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Ideas Inteligentes: Viajes y Turismo

Las compañías del sector se enfrentan a una competencia intensa, motivada por una oferta masiva, con un mercado y demanda cada vez más fragmentados y un consumidor que exige que los servicios sean ofrecidos a través de diversos canales.

Para alcanzar y mantener un buen posicionamiento dentro de este contexto, es necesario contar con una inteligencia de mercado capaz de captar, procesar y analizar grandes volúmenes de datos procedentes de distintas fuentes de información (Big Data) para los diferentes canales y áreas del sector viajes. Todo ello obtenido de manera integrada y filtrada para así proporcionar ideas inteligentes que permitan potenciar la toma de decisiones de negocio exitosas. 

GfK es el único instituto de investigación en el mundo que proporciona información sobre viajes, turismo y hoteles basada en datos de reservas reales obtenidas a partir de la colaboración de miles de puntos de venta (agencias y turoperadores tanto on como off line, en todos los dispositivos), todo ello ligado a un profundo conocimiento de la industria por parte de nuestros expertos.

Esta combinación proporciona a nuestros clientes una clara comprensión de qué está sucediendo y por qué a lo largo de todo el proceso de compra, desde el primer contacto hasta la transacción final, en todos los nichos de la industria.

Bien se trate de una aerolínea, una cadena hotelera, una agencia de viajes, un organismo de promoción turística, un operador de cruceros o empresa de logística, GfK es capaz de monitorizar el comportamiento de sus clientes en todos los puntos de contacto y así mostrarle los factores y experiencias clave que determinan las decisiones de los viajeros dentro del sector viajes y turismo.

Vanessa Diazgranados
Colombia
GfK, Colombia
Colombia
Últimas tendencias

Aquí puede encontrar las últimas tendencias del sector turístico y hotelero. Siga leyendo

    • 06/30/17
    • 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.
    • 04/27/17
    • 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', {});
    • 04/27/17
    • Travel and Hospitality
    • Market Opportunities and Innovation
    • Trends and Forecasting
    • Global
    • English

    Almost twice as many people prefer relaxing vacations to active ones

    Internationally, 59 percent of people prefer a relaxing vacation, while 35 percent prefer an active one. Brazil, South Korea and Japan lead for favoring relaxing vacations; Italy, France and Spain lead for active holidays. Teenagers are the most energetic, with 43 percent preferring active vacations.
    • 04/20/17
    • Travel and Hospitality
    • User Experience (UX)
    • Global
    • English

    Improving the user experience of a ticket machine interface

    We aimed to improve the user experience of Deutsche Bahn’s touchscreen user interface for customers, thereby improving the ticket- buying experience.
Soluciones
  • Marca y experiencia del cliente

    Marca y experiencia del cliente

    Las marcas están bajo presión ya que deben desarrollar conexiones emocionales y relaciones con los consumidores que son los encargados de tomar decisiones comerciales.

  • Innovación en el mundo digital

    Innovación en el mundo digital

    Cuando los consumidores compran, buscan, se comunican, recolectan información e interactúan con empresas o marcas online, lo hacen de diferentes formas dependiendo del dispositivo o la pantalla que utilicen. Asimismo, esperan tener una experiencia consistente sin importar el canal o dispositivo que usen.

  • Oportunidades de mercado e innovación

    Oportunidades de mercado e innovación

    Las marcas se encuentran bajo una presión constante para poder mantener la relevancia en un mercado cada vez más saturado. Es fundamental saber cuándo, dónde y cómo ofrecer experiencias atractivas que generen valor añadido tanto para los consumidores como para las marcas. 

  • POS Tracking

    POS Tracking

    Tanto los distribuidores como los fabricantes están siempre bajo presión para desarrollar productos y servicios que maximicen las ventas y los beneficios, a su vez, conseguir que los clientes vuelvan.

    El éxito se basa en contar con los datos de ventas del canal minoristas más actualizados, al igual que comprender qué productos y servicios tienen un buen desempeño en el mercado (y cuáles no). Con esta información, las empresas pueden establecer estrategias claras para el crecimiento comercial y aumentar el retorno de la inversión. 

  • Experiencia del usuario (UX)

    Experiencia del usuario (UX)

    En la actualidad, se bombardea a los consumidores con promesas de experiencias fascinantes. Ellos son sofisticados y exigentes.  Para tener éxito, un nuevo producto o servicio debe ser intuitivo, útil, atractivo y deseable. La experiencia del usuario debe ser inolvidable.

    Los expertos en investigación y diseño de la experiencia del usuario  (UX) de GfK ayudan a nuestros clientes a crear y mejorar las experiencias de los clientes para productos y servicios tanto actuales como futuros.

Contáctenos
Vanessa Diazgranados
Colombia
GfK, Colombia
Colombia
General