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Active visits: A visit where the visitor interacts with the site’s content or functionality.

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Referrals: the number of people who, once drawn to

newzealand.com

from paid search or display digital activity, are then delivered to an operator or

partner site where travel/experiences can be purchased.

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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.

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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

Result/measure

Performance

Status

Quantity

Average number of total visits to

newzealand.com

per month

Target:

1,700,000

2,778,757

Achieved

Average monthly ‘active visits’

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to

newzealand.com

Target:

793,000

1,142,644

Achieved

Average monthly referrals to industry via

newzealand.com 2

2

Target:

236,000

239,505

Achieved

Quality

Level of user satisfaction with i-SITE maintained or

increased

Target:

at or above 9.0/10

8.4

Not achieved

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Increase the proportion of guest nights provided by

Qualmark commercial accommodation

Target:

Increase from base 55%

Not measured

Not measured

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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.

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