CONSUMER&

BRANDBrandKPIs

for

hotels:

Fiesta

Inn

inMexicoConsumer

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

Fiesta

Inn’sperformance

inthehotel

market.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202479%

of

Fiesta

Inn

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Fiesta

Inn’sbrandingresonates

more

withMillennials

?Fiesta

Inn

ranksfirstinawareness

withinthehotelmarket?Fiesta

Inn

generally

appealsto

women

more

thanmen?Thepopularity

ratingof

Fiesta

Inn

is

60%?Fiesta

Inn

rankssecond

inusage?Among

Fiesta

Inn

enthusiasts,42%

fallunderthehigh-income

category?Interms

of

loyalty,Fiesta

InnisthirdinMexico?FiestaInnhasascore

of

41%

formedia

buzz?Consumers

want

theirhotel

brandstohavehonesty

/trustworthiness,

reliability,

and

authenticity3Sources:

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.4Awarenessis

the

highest

scoring

KPI

for

Fiesta

Inn

at

79%Brand

profile:

snapshotBrand

performance

of

FiestaInn

inMexico79%79%60%41%34%AwarenessPopularityUsageLoyaltyBuzz5Notes:Hotels

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=985,

respondents

who

know

the

individual

brand

(popularity),

n=985,

respondents

who

know

theindividual

brand(usage),

n=335,

respondents

who

have

used

the

individual

brand

(loyalty),

n=985,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Fiesta

Inn’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations46%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeFiesta

Innbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatFiestaInnislikedby4%

ofBaby

boomers

and

25%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is2%

and

23%,

respectively.35%25%25%23%ForMillennials

andGen

Z,

46%

and

25%

feel

positivelytowards

Fiesta

Inn,versus

40%

and

35%.

Socurrently,forFiesta

Inn,Millennials

connect

most

with

theirbrandcompared

tothe

overall

industryuser.4%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestohotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=593,

Fiesta

Inn

enthusiast,

n=941,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Fiesta

Inn

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Fiesta

Innshows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof4%6%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Fiesta

Inn

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%52%48%52%

ofwomen

likeFiesta

Inncomparedto48%

of

men,whereas

fortheoverallindustry,51%

of

men

usehotelscompared

to

49%

of

women.94%91%4%

of

Fiesta

Inn

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to6%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

hotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=593,

Fiesta

Inn

enthusiast,n=941,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Fiesta

Inn

enthusiasts,

42%

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.5%6%Single40%14%13%42%CoupleSingleparentNuclear42%

ofFiesta

Inn

enthusiastsarefromhigh-income

households.Fiesta

Inn’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

39%

of

Fiesta

Innenthusiastshavethiscurrent

livingsituation.9%8%39%36%32%28%32%Multi-generational10%11%19%23%ExtendedOther26%3%3%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

hotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=593,

Fiesta

Inn

enthusiast,

n=941,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

hotel

brands

to

have

honesty

/

trustworthiness,

reliability,and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

hotel

brandsAuthenticityForhotels,

thetopthree

qualitiesuserswant

fromabrandare

honesty

/trustworthiness,

reliability,

andauthenticity.80%60%40%20%0%Thrill/ExcitementBoldnessClevernessSustainabilityFiesta

Innusers

also

appreciatethesekey

attributes,indicating

Fiesta

Innexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatFiesta

Inn

enthusiastsareleast

focused

on

areboldness

andthrill/excitement.ReliabilityExclusivityFiesta

Innshouldwork

onpromotingfriendliness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

hotels,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

hotels,

which

of

the

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

hotels,

which

ofthe

followingbrands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=335,

Fiesta

Inn

users’,n=593,

Fiesta

Inn

enthusiast,

n=941,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Fiesta

Inn

fans,

44%

state

that

they

get

excited

about

hotelsBrand

profile:

attitudesWhat

doconsumersthink

ofhotelsingeneral?45%44%42%39%32%30%27%27%26%26%15%

15%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedabouthotelsIliketotalkabouttopicsrelating

tohotelsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

hotels

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tohotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=593,

Fiesta

Inn

enthusiast,

n=941,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1179%

of

Fiesta

Inn

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

hotels,

the

average

awareness

ofabrandinMexico

is48%.

