Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 


Kiwis reveal their billion dollar travel agendas

17 February 2014

Kiwis reveal their billion dollar travel agendas

Kiwis are revealing just how far they travel from home within their own country in a new survey that also explains what they think of the places they visit.

The AA Traveller Monitor is an ongoing survey of AA members focused on overnight travel within New Zealand. It looks at where people go, where they are from, where they stay and for how long, along with what they spend while away from home.

In the six months to December, New Zealanders were away from home for a combined 34.5 million nights during 16.4 million overnight trips spending more than $4.3 billion dollars.

Those surveyed have also ranked the places they visit in terms of their likelihood to recommend them to others.

AA Club Operations General Manager Peter Moxon says the survey was developed in conjunction with The Fresh Information Company led by information specialist Shane Vuletich.

“As part of the survey we asked people how likely they are to recommend places they’ve visited to others,” Mr Vuletich says.

“We use the results to create a Net Promoter Score which reveals the areas that are most likely to be championed by visitors.”

Mr Vuletich says the scoring system is already providing very consistent results from month to month.

“We’re just six months into the survey, but generally people seem to feel positively about most areas, with the holiday spots coming out on top.”

In the six months to 31 December 2013, Queenstown, Wanaka and Fiordland have achieved the highest Net Promoter Scores among New Zealand destinations, while Auckland and other larger centres are generally rated lower by travellers.

“The Net Promoter Score is a popular customer loyalty metric used by many businesses around the world. For a destination, a high Net Promoter Score is a good indication of repeat visitation and positive word-of-mouth promotion – both critical success factors when there is strong competition for the tourist dollar.”

The ranking seems to have no bearing on the number of people who visit Auckland, which has more than double the number of visitor nights of second placed RTO in terms of numbers – Wellington.

Between July and December there were 5.6 million domestic visitor nights in Auckland based on about 2.8 million individual domestic visits.

Peter Moxon says this helps to highlight the importance of domestic tourism to operators in the sector.

Statistics NZ reveals New Zealand welcomed 2.7 million international visitors in 2013, with less than 400,000 arriving in December, the busiest month of the year.

For December 2013, the AA Traveller Monitor shows the number of domestic overnight visits was 3.5 million with more than half a million visiting the Auckland region alone.

“The value of domestic tourism is often overlooked,” Mr Moxon says.

“Domestic tourism accounts for 60% of the entire sector in New Zealand and is the lifeblood of the industry. Without domestic tourism, operators tell us they wouldn’t be viable.”

Despite this, Mr Moxon says the government’s focus is on attracting international visitors to New Zealand.

“As a result, there hasn’t been a lot of focus on gathering useful data about more than half of New Zealand’s tourism activity. This is a critical information gap and the AA is in a strong position to be able to fill it.”

Mr Moxon says the peak for international tourism is between November and March, but domestic tourism continues throughout the year.

“With a little more co-ordination in the industry we should be aiming to strengthen the shoulders of the season and encourage a little more money to flow around.”

Mr Moxon says Kiwis already spend billions of dollars travelling around their country.

“More understanding of the details behind all that travel will create opportunities to encourage even more, particularly in the shoulders of the season.”

AA Traveller Monitor by the numbers:

• $4.38 billion – spend on domestic overnight trips from July to December 2013
• $903.4 million – spend on domestic overnight trips in December 2013
• $129 – average spend per night away from home in New Zealand
• 18.1 million – nights of private accommodation away from home*
• 3.36 million – nights of hotel accommodation*
• 4.89 million – nights of motel accommodation*
• 2.7 million – nights of holiday park accommodation*
• 1.26 million – the number of visitor nights Aucklanders spent in their own region*

*July through December 2013

ENDS

© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

Tourism: China Southern Airlines To Fly To Christchurch

China Southern Airlines, in partnership with Christchurch Airport and the South Island tourism industry, has announced today it will begin flying directly between Guangzhou, Mainland China and the South Island. More>>

ALSO:

Dodgy: Truck Shops Come Under Scrutiny

Mobile traders, or truck shops, target poorer communities, particularly in Auckland, with non-compliant contracts, steep prices and often lower-quality goods than can be bought at ordinary shops, a Commerce Commission investigation has found. More>>

ALSO:

Auckland Transport: Government, Council Agree On Funding Approach

The government and Auckland Council have reached a detente over transport funding, establishing a one-year, collaborative timetable for decisions on funding for the city's transport infrastructure growth in the next 30 years after the government refused to fund the $2 billion of short and medium-term plans outlined in Auckland's draft Unitary Plan. More>>

ALSO:

Bullish On China Shock: Slumping Equities, Commodities May Continue, But Not A GFC

The biggest selloff in stock markets in at least four years, slumping commodity prices and a surge in Wall Street's fear gauge don't mean the world economy is heading for another global financial crisis, fund managers say. More>>

ALSO:

Real Estate: Investors Driving Up Auckland Housing Risk - RBNZ

The growing presence of investors in Auckland's property market is increasing the risks, and is likely to both amplify the housing cycle and worsen the potential damage from a downturn both to the financial system and the broader economy, said Reserve Bank deputy governor Grant Spencer. More>>

ALSO:

Annual Record: Overseas Visitors Hit 3 Million Milestone

Visitor arrivals to New Zealand surpassed 3 million for the first time in the July 2015 year, Statistics New Zealand said today. The record-breaking 3,002,982 visitors this year was 7 percent higher than the July 2014 year. More>>

ALSO:

Get More From Scoop

 
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news