Online Hotel & Ticket Booking Sites in Indonesia Omnibus Popular Brand Index 2014

Date: Desember 2014

A. Detail findings

1. 2. 3. 4. 5. 6. 7.

Popular Brand Index Brand awareness Expansive Frequent User Future Intention Switching General Information

2

A. Detail findings 1.1. Popular Brand Index Concept

Brand is one of the most important aspects from any business. It identifies the simplest concept of business / company. Brand or Trademark is a name or a symbol which related with

Top of Mind (TOM)

product / service and its image becomes associated with consumer’s mind. Otherwise, brand can be used also as promotion tools. Therefore, product with its specific brand will tend to get attractiveness or awareness in community level. Those level will

Future Intention

POPULAR BRAND INDEX (PBI)

influence consumer behaviour among population. Expansive

To determine the performance of business, we can observe from the development of brand. Regarding to this point, W&S

Group develops PBI concept (Popular Brand Index) where its measurement consists of Top of Mind, Expansive, Last Used or Last Used

Frequent User and Future Intention of business brand. 𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎𝑠𝑡𝑈𝑠𝑒𝑑 + 𝑤4 ∙ 𝐼𝑛𝑡𝑒𝑛𝑡𝑖𝑜𝑛 Additional Information: •Top of Mind (TOM) = First brand mentioned by respondents. •Expansive = Distribution of brand. •Last Used = Frequent user in last 3 months. •Future Intention = Future brand used by respondents.

3

A. Detail findings 1.2. Popular Brand Index Results (PBI) PBI could be obtained by Internet Sampling method, where we are using online panel with 1400 respondents in W&S Indonesia database (Nusaresearch). The results obtained for Hotel & Ticket Booking Sites with PBI concept are:

Rank Of Popular 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Ticket Site

Traveloka Tiket.com Agoda Wego Pegipegi Nusatrip Tiket2 Booking.com TripAdvisor Utiket Book Panorama Hotels.com Skyscanner Go Indonesia ti-ket.com tiketdomestik.com Expedia Travelicious Rajakamar Valadoo

PBI

IR

44.9 14.0 7.0 3.7 2.8 1.8 1.5 1.5 1.3 1.2 0.9 0.6 0.6 0.5 0.5 0.4 0.4 0.4 0.4 0.3

44%

Traveloka achieve the highest PBI for Hotel & Ticket Sites category with score 44.9 as its index, followed by Tiket.com with PBI 14.0 as its index

Incidence Rate of respondents who access Hotel & Ticket Booking Sites (percentage of respondents who access Hotel & Ticket Sites within September – November 2014) are 44% among W&S Indonesia panel.

4

A. Detail findings

1. 2. 3. 4. 5. 6. 7.

Popular Brand Index Brand Awareness Expansive Frequent Visitor Future Intention Switching General Information

5

A. Detail findings 2.1. Brand Awareness – Top Of Mind Traveloka

To determine brand awareness level of consumer

42.5%

towards Hotel & Ticket Booking Sites, Top of Mind (TOM)

Tiket.com Agoda

13.2%

becomes one of some important aspects which could be used to recognize awareness level from product or

3.4%

Wego

1.8%

Pegipegi

1.3%

Utiket

1.1%

service. From result of TOM, it shows that 42.5% of

respondents recalls Traveloka spontaneously as main price comparison sites, followed by Tiket.com (13.2%) and Agoda (3.4%). This case indicates that Traveloka are the

Tiket2

1.0%

Book Panorama

1.0%

TripAdvisor

0.8%

Nusatrip

0.7%

Booking.com

0.0%

most popular sites in terms of TOM among other Hotel & Ticket Booking Sites.

n Sample : 612

6

A. Detail findings 2.2. Brand Awareness Interestingly, as its seen from the chart, Wego with 32.8% has smaller total awareness but placed a better rank for PBI rather than Pegipegi with 34.5%. Otherwise, Tiket2 also has smaller total awareness but placed a better rank for PBI rather than Booking.com. This PBI ranks indicate that Wego and Tiket2 already has good reputation in building the image of their sites. However, if they initiate to improve their total awareness, they will compete with its competitor in future. Aided UnAided Total Awareness

Traveloka

Tiket.com

Agoda

Wego

Pegipegi

Nusatrip

Tiket2

Aided

29.1%

41.5%

32.2%

25.0%

26.7%

19.8%

17.4%

Booking.com TripAdvisor 23.7%

23.0%

Utiket 11.6%

UnAided

60.3%

24.8%

9.8%

7.8%

7.8%

4.9%

3.8%

3.1%

2.5%

5.9%

Total Awareness

89.4%

66.3%

42.0%

32.8%

34.5%

24.7%

21.2%

26.8%

25.5%

17.5%

n Sample : 612

7

A. Detail findings

1. 2. 3. 4. 5. 6. 7.

Popular Brand Index Brand Awareness Expansive Frequent Visitor Future Intention Switching General Information

8

A. Detail findings 3. Expansive 1

50.5%

2

14.5%

3

9.6%

& Ticket Booking Sites, so it will be easily to be

4

3.8%

founded in some places such as Ads, Google

5

2.3%

6

1.8%

7

1.5%

8

1.5%

9

1.5%

10

Expansive is the distribution of Hotel

Adwords, etc. Commonly, expansive is strongly associated with advertising or promotion. According to Expansive, Traveloka still

be the top Hotel & Ticket Booking Sites with percentage of 50.5%. Next position is placed by Tiket.com (14.5%) and Agoda (9.6%).

