Online Hotel & Ticket Booking Sites in

Omnibus Popular Brand Index 2014

Date: Desember 2014 A. Detail findings

1. Popular Brand Index 2. Brand awareness 3. Expansive 4. Frequent User 5. Future Intention 6. Switching 7. 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 product / service and its image becomes associated with Mind (TOM) 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 POPULAR influence consumer behaviour among population. Future BRAND Expansive Intention INDEX To determine the performance of business, we can observe (PBI) 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. Last Used

푃퐵퐼 = 푤1 ∙ 푇푂푀 + 푤2 ∙ 퐸푥푝푎푛푠푖푣푒 + 푤3 ∙ 퐿푎푠푡푈푠푒푑 + 푤4 ∙ 퐼푛푡푒푛푡푖표푛

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 Ticket Site PBI IR Popular 1 Traveloka 44.9 2 Tiket.com 14.0 3 7.0 Traveloka achieve the 4 Wego 3.7 5 Pegipegi 2.8 highest PBI for Hotel & 6 Nusatrip 1.8 7 Tiket2 1.5 Ticket Sites category with 8 Booking.com 1.5 score 44.9 as its index, 9 TripAdvisor 1.3 10 Utiket 1.2 followed by Tiket.com with 44% 11 Book Panorama 0.9 12 Hotels.com 0.6 PBI 14.0 as its index 13 0.6 14 Go Indonesia 0.5 15 ti-ket.com 0.5 16 tiketdomestik.com 0.4 17 0.4 18 Travelicious 0.4 19 Rajakamar 0.4 20 Valadoo 0.3 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. Popular Brand Index 2. Brand Awareness 3. Expansive 4. Frequent Visitor 5. Future Intention 6. Switching 7. General Information

5 A. Detail findings

2.1. Brand Awareness – Top Of Mind

Traveloka 42.5% To determine brand awareness level of consumer towards Hotel & Ticket Booking Sites, Top of Mind (TOM) Tiket.com 13.2% becomes one of some important aspects which could be used to recognize awareness level from product or Agoda 3.4% service. Wego 1.8% From result of TOM, it shows that 42.5% of Pegipegi 1.3% respondents recalls Traveloka spontaneously as main price

Utiket 1.1% comparison sites, followed by Tiket.com (13.2%) and Agoda (3.4%). This case indicates that Traveloka are the Tiket2 1.0% most popular sites in terms of TOM among other Hotel &

Book Panorama 1.0% Ticket Booking Sites.

TripAdvisor 0.8%

Nusatrip 0.7%

Booking.com 0.0% 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 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% n Sample : 612 7 A. Detail findings

1. Popular Brand Index 2. Brand Awareness 3. Expansive 4. Frequent Visitor 5. Future Intention 6. Switching 7. General Information

8 A. Detail findings

3. Expansive

1 50.5% 2 14.5% Expansive is the distribution of Hotel 3 9.6% & Ticket Booking Sites, so it will be easily to be 4 3.8% founded in some places such as Ads, Google Adwords, etc. Commonly, expansive is strongly 5 2.3% associated with advertising or promotion. 6 1.8% According to Expansive, Traveloka still 1.5% 7 be the top Hotel & Ticket Booking Sites with percentage of 50.5%. Next position is placed by 8 1.5% Tiket.com (14.5%) and Agoda (9.6%). 9 1.5% 10 1.5%

n Sample : 612 9 A. Detail findings

4. Frequent Visitor

1 47.4%

2 14.9%

3 8.5% Last Visited or Frequent Visitor could

4 3.3% be measured by percentage of respondents who access Hotel & Ticket Booking Sites in last 3 5 3.1% months.

6 2.8% Traveloka still dominate the first place 7 2.1% with 47.4%. Surprisingly, in rank 7, 8, 9, Frequent Visitor of Booking.com has better rank than Tiket2 8 1.3% and Utiket. 9 1.3%

10 0.8%

n Sample : 612 10 A. Detail findings

5. Future Intention

1 41.0%

2 13.7% Future Intention could be measured by percentage of respondents who will access price 3 7.5% comparison sites in future. This percentage exposed about loyal respondents and switch 4 6.2% respondents.

5 4.7% Remarkably, Nusatrip fall into 7th rank after Tiket2. This signs denote that there would be 6 2.5% decrease visitor for Nusatrip in future.

7 2.3%

8 2.3% 9 2.1%

10 1.1%

n Sample : 612 11 A. Detail findings

1. Popular Brand Index 2. Brand Awareness 3. Expansive 4. Frequent Visitor 5. Future Intention 6. Switching 7. General Information

12 A. Detail findings Hotel & Ticket Booking Sites 6. Switching accessed in future Loyal -0.2% Nusatrip 22.2% -0.8% Agoda

0.0% Booking.com

77.8% 1.3% TripAdvisor

-6.7% Traveloka Switch 0.2% Utiket

By the results of this study, 77.8% of 612 respondents will be access other -0.6% Tiket.com 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 2.3% Pegipegi 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%), 1.5% Tiket2 Pegipegi (2.3%), and Tiket2 (1.5%). 3.2% Wego n Sample : 587 n Sample : 476 * Relative to respondents who switch

13 A. Detail findings

1. Popular Brand Index 2. Brand Awareness 3. Expansive 4. Frequent Visitor 5. Future Intention 6. Switching 7. General Information

14 A. Detail findings

Ever Visited and Conversion Rate

62.1 Conversion Rate 77.0 63.8 51.7 50.7

41.2 Ever Visited Site 68.8 26.8 17.0 17.5

66.3 Brand awareness 89.4 42.0 32.8 34.5

13.2 Top of Mind 42.5 3.4 1.8 1.3

Conversion Rate 55.6 46.9 50.6 55.1 57.9

Ever Visited Site 13.7 10.0 13.6 14.1 10.1

Brand awareness 24.7 21.2 26.8 25.5 17.5

Top of Mind 0.7 1.0 0.0 0.8 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. n Sample : 612 *) Conversion Rate = Ratio between Ever Visited Site and Brand Awareness Unit: % 15 B. Respondent profile

Gender Age 5.1% 51.6% 48.4%

26.8% Under 20 years old 44.9% 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 14.2% IDR 20,000,001 - IDR 30,000,000 5.1% IDR 30,000,001 - IDR 40,000,000 3.8% Over IDR 40,000,000 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.

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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).