November 14th, 2022, Samuel Tan
Cathay Pacific has registered the biggest boost in Word of Mouth (WOM) Exposure in Hong Kong for the month of October 2022 of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that the proportion of people who are talking about the airline saw an uplift of 9.7 percentage points during the four-week period.
The national carrier announced in mid-October that it would be adding 700 flights in November and 1,200 flights in December to popular destinations such as Japan and Britain. Cathay Pacific also held its first large-scale recruitment fair in nearly three years, as it sought to hire some 2,000 flight attendants and 700 pilots over the next 18-24 months.
According to data from YouGov BrandIndex, Cathay Pacific’s WOM Exposure score rose from a low of 20.9% on 1 October to a high of 30.7% by 24 October. WOM exposure is a BrandIndex metric that measures the percentage of people who have spoken with their family or friends about a particular brand in the previous two weeks.
Additionally, the airlines’ low cost-carrier Hong Kong Express also recorded a 6.6-point increase in WOM Exposure from 8.8% on 1 October to 15.4% by 29 October, while rival Hong Kong Airlines saw its WOM Exposure climb 6.3 percentage points from 5.7% on 9 October to 12% by 31 October.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s WOM Exposure score is based on the question: “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?” (% Yes). Data from surveys of adults aged 18 years and above residing in Hong Kong from 1 to 31 October 2022. WOM Exposure scores are based on a four-week moving average, with the change in scores for each brand calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.
This article first appeared in WARC.