airline service usage in indonesia
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STUDY ABOUT AIRLINE SERVICES USAGE IN INDONESIABY DI-MARKETING (www.di-onlinesurvey.com)
Dec, 2016
2
SCOPE OF WORK
This survey was conducted to study about airline usage and attitude of Indonesian toward airline services in Indonesia
Methodology: Online survey
Fieldwork time: 5 days (07/11/2016 to 11/11/2016)
Sample size: N = 650
Geography: Nationwide
3
KEY FINDINGS
• Garuda Indonesia, Lion Air and Air Asia are top 3 well-known airline brands in Indonesia
• TV ads (61%) and web, forum ads (52%) are the best channels to gain brand awareness
• Garuda Indonesia prevails Indonesia airline service market with 32% share, followed by Lion Air with
20%
• Competitive ticket price (41%) and good service (37%) are top airline brand choice reasons
• 78% customers are satisfied and 48% are loyal with their airline brand
• Top 2 dissatisfaction points: Frequent flight delay (21%) and non-complimentary in-flight
meals/magazines (15%)
• 38% of respondents spend from $51 to $150 for each time using airline service
• 74% customers prefer Indonesia airlines
• 44% book ticket on online websites
4
KEY FINDING VIETNAM INDONESIA
Most well-known brands Vietnam Airlines, VietJet Air, Jet Star
Garuda Indonesia, Lion Air, Air Asia
Market leaders Vietnam Airlines (50%) Garuda Indonesia (32%)
Main source of brand awareness
TV ads (66%) and newspaper/magazines ads (59%)
TV ads (61%) and web, forum ads (52%)
Top brand choice criteria
Good service (51%), competitive ticket price (46%)
Competitive ticket price (41%) and good service (37%)
Top dissatisfaction point
High excess baggage fee (21%) Frequent flight delay (21%)
Key booking ticket channel
Online websites (58%) Online websites (44%)
Expenditure per each usage
53% spend $51-$150 38% spend $51-$150
VIETNAM VS. INDONESIA
5
N = 650
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
Over 35
31-35
26-30
18-25
Under 18
8%
12%
30%
39%
11%
Male
Female
42%
58%
Others
Makassar
Medan
Surabaya
Bodetabek
Jakarta
37%
3%
4%
13%
20%
23%
Others
Job seeker/Retired
Engineer/Doctor/Teacher
Factory Worker
Student
Self-employed
Housewife
Officer
1%
5%
8%
9%
13%
19%
20%
24%
6
Others
EVA Air
Kalstar Aviation
Cathay Pacific
Jetstar
Korean Air
Tiger Air
Emirates
Singapore Airlines
Batik Air
Citilink
Sriwijaya Air
Air Asia
Lion Air
Garuda Indonesia
1%
7%
9%
16%
16%
17%
17%
33%
41%
54%
64%
65%
74%
75%
81%
Total
GARUDA INDONESIA, LION AIR AND AIR ASIA ARE TOP 3 WELL-KNOWN AIRLINE BRANDS IN INDONESIA
Do you know any of these brands listed below? (By age)
N = 650 N = 70 N = 255 N = 195 N = 75
0%
3%
9%
3%
9%
6%
6%
19%
20%
29%
40%
27%
44%
47%
47%
Under 18
2%
7%
11%
11%
18%
20%
18%
31%
42%
56%
65%
68%
76%
78%
83%
18-25
2%
8%
9%
14%
17%
16%
19%
38%
41%
57%
68%
72%
80%
80%
85%
26-30
0%
7%
5%
23%
21%
19%
23%
36%
49%
59%
71%
68%
80%
80%
87%
31-35
0%
13%
11%
47%
11%
16%
13%
40%
53%
60%
64%
67%
69%
73%
93%
Over 35
N = 55
7
Others
Through SMS/Email advertising
Through blog, facebook … of famous people
I see the appplications of these brands on App stores (Google play,..)
