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Market Information About Our Visitors and Our Whangaroa Harbour, Northland newzealand.com united kingdom Market information about our Visitors and our Active Considerers Poor Knights Island, JAPAN 102K Northland PAST VISITORS 3% HISTORIC VIEW UK 246K 7% newzealand.com CHINA 408K TOTAL ARRIVALS YE SEPTEMBER 2017 11% GERMAN 104K 3% Past Visitor Research AUS 1,467K This is information collected about those United kingdom who have visited New Zealand. This 40% is the source for the visitor snapshot infographics. It is primarily sourced from PAST VISITORS Statistics New Zealand (International Travel and Migration), and the Ministry of Business, Innovation and Employment. UK visitors tend to visit New Zealand USA 320K (International Visitor Survey). REST OF WORLD for a month on average and visit five 9% Throughout this document, any pages to six regions during their visit. 28% that refer to past visitor research will have a black background like this one. UK 6.8M CHINA USA 30.9M GERMANY JAPAN 27.9M 6.4M 6.5M AUSTRALIA ACTIVE 3.3M CONSIDERERS FUTURE VIEW Active Considerer Research An Active Considerer is someone who is considering coming to New Zealand for their next holiday, and New Zealand is one of their top five destinations they would most like to visit. Tourism New Zealand commissions ongoing research (Kantar TNS), to understand who these people are, and what their motivations and barriers are; this research is the key information source for understanding our future visitors. Throughout this document, any pages that refer to Active Considerer research will have a white background like this one. 3 united kingdom UNITED KINGDOM | VISITOR SNAPSHOT VISITOR GROWTH TREND United Kingdom is our fourth largest market. Over 90% of UK visitors UK market forecast to grow to over 260k by 2023. come for a holiday or to visit friends and relatives. VISITORS PAST PURPOSE OF VISIT AVERAGE LENGTH UK ARRIVALS (000) OF STAY BUSINESS CONFERENCES 10K 2K EDUCATION OTHER 1K 10K TOTAL 25 26 DAYS DAYS 246K HOLIDAY VISITING ALL VISITORS FRIENDS / 113k HOLIDAYS RELATIVES HOLIDAY STAY TOTAL STAY 110K DAYS 2.8m DAYS 6.6m AVERAGE SPEND PER VISITOR HOLIDAY VISITORS HOLIDAY $4,988 FIRST TIME VISITORS TOTAL YE September $4,377 77% TOTAL HOLIDAY 2017-2023 UK ARRIVALS FORECAST TO GROW 2.8% P.A. TO 268K TOTAL MARKET CONTRIBUTION SPEND HOLIDAY $457m REPEAT 23% VISITORS TOTAL $950m SOURCES: STATISTICS NEW ZEALAND INTERNATIONAL TRAVEL AND MIGRATION; MBIE INTERNATIONAL VISITOR FORECASTS; MBIE INTERNATIONAL VISITOR SURVEY; MBIE REGIONAL TOURISM ESTIMATES 5 6 united kingdom UNITED KINGDOM | VISITOR PROFILE VISITOR ROUTES UK holiday visitors tend to skew younger and older with a sizeable With no direct services most UK holiday visitors come via Australia. youth segment. A third will also holiday in Australia prior to arriving in New Zealand. VISITORS PAST AGE PROFILE OF HOLIDAY VISITORS 33% OF UK HOLIDAY VISITORS CLAIMED TO HAVE VISITED AUSTRALIA PRIOR TO ARRIVING IN NEW ZEALAND 14% 40% 40% YOUTH INDEPENDENT PROFESSIONALS ACTIVE BOOMERS 54% ARRIVE VIA AN AUSTRALIAN PORT Ages 18-24 Ages 25-54 Ages 55-74 10% VIA SINGAPORE 9% VIA DUBAI/DOHA 8% VIA HONG KONG 4% VIA USA SCOTLAND 