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Strategic priority two: Driving preference for visiting New Zealand

Active considerers’ preference for New Zealand as a holiday destination

There are many destinations competing to attract visitors globally. To achieve the Government’s economic priorities and

contribute to achieving tourism industry outcomes, visitors need to choose New Zealand over other destinations.

Tourism New Zealand’s activities target a group of consumers called ‘active considerers (of New Zealand)’. An active

considerer thinks New Zealand is an appealing destination to visit, is seriously considering New Zealand for their next

holiday, ranks New Zealand within their top five most preferred destinations and would be willing to spend above a set

threshold on their trip.

Tourism New Zealand’s focus is on increasing the preference of active considerers who rank New Zealand as their first

or second most preferred destination, and to grow the incidence of active considerers in emerging markets where New

Zealand has lower awareness. Tourism New Zealand’s market research indicates more than 80 million active considerers

across the six ‘core’ markets of Australia, China, USA, UK, Germany and Japan. With approximately 30 times more ‘active

considerers’ than annual visitors to New Zealand, Tourism New Zealand’s focus is on converting travel preference to

purchase over growing the ‘pool’ of consumers considering a trip to New Zealand.

To help gauge the impact of marketing activity on active considerers’ preference for New Zealand versus competing

destinations, Tourism New Zealand undertakes regular campaign tracking within core and emerging markets and for

certain special interest categories.

A summary of preference results for the past three years is provided in the tables below and shows that overall the

proportion of active considerers who consider New Zealand their first or second preferred destination has remained

steady across our core markets.

Proportion of active considerers who consider NZ their first or second preferred destination

Target Market

YE June 2015

YE June 2016

YE June 2017

Priority one core markets

Australia

58%

62%

64%

China

83%

86%

85%

USA

63%

61%

62%

Priority two core markets

UK

71%

75%

71%

5

Germany

70%

69%

69%

Japan

65%

67%

66%

Priority emerging markets

India

72%

76%

83%

Indonesia

83%

79%

78%

Brazil

47%

67%

71%

Argentina

n/a

58%

54%

5

One potential driver is the increase in airline connectivity raising consumer awareness of a New Zealand holiday, and in turn, a significant increase

in the incidence of ‘active considerers’ of New Zealand. With increased incidence we have seen a decrease in preference percentage due to the larger

incidence base.

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