tour and travel agent competition in indonesia 2014

Tour & Travel Agent

Competition

in IndonesiaOmnibus Popular Brand Index 2014

Date: November 2014

2

A. Detail findings

1. Popular Brand Index

2. Brand awareness

3. Expansive

4. Frequent Visitor

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 = Scope and spread of brand.

• Last Used/ Market Share = Total purchase or last used brand in past 3 months.

• Future Intention = Consumer intention to purchase brand.

One of the most important Assets of the company andrepresent identity of a company is the Brand. "Brand or trademarkis a name or symbol that is associated with the product/service andcause psychological meaning/association". In addition, the brandalso as a promotional tools, so that a product with certain brandwould likely gain popularity or awareness in the community levelthat will affect consumer behaviour in the community.

To determine organization performance we could see fromdevelopment of the brand. W&S study based on development ofPBI (Popular Brand Index) concept which included community topof mind brand, expansive or spread of the brand, total purchase orlast used of the brand, and consumer intention to purchase brand.

4

A. Detail findings

1.2. Popular Brand Index Results (PBI)PBI is obtained by the Internet sampling (Online Panel) and with samples of 1,079 respondents in the W&S

database Indonesia (nusaresearch). The results obtained for Tour & Travel Agent Category with PBI concept is asfollows:

Incidence Rate of Tour & Travel Agent visitor (percentage of Tour & Travel Agent visitor in the last 3 months) is 29%from panel population W&S Group Indonesia.

Panorama Tours is a popular Tour & Travel Agent with PBI 10.1, then Wita

Tour get the second rank of popular with PBI 6.3.

Rank Of Popular

Agent Tour & Travel PBI IR

1 Panorama Tours 10.1

29%

2 Wita Tour 6.3

3 Vayatour 4.1

4 Baraya Travel 4.0

5 Avia Tour 3.8

6 Dwidaya Tour 2.8

7 Antatour 2.8

8 Travelanda 2.7

9 KAHA Tours & Travel 2.6

10 Cipaganti Tour & Travel 2.3

11 Nusantara Tour 1.8

12 Bayu Buana Travel Services 1.4

13 Golden Rama Tour & Travel 1.1

14 Nata Tours 1.0

15 Angkasa Tour & Travel 1.0

16 Shilla Tour 1.0

17 Rotama Tour 0.9

18 Thropy Tour 0.8

19 Panen Tour 0.8

20 Haryono Tour & Travel 0.8

5

A. Detail findings


2. Brand Awareness

3. Expansive

4. Frequent Visitor

5. Future Intention

6. Switching


6

A. Detail findings

2.1. Brand Awareness – Top Of Mind

n Sample : 312

To see the power of Tour & Travel Agent , can bemeasured by the level of knowledge of respondents to theTour & Travel Agent. From the results of the Top of Mind(TOM) or Tour & Travel Agent that remembered the firsttime and that brand comes to mind with spontaneously,5.1% of 312 respondents remember Wita Tour (5.1%) asthe main Tour & Travel Agent, then followed by PanoramaTours (4.2%), Cipaganti Tour & Travel (2.9%), NusantaraTour (2.6%) and Nata Tours (2.2%). When look at thedata, Wita Tour and Panorama tour are quite dominate asTour & Travel Agents which impressed for respondents.

5.1%

4.2%

2.9%

2.6%

2.2%

2.2%

2.2%

2.2%

2.2%

1.9%

Wita Tour

Panorama Tour

Cipaganti Tour & Travel

Nusantara Tour

Vayatour

Avia Tour

Dwidaya Tour

Nata Tours

Angkasa Tour & Travel

Antatour

7

A. Detail findings

2.2. Brand Awareness

From the collected data, there is an interesting fact when compare Aided percentage of Baraya Travel (19.2%) withpercentage of Avia Tour (23.4%), and comparison between Dwidaya Tour (14.1%) with Antatour (18.0%). Baraya Travelhas small percentage of Total Awareness but get a better rank of PBI than Avia Tour. Furthermore, Dwidaya Tour hassmall percentage of Total Awareness but get a better rank of PBI than Antatour. Rank of PBI can describe that BarayaTravel and Dwidaya Tour are quite good to build image of their sites. However, if they initiate to increase TotalAwareness, can be assured that in the future they can compete with Panorama Tours and Wita Tour.

n Sample : 312

Panorama

Tour

WitaTour

Vayatour

BarayaTravel

AviaTour

Dwidaya Tour

Antatour

Travelanda

KAHATours

&Travel

Cipaganti

Tour &Travel

Nusantara

Tour

BayuBuanaTravelService

s

GoldenRamaTour &Travel

NataTours

Angkasa Tour

&Travel

ShillaTour

Rotama Tour

ThropyTour

PanenTour

Haryono Tour

&Travel

Aided 42.3% 20.9% 22.1% 19.2% 23.4% 14.1% 18.0% 20.5% 15.1% 2.6% 1.9% 12.2% 11.2% 0.7% 0.6% 6.7% 8.6% 0.6% 9.0% 1.0%