3% VIA CHINA 7% NORTHERN IRELAND 1% ENGLAND 86% NUMBER OF VISITORS WALES 5% CHANNEL ISLANDS & ISLE OF MAN YEARS AGE 1% 7 8 united kingdom UNITED KINGDOM | VISITOR TRAVEL SEASONS VISITOR DESTINATIONS Just under half (44%) of UK holiday visitors escape the northern UK visitors tend to visit a lot of regions, between five and hemisphere winter to visit New Zealand in summer months. six on average. VISITORS PAST MOST OF UK HOLIDAY VISITORS ARRIVE IN SUMMER, AND ~40% IN THE SHOULDER SEASONS % 32% NORTHLAND OVERNIGHT 3% VISITATION 76% % OF AUCKLAND SPEND 30% 49% WAIKATO 7% 4% 59% BAY OF TARANAKI ARRIVE IN ARRIVE IN 1% 5% PLENTY SUMMER AUTUMN 13% MANAWATU-WHANGANUI 2% 2% <1% GISBORNE 44% 18% 24% NELSON 2% 25% HAWKE’S BAY TASMAN 3% 18% 50% 2% WELLINGTON WEST COAST 52% 10% 19% 3% MARLBOROUGH 2% 63% CANTERBURY ARRIVE IN ARRIVE IN WINTER* SPRING 12% 34% SOUTHLAND 67% OTAGO 20% 18% 2% 21% *20% HISTORICALLY HIGH - DRIVEN BY LIONS TOUR IN 2017 9 10 united kingdom UNITED KINGDOM | VISITOR ACTIVITIES VISITOR ACCOMMODATION AND TRANSPORT Top activities for UK holiday visitors. UK holiday visitors use a variety of accommodation and transport types. Many self drive either with a rental car or campervan. VISITORS PAST ACCOMMODATION STAYED IN MUSEUM / ART GALLERY 71% HOTEL 54% NATIONAL PARK 84% WALK/HIKE/TRAMP 86% MOTEL / MOTOR INN / SERVICED APPT 47% GLACIER 53% OBSERVING WILDLIFE 92% FAMILY AND FRIENDS 32% BEACH 78% SCENIC BOAT TRIP 68% BACKPACKER / HOSTELS 27% CAMPING GEOTHERMAL PARK 62% MĀORI CULTURAL 26% EXPERIENCE / ACTIVITY 69% BED AND BREAKFAST 24% GONDOLA /CABLE CAR 52% HOT POOLS 52% LUXURY 14% UK HOLIDAY VISITORS VISIT THREE TO FOUR NATIONAL PARKS ON AVERAGE SELF DRIVE IS A POPULAR OPTION FOR AUSTRALIAN VISITORS MOST POPULAR TAXI / SHUTTLE 54% BUS SERVICE 30% FIORDLAND 50% RENTAL CAR 49% PLANE 27% COOK STRAIT CAMPERVAN MT ASPIRING FERRY 43% 19% 48% TOUR BUS 38% TRAIN 17% AORAKI / MT COOK FERRY OR PRIVATE CAR 36% BOAT SERVICE 32% 15% 11 12 united kingdom Rotorua VISITOR SATISFACTION newzealand.com UK visitors have an excellent experience in New Zealand with high satisfaction scores and many are likely to recommend New Zealand as a destination. SATISFACTION MEETING EXPECTATIONS united kingdom ACTIVE CONSIDERERS Expectations of New Zealand experience 97% met or exceeded Active Considerers are what we call our target 9.4/10 audience. These people are aged 18-74, they 48% Exceeded are aware of New Zealand, and it is a preferred 49% Met destination to visit for a holiday in the next three 2% Worse than years. They also indicate that they are prepared 1% Not sure to spend £1,500 per person on their holiday. UK visitors are highly satisfied with their New Zealand experience NET PROMOTER SCORE 89% 87% PROMOTERS LIKELY TO RECOMMEND 2% NEW ZEALAND AS 9% A DESTINATION DETRACTORS PASSIVES 13 UNITED KINGDOM | united kingdom ACTIVE CONSIDERER PROFILE UK Active Considerers = 6.8m Active Considerers from the UK are here to learn and explore new things as well as have fun and enjoy themselves. To help our visitors CONSIDERERS ACTIVE achieve this, we need to communicate the time it takes to fly to New Zealand and how easy it is to travel around. MOST ACTIVE CONSIDERERS GENDER SKEWS MALE ACTIVE CONSIDERERS ARE