Awareness

of

Fiesta

Inn,however,

is

at79%.Awareness60%

ofMexican

hotel

userssay

theylike

FiestaInn,compared

to

anindustryaverage

brandpopularity

of37%.34%

ofindustryusers

inMexico

saythey

useFiestaInn,withtheaverage

usageof

abrandat19%.BuzzPopularity79%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

69%.Fiesta

Innhasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of41%compared

to

24%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Hotels

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=985,

respondents

who

know

the

individual

brand

(popularity),

n=985,

respondents

who

know

theindividual

brand(usage),

n=335,

respondents

who

have

used

the

individual

brand

(loyalty),

n=985,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Fiesta

Inn

ranksfirst

in

awareness

within

the

hotel

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofFiesta

InnRank#

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.1Fiesta

Inn79%78%78%78%68%62%50%48%46%45%21%2Fiesta

AmericanaHoliday

InnHilton345Grand

Fiesta

AmericanaMarriottUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Hyatt8Mayan

PalaceoneHotelsOutofallrespondents,

79%

were

aware

of

FiestaInn.Thisranksthemfirstcompared

to

other

brandssurveyed

inthismarket.79%9AwarenessN/A10Best

Western13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Fiesta

Inn

is

60%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofFiestaInnRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Holiday

InnFiesta

Inn62%60%60%52%48%40%40%40%34%31%23Fiesta

AmericanaMarriott40%4Outofconsumers

who

knew

thebrand,

60%

saidtheyliked

Fiesta

Inn.Thisranksthemsecond

compared

toother

brandssurveyed

inthismarket.5Hilton6Grand

Fiesta

AmericanaMayan

PalaceHyatt60%789Best

WesternComfortPopularityN/A1014

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=985,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Fiesta

Inn

ranks

second

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofFiestaInnRank#

BrandUsage

%37%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

hotels,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1Holiday

InnFiesta

InnFiesta

AmericanaHilton234%34%329%Outofconsumers

who

knew

thebrand,

34%

saidtheyused

Fiesta

Inn.This

ranksthemsecond

compared

toother

brandssurveyed

inthismarket.424%5Marriott22%6Comfort20%66%Grand

Fiesta

AmericanaoneHotelsHyatt18%7818%917%UsageN/A10Ibis16%15

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=985,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Fiesta

Inn

is

third

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofFiestaInn’sconsumersRank#

BrandLoyalty

%85%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.1Holiday

InnMarriott21%284%3Fiesta

Inn79%4Fiesta

AmericanaHilton78%577%6Grand

Fiesta

AmericanaMayan

PalaceHyatt75%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

hotels,

which

ofthe

following

brandsareyou

likely

to

useagaininthefuture?”.773%869%79%9Best

WesternoneHotels69%Outofrespondents

whohaveused

Fiesta

Inn,79%saidthey

would

usethebrand

again.LoyaltyN/A1068%16

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

areyoulikely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=335,respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Fiesta

Inn

has

a

score

of

41%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofFiestaInnRank#

BrandBuzz%48%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Fiesta

Americana2Holiday

InnFiesta

Inn42%341%Outofconsumers

who

knew

thebrand,

41%

saidtheyhadheardaboutFiesta

Inn

inthe

media.

Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.41%4Hilton33%5Marriott27%6Grand

Fiesta

AmericanaBest

WesternGamma

HotelsComfort27%59%724%823%922%BuzzN/A10Hyatt22%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=985,

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

andunlocknewgrowthopportunities.?

Identifyandunderstandyourcoreaudiences?

TrackbrandKPIs?

A