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旅游和酒店业

目前,由于供应过剩、不断分化的市场以及客户对每个渠道提供的服务需求,旅游公司面临着激烈的客源竞争。

为了在激烈的竞争中脱颖而出,您需要从各种渠道和旅游景区收集大数据,通过对大数据进行整合过滤,以提供明智的商业洞察,助力您获得更出色的绩效。

GfK 是全球唯一一家基于实时预定数据提供旅游和酒店业洞察的市场研究机构。我们的行业洞察是从数千个在线和线下销售网点 (POS)的终端设备上获得的,并结合我们专职研究人员深厚的行业知识。 

这种行业洞察让您能够清晰地了解整个行业正在发生什么,以及从首次接洽到最后达成交易整个购买旅程。

无论您是航空公司、酒店住宿、旅行社、游客食宿提供商、游轮线路运营商或是旅游物流公司,我们能够在每个接触点对消费者进行监测,向您展示在旅游和酒店业内影响游客决策的关键因素和体验。

研究洞察

在这里,您可以了解GfK在旅游和酒店业的最新洞察。 查看全部洞察

    • 01/14/16
    • Travel and Hospitality
    • China
    • Chinese

    2015年中国游客境外消费达2290亿美元,平均购买力接近国际旅游消费水平的两倍

    2015年中国出境游客达1.09亿人次,累计消费达2290亿美元,成为中国出境旅游史上的一个重要里程碑。
    • 08/14/14
    • Travel and Hospitality
    • China
    • Chinese

    数字化时代下的旅游预订行为

    旅游预订者消费之旅研究,通过对旅游预订者线上线下预订轨迹的跟踪研究,一网打尽旅游预订者预订过程中接触的旅游相关的所有接触点,明确获知针对何人何时何地发力营销可以取得最优的投资回报,指导旅游企业的产品设计及推广、制定营销计划和媒介宣传等。
    • 05/06/14
    • Travel and Hospitality
    • China
    • Chinese

    GfK揭示全渠道旅行者从旅行前5个月到最后1分钟的预定旅程

    到2020年,预计有1亿名国际旅行者选择到中国旅行,中国入境旅游业将持续快速增长,消费规模有望突破700亿美元,将成为推动国家经济发展的重要产业支柱之一。到2030年,快速增长的中国出境旅游人次更有望达到2.8亿,届时中国将成为全球旅游业发展的重要推动力。
    • 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.
解决方案
  • 品牌及客户体验

    品牌及客户体验

    品牌正面临重重压力,需建立起有效的情感联系以及消费者与业务决策者之间的关系。

    我们的成功基于为目标受众提供能够产生共鸣的体验,这贯穿于消费者对品牌、产品或服务的每个体验点之中。 

  • 数字市场情报

    数字市场情报

    当消费者进行购物、搜索、沟通、收集信息,接触网上的公司或品牌时,他们不同的行为表现取决于所用的设备或屏幕。无论使用什么渠道或设备,他们都期待获得一致的体验。

  • 市场机遇与创新

    市场机遇与创新

    品牌正面临着压力,需要在竞争日益激烈的市场环境中保持实效性。市场营销者应知道何时、何地以及如何提供能够为消费者和品牌创造附加价值的魅力体验,而这一点显得至关重要。

  • 销售数据监测

    销售数据监测

    零售商和制造企业在开发产品和服务过程中面对着各种压力,力求最大程度地提高销售和利润并留住顾客。

    销售的成功有赖于拥有最新的零售数据,再结合对哪些产品或服务在市场中销售好坏的全面了解,这样企业可以制定明确的战略来获得商业增长和提高投资回报。

  • 用户体验 (UX)

    用户体验 (UX)

    消费者往往被承诺将获得令人难忘的体验。而如今的消费者总是眼光独到并不断提出需求。一种新的产品或服务想要取得成功,需直观、实用、吸引人并令人满意。而富有情感因素的用户体验往往能令人难忘。

    GfK用户体验 (UX) 研究和设计专家帮助我们的客户针对现有的或新的产品与服务创造客户体验并将其完善。

GfK研究人员
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