Além disso, as marcas estão gastando muito para atrair turistas kiwis
- Os maiores gastadores de publicidade do setor são revelados à medida que os orçamentos de marketing de viagens aumentam 2%
- Principais destinos locais e no exterior revelados
- Sites de viagem mais populares da NZ
- Vencedores da guerra dos passageiros frequentes
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.
Principais destinos domésticos
Quando se trata de viagens domésticas, Queenstown é o destino número um, seguido por Christchurch/Canterbury, Auckland, Wellington e Rotorua.
Principais destinos no exterior
A Austrália continua sendo o principal destino de viagem ao exterior para os neozelandeses, com Sydney no topo da lista, seguida por Gold Coast, Melbourne, Brisbane, Austrália Ocidental, Adelaide e Far North Queensland.
Depois da Austrália, o Reino Unido e a Europa são os destinos mais desejados para o sistema operacional, com as Ilhas do Pacífico, os EUA e o Canadá, e a Ásia logo atrás.
Principais sites de viagens
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.
Principais programas de milhagem
O número de neozelandeses que são membros de um programa de milhagem também aumentou, com dados que revelam que os viajantes agora são membros de vários programas de recompensas. Dos que planejam viajar nos próximos 12 meses, 59% são membros do Flybuys, seguidos pelos membros do AA Smartfuel/Countdown OneCard (58%), membros da Air New Zealand Airports (57%) e membros do New World Club Cards (52%).
Principais anunciantes de viagens
Além disso, Nielsen Ad Intel data shows that New Zealand’s 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.
Durante esse período, a Flight Centre foi a empresa que mais gastou com publicidade no país, seguida pela Air New Zealand e, depois, pela House of Travel.
Nielsen Ad Intel’s Pacific Commercial Lead, Rose Lopreiato, said: “New 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, Nielsen’s Pacific Head of Advanced Analytics added: “More 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. Nielsen’s 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 can’t match.”
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Media Contact
Dan Chapman
Diretor adjunto de comunicações da Nielsen APAC
dan.chapman@nielsen.com
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