2015旅游行业品牌亲密度研究（英文版）_10页_3mb

Travel & Leisure Brand Intimacy Report Summary

Core Content Overview

This report analyzes the Brand Intimacy Quotient (BIQ) scores of travel and leisure brands across the U.S., Mexico, and UAE in 2015. Brand Intimacy refers to the depth of the relationship between consumers and brands, measured through six archetypes and three stages of intimacy. The travel & leisure industry is identified as one of the lowest-performing sectors, with an average BIQ score significantly below the overall industry average.

Key Findings

1. Average BIQ Scores by Country

• U.S.: Travel & leisure average BIQ score is 21, 12 points below the overall industry average.
• Mexico: Travel & leisure average BIQ score is 22, 10 points below the overall industry average.
• UAE: Travel & leisure average BIQ score is 27, 6 points below the overall industry average.

2. Dominant Archetype in Travel & Leisure

• Fulfillment is the most common archetype associated with travel & leisure, linked to performance and reliability.
• Despite the presence of luxury and budget brands, the category struggles with building deeper brand intimacy.

3. Top Travel & Leisure Brands by Country

4. Brand Intimacy Comparison: Southwest vs. American Airlines

• Southwest ranks #79 overall and #2 in the industry, with a BIQ of 29.
• American Airlines ranks #149 overall and #11 in the industry, with a BIQ of 11.
• Southwest is significantly more intimate, with 19.2% of customers willing to pay 20% more, compared to 7.0% for American Airlines.
• Fulfillment is the dominant archetype for both, but Southwest is 17 points higher in BIQ than American Airlines.

5. Brand Intimacy Comparison: Aeromexico vs. InterJet

• Both brands are closely ranked, with Aeromexico having a slight edge.
• Aeromexico has a BIQ of 23, while InterJet has 22.
• Aeromexico excels in nostalgia, while InterJet is stronger in enhancement and ritual.
• Both brands have similar price elasticity (16.1% and 15.8%, respectively).

6. Brand Intimacy Comparison: Emirates vs. Etihad Airways

• Emirates ranks #14 overall and #1 in the travel & leisure category, with a BIQ of 50.
• Etihad Airways ranks #37 overall and #2 in the travel & leisure category, with a BIQ of 33.
• Emirates has a 17-point lead in BIQ over Etihad.
• Fulfillment is the strongest archetype for Emirates, with 56% of customers in some form of intimacy, compared to 40% for Etihad.
• Emirates also has a 34.5% rate of customers willing to pay 20% more, compared to 28% for Etihad.

Stages of Intimacy

• Fusing is the most advanced stage of intimacy, representing a deep emotional connection.
• Southwest has the highest fusing rate at 4%, while Emirates leads in sharing at 42%.

Brand Intimacy Insights by Age and Income

• Marriott is the most intimate brand for 45-64-year-olds.
• Southwest is the most intimate brand for 18-34-year-olds and across all income levels.

Methodology

• Conducted by Praxis Research Partners in Spring 2015.
• Surveyed 6,000 consumers across the U.S. (3,000), Mexico (2,000), and UAE (1,000).
• Quotas ensured the sample reflected census data for age, gender, income, and region.
• Used factor analysis, structural equation modeling, and other sophisticated analytic techniques to quantify intimacy drivers.
• Designed to provide prescriptive guidance for marketers, not just rankings.

Additional Context

• Tourism in North America grew by 8% in 2014.
• Travel & Leisure is expected to grow at 3.3% annually in Mexico over the next decade.
• Travel & Leisure contributed $154 billion to Mexico’s GDP in 2013.
• Travel & Leisure contributed 8.5% to UAE GDP in 2014.

Conclusion

The travel & leisure industry, despite its diversity and the presence of well-regarded brands, shows a relatively low Brand Intimacy Quotient compared to other sectors. Fulfillment is the dominant archetype, but brands must work to enhance other archetypes and stages of intimacy to build stronger, more lasting relationships with consumers. Southwest, Aeromexico, and Emirates are highlighted as the most intimate brands in their respective markets, with Emirates leading overall. This report underscores the importance of understanding and improving brand intimacy for long-term marketing success.