Friends/relatives' suggestion
Newspaper, magazines ads
Facebook ads
Out of home ads
Web, forum ads
TV ads
1%
20%
25%
28%
33%
33%
35%
35%
52%
61%
Total
TV ADS AND WEB, FORUM ADS ARE THE BEST CHANNELS TO GAIN BRAND AWARENESS
How do you know these brands? (By age)
0%
20%
24%
21%
16%
20%
29%
31%
36%
34%
Under 18
1%
20%
26%
30%
35%
36%
38%
35%
57%
64%
18-25
4%
16%
17%
21%
45%
33%
24%
37%
48%
55%
31-35
0%
20%
24%
27%
36%
35%
33%
47%
44%
64%
Over 35
0%
22%
28%
31%
30%
33%
38%
32%
56%
68%
26-30
N = 650 N = 70 N = 255 N = 195 N = 75 N = 55
8
66% OF RESPONDENTS HAVE USED AIRLINES SERVICES IN PAST 6 MONTHS
Have you used airline services in the last 6 months? (By age)
Total Under 18 18-25 26-30 31-35 Over 350%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
34% 33%40%
25%35% 33%
66% 67%60%
75%65% 67%
Yes
No
N = 650 N = 70 N = 255 N = 195 N = 75 N = 55
9
GARUDA INDONESIA PREVAILS INDONESIA AIRLINE SERVICE MARKETWITH 32% SHARE, FOLLOWED BY LION AIR WITH 20%
Have you use airline services in the last 6 months? If you chose yes, which brand do you use the most? (By age)
N = 432 N = 47 N = 153 N = 146 N = 49
Others
Jetstar
Cathay Pacific
EVA Air
Singapore Airlines
Tiger Air
Kalstar Aviation
Emirates
Korean Air
Batik Air
Sriwijaya Air
Citilink
Air Asia
Lion Air
Garuda Indonesia
0%
1%
1%
1%
1%
1%
1%
2%
2%
4%
7%
9%
19%
20%
32%
Total
0%
2%
4%
4%
2%
2%
9%
4%
2%
11%
6%
6%
11%
17%
19%
Under 18
0%
1%
0%
0%
2%
1%
1%
1%
1%
4%
7%
14%
25%
16%
29%
18-25
1%
1%
1%
1%
0%
1%
0%
2%
3%
3%
5%
7%
16%
26%
34%
26-30
0%
0%
2%
2%
0%
0%
0%
0%
0%
2%
10%
6%
20%
22%
35%
31-35
0%
0%
0%
0%
0%
0%
0%
0%
0%
5%
8%
8%
11%
16%
51%
Over 35
N = 37
10
OVERALL, COMPETITIVE TICKER PRICE AND GOOD SERVICE ARE THE MAIN REASONS FOR CHOOSING AN AIRLINE BRAND
Why do you use the services of this brand? (By brand)
Garuda Indonesia = Good service + reputation of the airline brandLion Air/Air Asia = Competitive ticket price + frequent promotion/ discount programs
Citilink = Competitive ticket price + suggestion from friends/relatives
Others
Wanna prove myself
Allow to bring much luggages
Wanna experience new services
Save time/ short journey
Depart/ Arrive in beautiful/ famous airports
Rare delays
Passengers insurance
Have many outlet ticket
Have many flights within a day
Use modern planes with good quality
Have online booking system
Reliable and famous
Friends/relatives suggest me trying
Frequent promotion/ discount programs
Good service
Competitive ticket price
1%
9%
10%
11%
17%
17%
17%
18%
21%
22%
24%
28%
29%
29%
30%
37%
41%
Total
1%
12%
12%
14%
25%
26%
30%
36%
28%
25%
41%
30%
43%
33%
18%
59%
24%
Garuda Indonesia
0%
5%
13%
8%
14%
5%
3%
10%
18%
18%
14%
24%
20%
25%
37%
21%
60%
Lion Air
1%
11%
10%
14%
21%
18%
15%
18%
26%
24%
21%
34%
34%
35%
55%
29%
56%
Air Asia
0%
5%
8%
13%
10%
20%
25%
3%
23%
23%
23%
35%
23%
40%
38%
33%
68%
Citilink
N = 432 N = 138 N = 87 N = 80 N = 40
11
78% ARE SATISFIED WITH THEIR AIRLINE BRAND
Overal, how do you feel about the service of that brand? (By brand)
N = 432 N = 138 N = 80 N = 40
Garuda Indonesia owns highest level of consumer satisfaction with 50%
Total Garuda Indonesia
