Brand KPIs for hotels：Mayan Palace in Mexico-英文培訓(xùn)課件2025.5VIP

CONSUMER&

BRANDBrandKPIs

for

hotels:

Mayan

Palace

inMexicoConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

1250Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Mayan

Palace’sperformance

inthe

hotel

market.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202473%

of

Mayan

Palace

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??MayanPalace’s

branding

resonates

more

withGen

X?MayanPalacerankseighthinawareness

withinthehotel

market?MayanPalacegenerally

appealsto

women

morethan

men?Thepopularity

ratingof

MayanPalaceis

40%?Among

MayanPalaceenthusiasts,45%

fallunderthe

?MayanPalaceranksoutsidetheTop10

inusagehigh-income

category?Interms

of

loyalty,Mayan

Palaceisseventh

inMexico?MayanPalacehasascore

of

21%

formedia

buzz?Consumers

want

theirhotel

brandstohavehonesty

/trustworthiness,

reliability,

and

authenticity3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Mayan

Palace

at

73%Brand

profile:

snapshotBrand

performance

of

Mayan

Palace

inMexico73%48%40%21%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Hotels

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=604,

respondents

who

know

the

individual

brand

(popularity),

n=604,

respondents

who

know

theindividual

brand(usage),

n=82,

respondents

who

have

used

the

individual

brand(loyalty),

n=604,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Mayan

Palace’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMayan

Palacebygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatMayan

Palaceislikedby3%

of

Babyboomersand30%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is2%

and23%,

respectively.35%30%25%23%ForMillennials

andGen

Z,

42%

and

25%

feel

positivelytowards

Mayan

Palace,versus

40%

and

35%.

Socurrently,

forMayanPalace,

Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.3%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestohotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=240,

MayanPalace

enthusiast,

n=941,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Mayan

Palace

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Mayan

Palaceshows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof3%6%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

MayanPalacehasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%53%47%53%

ofwomen

likeMayan

Palacecompared

to

47%

of

men,whereas

forthe

overall

industry,51%

of

men

usehotels

compared

to49%

ofwomen.95%91%3%

of

MayanPalaceenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to6%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

hotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=240,

MayanPalaceenthusiast,

n=941,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Mayan

Palace

enthusiasts,

45%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.6%6%Single40%15%13%45%CoupleSingleparentNuclear45%

ofMayan

Palaceenthusiastsarefrom

high-income

households.Mayan

Palace’sbrandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

39%

ofMayan

Palaceenthusiastshavethiscurrent

living

situation.10%8%39%36%32%28%32%Multi-generational8%11%18%23%ExtendedOther23%5%3%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

hotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=240,

MayanPalace

enthusiast,

n=941,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

hotel

brands

to

have

honesty

/

trustworthiness,

reliability,and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

hotel

brandsAuthenticityForhotels,

thetopthree

qualitiesuserswant

fromabrandare

honesty

/trustworthiness,

reliability,

andauthenticity.80%60%40%20%0%Thrill/ExcitementBoldnessClevernessSustainabilityMayan

Palaceusers

alsoappreciatethese

key

attributes,indicatingMayanPalaceexudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatMayanPalaceenthusiastsare

least

focused

on

areboldness

and

inclusiveness.ReliabilityExclusivityMayan

Palaceshouldwork

onpromotingfriendliness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

hotels,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

hotels,

which

of

the

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

hotels,

which

ofthe

followingbrands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=82,

MayanPalace

users’,n=240,

MayanPalaceenthusiast,

n=941,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Mayan

Palace

fans,

46%

state

that

they

get

excited

about

hotelsBrand

profile:

attitudesWhat

doconsumersthink

ofhotelsingeneral?46%46%42%39%39%37%35%30%26%26%16%15%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedabouthotelsIliketotalkabouttopicsrelating

tohotelsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

hotels

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tohotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=240,

MayanPalace

enthusiast,

n=941,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1173%

of

Mayan

Palace

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

hotels,

the

average

awareness

ofabrandinMexico

is48%.

Awareness

of

MayanPalace,however,

is

at48%.Awareness40%

ofMexican

hotel

userssay

theylike

MayanPalace,compared

to

anindustryaverage

brandpopularity

of37%.14%

ofindustryusers

inMexico

saythey

useMayanPalace,with

the

average

usageofabrandat19%.BuzzPopularity73%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

69%.Mayan

Palacehasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of21%compared

to

24%.Sooverall,

the

results

showtheir

performance

tobeinconsistent

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Hotels

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=604,

respondents

who

know

the

individual

brand

(popularity),

n=604,

respondents

who

know

theindividual

brand(usage),

n=82,

respondents

who

have

used

the

individual

brand(loyalty),

n=604,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Mayan

Palace

ranks

eighth

in

awareness

within

the

hotel

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMayan

PalaceRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Fiesta

Inn79%78%78%78%68%62%50%48%46%45%2Fiesta

AmericanaHoliday

InnHilton3448%5Grand

Fiesta

AmericanaMarriott52%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Hyatt8Mayan

PalaceoneHotelsOutofallrespondents,

48%

were

aware

of

MayanPalace.

Thisranksthemeighthcompared

to

otherbrandssurveyed

inthismarket.9AwarenessN/A10Best

Western13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Mayan

Palace

is

40%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMayan

PalaceRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Holiday

InnFiesta

Inn62%60%60%52%48%40%40%40%34%31%23Fiesta

AmericanaMarriott40%4Outofconsumers

who

knew

thebrand,

40%

saidtheyliked

Mayan

Palace.

Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.5Hilton6Grand

Fiesta

AmericanaMayan

PalaceHyatt60%789Best

WesternComfortPopularityN/A1014

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=604,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Mayan

Palace

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofMayan

PalaceRank#

BrandUsage

%37%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

hotels,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1Holiday

InnFiesta

InnFiesta

AmericanaHilton14%234%329%Outofconsumers

who

knew

thebrand,

14%

saidtheyused

MayanPalace.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.424%5Marriott22%6Comfort20%7Grand

Fiesta

AmericanaoneHotelsHyatt18%818%86%917%UsageN/A10Ibis16%15

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=604,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Mayan

Palace

is

seventh

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMayan

Palace’s

consumersRank#

BrandLoyalty

%85%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Holiday

InnMarriott284%27%3Fiesta

Inn79%4Fiesta

AmericanaHilton78%577%6Grand

Fiesta

AmericanaMayan

PalaceHyatt75%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

hotels,

which

ofthe

following

brandsareyou

likely

to

useagaininthefuture?”.773%73%869%9Best

WesternoneHotels69%Outofrespondents

whohaveused

Mayan

Palace,73%saidthey

would

usethebrand

again.LoyaltyN/A1068%16

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

areyoulikely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=82,respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Mayan

Palace

has

a

score

of

21%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMayan

PalaceRank#

BrandBuzz%48%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Fiesta

Americana21%2Holiday

InnFiesta

Inn42%341%Outofconsumers

who

knew

thebrand,

21%

saidtheyhadheardaboutMayan

Palaceinthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4Hilton33%5Marriott27%6Grand

Fiesta

AmericanaBest

WesternGamma

HotelsComfort27%724%823%79%922%BuzzN/A10Hyatt22%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=604,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identifyandunderstandyourcoreaudiences?

Trackbra