CONSUMER&

BRANDBrandKPIs

for

car

rental:

Costco

travelin

the

United

StatesConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

1250Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Costcotravel’s

performance

inthe

carrental

market.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202470%

of

Costco

travelusers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Costcotravel’s

brandingresonates

more

with

Gen

Z?Costcotravel

ranksninth

inawareness

withinthecarrental

market?Costcotravel

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Costcotravel

is

29%?Costcotravel

rankssecond

inusage?Among

Costcotravel

enthusiasts,56%

fallunderthehigh-income

category?Interms

of

loyalty,Costco

travel

isoutside

the

Top

10?Consumers

want

theircarrental

brandsto

haveinthe

United

Stateshonesty

/trustworthiness,

reliability,

and

friendliness?Costcotravel

hasascore

of

22%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

forCostco

travel

at

70%Brand

profile:

snapshotBrand

performance

of

Costco

travel

intheUnitedStates70%35%29%22%22%AwarenessPopularityUsageLoyaltyBuzz5Notes:Carrental‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),n=443,

respondents

who

know

the

individual

brand

(popularity),

n=443,

respondents

who

knowthe

individual

brand

(usage),

n=97,

respondents

who

have

used

the

individual

brand

(loyalty),

n=443,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Costco

travel’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%40%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeCostco

travel

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatCostco

travel

islikedby1%

of

Babyboomers

and

19%of

Gen

Xers,whereas

the

total

shareof

industryusersis5%

and25%,

respectively.29%25%19%ForMillennials

andGen

Z,

41%

and

39%

feel

positivelytowards

Costco

travel,versus

40%

and

29%.

Socurrently,

forCostcotravel,

Gen

Zconnects

most

withtheirbrandcompared

tothe

overall

industryuser.5%1%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocarrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=129,

Costco

travelenthusiast,

n=728,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Costco

travel

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Costco

travel

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.11%88%12%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Costcotravel

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.42%58%46%54%57%

ofmen

likeCostco

travel

comparedto42%

of

women,

whereas

fortheoverall

industry,54%

ofmen

usecarrental

compared

to

46%

of

women.84%12%

ofCostco

travel

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to11%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

carrental,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=129,

Costco

travelenthusiast,

n=728,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Costco

travel

enthusiasts,

56%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.17%24%Single39%6%CoupleSingleparentNuclear56%

ofCostco

travel

enthusiastsarefrom

high-income

households.Costco

travel’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

39%

ofCostco

travel

enthusiastshavethiscurrent

living

situation.15%12%57%14%39%33%28%26%Multi-generational4%4%22%19%13%ExtendedOther21%3%5%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

carrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=129,

Costco

travelenthusiast,

n=728,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

car

rental

brands

to

have

honesty

/

trustworthiness,reliability,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

car

rental

brandsForcarrental,thetopthree

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,

reliability,

andfriendliness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Costco

travel

users

alsoappreciate

thesekey

attributes,indicating

Costco

travelexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatCostcotravelenthusiastsare

least

focused

on

arethrill/excitement

andinnovation.ReliabilityExclusivityCostco

travel

shouldwork

onpromotinghighvalueto

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

carrental,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

carrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comes

tocarrental,which

ofthefollowing

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=97,

Costco

travelusers’,n=129,

Costco

travelenthusiast,

n=728,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Costco

travel

fans,

40%

state

that

they

get

excited

about

car

rentalservicesBrand

profile:

attitudesWhat

doconsumersthink

ofcar

rentalingeneral?42%42%40%39%38%37%34%31%28%27%26%25%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

carrental

services

topicsrelating

tocarrentalBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

carrentaldo

youagree

with?”;

Multi

Pick;

“When

it

comes

tocarrental,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=129,

Costco

travelenthusiast,

n=728,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1170%

of

Costco

travelusers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

carrental,theaverage

awareness

ofabrandinthe

United

Statesis41%.

Awareness

ofCostco

travel,however,

is

at35%.Awareness28%

ofU.S.

carrental

userssay

theylike

Costcotravel,compared

to

anindustryaverage

brandpopularity

of26%.22%

ofindustryusers

intheUnitedStatessaythey

useCostco

travel,with

the

average

usageofabrandat17%.BuzzPopularity70%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

71%.Costco

travel

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of22%compared

to

19%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Carrental‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),n=443,

respondents

who

know

the

individual

brand

(popularity),

n=443,

respondents

who

knowthe

individual

brand

(usage),

n=97,

respondents

who

have

used

the

individual

brand

(loyalty),

n=443,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Costco

travel

ranks

ninth

in

awareness

within

the

car

rental

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofCostco

travelRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Enterprise

Rent-A-Car84%79%73%62%55%50%49%37%35%33%2Hertz3Budget35%4Avis5AlamoUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Thrifty65%7NationalDollar

CarRentalCostco

travelTuro8Outofallrespondents,

35%

were

aware

of

Costcotravel.

This

ranksthemninth

compared

to

otherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Costco

travel

is

29%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofCostco

travelRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Enterprise

Rent-A-Car59%41%41%32%29%29%24%23%22%21%2Budget29%3Hertz4AvisOutofconsumers

who

knew

thebrand,

28%

saidtheyliked

Costco

travel.

Thisranksthemfifth

compared

toother

brandssurveyed

inthismarket.5Costco

travelDollar

CarRentalACE

RentA

CarAdvantageRent-A-CarAlamo6771%89PopularityN/A10Turo14

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=443,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Costco

travel

ranks

second

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofCostco

travelRank#

BrandUsage

%33%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

carrental,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1Enterprise

Rent-A-Car22%2Costco

travelBudget22%322%Outofconsumers

who

knew

thebrand,

22%

saidtheyused

Costcotravel.

Thisranksthemsecond

comparedtootherbrandssurveyed

inthismarket.4Hertz20%5Dollar

CarRentalACE

RentA

CarGreen

MotionTuro19%619%718%818%78%9AdvantageRent-A-CarEuropcar17%UsageN/A1017%15

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=443,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Costco

travel

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofCostco

travel’sconsumersRank#

BrandLoyalty

%87%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Enterprise

Rent-A-Car2Turo81%30%3Hertz76%4SunnyCarsNational75%575%6EuropcarACE

RentA

CarBudget74%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

carrental,whichof

the

following

brandsareyou

likely

touseagaininthe

future?”.774%70%873%9SIXT73%Outofrespondents

whohaveused

Costco

travel,70%saidthey

would

usethebrand

again.LoyaltyN/A10AdvantageRent-A-Car71%16

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:n=97,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Costco

travel

has

a

score

of

22%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofCostco

travelRank#

BrandBuzz%37%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Enterprise

Rent-A-Car22%2AdvantageRent-A-CarACE

RentA

CarBudget27%326%Outofconsumers

who

knew

thebrand,

22%

saidtheyhadheardaboutCostco

travel

inthemedia.

Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.425%5Hertz25%6Costco

travelGreen

MotionAvis22%719%819%78%9Dollar

CarRentalSIXT19%BuzzN/A1018%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=443,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopport