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

 


Vacation nation: where Kiwis like to holiday

Vacation nation: where Kiwis like to holiday

Whether you’re an adrenalin junkie or beach bunny, nature enthusiast or amateur vulcanologist, New Zealand has a holiday destination to suit — which could explain why 62% of Kiwis aged 14+ took at least one domestic holiday in the year to April 2014. Of course, the lure of foreign shores can be hard to resist, and 25% of New Zealanders ventured overseas in the same period. So who are the country’s most avid globetrotters and who prefers homegrown holidays? Roy Morgan’s in-depth profiling tool Helix Personas reveals all…

Leading Lifestyles: leading the charge overseas

With few exceptions, Helix personas* falling within the affluent, high-achieving Leading Lifestyles community* are more likely than the average Kiwi to have taken an overseas holiday in the last year. The personas most likely to have done so are Bluechips(46%) and Smart Money (47%), with some subtle differences between their destination preferences.

The US is favoured by the highest proportion of Bluechips (32%), which makes sense given this group’s love of big cities and shopping. England (22%), France and Italy (both 16%) are also popular destinations, satisfying their love of cultural pursuits and fine dining.

Leading Lifestyles: New Zealand’s leading globetrotters

Source: Roy Morgan Single Source (New Zealand), May 2013 – April 2014 (n = 11,848).

For highly educated, well-paid Smart Money individuals, England (29%) and the US (26%) are popular destination preferences. Both countries are diverse and dynamic enough to appeal to this persona’s exuberant, independent spirit.

Domestic holidays: 100% pure fun

Once again, it’s the Leading Lifestyles community that is most likely to have holidayed domestically in the last 12 months (particularly Bluechip and Self-made Lifestylers), with 70% of them taking at least one trip within New Zealand during this time. However, a couple of personas within other communities also stand out for their domestic travel habits.

For example, 74% of New School Cool took a holiday within New Zealand in the last year, as did 72% of Career and Kids.

Home, sweet home: top 10 Helix personas who took a domestic holiday in the last 12 months

Source: Roy Morgan Single Source (New Zealand), May 2013 – April 2014 (n = 11,848).

New School Cool’s preferred domestic destination is the Greater Auckland area: 30% name it as somewhere they’d like to holiday. The region’s mix of big-city attractions and natural splendour would appeal to this persona’s simultaneously trendy, urban and environmentally aware tendencies. For New School Cool individuals based in Auckland, the area would make an easy ‘staycation’; but for the many who live in Wellington, it’s distant enough to feel like a real holiday.

Family-oriented Career & Kids also favour the Greater Auckland area (32%) but are partial to the South Island’s Canterbury/Christchurch area too (26%), where a myriad of kid-friendly activities such as skiing, swimming, and whale-spotting await them.

Pip Elliott, General Manager, Roy Morgan Research NZ, says:

“Though Metrotechs and Leading Lifestyles are both wealthy communities with the financial means to take holidays pretty much wherever they wish, they differ in terms of their preferred destinations. Even between apparently similar personas within each community, there are marked differences in destination preferences.

“Metrotech individuals love both overseas and domestic travel and many of them take advantage of New Zealand’s world-class natural attractions and opportunities for adventure in the open air. Meanwhile, Leading Lifestyles’ sophistication and worldliness sees them jetting off to classic international destinations more than the average Kiwi.

“Of course, holidays aren’t just the privilege of the wealthy: lower-income personas such as Back to Nature (from the more mature Golden Years community) and Areas in Transition (from the financially constrained Battlers community) are also more likely than the average Kiwi to have taken a domestic holiday in the last 12 months; while Making the Rent(from the Getting By community) are slightly more likely to have holidayed overseas.

“The unprecedented depth of knowledge that Helix Personas can provide is invaluable for destination marketers and tourism agencies looking to pin-point precisely who their existing and potential markets are — and how they differ beneath their superficially similar surfaces.”

* Helix Communities: seven major segments of the New Zealand population, defined using a combination of Census data, 3rd-party data, Roy Morgan Single Source and Values Segments.

* Helix Personas: 51 distinct groups that fall within these communities, classifying New Zealand consumers across a variety of attributes to provide a holistic and in-depth view of customers that transcends standard geo-demographics to incorporate attitudes, values and behavioural aspects.

Read this release in full on our website. [includes charts]


© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

Scoop Business: RBNZ Starts Talks On Tougher Rules For Property Speculators

The Reserve Bank of New Zealand is stepping up preparations to restrict lending to residential property investors as it watches house prices, particularly in Auckland, continue to rise strongly. More>>

ALSO:

Research: ‘Ageing Well’ Science Challenge Launched

Science and Innovation Minister Steven Joyce today launched the Ageing Well National Science Challenge, confirming initial funding of $14.6 million. More>>

ALSO:

Scoop Business: Govt Resisting Pressure To Pump More Cash Into Solid Energy

Prime Minister John Key says it is “not the government’s preferred option” to make a fresh capital injection into the troubled state-owned coal miner, Solid Energy, but dodged journalists’ questions at his weekly press conference on whether that might prove necessary... More>>

ALSO:

Lagest Ever Privacy Breach Award: NZCU Baywide Accepts “Severe” Censure In Cake Case

NZCU Baywide says that once it was found to have committed a breach of a former staff member’s privacy, it had attempted to resolve the matter... the censure and remedies for its actions taken almost three years ago are “severe” but accepted, and will hopefully draw a line under the matter. More>>

ALSO:

Scoop Business: PayPal Stops Processing Mega Payments; NZX Listing Still On

PayPal has ceased processing payments for Mega, the file storage and encryption firm looking to join the New Zealand stock market via a reverse listing of TRS Investments, amid claims it is not a legitimate cloud storage service. More>>

ALSO:

Housing Policy: Auckland Densification As Popular As Ebola, English Says

Finance Minister Bill English said calls by the Reserve Bank Governor for more densification in Auckland’s housing were “about as popular in parts of Auckland as Ebola” would be. More>>

ALSO:

Get More From Scoop

 
 
Standards New Zealand

Standards New Zealand
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news