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: NZ Dollar Catches Breath After "Goldilocks" Slump

The New Zealand dollar edged up following its dramatic slump yesterday after the Reserve Bank confirmed speculation it intervened in the currency market last month and PM John Key suggested a “Goldilocks” level far lower than at present. More>>

ALSO:

Biosecurity: Kiwifruit Claim To Hold Officials Accountable For Psa

Kiwifruit growers have joined forces to hold Biosecurity NZ accountable in the courts for its negligence in allowing 2010’s Psa outbreak that devastated New Zealand’s kiwifruit industry and exports. Foundation claimants representing well ... More>>

ALSO:

Poison: Anglers Advised Not To Eat Trout In 1080 Areas

With the fishing season opening in just a few days (1 October 2014), anglers are being warned by the Department of Conservation(DOC) not to eat trout from pristine backcountry waters and their downstream catchments, where the department is conducting 1080 poisoning operations. More>>.

ALSO:

Quotas: MPI Swoop On Suspected Fraudulent Fishing Activity

Ministry for Primary Industries (MPI) compliance officers swooped on a Hawkes Bay fishing enterprise today to secure evidence in an investigation into suspected fraudulent activity... “The investigation involves activity throughout the commercial supply chain – catching, landing, processing and exporting.” More>>

ALSO:

Scoop Business: Fonterra Slashes 2015 Milk Payout, Earnings Tumble 76%

Fonterra Cooperative Group cut its forecast 2015 milk price payout by about 12 percent, citing weaker global dairy prices and said there is a risk of further declines given strong global milk production. More>>

ALSO:

Scoop Business: RBNZ Keeps OCR At 3.5%, Signals Slower Pace Of Future Hikes

Reserve Bank governor Graeme Wheeler kept the official cash rate at 3.5 percent and signalled he won’t be as aggressive with future rate hikes as previously thought as inflation remains tamer than expected. The kiwi dollar fell to a seven-month low. More>>

ALSO:

Weather: Dry Spells Take Hold In South Island

Many areas in the South Island are tracking towards record dry spells as relatively warm, dry weather that began in mid-August continues... for some South Island places, the current period of fine weather is quite rare. More>>

ALSO:

Get More From Scoop

 
 
Computer Power Plus

Standards New Zealand

Standards New Zealand

Mosh Social Media
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news