Air Asia Citilink Lion Air0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1% 1% 1%2% 3% 3% 3%
19%7% 18%
25%
32%
44%
39%
51%
57%
52%
34%
50%
31%
15% 11%
Totally satisfied
Satisfied
Neutral
Dissatisfied
Totally dissatis-fied
N = 87
12
48% LOYALTY WITH THEIR CURRENT AIRLINE BRANDBUT 52% ARE ALSO BUYING OTHER BRANDS
What is your usage intention toward your current airline brand? (By brand)
Total Garuda Indonesia
Air Asia Lion Air Citilink0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
3% 3%10%
3%
31%30%
38% 20%
48%
18%
10%
18% 36%
25%23%
35%
21%14%
10%
25% 25% 21% 21%15% I will use this airline
brand only
I will prioritize to use this airline brand
I will use this airline brand in parallel with other brands
I will continue use this airline brand , but I will try other brands in future
I will switch to other airline brands
N = 432 N = 138 N = 80 N = 87 N = 40
Garuda Indonesia own the highest ratio of loyal consumer (25%)
13
81% ARE WILLING TO RECOMMEND THEIR CURRENT AIRLINE BRAND TO OTHERS
What's your ability to recommend your current airline brand to other? (By brand)
Total Garuda Indonesia
Air Asia Citilink Lion Air0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1% 1% 1% 2%3%
11%15%
9%18%
25%
20%
38%
38%
39%
40%
38%
43%52%
43%35%
29% Will recommend def-initely
Will recommend
Either recommend or not
Will not recommend
Will not recommend definitely
N = 432 N = 138 N = 80 N = 40 N = 87
Garuda Indonesia (52%) has the highest top box recommendation level compared to others
14
FREQUENT FLIGHT DELAYS AND NON-COMPLIMENTARY IN-FLIGHT MEALS/MAGAZINES ARE THE TOP DISSATISFIED REASONSGaruda Indonesia = High charge of overweight luggage + not allow to bring much luggages
Lion Air/Air Asia/Citilink = Frequent flight delay + non-complimentary in-flight meals/magazines
Is there anything make you feel unhappy about this brand? (By brand)
Nothing makes me feel unhappy
Others
Do NOT have online booking system
No passengers insurance
Payment method is complicated
Old-fashion, poor quality and small planes
Staffs are NOT friendly, professional with bad serving attitude
The route is often lengthen, waste my time
Unreasonable and unclear price
Few flights within a day
Not allow to bring much luggages
Charge overweight luggage expensively
Do NOT serve FREE food and magazines
Frequent delays
26%
0%
4%
6%
6%
6%
7%
8%
8%
9%
10%
12%
15%
21%
Total
36%
1%
4%
4%
6%
4%
8%
5%
12%
9%
12%
17%
5%
6%
Garuda Indonesia
14%
0%
3%
6%
7%
10%
5%
7%
1%
9%
8%
6%
21%
52%
Lion Air
39%
0%
6%
13%
6%
5%
9%
6%
6%
13%
10%
9%
18%
25%
Air Asia
30%
3%
3%
3%
3%
0%
5%
10%
5%
10%
8%
13%
23%
20%
Citilink
N = 432 N = 138 N = 87 N = 80 N = 40
15
38% OF RESPONDENTS SPEND FROM $51 TO $150 FOR EACH TIME USING AIRLINE SERVICE
Over a half of Lion Air/Citilink’s customers spend from $51 to $150How much do you often pay each time using this service? (By age)
N = 432 N = 138 N = 87 N = 80Total Under 18 18-25 26-30 31-35 Over 351% 1% 1% 2%2% 4% 1% 3% 5%9%
2%12% 8%
16%5%
19%
9%
20% 25% 12%
16%
38%
13%
41% 41%45%
41%
19%
9%
20% 21% 20%
24%
11%
64%
5% 3% 4% 8%
Total Garuda Indonesia
Lion Air Air Asia Citilink0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1% 1% 3%2% 4%3%
