HELLOWORLD (HLO) CEO Andrew Burnes this morning highlighted the increasing awareness of Helloworld Travel, saying it is “the only brand to see considerate growth in the market over the past two years”.
Speaking at the HLO annual general meeting, he showcased research indicating the success of significant investment by the company and its supplier partners in press, digital and TV activities.
Unprompted awareness of Helloworld Travel has increased over the past three years, from 22% to 34%, while prompted brand awareness was now 75%, up from 60% in Aug 2017.
However figures unveiled during his presentation also confirmed the ongoing strength of the Flight Centre brand, which achieved an 82% unprompted awareness rating, and an overwhelming 98% prompted brand awareness.
When consumers who booked with OTAs were asked what brand they would consider as their first choice, Flight Centre was streets ahead, with a 41% rating – but down from 48% last year.
By contrast Helloworld was preferred as the first booking choice by 8% of OTA clients, up from 6% in the previous period.
Burnes compared Helloworld’s performance with that of Flight Centre, STA, Luxury Escapes, TripaDeal and Travellers Choice, saying “the Helloworld Travel brand looks to have gained a greater share of the market over the last six months – an excellent result. Other brands have not experienced growth,” he said.
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Source: traveldaily