Inoltre, i marchi che spendono molto per attirare i turisti kiwi
- Rivelati i maggiori spender pubblicitari del settore: i budget per il marketing dei viaggi aumentano del 2%.
- Rivelate le migliori destinazioni locali ed estere
- I siti web di viaggi in NZ piรน popolari
- I vincitori della guerra dei 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.
Principali destinazioni nazionali
Per quanto riguarda i viaggi nazionali, Queenstown รจ la destinazione numero uno, seguita da Christchurch/Canterbury, Auckland, Wellington e Rotorua.
Le migliori destinazioni all'estero
L'Australia rimane la principale destinazione di viaggio all'estero per i Kiwi, con Sydney in cima alla lista, seguita da Gold Coast, Melbourne, Brisbane, Western Australia, Adelaide e Far North Queensland.
Dopo l'Australia, il Regno Unito e l'Europa sono le destinazioni OS piรน desiderate, con le isole del Pacifico, gli Stati Uniti e il Canada e l'Asia alle spalle.
I migliori siti web di viaggio
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.
I migliori programmi frequent flyer
ร aumentato anche il numero di neozelandesi iscritti a un programma frequent flyer, e i dati rivelano che i viaggiatori sono ora iscritti a piรน programmi di ricompensa. Tra coloro che hanno in programma di viaggiare nei prossimi 12 mesi, il 59% รจ iscritto a Flybuys, seguito dai membri di AA Smartfuel/Countdown OneCard (58%), dai membri di Air New Zealand Airports (57%) e dai membri di New World Club Cards (52%).
I migliori inserzionisti di viaggi
Inoltre, 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.
In quel periodo, Flight Centre รจ stato il principale finanziatore pubblicitario del Paese, seguito da Air New Zealand e da 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
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