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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。
    • 04/27/17
    • Travel and Hospitality
    • Global
    • English

    Relaxing vs. adventure: Breaking down vacation preferences around the world

    When it comes to taking a vacation, more than half of people (59%) surveyed internationally prefer a vacation where they “relax and take it easy”, according to our online study conducted in 17 different countries. In comparison, over a third (35%) said that they prefer “an active vacation where I do or see lots of things”.  Six percent of the respondents were not sure which type of vacation they prefer.

    Breaking down the results by the biggest factor: Age

    When analyzing the results of the study, there was next to no difference between the preferences of men and women. Age played a bit of a role, with teenagers being the most likely to be inclined to energetic vacations (43% prefer a vacation that is active vs. 51% who prefer to relax).  In addition, families with teenagers in the household are slightly more inclined to active holidays than others. This preference for energetic vacations then drops steadily with each age group, with those in their fifties and those aged sixty-plus both standing at one third who prefer an active vacation. Respondents aged in their forties had the highest percentage of people who prefer relaxing holidays, at nearly two thirds (64%).  In comparison, only 57% of people aged 60 and over say they favor a relaxing vacation.

    Preferred vacation type by country

    The results differed from country to country, with Italy (45%), France (44%) and Spain (43%) leading in percentage of their online population who prefer active vacations where they do and see lots of things. The countries that lead for having the highest percentages of people who prefer a relaxing vacation where they take it easy are Brazil (71%), South Korea (66%) and Japan (also 66%). “The value of these findings for the travel industry lies in combining this self-reported data with our travel insights, which are based on live forward booking data from a growing number of sales points,” comments Laurence Michael, global lead of travel and hospitality research. “With this multi-layered approach, we understand what is being booked and by whom – helping our clients to fine-tune their audience segmentation and identify customer potential, both globally and at country-specific level.” Whether travelers prefer relaxing or planning a more adventurous trip, it should be clear to brands that building on experiences can help leverage consumers’ current travel sentiments.  By utilizing emerging technologies in the travel space, travel brands have the opportunity to build customer loyalty by appealing to the individual consumer. About the study GfK conducted the online survey with over 22,000 consumers aged 15 or older across 17 countries. Fieldwork was completed in summer 2016. 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. Countries covered are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Russia, South Korea, Spain, UK and USA. hbspt.cta.load(2405078, 'fc898593-4475-44e2-acc8-155970503045', {});
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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