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Insighty dla branży usług turystycznych hotelarsko-gastronomicznych

Na rynku biur podróży panuje ogromna konkurencja wynikająca z nadpodaży ofert, coraz większego rozdrobnienia rynku i popytu konsumentów na usługi, który ujawnia się w różnych kanaach zakupu. 

Aby odnieść sukces w tak wymagającym środowisku, należy posiadać informacje o rynku płynące ze wszystkich kanałów i obszarów biznesowych. Informacje takie muszą następnie podlegać  integracji i ustrukuralizowaniu, aby na ich podstawie możliwe było wnioskowanie o procesach dziejących się na rynku. 

GfK to jedyny  instytut badawczy o zasiegu światowym oferujący  pogłębione analizy sektora turystycznego i hotelarsko-gastronomicznego w oparciu o dane o rezerwacjach zbierane  na bieżąco w tysiącach punktów sprzedaży – online i offlineoraz ze wszystkich rodzajów urządzeń i platform.  

Takie podejście pozwala monitorować całą ścieżkę zakupową we wszystkich sektorach branży, począwszy od pierwszego kontaktu z konsumentem, po  ostateczną transakcję. 

Niezależnie od tego, czy jesteś przewoźnikiem lotniczym, dostawcą usług noclegowych, biurem podróży, organizatorem rejsów morskich czy firmą zajmującą się logistyką przewozów, GfK monitoruje konsumentów w każdym możliwym punkcie styczności z usługą, aby identyfikować czynniki i doświadczenia mające wpływ na wybory podróżnych. 

Latest insights

Here you can find the latest insights for travel and hospitality industry. View all insights

    • 12/08/16
    • Public Services
    • Travel and Hospitality
    • Brand and Customer Experience
    • Global
    • English

    Reputation drops for top ten countries in 2016

    Results just released by GfK show that all of the top ten countries in the leading Anholt-GfK Nation Brands IndexSM (NBISM) have suffered falls in their global reputation this year – with eight of those being classed as significant drops. 
    • 08/04/16
    • Travel and Hospitality
    • Connected Consumer
    • Global
    • English

    Blazing a trail of data: How Connected Consumers are pushing for a revolution in travel

    Digital technology has forever changed the travel industry, and now there’s no going back.  Video, social media, and online reviews have replaced the role of travel agents, and new technologies like mobile and virtual reality are giving consumers new ways to plan their next vacation. For travel brands, this presents many new opportunities to engage with connected consumers, who leave behind an ever-growing trail of data that can be used to improve business and enhance the customer experience.  After all, the experience is the product when it comes to the travel industry, and everything from the online purchase journey to staying in a hotel can be enhanced using a number of tech trends.

    Smart travel companies accommodate the needs of the Connected Traveler

    Invisible analytics, for example, allow hotels to get smarter by collecting information on guests and their behavior which can be used to better the facilities, sell add-on services, and inform new service/product development.  Businesses can improve their performance while customers receive benefits that seamlessly enhance their traveling experience. Each traveler is different, so brands must put their unique wants and needs at the heart of their innovations.  Whether they offer customers a device or app to help with packing, a local traveler chat service, or a way to keep tabs on their kids, the smart hotel must be a consumer-led revolution if it is too excel.

    Building customer loyalty by appealing to the individual consumer

    Another tech trend that presents both the travel industry and consumers with unique opportunities is the wearable device.  Wearables can offer a personalized travel service based on their owner’s past and present behavior, as well as the convenience of carrying a digital backpack equipped with identification documents, payment methods, guidebooks, maps and much more. For brands, wearables can be used to connect with travelers on an individual level to appeal to their specific interests and tastes.  This kind of intimate brand and consumer relationship builds loyalty and trust, provided that consumers are willing to share their personal data and that it be kept safe-guarded.

    Challenges and opportunities facing the industry

    These new opportunities do not come without major challenges though.  The travel marketplace has become increasingly fragmented and overcrowded, and competition is often disruptive.  Companies that want to best understand and anticipate future developments in the market will need to examine each and every step of the purchase journey to find success. And those that do take advantage of the data that consumers are willing to give them must use it wisely.  Travel brands have the ability to make smarter business decisions and target marketing and advertising messages more effectively, but they need to demonstrate how new technology can add value for the consumer and make the benefits clear.  For the travel industry to evolve in the digital age, connected consumers must be put at the heart of its innovations.
    • 06/28/16
    • Travel and Hospitality
    • Consumer Goods
    • Global
    • English

    Hitting the road: What do Americans’ vacation plans tell us about consumer life today?

    Though the U.S. is often known for taking less vacation time than it is due, its estimated that nearly eight in ten Americans will travel this summer.  Recent results from GfK Consumer Life research tell us a lot about what vacations may look like over this time period, particularly as a reflection of larger consumer trends.

    Americans are eager to spend

    Though consumers may never stop scanning travel deal sites or accumulating airline miles, the travel market should benefit from a strong financial outlook.  One in three (33%) Americans today agree that now is a good time to buy – this penchant for spending represents a full 8-point increase from last fall.  Furthermore, nearly one in five report that they have fewer debts and other financial obligations today than they did a year ago.