3%9%
17%
1%
16%
19%
28%
17%
19%
10%
38%
30%
52%
35%
53%
19%
12%25% 21% 28%
11% 7% 5% 6% 5%
Under $25
$25- $50
$51- $150
$151 - $250
$251 - $500
$501 - $1000
Over $1000
N = 40 N = 432 N = 47 N = 153 N = 146 N = 49 N = 37
WeightedAverage
Expenditure$145 $205 $101 $161 $128 $145 $81 $152 $154 $160 $144
16
74% CUSTOMERS PREFER INDONESIA AIRLINES
Which airline's country of origin do you prefer? (By age)
Overall, older age groups tend to be more interested in International airlines
Total Under 18 18-25 26-30 31-35 Over 350%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
6% 4% 5% 3%10%
19%
20%13%
18% 23%
20%
27%
74%83%
78% 74%69%
54%
Indonesia air-lines
International airlines
I don't care/I don't know
N = 432 N = 47 N = 153 N = 146 N = 49 N = 37
17
Others
Midle East
Africa ( Egypt, South Africa,..)
Southern America ( Brazil, Chile,…)
Irian island
Europe ( France, Italia, Spain,…)
Northern America( USA, Canada,…)
Sulawesi island
Kalimantan island
South East Asia (Vietnam, Laos,..)
Sumatera island
Bali, NTB, NTT, Ambon
Java island
0%
1%
3%
3%
4%
5%
6%
8%
11%
11%
19%
28%
35%
Total
JAVA ISLAND IS THE DESIREST DESTINATION OF INDONESIAN (35%)
Where do you usually travel to? (By age)
0%
1%
4%
3%
5%
6%
5%
8%
12%
10%
23%
31%
41%
18-25
1%
1%
1%
2%
3%
4%
3%
10%
12%
11%
23%
34%
36%
26-30
2%
0%
4%
0%
4%
6%
6%
10%
12%
16%
18%
20%
43%
31-35
0%
0%
0%
5%
0%
5%
8%
5%
11%
8%
14%
27%
35%
Over 35
N = 432 N = 153 N = 146 N = 49 N = 37
18
44% BOOK TICKET ON ONLINE WEBSITES
How do you buy your air ticket? (By age)
Others
I have my friends/ family/ relatives book for me
I buy directly ar outlet ticket
I book indirectly through air ticket service
I book ticket on airlines official online website
I book ticket on online websites (Traveloka, Ticket.com, etc)
1%
15%
25%
26%
29%
44%
Total
0%
23%
11%
26%
17%
28%
Under 18
0%
12%
28%
23%
27%
49%
26-30
6%
18%
20%
24%
29%
39%
31-35
0%
22%
16%
27%
35%
32%
Over 35
1%
14%
29%
29%
34%
50%
18-25
N = 432 N = 47 N = 153 N = 146 N = 49 N = 37
Over 35 group prefer book ticket on airlines official online website to other methods
19
CONTACT US
• Japan & Taiwan:o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japano Contact person: Mr. Hideyuki Kato (CEO)o Email: hideyuki.kato@di-mktg.como Contact number: +81 3-5532-3200
• Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnamo Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)o Email: dang.h@di-mktg.como Contact number: +84 902-73-9944
• Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailando Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)o Email: pimparima.p@di-mktg.como Contact number: +66 96 245 3656
20
CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesiao Contact person: Mr. Hendry Pratama (Manager - DI Marketing)o Email: hendry.p@di-mktg.como Contact number: +65 822 1345 2555 | +62 21 3005 3541
• India:
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903o Contact person: Mr. Sujit Kunte (Regional representative)o Email: kunte.sujit@dreamincubator.com.sgo Contact number: +65 9127 7654
21
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