Target Market: Active Considerers
This research looks at the demographics, emotional needs and
travel preferences of travellers from Tourism New Zealand's target
market, known as 'Active Considerers'.
In order to get the best value from its marketing spend, Tourism
New Zealand is targeting those who are already actively considering
coming to New Zealand on holiday.
These people are not just aware of New Zealand and interested in
coming here 'some day'; they already have New Zealand on their list
of preferred future holiday destinations. They are also aged over
18 and are willing to spend a minimum set amount on their holiday
here.
Tourism New Zealand completed research to identify who these
people are, what's important to them, what appeals about New
Zealand and what a New Zealand holiday would look like for
them.
The information gathered will be used to tailor New Zealand's
marketing messages to the interests and priorities of this group of
people in each market, with the aim of converting their interest in
New Zealand into purchase of travel.
See below to download summaries and full research reports for
ten of New Zealand's key international tourism markets: Australia,
China, Germany, Japan, the UK, the US, South Korea, Canada,
Singapore and India.
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Last Updated on: 6 January 2012
File Type: Zip archive
File Size: 498KB
Tourism New Zealand's target market in Australia is spread across a range of ages. What they are looking for in a holiday destination varies with age, but their primary emotional needs are having fun, exploring and learning new things, feeling relaxed, welcome, safe and comfortable.
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Last Updated on: 6 January 2012
File Type: Zip archive
File Size: 454KB
A large proportion of Tourism New Zealand's target market in China is aged 18 to 39 years. They are looking for a holiday destination where they can feel happy, relaxed, safe and comfortable. Travel agents and the Internet are key information sources for travel planning.
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Last Updated on: 6 January 2012
File Type: Zip archive
File Size: 580KB
In Germany, travellers from our target market want to holiday somewhere they can feel good about themselves, broaden their minds, and feel happy and relaxed. Around a quarter of our target market is aged between 18 and 29 years.
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Last Updated on: 6 January 2012
File Type: Zip archive
File Size: 464KB
Around half of Tourism New Zealand's target market in Japan is aged over 50 years. They are looking for a holiday destination where they can have fun and feel relaxed, refreshed, safe and comfortable. Travel agents and online channels are commonly used for travel planning.
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Last Updated on: 6 January 2012
File Type: Zip archive
File Size: 543KB
Tourism New Zealand's target market in the UK is looking for a holiday destination where they can feel happy, have fun, relax, and learn and explore new things. Around half of the people actively considering New Zealand for their next holiday are aged 50+.
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Last Updated on: 6 January 2012
File Type: Zip archive
File Size: 597KB
Just under half of Tourism New Zealand's target market in the United States is aged between 18 and 39 years of age. They are looking for a holiday destination where they can have fun, enjoy themselves, feel happy and relax.
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Last Updated on: 6 January 2012
File Type: Zip archive
File Size: 537KB
Tourism New Zealand's target market in South Korea is evenly divided between male and female, with a small majority aged 40 or over. They are looking for a destination where they can relax and refresh, reduce stress and pressure, and feel happy.
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Last Updated on: 6 January 2012
File Type: Zip archive
File Size: 649KB
Nearly half of Tourism New Zealand's target market in Canada is aged over 50 and more than half are male. They are looking for a holiday destination that allows them to relax, have fun and enjoy themselves and learn and explore new things.
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Last Updated on: 6 January 2012
File Type: Zip archive
File Size: 487KB
Tourism New Zealand's target market in Singapore is evenly split between male and female. More than three quarters are aged 30 to 59 years. They want to be happy, feel safe and comfortable, enjoy themselves and relax during their holiday.
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Last Updated on: 6 January 2012
File Type: Zip archive
File Size: 584KB
The majority of Tourism New Zealand's target market in India is male and a large proportion are aged 18 - 39. Approximately 68 per cent are potential first time visitors to New Zealand.
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