    Experience is king

    Though Americans seem eager to spend, they’ll be less likely to buy things (material purchases) and more likely to cash in on ‘the experience’.  Almost half of those surveyed say that “experiences are more important than possessions”.  So it should not be surprising that the second most popular reason to use virtual or augmented reality would be to visit other places remotely (video has proven a valuable tool in travel marketing).  It seems that this year’s travelers will value the experience of simply being in a new place – note the recent evolution of Airbnb’s marketing that encourages users to “Live There” and feel more like a local than a tourist.

    Households and families are taking new shapes

    The changing demographics of the U.S. – from the rapid growth of both the aging population and urban areas to greater cultural and ethnic diversity – have an impact on every industry.  Households are also changing significantly, as solo, single-parent, childless and same-sex homes are on the rise. How is this reflected in travel behaviors?  Fewer than half of Americans today take frequent vacations as a family unit (at least one parent and child) – this has gone down 7 points since 2014.  And overall, Americans are more likely to vacation with just a spouse or partner.  As the average group of travelers becomes smaller and more likely to be composed of adults, brands can tailor products and services to meet more flexible and mature needs.

    Spontaneity is part of the plan

    Our society as a whole is becoming more uprooted by the day, with new ways of living and working that are more flexible, in the moment and less fixed to place.  It follows, then, that we’re more spontaneous in our travel.  Forty-five percent of Americans plan their vacations within three months of taking them – this percentage has risen 12 points since 2005.  We’re also taking shorter trips – four in ten travelers are planning a trip in the next six months of three nights or less, which is a 5-point jump in just the last two years.

    Safety matters – maybe more than ever

    Given the overall concern for safety, Americans are keenly aware of the health and environmental risks at play when choosing their destinations this summer travel season.  Nearly three in four Americans consider the environment when vacation planning – a 14-point increase since 2009.  And concerns about viruses, pollution, water quality and more are evident in the fact that medicine is the #1 item after clothes and toiletries that we’re apt to pack when we travel.

    Summary

    Americans want to spend, and they are buying experiences over material possessions.  With a change in how households and families are taking shape and an enhanced value being placed on spontaneity, as well as safety, the travel industry reflects larger trends for American consumers. Rachel Bonsignore is a Senior Consultant in the Consumer Life division of GfK. Please email rachel.bonsignore@gfk.com to share your thoughts.
    • 06/15/16
    • Travel and Hospitality
    • Global
    • English

    Invisible analytics: Hotels getting smarter

    There are lots of ways that hotels can collect information on guests and their behavior. If hotels can mine this information successfully using invisible analytics (IA), there are huge business opportunities: selling add-on services, improving facilities, new service/product development and more efficient marketing to name just a few. Hotels can connect with their guests pre-arrival through mobile apps that can help in a variety of ways, by assisting with directions or sending notifications of seasonal packages and offers, or they can invite a past guest to visit again. Interactive room keys can provide hotels with a whole array of information about you, from how long you spend in your room and what other hotel facilities you use, to how you like your room service beef burger to be prepared.

    Learning from the innovators

    Some brands are already embracing IA. The key to success is to ensure hotel customers enjoy benefits such as saving time or minimizing administrative tasks, while the hotel receives information that it can use to improve business performance.
    • Ritz Carlton offers personal check-in via QR codes through its mobile app technology. This eliminates errors and speeds up check-in to the benefit of both the customer and hotel.
    • Cains, Hilton and Starwood let guests unlock their rooms using a smartphone app. This can be integrated with other services including the concierge and security.
    IA is also used to manage the live chats many hotels and travel companies offer on their websites. These “bots” answer inquiries using information stored on customers and on consumer behavior. Customers benefit from having an assistant on hand to answer their queries, while hotels and other organizations benefit from being able to provide excellent customer service cost-effectively. Bots are able to manage simple tasks such as booking restaurants or flights, making appointments, even ordering takeaways. For the customer, the interaction they have with bots appears like a human conversation.

    Summary

    Technology can most definitely add to the guest experience, and improve the business of hotels and travel more generally. The key is to remember the product is that experience, and to harness technology rather than to be slave to it.
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    Rynek cyfrowy

    Gdy konsumenci dokonują zakupów, poszukują, komunikują się, zbierają informacje lub nawiązują relacje online z firmami lub markami, zachowują się w różny sposób, w zależności od urządzenia, z którego korzystają.

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    Monitorowanie punktów sprzedaży

    Detaliści i producenci znajdują się pod stałą presją, aby opracowywać produkty i usługi, które maksymalizują sprzedaż i zyski i spowodują, że klienci będą ciągle sięgać po kolejne produkty.

  • User Experience (UX)

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    Aby odnieść sukces, nowe produkty i usługi muszą być intuicyjne, praktyczne, intrygujące i pożądane. Doświadczenie użytkownika musi być nacechowane emocjonalnie, aby łatwo zapadało w pamięć.

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