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Insights relevantes e acionáveis: Viagens e Turismo

O sector de viagens e turismo está a enfrentar uma intensa concorrência, motivada por uma oferta massiva, com um mercado e procura cada vez mais fragmentado, até a um consumidor que exige que os serviços devem ser disponibilizados através de diversos canais.  

Para alcançar e manter um bom posicionamento neste contexto, é necessário contar com empresas capazes de captar, processar e analisar grandes volumes de dados, procedentes de diversas fontes de informação, para os diferentes canais e áreas do sector de viagens e turismo. E necessita desta informação integrada e filtrada, para assim proporcionar um conhecimento relevante e insights que permitam potenciar a tomada de decisões para um melhor desempenho de negócio.  

Seja uma companhia aérea, uma cadeia hoteleira, uma agência de viagens, um organismo de promoção turística ou um operador , a GfK é capaz de monitorizar o comportamento dos seus clientes em cada ponto de contacto, e assim identificar os principais fatores chave que influenciam as decisões dos consumidores deste sector.

Últimos Insights

Pode encontrar aqui os últimos insights de Viagens e Turismo. Ver todos os insights

    • 03/15/17
    • Technology
    • Travel and Hospitality
    • Global
    • English

    How to leverage consumers’ current travel sentiments

    Currently, there is indeed a heightened consumer awareness around travel, notably with much of the conversation in the US focused on travel bans and increased airport security.  There is no denying that safety is on the forefront of consumers’ minds – 61% of Americans agree that they are “always concerned about their safety and security”, according to a recent study from GfK Consumer Life. But how does this affect consumers and their attitudes and behaviors towards travel?  Travel is actually one of the last things that Americans are willing to give up – only behind their mobile phones (and ahead of other indulgences including dining out, out-of-home entertainment, and hobbies).  In fact nearly three-quarters of Americans have traveled for leisure in the past 12 months (60% of those by plane).  It is probably safe to assume that at least a similar number would like to continue to do so in the future.

    Building on experiences

    Rising personal values of consumers that include learning, open-mindedness and internationalism suggest that Americans are open to new experiences when it comes to travel.  In addition, 63% of Americans agree that they ‘always like to experience local culture and foods’.  Concurrently, industry trends show that international travel was up 6% in 2016 vs. 2015. How does this reconcile with the current shakeups within the travel industry?  Well one particular case is that advancements in technology are allowing for consumers to experience travel like never before.  The evolving wants and needs of the connected consumer continue to push for new innovations in travel.

    Incorporating relaxation

    Prioritizing experiences does not necessarily mean everyone is looking to go the backpacking-rugged-adventurous route.  R&R is also sought after – 54% (+6 pts from 2012) of Americans prefer a vacation where they can relax and take it easy (vs. only 38% looking for “active” vacations where they can do/see a lot of things).  This can probably be attributed to the increased stresses of life today – stress levels have hit an all-time high by some metrics (54% of Americans feel stressed at least once or twice a week, the highest point since GfK started tracking more than two decades ago). This can have implications across a wide range of categories – from food to technology to wellness… anything that will help them unwind during their travels.

    Opportunity: The appeal of business travelers

    One consumer target that can be especially attractive is the business traveler, with their overall affluence and spending tendencies (along with the notion that they probably would be less affected by any changes in consumer sentiment around travel, since it is tied to their careers). About one in five Americans have traveled for business in the past 12 months.  Priorities of course shift – work takes precedence and companies typically handle expenses.  So it comes as no surprise that 75% have stayed at hotels/accommodations rated at 4-stars or higher (+29 pts from the average traveler).  And proper sleep clearly is more important – 71% of business travelers agree that they need to sleep really well (+13 pts from the average traveler). Other opportunity areas that resonate with the business traveler include: health (80% actively look for health products/services, +13 pts from average travelers); technology (61% say they are passionate about tech, +28 pts); and small indulgences (81% look for novelty/fun in everyday products, +17 pts).

    Conclusion

    The recent dialogue within the travel space seems to suggest increased consumer anxiety. Yet brands and companies should not let that be a deterrent – travel is still a mainstay within Americans’ lives.  Both new experiences and relaxation can be drawn upon to give consumers true pleasures in their travels – while business travelers continue to have strong appeal across many facets. Mihir Bhatt is a Senior Consultant on the Consumer Life team at GfK. He can be reached at mihir.bhatt@gfk.com.
    • 03/09/17
    • Travel and Hospitality
    • Geomarketing
    • Geodata
    • Global
    • English

    Germans spend more on vacations than cars

    Germans spend almost five percent of their purchasing power on holiday travel. At €1,020 per person, Germans' expenditures on holiday travel exceed even what they spend on automobile purchases. Sea cruises are especially popular in northern Germany, while sport, activity and wellness-related travel is a favorite in southern Germany. These insights are from GfK's first-ever study on regional purchasing power for holiday travel and are being presented at the 2017 ITB tourism trade fair in Berlin.
    • 02/28/17
    • Fashion and Lifestyle
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • FMCG
    • Market Opportunities and Innovation
    • Global
    • English

    UK Consumer Confidence drops one point in February to -6

    GfK’s long-running Consumer Confidence Index has decreased one point this month to -6. Three of the five measures saw decreases in February, and two measures saw increases.
    • 01/27/17
    • Home Appliances
    • Financial Services
    • Consumer Health
    • Health Technology
    • Media and Entertainment
    • Retail
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Home and Living
    • Market Opportunities and Innovation
    • Global Study
    • Connected Consumer
    • Global
    • English

    More people firmly agree with sharing personal data, in return for rewards, than firmly disagree

    Those aged 30-40 are most likely to share data for rewards. China, Mexico and Russia lead for people willing to share data. Germany, France and Brazil have the most people not willing to share data.
Solutions
  • Experiência de marca e cliente

    Experiência de marca e cliente

    As marcas estão sob pressão para desenvolver ligações emocionais e estabelecer relações duradoras com consumidores, mas também com os gestores de decisão das empresas.

  • Digital Market Intelligence (DMI)

    Digital Market Intelligence (DMI)

    Quando os consumidores compram, pesquisam, comunicam, reúnem informações e interagem com as empresas e marcas no “universo” online, eles comportam-se de diferentes formas, dependendo de quais os dispositivos ou écrans que estão a utilizar.

  • Market Opportunities and Innovation (MOI)

    Market Opportunities and Innovation (MOI)

    As marcas estão sob constante pressão para manterem a relevância num mercado cada vez mais saturado.

  • POS Tracking

    POS Tracking

    Tanto os retalhistas como os fabricantes estão em constante pressão para desenvolverem produtos e serviços que maximizem as vendas e os lucros, e ao mesmo tempo para fidelizar os seus clientes.

  • User Experience (UX)

    User Experience (UX)

    O consumidor de hoje é bombardeado com promessas de experiências diferenciadoras, de forma cada vez mais sofisticadas e agressivas. Um novo produto ou serviço, para ser bem-sucedido, deve ser intuitivo, útil, envolvente e desejável. A experiência proporcionada ao utilizador tem de ser realmente memorável. 

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