Trivago has led among online travel agencies in turning awareness to purchase intent among consumers in Hong Kong, according to the latest YouGov BrandIndex.
The data, which continuously tracks key brand health measures on thousands of companies worldwide every day, reveals the online travel agencies in Hong Kong that have successfully guided travellers and holidaymakers down the conversion funnel, as of the first four months of 2024.
According to the report, the conversion rates are calculated by dividing each metric’s score by the column left on it, multiplied by 100. Meanwhile, awareness is divided by 100% of consumers in the market.
Leading the pack in brand awareness are trivago (66%), Trip.com (65%), and Booking.com (64%) which around two-thirds Hongkongers have heard of – although Expedia (61%), Agoda (60%), and Klook (60%) follow closely after, with around three in five Hongkongers aware of these platforms.
In terms of converting awareness to consideration, trivago (46%) and Trip.com (45%) remain neck to neck. More than two in five HongKongers aware of each platform would consider them when finalising travel bookings.
Meanwhile, just under two-fifths of Hongkongers who know about Booking.com (39%) and Expedia (38%) would consider bookings with each platform the next time they travel, while for Agoda (35%) and Klook (34%) that proportion is closer to a third.
When it comes to being the top choice for consumers who are ready to make a booking, trivago extends its lead over its closest rivals. Among Hongkongers who consider the platform for travel bookings, 40% are likely to choose it for their next trip.
In comparison, around a third of Hongkongers who are considering Trip.com (36%) and Booking.com (35%), and a quarter who are considering Expedia (25%), Agoda (25%) and Klook (24%), indicate that they are most likely to use these platforms the next time they make travel bookings online.
Eva Stewart, global sector head of travel and tourism at YouGov, said: “In competitive markets such as Hong Kong, where online travel agencies (OTAs) have similar levels of brand awareness and consideration, brands need to implement strategies that can effectively differentiate them and enhance conversion rates.”
“By leveraging social proof, strengthening loyalty programs, utilising influencer partnerships, and improving customer service, brands can effectively differentiate themselves and improve conversion rates,” Stewart added.
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Back in December last year, trivago launched a brand refresh, introducing a new logo and visual identity. It was accompanied by the company’s first AI-powered television advertising campaign.
The new logo sports a more vibrant and approachable design. The new symbol serves a dual purpose – it functions as a checkmark, symbolising the ease of finding the perfect hotel on the platform, as well as a smile, reflecting the satisfied feeling of securing a great deal through trivago.
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