Auckland Visitor Survey (Avs) Insights Report
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Auckland Visitor Survey (AVS) Quarterly Insights Report Q3 September 2020 Insight into visitors’ characteristics, behaviour, experience and perceptions of the Auckland region. Prepared November 2020 By Jaimee Kirkwood, Research & Insights aucklandunlimited.com 2 | Auckland Visitor Survey CONTENTS INTRODUCTION 3 METHODOLOGY 4 VISITOR EXPERIENCE SNAPSHOT 5 KEY FINDINGS 6 TOURIST BEHAVIOUR DATA DOMESTIC VISITORS 8 ACCOMMODATION DATA NIGHTS IN REGION 10 ACCOMMODATION TYPE & SATISFACTION 11 TRANSPORT DATA DOMESTIC VISITORS 13 ATTRACTIONS & ACTIVITIES DATA SATISFACTION – ALL REGIONS 15 TOP 10 ATTRACTIONS & ACTIVITIES | IMPROVEMENT CENTRAL AUCKLAND 16 – 21 NORTH AUCKLAND 22 – 25 EAST AUCKLAND 26 – 29 SOUTH AUCKLAND 30 – 33 WEST AUCKLAND 34 – 37 HAURAKI GULF & ISLANDS 38 – 41 VISITOR EXPERIENCE DATA AGREEMENT SCALES 43 SATISFACTION | IMPROVEMENT 44 – 45 NET PROMOTER SCORE 46 SAMPLE DETAILS 47 3 | Auckland Visitor Survey Introduction To support Destination AKL 2025, with an increased emphasis on destination management, the Auckland Visitor Survey (AVS) was created to guide decision making, as well as to track visitor behaviour, experience and perceptions of the region. We use a variety of tourism datasets to monitor Auckland’s performance. The AVS supplements these high-level statistics with more specific regional data and information. The key features of the AVS are that it provides more detailed sub-regional information instead of just an overall Auckland view and that the survey includes both international and domestic visitors. The AVS complements rather than duplicates existing visitor datasets and includes all common visitor categories. The vision for the AVS is to become a valuable tool for both the public and private sector to gain more insights for destination planning and development. Due to border closures and while the international component of the AVS is paused, only domestic visitor data will be captured until further notice. Presented here is a high level summary report of Q3 2020 findings. More detailed information is available by request. aucklandnz.com 4 Auckland Visitor Survey Methodology ▪ The Auckland Visitor Survey includes domestic and international visitors to the Auckland region. It covers visitors to all six sub-regions (Central, North, South, East, West, and Hauraki Gulf and Islands). N=800 interviews are completed in each quarter of the year, aggregating to a total of n=3,200 interviews per annum. The sample is split 50% domestic and 50% international. ▪ Note: Due to international travel restrictions and lockdowns, no data collection occurred in Quarter 2, 2020. From Quarter 3 2020 onwards, data is for domestic visitors only. In this report, Q3 2020 results are compared to Q3 2019 domestic visitor results. ▪ Domestic respondents are sourced from a consumer panel. They need to live outside Auckland and have visited Auckland overnight in the past three months, as well as be 18+ in order to qualify. Qualifying panelists complete the same survey as international visitors, but as an online mobile-optimised survey. ▪ International respondents are recruited at visitor sites around the Auckland region, on randomly selected days each quarter. A combination of sites are used to ensure a good cross-section of visitors is included. To qualify, respondents must be 19+, usually live outside New Zealand, and have stayed at least one night in the region at the time of participating in the survey. International respondents participate by completing a questionnaire on an iPad or online survey. ▪ The current report looks at one quarter’s sample, so some results will be indicative only due to small sample sizes. For the quarter to September 2020, the total sample size was n=430 with only domestic visitors and no international visitors. aucklandnz.com ▪ We usually report year-end data. The previous full report including international visitors can be found here. 5 Auckland Visitor Survey Visitor Experience 35% 26% Promoters Detractors Net Promoter Score Net Promoter Score Q3 September 2020 Q3 September 2020 +12 -1 9 NPS 7.3 /10 Total Net Promoter Score Total Satisfaction Q3 September 2020 Overall experience in +14 Auckland aucklandnz.comaucklandunlimited.com Q3 September 2020 +0.2 Note: Q3 2020 findings are based on domestic visitors only and are compared to Q3 2019 domestic visitor results. 