Active visits: A visit where the visitor interacts with the site’s content or functionality.
Referrals: the number of people who, once drawn tonewzealand.com
from paid search or display digital activity, are then delivered to an operator or
partner site where travel/experiences can be purchased.
i-SITE user satisfaction is relatively high although below the aspirational target of 9.0. The introduction of a Net Promoter Score to measure user
advocacy in FY17 will provide new insights and specific verbatim user feedback.
Tourism New Zealand does not measure the proportion of guest nights provided by Qualmark properties because of the significant cost of obtaining
that measure. Instead Tourism New Zealand monitors the number of Qualmark accommodation license holders (slight decrease from the previous year)
and the mix of the license holders to ensure its product offering remains relevant and valued by the industry and consumers.
Activity Five: Inspiring and informative information for potential visitors
Average number of total visits tonewzealand.com
Average monthly ‘active visits’
Average monthly referrals to industry vianewzealand.com 2
Level of user satisfaction with i-SITE maintained or
at or above 9.0/10
Increase the proportion of guest nights provided by
Qualmark commercial accommodation
Increase from base 55%
Tourism New Zealand’s consumer website,newzealand.com,
achieved record volumes for a single year in FY16 as a result
of increased digital marketing activity in Tourism New Zealand’s priority markets, strong organic search performance and
targeted user experience improvements.