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Ideas Inteligentes: Viajes y Turismo

Las compañías del sector se enfrentan a una competencia intensa, motivada por una oferta masiva, con un mercado y demanda cada vez más fragmentados y un consumidor que exige que los servicios sean ofrecidos a través de diversos canales.

Para alcanzar y mantener un buen posicionamiento dentro de este contexto, es necesario contar con una inteligencia de mercado capaz de captar, procesar y analizar grandes volúmenes de datos procedentes de distintas fuentes de información (Big Data) para los diferentes canales y áreas del sector viajes. Todo ello obtenido de manera integrada y filtrada para así proporcionar ideas inteligentes que permitan potenciar la toma de decisiones de negocio exitosas. 

GfK es el único instituto de investigación en el mundo que proporciona información sobre viajes, turismo y hoteles basada en datos de reservas reales obtenidas a partir de la colaboración de miles de puntos de venta (agencias y turoperadores tanto on como off line, en todos los dispositivos), todo ello ligado a un profundo conocimiento de la industria por parte de nuestros expertos.

Esta combinación proporciona a nuestros clientes una clara comprensión de qué está sucediendo y por qué a lo largo de todo el proceso de compra, desde el primer contacto hasta la transacción final, en todos los nichos de la industria.

Bien se trate de una aerolínea, una cadena hotelera, una agencia de viajes, un organismo de promoción turística, un operador de cruceros o empresa de logística, GfK es capaz de monitorizar el comportamiento de sus clientes en todos los puntos de contacto y así mostrarle los factores y experiencias clave que determinan las decisiones de los viajeros dentro del sector viajes y turismo.

Últimas tendencias

Aquí puede encontrar las últimas tendencias del sector turístico y hotelero. Siga leyendo

    • 12/02/16
    • Travel and Hospitality
    • Global Study
    • Mexico
    • Spanish (Latin America)

    Mexico lead for populations who help others at least once a month or more

    Four in ten people help others at least once a month  Mexico, USA and Netherlands lead for populations who help others at least once a month or more. Men slightly ahead of women overall. 20-29 year olds lead across age groups
    • 10/29/18
    • Fashion and Lifestyle
    • Financial Services
    • Industrial Goods
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Energy
    • Geomarketing
    • Geodata
    • Digital Maps
    • Digital Maps
    • Global
    • English

    GfK releases updated maps for all of Europe

    GfK has released its Europe Map Edition 2018/2019, which includes thousands of changes to Europe's regions.
    • 06/25/18
    • Travel and Hospitality
    • Trends and Forecasting
    • Global
    • English

    Key insights within travel: Three current themes for exploration

    With summer fast approaching – yes, it officially started on June 21st – Americans once again will be vacationing in record numbers. Recent forecasts estimate that over 246 million passengers will fly domestically between June and August (which averages to over 2.5 million per day). Flying of course is not the only travel option – with road trips being a normal part of the American genre. In fact, according to recent research from GfK Consumer Life, 67% of US leisure travelers have done so in a vehicle (vs. 54% traveling by plane). As more consumers look to travel, services such as Airbnb and Couchsurfing have become more popular – allowing many travelers to specifically land on what type of vacation they truly want. Here are three current travel trends that brands can leverage to further attract the traveler target.

    Surprise destinations

    Six in ten Americans now feel “the places where you spend your vacations” is an expression of themselves. This is now ahead of “the home you live in”, which has historically been on top when comparing both attributes (though consumers, led by Millennials are moving away from placing importance on the home). According to Airbnb’s own travel data, top destinations within the US are still considered mainstays (i.e. ‘tourist-y’) – places like New York City, Orlando, etc. However when looking at top trending destinations – those that have increased the most on searches and bookings from 2017 to 2018 – a different picture emerges. Middle American cities such as Indianapolis, Minneapolis, and Columbus, OH move towards the top of the list – one can assume that travelers are undoubtedly looking for a different experience in these places. The psyche of ‘been there, done that’ and/or ‘taking it slow’ could definitely be emerging among consumers. In addition, the ‘value for dollars’ equation probably gets solved easier when visiting places that are undoubtedly more affordable.

    ‘Last Chance’ Tourism

    Americans are also acknowledging that the world is rapidly changing today: 21% cite ‘global climate change’ as a top-three concern (from a list of 21), and +6 pts from just 2015. In turn, another travel trend that has gained popularity is the notion of ‘last chance’ tourism – visiting a place before the relevant experiences, or the destination itself, is gone forever. Many tourists have visited the Great Barrier Reef in Australia to see it “before it’s gone”, which may or may not happen anytime soon. Cuba has experienced increased tourism recently – with the idea that the native culture within the country might change if and when more Americans start traveling there. Authenticity (i.e. a feeling of ‘realness’) always seems to have a place within consumer sentiments – nearly seven in ten American feel authenticity as a ‘personal value’ is extremely/very important (consistently ranking it in the top-five among a list 50 personal values in recent years). The novelty factor will continue to be a hook for travels, as 69% of Americans agree, “I am always eager to see new places and do different things”. On the domestic side, a few US national parks are playing into this trend.

