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First Impressions Still Important For Local Accommodation

First Impressions As Important As Ever For Local Accommodation Operators

Auckland, September 2012 – According to a recent survey, eighty seven per cent of Kiwis say that how well a property is presented in online photographs would influence their decision to book.

The survey, commissioned by AA Tourism, asked New Zealanders to identify key drivers for choosing online accommodation including imagery, budget, property descriptions and traveller reviews.

On par with imagery, informative property descriptions are also seen as influential with over two thirds of respondents acknowledging these greatly sway their decision to book.

Rebecca Cherry, GM Marketing for AA Tourism says, “These results reiterate the importance accommodation providers should place on ensuring their online ‘store front’ is visually enticing - in the same way a store owner would pay attention to their physical shop window.

“It takes just a split second to make the decision to click or move on from a listing. The results show that something as simple as ensuring eye-catching photographs are used in conjunction with a well-written property description, will often be the difference between one business getting a booking over another.

“With this in mind however, it is critical operators ensure their images are kept up-to-date and are therefore a true representation of the property,” she says.

However, a fantastic online presence can only get a business so far. Ninety seven per cent of respondents rate cleanliness of accommodation as the most important factor when considering whether to make a return visit, closely followed by friendliness of staff.

Survey results also revealed that over two thirds of Kiwis find star ratings and certifications important when it comes to booking accommodation.

Respondents to the survey deemed motels their preferred accommodation option for domestic travel stays, followed by hotels, rented apartments and the kiwi bach.

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New Zealand Domestic Holiday Accommodation Statistics
• 63 per cent of respondents most commonly stay in a motel when on holiday in New Zealand
• Eight in ten (80 per cent) New Zealanders rate hot deals or special offers as important factors when selecting an accommodation provider
• 77 per cent of respondents rate convenience of booking as important when selecting an accommodation provider
• Nine in ten (90%) New Zealanders believe friendliness of staff to be an important factor in considering a return visit to an accommodation provider
• 96 per cent of respondents see value for money as being an important factor when considering a return visit to an accommodation provider

AA Tourism July 2012 survey - 1,196 respondents

About AA Tourism
AA Tourism, in partnership with AAA Tourism in Australia, produce and distribute over 3.8 million guides and 3.5 million maps; promoting over 8,000 trans-Tasman properties, attractions and travel services. Targeting more than 8 million members of the New Zealand and Australian Automobile Clubs and more than 2 million Trans-Tasman leisure and business travellers, AA Tourism has all of your travel needs covered in Australasia.

Through multiple touch-points, AA Tourism strives to help Kiwis enhance their holiday experience through its various media channels and products including AA Smartfuel, 101 Must Do’s and Hot Travel Deals.


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