Online Hotel & Ticket

Booking Sites in

IndonesiaOmnibus Popular Brand Index 2014

Date: Desember 2014

2

A. Detail findings

1. Popular Brand Index

2. Brand awareness

3. Expansive

4. Frequent User

5. Future Intention

6. Switching

7. General Information

3

A. Detail findings

1.1. Popular Brand Index Concept

POPULAR BRAND INDEX (PBI)

Top of Mind

(TOM)

Expansive

Last Used

Future Intention

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.

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

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

influence consumer behaviour among population.

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

Frequent User and Future Intention of business brand.

4

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:

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.

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

Rank Of Popular

Ticket Site PBI IR

1 Traveloka 44.9

44%

2 Tiket.com 14.0

3 Agoda 7.0

4 Wego 3.7

5 Pegipegi 2.8

6 Nusatrip 1.8

7 Tiket2 1.5

8 Booking.com 1.5

9 TripAdvisor 1.3

10 Utiket 1.2

11 Book Panorama 0.9

12 Hotels.com 0.6

13 Skyscanner 0.6

14 Go Indonesia 0.5

15 ti-ket.com 0.5

16 tiketdomestik.com 0.4

17 Expedia 0.4

18 Travelicious 0.4

19 Rajakamar 0.4

20 Valadoo 0.3

5

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Frequent Visitor

5. Future Intention

6. Switching

7. General Information

6

A. Detail findings

2.1. Brand Awareness – Top Of Mind

n Sample : 612

42.5%

13.2%

3.4%

1.8%

1.3%

1.1%

1.0%

1.0%

0.8%

0.7%

0.0%

Traveloka

Tiket.com

Agoda

Wego

Pegipegi

Utiket

Tiket2

Book Panorama

TripAdvisor

Nusatrip

Booking.com

To determine brand awareness level of consumer

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

becomes one of some important aspects which could be

used to recognize awareness level from product or

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

most popular sites in terms of TOM among other Hotel &

Ticket Booking Sites.

7

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.

n Sample : 612

Traveloka Tiket.com Agoda Wego Pegipegi Nusatrip Tiket2 Booking.com TripAdvisor Utiket

Aided 29.1% 41.5% 32.2% 25.0% 26.7% 19.8% 17.4% 23.7% 23.0% 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%

Aided

UnAided

Total Awareness

8

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Frequent Visitor

5. Future Intention

6. Switching

7. General Information

9

A. Detail findings

3. Expansive

Expansive is the distribution of Hotel

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

founded in some places such as Ads, Google

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%).

50.5%

2.3%

14.5%

1.8%

9.6%

1.5%

3.8%

n Sample : 612

1.5%

1.5%

1.5%

1

2

3

4

5

6

7

8

9

10

10

A. Detail findings

47.4%

3.1%

14.9%

2.8%

8.5%

2.1%

3.3%

n Sample : 612

1.3%

0.8%

1.3%

4. Frequent Visitor

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.

1

2

3

4

5

6

7

8

9

10

11

A. Detail findings

41.0%

4.7%

13.7%

2.5%

7.5%

2.3%

6.2%

n Sample : 612

2.3%

1.1%

2.1%

5. Future Intention

Future Intention could be measured bypercentage of respondents who will access pricecomparison sites in future. This percentageexposed about loyal respondents and switchrespondents.

Remarkably, Nusatrip fall into 7th rank afterTiket2. This signs denote that there would bedecrease visitor for Nusatrip in future.

1

2

3

4

5

6

7

8

9

10

12

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Frequent Visitor

5. Future Intention

6. Switching

7. General Information

13

A. Detail findings

6. Switching Hotel & Ticket Booking Sites

accessed in future

n Sample : 476* Relative to respondents who switch

n Sample : 587

By the results of this study, 77.8% of 612 respondents will be access otherHotel & Ticket Booking sites, thus indicate the probability that respondent stillconsider the promotion of each sites. If compared within Frequent Visitor / LastVisited and Future Intention, there will be decrease visitor with 6.7%. Accordingto 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%).

Loyal

Switch

77.8%

22.2%

-0.2%

-0.8%

0.0%

1.3%

-6.7%

0.2%

-0.6%

2.3%

1.5%

3.2%

Nusatrip

Agoda

Booking.com

TripAdvisor

Traveloka

Utiket

Tiket.com

Pegipegi

Tiket2

Wego

14

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Frequent Visitor

5. Future Intention

6. Switching

7. General Information

15

A. Detail findings

Ever Visited and Conversion Rate

Conversion Rate

Ever Visited Site

Brand awareness

Top of Mind

Conversion Rate

Ever Visited Site

Brand awareness

Top of Mind

n Sample : 612

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 than15%, Utiket has the highest conversion rate. Score of convertion rate imply that visitor of Utiket doesn’t differ much withrespondent who aware with Utiket.

Unit: %*) Conversion Rate = Ratio between Ever Visited Site and Brand Awareness

77.0

68.8

89.4

42.5

62.1

41.2

66.3

13.2

63.8

26.8

42.0

3.4

51.7

17.0

32.8

1.8

50.7

17.5

34.5

1.3

55.6

13.7

24.7

0.7

46.9

10.0

21.2

1.0

50.6

13.6

26.8

0.0

55.1

14.1

25.5

0.8

57.9

10.1

17.5

1.1

16

B. Respondent profile

Monthly Household Income

51.6% 48.4%

Age

n Sample : 612

Gender 5.1%

26.8%

23.2%

44.9%Under 20 years old

20 - 24 years old

25 - 29 years old

30 years old and over

3.3%

3.8%

5.1%

14.2%

19.6%

12.1%

14.5%

9.0%

9.5%

7.4%

1.6%

Over IDR 40,000,000

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

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

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

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

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

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

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

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

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

Less than IDR 1,500,000

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 segmentationsacross 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: info@nusaresearch.com » Website: http://nusaresearch.com/

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