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read moreFor the last four weeks, Angus & Associates, a New Zealand provider of market research and business planning services for the tourism and recreation industries, has been running a series of questions in its Visitor Insights Programme which are designed to understand New Zealander’s travel intentions in the post-COVID environment.
Focussing on the next trip people would like to take, the questions explore where New Zealanders want to travel and why, how they will travel and where they will stay, and the types of activities or experiences they would like to have.
Research Director, Carolyn Parker advises “rather than using blunt measures of travel intention which can be difficult to interpret without context, we chose to take a more qualitative approach. This has enabled us to understand not only what Kiwis are thinking, but why, and the types of messaging to which people will respond”.
Based on a population-representative sample of n=404 New Zealanders so far (the research is ongoing and is also running in Australia), the research shows that nine out of ten adult New Zealanders would like to take a trip in New Zealand in the coming months.
For a third of the market, the next trip is all about catching up with friends and family. For one in five, it’s about taking in the beauty of New Zealand’s natural environment and, for 15%, it’s about going somewhere they’ve never been or doing something they’ve never done before (or not for a very long time).
Tourism New Zealand’s new campaign (Do Something New, New Zealand) taps this desire for new (or renewed) experiences within New Zealand. But, for regions wanting to develop their domestic tourism market, there are also opportunities in campaigns built on shared experiences with friends and family, on experiences of places that offer peace and relaxation, on the nostalgic return to a favourite place, and on hobbies and special interests (ranging from surfing, to skiing, to cycling and photography).
Angus & Associates is already working with a number of partners to help them better understand post-COVID opportunities and implications for their regions. Information is also available for other organisations looking to understand New Zealanders’ travel sentiment at national/regional levels and in key demographic segments.
To contact Angus & Associates go to www.angusassociates.co.nz/
20th May 2020 - New Zealand Prime Minister flags four-day working week to boost economy
15th May 2020 - New Zealand ski fields look to post-Coronavirus snow season operations
11th May 2020 - Tourism Industry Aotearoa happy about limited easing of COVID-19 restrictions
8th May 2020 - New Zealand tourism industry returns to work at Coronavirus Alert Level 2
5th May 2020 - New Zealand Prime Minister Ardern says no open borders for ‘a long time’
4th May 2020 - ASEAN nations agree tourism cooperation efforts amid Coronavirus pandemic
2nd April 2020 - Economist’s prediction anticipates no foreign visitors to New Zealand until late 2020
27th March 2020 - Go with Tourism to provide free support service for New Zealand tourism workers and businesses
19th March 2020 - Tourism Industry Aotearoa shares concerns over business closures and job losses
18th March 2020 - Tourism Industry Aotearoa welcomes Government support but advises jobs still threatened
15th March 2020 - Coronavirus travel restrictions to impact New Zealand tourism and sport
9th December 2019 - New Zealand tourism businesses see sustainability as top priority
18th September 2019 - New Zealand tourism operator continues to win awards
24th January 2015 - New Zealand holiday parks making most of sunshine
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