What is most important for Kiwis when hiring a campervan?
What is most important for Kiwis when hiring a campervan? – NZ Industry Report and Survey
FIRST, a New Zealand based leading digital marketing agency has just released a new industry report showing how visible New Zealand’s campervan and motorhome providers are within Google’s Search Engine. Additionally, a consumer survey was carried out, discovering that 22.01% of Kiwis surveyed have already hired a campervan or motorhome. But what would encourage the other 77.99% of respondents to hire a campervan?
By utilising their bespoke metric called RBR (Rankings Based Reach) FIRST revealed that Maui leads the RBR for the analysed search terms – followed by Apollo Camper and Britz.
The campervan and motorhome market is highly competitive and bigger players are capturing big proportion of the demand thanks to prominent organic and paid search presence. In contrast, smaller players will need sustained focus if they want to compete online.
According to a NZ tourism industry report (12/2012), international visitors hired nearly 54,000 campervans during 2011, and stayed an average of 16.8 days. In this period they have spent a total of $447.9 million in New Zealand. But also the numbers for domestic residents hiring a campervan are high and reach 10,220 renting during the same period, and stayed on average for 8.9 days and spent a total of $38.1 million outside their home regions. It’s likely that these numbers increase as also the Google Trends show an increase of search volume for the search term “campervan hire nz”. Companies that manage to improve their online visibility can significantly increase their sales.
Moreover, FIRST discovered what the driving force for most respondents was, who have hired a campervan or motorhome from a provider. Manly it was defined by the good price, but also the reputation and the awareness of the provider mattered. Moreover, the respondents answered that “late model vehicles” such as “additional info” (e.g. Touring Routes) were not that important when considering to hire a campervan or motorhome.
If you are interested to know what consumers want and what campervan/motorhome providers should do to increase their bookings, download this free campervan industry report here which might be a push for you to reconsider your current digital strategy and adapt your products or services according to your customer needs discovered in the report.