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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

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    Paris continues its reign as highest-rated city

    The latest Anholt-GfK City Brands IndexSM (CBISM) reveals that Paris retains its position at the top. 
    • 11/22/17
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    What does living ‘the good life’ really mean? Hear it from consumers

    When we think about “living the dream” or “living the good life”, we usually think about health, family, work, experiences and finances.  But what is really the most important in the eyes of consumers, and how do those factors stack up against each other? This was the focus of our most recently published global study, where we asked thousands of consumers around the world about which factors they personally see as being an essential part of ‘the good life’ or the life they’d like to have.  Would the results differ by age group or from country to country?  And have any new trends emerged this year? Here are the factors in order of international popularity, according to consumers.

    Top factors internationally

    As seen above, the top ranking factors internationally for being part of “the good life” are good health, financial security, and free time/leisure time, followed by a happy marriage, the ability to travel for leisure, owning a home, control over one’s own life and a job that is interesting. What’s also revealing is the factors that rank lower on the list, such as children, spiritual enrichment, having a nice yard and a lawn, and having a luxury car or second car. For brands and marketers, the results of this global study have implications on the future and what consumers value most.  Are your products and services aligned with the consumer’s vision of their ideal life?  What kind of messaging and advertising will resonate best with consumers and which products and services have the most increasing or decreasing mass appeal? In digging a little deeper, we see that there are variances for each age bracket, with younger age groups seeing a college education as more essential to the good life, and older age groups placing more emphasis on financial security.  Clearly, those with more life experience value the security blanket that health and wealth provides, whereas it could be argued that the younger demographic trends more toward prioritizing accumulating those life experiences.

    What are the differences regionally?

    To help identify specific market opportunities, we offer a country by country breakdown of the results from our global study. Financial security, which is the second highest ranking factor internationally, has the most resonance with consumers in Russia, followed by Germany and Belgium.  On the other hand, when it comes to travelling for leisure as part of the good life, Argentina takes the lead, followed by Brazil and Spain.

    What this means for brands

    So what does it really mean to live the good life, and how can businesses respond?  As consumers internationally increasingly value time and experiences over materials and possessions, balanced with more practical factors like good health and financial security, they will continue to look to brands to help them achieve the life they’d like to have.  The brands that are able to deliver on fulfilling this promise will live “the good life” of their own, with a healthy business, financial security, and control of their own life.

    About the study

    The survey question asked, “When you think of the Good Life – the life you’d like to have – which of the things on this list, if any, are part of that Good Life as far as you, personally, are concerned?: A home you own; Good health; A happy marriage; A job that is interesting; Children; A yard and lawn/a nice garden; Free time/leisure time; Spiritual enrichment; A college education; Financial security; A luxury car or second car; Travel for leisure; Really nice clothes / accessories / jewelry; Having the latest electronics and gadgets for my home; Control over one’s own life; None of the above; Don’t know” GfK interviewed 23,000 consumers online in 17 countries in the summer 2017. 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. 4 Countries included are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Russia, South Korea, Spain, UK and USA. hbspt.cta.load(2405078, '95504ccc-2c71-46d8-8d2f-04ad49517883', {});
    • 09/06/17
    • Fashion and Lifestyle
    • Home Appliances
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • FMCG
    • Home and Living
    • Market Opportunities and Innovation
    • Consumer Life
    • Global
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    The mood of the world today – what are people thinking?

    In this free on-demand webinar, our experts dive into current consumer confidence and other key indicators of the consumer mindset and what it means for individual markets and brands.
    • 07/25/17
    • Health
    • Travel and Hospitality
    • Consumer Goods
    • Global
    • English

    How brands can appeal to pet parents

    With several family members on the move this spring, my husband and I found ourselves temporary caretakers for a series of pets including our niece’s cat. She was a sweet houseguest, although our own two cats didn’t think so. Fortunately, we are empty nesters with enough space that our feline lodger had her own two-room suite. Talk about being pampered! We are long-time devoted pet owners ourselves, so I wasn’t surprised at the amount of equipment, toys and other accoutrements that my niece dropped off with her “only child.” I was, however, slightly bemused by the tube of Freshpet refrigerated food she brought in a cooler. As a health-focused Millennial, she is a prime target for these products. I dutifully purchased refills during our guest’s stay, but didn’t become a convert. On the other hand, I was inspired to purchase a vertical scratching post for our cats. Our experience is a microcosm of several trends we’ve seen emerging in the pet market as a whole as GfK’s Point-of-Sale (POS) data reports show. Pet owners are focused on dietary health and trying new things. They don’t sit around the house all the time, either.

    Dogs versus cats

    Just over half of global consumers, 54 percent, are pet owners, according to the recently released GfK Consumer Life global study. One in three has dogs and about one in four has cats, while nearly 20 percent have fish, birds or other animals. There is overlap, of course. Almost half of cat owners also have dogs, and about one in three dog owners also have cats. Of the 21 countries covered in the study, pets are most popular in Latin America: Argentina, Mexico and Brazil, and dogs are by far the pet of choice. The only places where more people have cats than dogs are France, Germany, Indonesia, Russia and Sweden, although Russia is the only country where cat owners attain majority status, at 58 percent.

    Pets at home, on the road, and on the town

    Pet owners of the world are a mix of home-based and outgoing, finds the GfK global study. They are more likely than average to do yard work and home improvements on a regular basis, but are also more likely to go out for entertainment and to travel. This means that pet owners’ homes and yards need to be pet-friendly, whether they are home owners or renters. Growing numbers of apartment complexes are offering dog parks and dog-washing stations, for example. People don’t always want to leave their pet companions at home, though. The lodging industry is becoming more receptive to travelers with pets; resources like petwelcome.com can help locate them. But there are opportunities for all kinds of businesses to get involved, such as excursions and car rental agencies. Everyday destinations should think about accommodating pets, too. Stores with sidewalk access sometimes put out the welcome mat by offering water bowls and treats for dogs who are out and about with their human family members. Pet stores routinely allow pets, of course, and most places allow service dogs. But given the reports of heat-related deaths of pets left in cars every year, maybe more retailers should be pet-friendly. This doesn’t have to mean letting animals roam free; there are such things as pet strollers and places to safely park pets outside stores. Some large stores offer child-care services – why not a pet-sitting service?

    Healthy families include pets

    Global pet owners are more inclined than their peers to follow a specific diet for their health and to say that “local” is an important factor in their food and beverage choices. Furthermore, GfK Consumer Life research reveals that American pet owners are more likely than average to have used a meal-kit delivery service such as Blue Apron in the past month. Pets are often considered family members, so it follows that their owners will extend the attitudes they hold about their own health and food habits to their animal companions. This has certainly been evident in the rising sales of pet foods that are free of certain ingredients and have few ingredients, according to the ongoing GfK pet-food POS study. Maybe locally produced pet products and meal-kit services will appeal, too.

    Innovations welcome

    Pet owners are more likely than average to agree that they are always “on the lookout for new products and services” and “looking for novelty and fun, even in everyday products.” They are also more interested in other people’s opinions about what to buy and tend to discuss products and brands on social media more often. This means that the pet market is one that is open to innovation and sharing information. Even if you’re not in the pet industry per se, there is almost certainly a way for you to be involved with these important members of the family. Diane Crispell is a Senior Consultant on the Consumer Life team at GfK. She can be reached at diane.crispell@gfk.com.
  • 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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