Online Hotel & Ticket Booking Sites in Indonesia 2014 Omnibus Popular Brand Index 2014 A. Detail findings 1.Popular Brand Index 2.Brand awareness 3.Expansive 4.Frequent User 5.Future Intention 6.Switching 7.General Information

1. Online Hotel & Ticket
Booking Sites in
Indonesia
Omnibus Popular Brand Index 2014
Date: Desember 2014

2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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 by
percentage of respondents who will access price
comparison sites in future. This percentage
exposed about loyal respondents and switch
respondents.
Remarkably, Nusatrip fall into 7th rank after
Tiket2. This signs denote that there would be
decrease visitor for Nusatrip in future.
1
2
3
4
5
6
7
8
9
10

12. 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. 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 other
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
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%),
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. 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. 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 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.
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. 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

17. 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.
FOR FURTHER INQUIRIES, PLEASE CONTACT:
PT. Nusaresearch
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» 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) 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).