1.5% n Sample : 612

9

A. Detail findings 4. Frequent Visitor 1

47.4%

2

14.9%

3

8.5%

4

3.3%

5

3.1%

6

2.8%

7

2.1%

8

1.3%

9

1.3%

10

0.8%

Last Visited or Frequent Visitor could be measured by percentage of respondents who access Hotel & Ticket Booking Sites in last 3 months. Traveloka still dominate the first place with 47.4%. Surprisingly, in rank 7, 8, 9, Frequent Visitor of Booking.com has better rank than Tiket2 and Utiket.

n Sample : 612

10

A. Detail findings 5. Future Intention 1

41.0%

2

13.7%

3

7.5%

4

6.2%

5

4.7%

6

2.5%

7

2.3%

8

2.3%

9

2.1%

10

1.1%

Future Intention could be measured by percentage of respondents who will access price comparison sites in future. This percentage exposed about loyal respondents and switch respondents. Remarkably, Nusatrip fall into 7th rank after Tiket2. This signs denote that there would be decrease visitor for Nusatrip in future.

n Sample : 612

11

A. Detail findings

1. 2. 3. 4. 5. 6. 7.

Popular Brand Index Brand Awareness Expansive Frequent Visitor Future Intention Switching General Information

12

A. Detail findings Hotel & Ticket Booking Sites accessed in future

6. Switching

Loyal

Nusatrip

-0.2%

22.2%

Agoda

-0.8%

Booking.com

0.0%

77.8%

1.3%

Switch By the results of this study, 77.8% of 612 respondents will be access other Hotel & Ticket Booking sites, thus indicate the probability that respondent still consider the promotion of each sites. If compared within Frequent Visitor / Last Visited and Future Intention, there will be decrease visitor with 6.7%. According to this reason, it needs more study to develop what are the causes. Furthermore, the highest additional visitor in future would be Wego (3.2%), Pegipegi (2.3%), and Tiket2 (1.5%).

Traveloka

-6.7%

Utiket

0.2%

Tiket.com

-0.6%

2.3%

1.5%

3.2%

n Sample : 587

TripAdvisor

Pegipegi Tiket2 Wego

n Sample : 476 * Relative to respondents who switch

13

A. Detail findings

1. 2. 3. 4. 5. 6. 7.

Popular Brand Index Brand Awareness Expansive Frequent Visitor Future Intention Switching General Information

14

A. Detail findings Ever Visited and Conversion Rate Conversion Rate Ever Visited Site

13.2

42.5

Conversion Rate

55.6

Ever Visited Site

13.7

Brand awareness 0.7

3.4

1.3

55.1 14.1

0.0

57.9 10.1

25.5

26.8

1.0

34.5

1.8

13.6

21.2

17.5

32.8

50.6

10.0

50.7

17.0

42.0

46.9

24.7

51.7

26.8 66.3

89.4

Top of Mind

63.8

41.2

68.8

Brand awareness

Top of Mind

62.1

77.0

0.8

17.5 1.1

Traveloka becomes the most popular Hotel & Ticket Booking sites in terms of PBI, Total Awareness, Expansive, Frequent Visitor and Future Intention. Meanwhile, amongst Hotel & Ticket Booking Sites which has percentage lower than 15%, Utiket has the highest conversion rate. Score of convertion rate imply that visitor of Utiket doesn’t differ much with respondent who aware with Utiket. *) Conversion Rate = Ratio between Ever Visited Site and Brand Awareness

15

n Sample : 612 Unit: %

B. Respondent profile Gender

51.6%

Age

5.1%

48.4% 26.8%

44.9%

Under 20 years old 20 - 24 years old 25 - 29 years old 30 years old and over

23.2%

Monthly Household Income Less than IDR 1,500,000

1.6%

IDR 1,500,001 - IDR 2,500,000

7.4%

IDR 2,500,001 - IDR 3,500,000

9.5%

IDR 3,500,001 - IDR 4,500,000

9.0%

IDR 4,500,001 - IDR 6,500,000

14.5%

IDR 6,500,001 - IDR 8,500,000

12.1%

IDR 8,500,001 - IDR 11,000,000

19.6%

IDR 11,000,001 - IDR 20,000,000 IDR 20,000,001 - IDR 30,000,000

IDR 30,000,001 - IDR 40,000,000 Over IDR 40,000,000

14.2%

5.1% 3.8%

3.3% n Sample : 612

16

PT. Nusaresearch is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’. Online research is conducted based on Nusaresearch – our actively managed over 100,000 members panel with various segmentations across Indonesia.

FOR FURTHER INQUIRIES, PLEASE CONTACT: PT. Nusaresearch » Address: 21H Grand Slipi Tower, Jl. S. Parman Kav. 22-24, Slipi, Jakarta Barat, Indonesia 11480 » Office phone: (+6221) 29 022 227 Fax: (+ 6221) 29 022 365 » Email: [email protected] » Website: http://nusaresearch.com/

The copyright of this report belongs to PT. Nusaresearch Company. The results (analyzing, wording, data, tables and graphs) of this survey can be publicly used, but must be cited and sourced from PT. Nusaresearch Company (also include its website address http://nusaresearch.com).