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Demand Up For Holiday Parks

20 February 2013

Demand Up For Holiday Parks

Demand for holiday parks is up and so is park owners’ confidence, according to the latest Holiday Parks Business Confidence Monitor.

The Monitor, developed and managed by Angus & Associates*, surveys the 300 members of the Holiday Parks Association (HAPNZ).

They felt that demand in January-February was slightly up on the same period in 2012. 40% believed that demand had increased, 32% felt demand had decreased and 26% thought there was no change.

About a third of respondents expected demand to increase in February-March compared to the same time last year. 23% expected demand to decrease and 34% expected no change.

“This increase in demand is mirrored by rising confidence of our members,” HAPNZ Chief Executive Fergus Brown says.

“Right now, most HAPNZ members are optimistic about their business and feel confident going into the next 12 months. The level of confidence has increased since we conducted the first survey in December.”

55% more respondents are currently optimistic than pessimistic, up from 44% in December.

Angus & Associates Managing Director Cristine Angus says: “Now the Holiday Parks Business Confidence Monitor is up and running, it will be interesting to compare the holiday park results with trends in other sectors.”

Mr Brown notes that local government is a critical partner in helping create demand for holiday parks.

“The Monitor clearly shows that the appeal of a region is a major factor driving positive change. This emphasises the importance of local government committing to effective regional tourism marketing,” he says.

“Weather is another major positive factor driving change and that is certainly being proven this summer.”
Click here to read: Holiday_Parks_Business_confidence_monitor_JanFeb_2013.pdf

Key facts:

• The holiday park sector provides 38% of New Zealand’s commercial accommodation capacity and 20% of actual guest nights
• In the past year holiday parks provided 6,325,431 guest nights
• Guest nights to holiday parks are made up of approximately 35% international visitors and 65% domestic visitors
• While staying at holiday parks guests contribute at least $623 million in direct expenditure to the local communities
• Approximately $340 million (55%) of the expenditure is contributed by domestic travellers, with the balance of $283 million (45%) by international travellers

* Angus & Associates is a premier supplier of marketing, research and strategic planning services. They are focused on delivering informed insights for a range of private and public sector clients, particularly within the tourism and leisure sectors.


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