    Food and travel always mix

    Think of the last time you shared your travel experience with someone (or vice versa) – questions like “how was the food?” and “where did you eat?” were probably a part of the conversation. Well then, it’s probably not a surprise that 70% of Americans travelers agree, “I always like to experience local culture and foods when I travel”. And now, newer experiences such as food tours and cooking classes are increasingly sought after by travelers (Tripadvisor says both experiences rose ~50% in 2017 among US travelers). Coinciding again with the ‘sharing economy’ or ‘access economy’, offerings such as Meal Sharing and EatWith also allow for more local & authentic food experiences. As most of us all like to travel one way or the other, expect more and more consumers to curate the travel experience they truly desire. Companies can leverage these three areas of opportunity and offer solutions that will continue to appeal to the traveler mindset.
    • 04/16/18
    • Technology
    • Travel and Hospitality
    • Trends and Forecasting
    • Global
    • English

    Tapping into people’s need to take a break

    I had two friends who posted on Facebook recently within hours of each other. One had spent the day at a theme park with her family, all of whom left their phones “in the car ON purpose. Best way to enjoy the day together!” The other had been sharing many stunning photos of a vacation in Egypt; yet on the last day, she decided not to take photos but “just to see with my own eyes.” This is hardly surprising. “Experiences are more important than possessions” perpetually ranks among the highest-rated attitudinal statements in the annual GfK Consumer Life global study. It ranks seventh out of 42 statements listed. It also ranks third for teenagers 15-19 and in Canada. Taking a tech break It is certainly ironic that my friends talked about their tech breaks on social media, yet this reflects the mixed feelings many people have toward technology. Yes, it helps us do many things we could never do before, but people are increasingly recognizing its addictive nature as a real problem. This is something that we warned about two years ago when we found that Technology Leading Edge Consumers were in the forefront of being concerned about this drawback to technology. Fully 45% of global consumers belonging to this early adopter group agreed “I find it difficult to take a break from technology, even when I know I should,” 13 points higher than average. Taking a tech break can be easier said than done, of course, and going cold turkey isn’t necessarily the answer. Some brands take a hybrid approach by promoting tech use specifically to make time for real life. For example, Citi is promoting its mobile app with a cute dad-and-kids ad and the slogan “spend the moments in the moment.” The Pocket Points app motivates students to focus on classes; when they lock their phones while on campus, they earn rewards points for local and online merchants. Another approach is to take a complete if temporary break from tech. Musician Jack White has banned phones from his upcoming concert tour because he “wants people to live in the moment.” Organizations such as the YMCA and Boy Scouts encourage families to help children take a tech break. The Story Inn goes a step further with its slogan “One Inconvenient Location Since 1851.” The Inn is actually a cluster of buildings in a virtual ghost town in Indiana that offers lodgings, dining, and a venue for special events. Rooms are billed as “One Distraction-Free, Tranquil Escape” and have been converted from the likes of a one-room schoolhouse, carriage house, and grain mill. They don’t have TVs, phones or internet service. Taking a real-life break Vacations represent a different kind of break, a pause from the real life that so many people find stressful. Destinations like Walt Disney World epitomize this type of experience on a grand scale, but an infinite number of products and services can offer mini-breaks at any time and anywhere. The Rituals home- and body-care brand emphasizes the benefits of incorporating soothing experiences into everyday life. “They are the seemingly meaningless moments we all tend to overlook. Rituals unveils these moments and reminds you to experience them with joy.” L.L. Bean encourages people to “live every day like it’s the weekend.” Then there is literal escapism – the phenomenon of escape rooms, a hybrid of team role-playing and the classic locked-room mystery. Although not for everyone (such as those with claustrophobia), they can provide respite for problem-solving thrill seekers. Most people prefer more serene escapes, however. The share of respondents to a GfK Consumer Life global survey who prefer a relaxing vacation over an active one is 62%, up 7 points from 2012. Photos submitted by respondents indicate that sandy beaches top the list of places where people like to relax, followed by other outdoor venues such as forests, lakes, gardens and parks. We don’t need research to tell us that nature makes us feel good, but in fact, research does bear this out. And yes, video games provide escapism, too, but it’s important to keep in mind that most people still don’t view virtual experiences on par with the real thing. Just 30% of global consumers agree that “virtual interactions with people and places can be as good as being there in person,” ranking it #40 among 42 attitudinal statements. Conclusion Virtually every product and service can tap into people’s desire for experiences, whether they be social or solitary, physical or intellectual, tech or non-tech. The key is to understand precisely what kind of experience your customers crave. hbspt.cta.load(2405078, 'f959b7ac-800c-45ab-bd5f-350e588da27a', {});
Soluciones
  • POS Tracking

    POS Tracking

    Tanto los distribuidores como los fabricantes están siempre bajo presión para desarrollar productos y servicios que maximicen las ventas y los beneficios, a su vez, conseguir que los clientes vuelvan.

    El éxito se basa en contar con los datos de ventas del canal minoristas más actualizados, al igual que comprender qué productos y servicios tienen un buen desempeño en el mercado (y cuáles no). Con esta información, las empresas pueden establecer estrategias claras para el crecimiento comercial y aumentar el retorno de la inversión. 

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