Brand A's funnel

Awareness

The percentage of people involved in the [Category] category who are aware of the brand when aided.

86%

How is this asked in the survey?

Which of the following accommodation brands have you heard of?

Consideration

The percentage of people involved in the [Category] category who would consider using the brand.

55%

How is this asked in the survey?

Which brands of accommodation would you consider using?

Investigation

The percentage of people involved in the [Category] category who have investigated the brand.

53%

How is this asked in the survey?

Have you looked into any of these accommodation brands before?

Usage

The percentage of people involved in the [Category] category who have used the brand.

45%

How is this asked in the survey?

Which of the following accommodation brands have you used?

Preference

The percentage of people involved in the [Category] category who would prefer to use the brand most. Note: consumers can only select one favourite brand. This makes Preference a difficult metric to move.

19%

How is this asked in the survey?

Which is your preferred brand of accommodation?

[Category]

[Country]

How is your category defined in the survey?

In the past 12 months have you booked accommodation? (Note: this includes hotels, vacation rentals, or outdoor lodging)

Yes (Qualifying)
No, but open or likely to in the near future (Qualifying)
No

Total sample size = 13,537

We’ve approached 18,767 people and 13,537 qualified to participate in [Category] research since we began tracking the category.

People in your category

193.8M

77%Category penetration

Total adults in [Country]

253.3M