Destination New Zealand has long been considered as delivering a
great product for the youth traveller. Our research tells us that
while New Zealand is not always high on their list when planning a
trip, the New Zealand experience generally exceeds expectations
once they are here. In our annual research (the Visitor Experience Monitor) they rated their
satisfaction with their New Zealand holiday 8.9 out of 10
(2010/11). This high overall satisfaction rating was a result of
our activities (8.9 out of 10), the environment (9 out of 10) and
accommodation (8.4 out of 10).
We therefore know that it is the perception of New Zealand
before they book their trip that needs to improve. Compared
to competing destinations, youth travellers simply don't see New
Zealand as being a popular or fun place to visit. They also
have a reasonably limited knowledge of New Zealand, and struggle to
envisage what a holiday here would actually involve aside from the
traditionally highlighted assets of beautiful scenery and
adrenaline-pumping activities.
By specifically targeting this market and addressing these main
barriers to travel, by using youth focused activity and
partnerships, there is a great opportunity to grow the youth
market.
How this is achieved:
- Target youth travellers at home and as they travel through Asia
and Australia towards New Zealand to make it the next destination
to travel to while they are near-by.
- Use youth friendly PR and social media to improve their
understanding and establish an on-going dialogue- inviting them to
tell us what they want and working to deliver that experience.
- Initiate a global idea - Stories Beat Stuff - spanning 12-14
months, to shift perceptions about the New Zealand experience.
- Work with industry through BYATA (Backpacker, Youth &
Adventure Travel Association) to create youth-focused material and
information to showcase how New Zealand satisfies youth specific
travel needs.
- Help young travelers plan and book their holiday in New Zealand
to make sure they see all the great experiences that it
offers.
- Work with partners to convert awareness raising activity into
bookings.