The appeal of both North and South Island has declined. North Island is more appealing than South Island, with 65% in March 2012 nominating a North Island destination, and 50% nominating a South Island one.
Overseas holidays have maintained their appeal, with 60% saying they would like to holiday overseas in the next two years.
Preferred holiday destination - next two years*
Source: Roy Morgan Single Source, April 2009 – March 2012, average annual sample size n=11,644.*Respondents are able to choose multiple responses.
These are similar trends to those identified in Australia, as reported by Michele Levine, CEO, Roy Morgan Research, at the Tourism and Events Excellence Conference on July 16/17. Ms Levine pointed out that, “in tough times those who succeed are those who understand their customers and potential customers better than ever, and better than their competitiors or substitutes”.
Michele pointed to the success of many capital cities in continuing to attract domestic tourists – due in part to the ‘short break’ market as international holidays are less competitive for a short break – she also highlighted the fact that not all segments of society have slowed their spending on holidaying – that there are some segments of society that are consistently robust, positive and keep the economy going against all odds. They are not the young under-30s, or the struggling families, or older pensioners; they are the more affluent ‘Socially Aware’ and ‘Visible Achievement’
who are also likely to be ‘Trusted Advisors’, whose opinions are sought by others about travel destinations and experiences.
These are the customers and potential customers that those in the domestic travel and tourism industry must understand and engage with.
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“Domestic holidays have been declining in appeal amongst New Zealanders since the 2008 Global Financial Crisis, and for the South Island this decline has been exacerbated by the Christchurch earthquakes in February and June 2011.
“Despite the slump there are still 2.7 million New Zealanders who are interested in taking a domestic holiday, and it is important to understand their demographic, attitudinal and behavioural profile and to tailor an appropriate communication message.”
Roy Morgan Values Segments were devised by Michele Levine in conjunction with Colin Benjamin.
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