INDEPENDENT ARE MORE LIKELY TO BE WHAT DO ACTIVE CONSIDERERS WANT FROM A HOLIDAY IN NEW ZEALAND? PROFESSIONALS TERTIARY QUALIFIED 60% 39% 40% 61% 60% 64% 31% 53% 24% 49% 43% TO LEARN TO HAVE FUN TO FEEL A AND EXPLORE AND ENJOY TO FEEL TO BROADEN SENSE OF Independent Active C A NEW THINGS MYSELF RELAXED MY MIND ADVENTURE Professionals Boomers 25-54 yo 55-74 yo UNIVERSITY DEGREE OR HIGHER QUALIFICATION ACTIVE CONSIDERERS HAVE HIGHER HOUSEHOLD INCOME ACTIVE WHAT DO THEY NEED MORE INFORMATION ABOUT? CONSIDERERS LIVE AC > £50K 23% NON- HOW LONG IT AC 14% TAKES TO TRAVEL THE LENGTH OF BETWEEN THE TIME REQUIRED MAIN ATTRACTIONS TO FLY TO NZ AC 26% HOW EASY IT IS TO THE LENGTH OF £35K TRAVEL AROUND TIME I NEED TO 25% -£49K NON- 34% AC 20% EXPERIENCE NZ PROPERLY GREATER LONDON 31% AC 25% 21% 23% £21K WALES -£35K NON- AC 29% 5% REST OF ENGLAND HOW TO INTERPRET THIS DATA AC 26% 65% 31% of Active Considerers said they wanted to know more SCOTLAND about how easy it is to travel around New Zealand. < £21K NON- AC 38% 9% 15 16 UNITED KINGDOM | united kingdom notes ACTIVE CONSIDERER PROFILE For UK Active Considerers, New Zealand is in the competitive set including destinations such as Australia, the USA, Canada and the CONSIDERERS ACTIVE Caribbean. Our strengths are our landscapes and scenery as well as our clean and unpolluted environment. WHAT THE UK KNOW US FOR Clean & Landscapes Range of Safe unpolluted & scenery adventure Destination MESSAGES WE NEED TO COMMUNICATE MORE Seeing lots without Easy to travel Friendly Unique travelling far around people experiences 17 18 UNITED KINGDOM | united kingdom ACTIVE CONSIDERER INDEPENDENT PROFESSIONAL PROFILE Independent Professionals are aged 25-54 years old. They are our largest segment within our Active Considerer target audience, CONSIDERERS ACTIVE making up 64% of our target audience. WHAT DO INDEPENDENT PROFESSIONALS WANT FROM A HOLIDAY IN NEW ZEALAND? GENDER SKEWS MALE INDEPENDENT PROFESSIONALS ARE MORE LIKELY TO BE TERTIARY QUALIFIED 61% 44% 59% 39% 55% 35% 53% 49% 46% TO HAVE FUN TO LEARN AND TO TAKE A AND ENJOY EXPLORE NEW TO FEEL TO BROADEN BREAK FROM MYSELF THINGS RELAXED MY MIND THE ROUTINE OF EVERYDAY LIFE C A WHAT DOES THEIR HOLIDAY LOOK LIKE? UNIVERSITY DEGREE OR HIGHER QUALIFICATION 52% INDEPENDENT PROFESSIONALS ARE MORE LIKELY TO HAVE HIGHER HOUSEHOLD INCOME 57% SELF DRIVE EXPLORING STAYING FOR TRAVELLING WITH TEND TO ARRIVE Renting, borrowing or purchasing a 2-4 WEEKS PARTNER OR SPOUSE IN SUMMER AC 26% vehicle to travel NZ in. They have high > £50K mobility across regions so typically do NON more activities. -AC 16% AC 28% WHAT DO THEY NEED MORE INFORMATION ABOUT? £35K - £49K NON -AC 21% THE LENGTH OF HOW EASY IT TIME NEEDED TO IS TO TRAVEL EXPERIENCE AC 24% AROUND £21K - £34K THE LENGTH OF TIME NEW ZEALAND NON 29% HOW SAFE IT IS PROPERLY -AC FROM CRIME 28% REQUIRED TO FLY TO 27% NEW ZEALAND 21% AC 22% 30% < £21K NON -AC 34% 19 20 UNITED KINGDOM | united kingdom ACTIVE CONSIDERER ACTIVE BOOMER PROFILE Active Boomers are people aged 55-74 years old. They are the second largest segment of our Active Considerer target audience, making up CONSIDERERS ACTIVE 24% of our target audience.
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