaffen, ist unverzichtbar.

  • Point of Sales Tracking

    Point of Sales Tracking

    Händler und Hersteller stehen unter dem ständigen Druck, umsatz- und profitsteigernde Produkte und Dienstleistungen zu entwickeln sowie Kunden dauerhaft zu binden.

  • User Experience (UX)

    User Experience (UX)

    Um als Unternehmen erfolgreich zu sein, muss ein neues Produkt oder eine neue Dienstleistung intuitiv verstanden werden. Nur emotionale Erfahrungen der Nutzer bleiben in Erinnerung.

    Unsere Experten im Bereich User Experience helfen Ihnen dabei, die Erlebnisse mit bestehenden oder neuen Produkten und Dienstleistungen zu schaffen oder sie zu verbessern. Dabei steht der Nutzer von Beginn an im Mittelpunkt der Entwicklung. So werden das Risiko des Misserfolgs eines Produkts und kostenaufwändiger Änderungen nach der Markteinführung verringert.

  • Geomarketing


    Wir bieten Ihnen umfassende Einblicke in standortspezifische Faktoren, die Auswirkung auf den Erfolg von Unternehmensstandorten, Geschäften, Verkaufsgebieten, Zielgruppen sowie Handelsketten und Vertriebsnetzen haben.

Markus Zumbühl