Ditambah lagi, merek-merek tersebut mengeluarkan dana besar untuk menarik wisatawan Kiwi
- Pembelanja iklan terbesar di industri ini terungkap seiring dengan meningkatnya anggaran pemasaran perjalanan sebesar 2%
- Destinasi lokal dan luar negeri teratas terungkap
- Situs web perjalanan Selandia Baru paling populer
- Pemenang perang frequent flyerย
Auckland - May 21, 2024 – As the weather cools, more than 160,000 New Zealanders are looking for a much-needed overseas getaway, with relaxing and warm destinations topping their list of places to visit in the next 12 months, while travel brands are spending millions to get their business.
Additionally, Nielsen Consumer Media Insights (CMI) data shows that 77% of Kiwis plan on travelling domestically in the next 12 months, with 76% of them saying spending time with friends and family is their main reason for getting away.
Destinasi domestik teratas
Untuk perjalanan di dalam negeri, Queenstown adalah tujuan nomor satu, diikuti oleh Christchurch/Canterbury, Auckland, Wellington, lalu Rotorua.
Destinasi luar negeri teratas
Australia tetap menjadi tujuan wisata luar negeri teratas bagi para Kiwi, dengan Sydney berada di urutan teratas, diikuti oleh Gold Coast, Melbourne, Brisbane, Australia Barat, Adelaide, dan Far North Queensland.
Setelah Australia, Inggris dan Eropa adalah tujuan OS yang paling diminati, dengan Kepulauan Pasifik, Amerika Serikat dan Kanada, serta Asia di belakangnya.
Situs web perjalanan teratas
Data from Nielsen NZ NOR also saw Air New Zealand claim top spot when it comes to travel websites in Q1, 2024, followed by Booking Holdings Network and Trip Advisor.
Program frequent flyer teratas
Jumlah warga Selandia Baru yang menjadi anggota program frequent flyer juga meningkat, dengan data yang menunjukkan bahwa para pelancong kini menjadi anggota dari beberapa program hadiah. Dari mereka yang berencana bepergian dalam 12 bulan ke depan, 59% adalah anggota Flybuys, diikuti oleh anggota AA Smartfuel/Countdown OneCard (58%), anggota Air New Zealand Airports (57%), dan anggota New World Club Cards (52%).
Pengiklan perjalanan teratas
Sebagai tambahan, Nielsen Ad Intel data shows that New Zealandโs travel and tourism industry invested almost $225 million into advertising between April 2023 to March 2024 – a 2% increase on the same period year-on-year.
Pada saat itu, Flight Centre merupakan pembelanja iklan terbesar di negara ini, diikuti oleh Air New Zealand, kemudian House of Travel.
Nielsen Ad Intel’s Pacific Commercial Lead, Rose Lopreiato, said: โNew Zealanders’ passion for travel remains strong, evidenced by an increase in travel ad spend this quarter. This uptick highlights marketers’ and advertisers’ commitment to maximising ROI, while building lasting brand connections. Ad Intel provides a competitive edge by delivering detailed insights into competitors’ ad strategies, market messaging, and promo offers, allowing you to outpace them.”
Glenn Channell, Nielsenโs Pacific Head of Advanced Analytics added: โMore than ever, brands need data that gives them the edge on their competition. That means going above standard demographic information, and understanding consumers, in this case travellers, as unique groups, who are motivated by more than just the urge to get away. Nielsenโs CMI enables brands to see consumers through an advanced audience lens, delivering a more holistic picture of behaviours and preferences with surprising linkages and purchase triggers that other consumer insight providers canโt match.โ
Tentang Nielsen
Nielsen shapes the worldโs media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences – now and into the future. Nielsen operates around the world in more than 55 countries.
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Media Contact
Dan Chapman
Wakil Direktur, Komunikasi, Nielsen APAC
dan.chapman@nielsen.com
+61 404 088 462