6 Auckland Visitor Survey KEY FINDINGS ▪ To understand if the travel behaviour of domestic ▪ However, some key differences include: ▪ Satisfaction with the activities and attractions in each visitors to Auckland has changed following the o 55% of visitors travelled with their partner, region was high across the board, with all sub-regions outbreak of Covid-19 earlier this year, insights from husband or wife (up from 46%) scoring 8 or above on a 10-point scale. Q3 (the quarter to September) 2020 have been o 29% of visitors to central Auckland visited compared with the equivalent quarter pre Covid-19 Newmarket (up from 18%). Perhaps attributable ▪ However, domestic visitors frequently mentioned the (Q3 2019). to the new retail development at Westfield need to improve the traffic, roads, public transport, Newmarket. parking and cost in all regions. ▪ For domestic visitors in Q3 September 2020, the Net Promoter Score (NPS) was +9, which was up (+14) ▪ For Q3 2020, the highest visitation from domestic ▪ Further, ratings regarding sense of safety, compared to the same quarter last year. This visitors was to Central Auckland (79%), followed by friendliness, and overall experience have all held or increased to +22 amongst those whose main reason North Auckland (48%), South Auckland (47%), West shown slight improvement compared to the pre- to visit was holiday or short break and remained +9 Auckland (39%), East Auckland (37%) and Hauraki Covid-19 environment. for those visiting family or friends (although this has Gulf and Islands (19%). increased from -7 in Q3 2019). ▪ Overall, domestic visitors were most satisfied with ▪ In the quarter to September 2020, Auckland Zoo their experience in Auckland (7.3), followed by the ▪ Visitor groups that were most likely to recommend received 24% of domestic visitors in the sample for level of customer experience they received (7.0) and Auckland as a visitor destination include females, Central Auckland, followed by the Auckland Museum the availability of information about things to see and Hawke’s Bay residents and those who visited West or (18%), Auckland Art Gallery (13%), NZ Maritime do while in Auckland (7.0). Visitors were least East Auckland as part of their trip. Museum (10%), MOTAT (8%) and Torpedo Bay Navy satisfied with the availability of recycling bins (6.2) Museum (5%) in North Auckland. and clean toilets (6.2) in Auckland. ▪ Overall, patterns of accommodation and transport use, visitation to sub-regions and the activities and ▪ Amongst those whose main reason to visit was VFR: attractions undertaken in each have held generally o 92% used a private or rented vehicle (up from steady from Q3 2019 to Q3 2020. This suggests that 85%) aucklandnz.comdomestic visitors are experiencing Auckland similarly o 26% of visitors travelled alone (down from 34%) to the period prior to Covid-19. aucklandunlimited.com Auckland Visitor Survey – Travel Behaviour Data aucklandnz.com 7 8 Auckland Visitor Survey Travel behaviour Q3 2020 ▪ For the quarter to September 2020, the majority (70%) of domestic visitors visited Auckland only on their trip. No. of stays in % Auckland on trip ▪ 16% visited Northland, while 14% went to Waikato/Hamilton and only 8% visited other 0 (Day trip) 0% New Zealand regions during the same trip. 1 46% ▪ 46% stayed in Auckland only on their trip, while 55% stayed in Auckland two (31%) or 2 31% more (24%) times on their trip. 3+ 24% ▪ Results are on par with domestic travel behaviour during the same time last year (pre Covid-19). However, differences were: o 55% of visitors travelled with their partner, husband or wife (up from 46% last year). o 26% of VFR visitors travelled alone (down from 34% last year). aucklandnz.com aucklandunlimited.com n= 430 Note: Q3 2020 findings are based on domestic visitors only and are compared to Q3 2019 domestic visitor results. Auckland Visitor Survey – Accommodation Data aucklandnz.com 10 Auckland Visitor Survey Domestic visitors stayed 3.7 average nights in Auckland ▪ For the quarter to September 2020, domestic visitors stayed an average of 3.7 nights in Auckland. ▪ The region with the highest average length of stay was Central Auckland, with an average of 1.4 nights. ▪ Domestic visitors stayed an average of 0.7 nights in North Auckland, followed by 0.6 nights in South Auckland, 0.4 nights in both East and West Auckland, and 0.2 nights in Hauraki Gulf and Islands. ▪ Last year during the same quarter, domestic visitors stayed in Auckland 4.6 nights on average, with 2.3 nights in Central Auckland. aucklandnz.com aucklandunlimited.com Nb. Please note, these results differ to other datasets due to differing methodologies. 11 Auckland Visitor Survey Accommodation Type & Satisfaction Domestic visitors ▪ In the quarter to September 2020, just over half of domestic visitors (52%) to Auckland stayed in commercial accommodation in Central Auckland, while almost half (48%) stayed in other types of accommodation such as private homes and Airbnb, etc.* ▪ Similarly, of the domestic visitors that visited the Hauraki Gulf and Islands, 60% of visitors stayed in commercial accommodation in comparison to other accommodation (40%). ▪ In contrast, most domestic visitors stayed