UnAided 8.7% 9.9% 3.5% 1.3% 6.4% 5.1% 3.5% 1.3% 1.6% 4.8% 4.5% 3.8% 4.2% 2.2% 4.5% 1.0% 1.0% 1.0% 1.3% 2.2%

Total Awareness 51.0% 30.8% 25.6% 20.5% 29.8% 19.2% 21.5% 21.8% 16.7% 7.4% 6.4% 16.0% 15.4% 2.9% 5.1% 7.7% 9.6% 1.6% 10.3% 3.2%

8

A. Detail findings


2. Brand Awareness

3. Expansive

4. Frequent Visitor

5. Future Intention

6. Switching


9

A. Detail findings

3. Expansive

Expansive is the spread of Tour & TravelAgent that can be seen anywhere, such as ads onTV, billboards, internet ads, etc. In this study,Panorama Tours get the first place with percentage14.4%. Furthermore, Vayatour and Baraya Travelhave same percentage (5.8%), and quite dominatethan Avia Tour (5.4%).

14.4%

2.2%

7.4%

2.9%

5.8%

3.2%

5.8%

4.2%

5.4%

4.5%

n Sample : 312

10

A. Detail findings

4. Frequent Visitor

Frequent Visitor/Last Visited is measured fromthe level of the respondents percentage whovisited Tour & Travel Agent in the last 3 months.

Panorama Tours still get the main position(10.6%), and followed by Wita Tour (7.1%). ForBaraya Travel, it has better percentage of frequentvisitor than Vayatour. Meanwhile, Nusatour get intotop 10 frequent visitor.

10.6%

2.2%

7.1%

2.9%

6.7%

2.9%

5.1%

3.2%

4.5%

3.2%

n Sample : 312

11

A. Detail findings

5. Future Intention

Future Intention measured by the percentageof respondents to the Tour & Travel Agent whichwill be visited in the future. Future intentionpercentage is measured by the Loyal respondentsand Switched respondents. Dwidaya Tour dan AntaTour have a tight competition in respondent visitortowards Tour & Travel Agent in the future withpercentage 3.2%. A little difference percentagebetween one of Tour & Travel Agent with othersindicate that there is a tight competition inrespondent visitor towards Tour & Travel Agent inthe future.

13.5%

1.9%

6.1%

2.2%

3.8%

2.9%

3.8%

3.2%

3.5%

3.2%

n Sample : 312

12

A. Detail findings


2. Brand Awareness

3. Expansive

4. Frequent Visitor

5. Future Intention

6. Switching


13

A. Detail findings

6. Switching Tour & Travel Agent that will

be visited in future

n Sample : 310* Relative to respondent who switch to another brand

n Sample : 312

From this research, 96.8% of 312 respondents want to visit other Tour &Travel Agent. There is a big possibility that respondent still prefer promotion ineach Tour & Travel Agent. If wee look at comparison between Frequent visitor /Last Visited with Future Intention, the number of visitors of Panorama Toursincrease rapidly with 3.2%. It is quite prosper for Panorama Tours’ business.Meanwhile, for decreasing visitor matter, it happen for KAHA Tours & Travelwith percentage 1.6%, then followed by Avia Tour (1.3%), and Vaya Tour(1.3%).

Loyal

Switch96.8%

3.2%-1.6%

1.0%

-1.3%

-1.0%

3.2%

1.0%

-1.3%

1.0%

-0.6%

-0.3%

KAHA Tours & Travel

Dwidaya Tour

Avia Tour

Baraya Travel

Panorama Tour

Antatour

Vayatour

Wita Tour

Travelanda

Cipaganti Tour &Travel

14

A. Detail findings


2. Brand Awareness

3. Expansive

4. Frequent Visitor

5. Future Intention

6. Switching


15

A. Detail findings

Ever Used and Conversion Rate

Conversion Rate

Ever Visited Brand

Brand awareness

Top of Mind

Conversion Rate

Ever Visited Brand

Brand awareness

Top of Mind

n Sample : 312

Antatour has quite low percentage of Brand Awareness (21.5%), if compare with the top 5 Tour & Travel Agent. Butits conversion rate is quite high (38.8%). If Antatour can increase Brand Awareness, they can get more visitor.Meanwhile, Panorama Tours is the top Tour & Travel Agent in context of Total Awareness, Expansive, Frequent Visitor, andFuture Intention.

Unit: %*) Conversion Rate = Comparison between Ever Visited Brand with Brand Awareness

40.0

7.7

19.2

2.2

55.3

28.2

51.0

4.2

49.0

15.1

30.8

5.1

43.8

11.2

25.6

2.2

56.3

11.5

20.5

0.0

35.5

10.6

29.8

2.2

38.8

8.3

21.5

1.9

38.2

8.3

21.8

1.3

46.2

7.7

16.7

1.3

26.1

1.9

7.4

2.9

16

B. Respondent profile

Monthly Household Income

49.4% 50.6%

Age

n Sample : 312

Gender4.5%

27.2%

23.4%

44.9%

Under 20 years old

20 - 24 years old

25 - 29 years old

30 years old and over

3.8%

5.1%

5.4%

16.3%

18.3%

9.3%

15.1%

11.9%

9.3%

4.8%

.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: [email protected] » 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).

tour and travel agent competition in indonesia 2014

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