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Akıllı İçgörüler: Seyahat ve Konaklama

Seyahat şirketleri, bu alanda faaliyet gösteren şirketlerin fazlalığı nedeniyle yoğun rekabet, giderek daha fazla bölünen bir pazar ve tüketicilerin her kanalda hizmet talebi gibi zorluklarla karşı karşıyadır.

Bu sektörde rekabet avantajınızı korumak için, tüm kanallarda ve seyahat alanlarında büyük veriler toplayan seyahat pazar bilgisine ihtiyacınız vardır. Ayrıca bu bilgi, daha büyük ve daha iyi performans potansiyeli sunan akıllı içgörüler sunmak için filtreden geçirilmeli ve entegre edilmelidir.

GfK, tüm cihazlar arasında, binlerce satış noktasından (POS) elde edilen gerek çevrimdışı gerekse çevrimiçi rezervasyon verilerine ve seyahat araştırması uzmanlarımızın geniş sektör bilgisine odayanarak seyahat, turizm ve konaklama sektörüne dair bilgiler sunan tek küresel araştırma kuruluşudur.

Bu kombinasyon, tüm endüstri alanlarında, ilk temastan son işleme kadar tüm satın alma yolculuğu boyunca ne gibi gelişmeler meydana geldiğini ve bunların sebeplerini anlamanıza yardımcı olmaktadır.

İster bir havayolu, konaklama sağlayıcısı, seyahat acentesi, turizm kurulu, ister kruvaziyer operatörü veya seyahat lojistik şirketi olun, seyahat ve konaklama sektörü içerisindeki turist kararlarını etkileyen önemli faktörleri ve deneyimleri göstermek için müşterilerimizi her temas noktasında takip ediyoruz.

Latest insights

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

    • 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.
    • 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.
Solutions
  • Marka ve Müşteri Deneyimi

    Marka ve Müşteri Deneyimi

    Markalar, tüketiciler ve ticari karar vericiler ile duygusal bağ ve ilişkiler kurma konusunda baskı altındadır.

    Başarının yolu, tüketicilerin marka, ürün veya hizmetler ile ilgili yaşadıkları her deneyim noktasında, müşterilerimizin hedef kitleleri arasında yankı uyandıran deneyimler sunmaktan geçmektedir. 

  • Dijital Pazar İstihbaratı

    Dijital Pazar İstihbaratı

    Tüketiciler, internet ortamında alışveriş yaparken, araştırırken, paylaşırken veya bilgi toplarken ve şirketler veya markalar ile iletişim kurarken, kullandıkları cihaza veya ekrana bağlı olarak farklı davranışlar sergilerler. Ve kullandıkları kanal veya cihaz ne olursa olsun sürekli bir deneyim beklerler.

  • Pazar Fırsatları ve İnovasyon

    Pazar Fırsatları ve İnovasyon

    Markalar, giderek kalabalıklaşan bir pazarda geçerliliğini koruma konusunda sürekli baskı altında bulunmaktadır. Hem tüketiciler hem de markalar için katma değer oluşturan deneyimlerin ne zaman, nerede ve nasıl sunulacağını bilmek son derece önemlidir.

  • Satış Noktası İzleme

    Satış Noktası İzleme

    Perakendeciler ve üreticiler, satışı ve karları maksimuma çıkaran ürün ve hizmetleri geliştirme ve müşterileri ellerinde tutma konusunda sürekli baskı altındadırlar.

    Başarının sırrı, en güncel perakende satış verilerine sahip olmak ve hangi ürün ve hizmetlerin piyasada iyi bir performans sergilediğini, ve hangilerinin performansının iyi olmadığını bilmektir. Bu bilgiler sayesinde işletmeler, ticari büyüme için açık stratejiler belirleyebilir ve yatırım getirisini artırabilir.

  • Kullanıcı Deneyimi (UX)

    Kullanıcı Deneyimi (UX)

    Tüketiciler, günümüzde, zorlayıcı deneyimlere yönelik vaat yağmuruna tutulmuş durumdadır. Bunlar, karmaşık ve iddialıdır.  Başarılı olmak için, yeni bir ürünün veya hizmetin sezgisel, kullanışlı, ilgi çekici ve beğenilir olması gerekmektedir.  Hatırlanmaya değer kullanıcı deneyimi duygusal olmalıdır. 

    GfK'nin Kullanıcı Deneyimi (UX) araştırma ve tasarım uzmanları, müşterilerimizin mevcut veya yeni ürünlere ve hizmetlere yönelik müşteri deneyimleri oluşturmalarına ve bunları geliştirmelerine yardımcı olmaktadırlar.

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