British travellers often book their flights six months to a year
before arriving in New Zealand. They will use travel guide books
both for planning and once they arrive in New Zealand. They are
also keen users of i-SITE visitor centres.
The way people research and book travel has changed in the last
five years. Better access to broadband internet and the growth of
e-commerce have been major factors behind this shift in
behaviour.
Tourism New Zealand has conducted research into the way
consumers from our target market research and book travel in order
to ensure the most effective channel strategy. The research
surveyed travellers from Australia, the UK, US and Germany. Over 200
surveys were conducted with those who visited New Zealand during
November and December 2008.
It should be noted that since the research was undertaken,
industry feedback suggests that visitors are now booking later
because of the economic downturn that hit in late 2008 and an
increase in special deals on last-minute travel.
How UK visitors plan and book travel
The Internet is the core tool used by British consumers from our
target market to research and plan their New Zealand holidays.
Travel agents are the key channel used to book flights, and are the
second most popular way of booking other items, with agents
regarded as having a high level of perceived speed and reliability.
Online is the other preferred channel, especially provider
websites.
Given their long-haul status for New Zealand, it is not
surprising that these travellers from the UK are most likely to
research and book flights six months to a year before arriving.
Around 50 per cent book at least six months before travel.
There is no particular trend for timing of accommodation and
transport bookings, with British travellers spreading booking of
these aspects of their trip over time. They do, however, tend to
book flights and ground arrangements (accommodation, activities,
transport) separately and at different times. A small percentage
will not make accommodation or transport bookings until after they
arrive.
UK travellers are heavy users of guide books, both before and
after arrival in New Zealand, which leads to visitors often calling
providers direct once they are in New Zealand. They are also high
users of i-SITEs once in New Zealand.
As with other markets, booking of activities is done largely
after arrival in New Zealand. If done before leaving home, calling
the provider direct after an internet search is the key method.
Read an overview of the
research
Read more
about the UK in the online market guide