● Industry’s biggest ad spenders revealed as travel & tourism ad spend hits $216,273,000
● Top local and OS destinations
● Helloworld Travel dominates as go-to site for bookings
Auckland - September 25, 2023 – As Kiwis head off for the school holiday break, Nielsen, a global leader in audience measurement, data and analytics, has released its latest insights into the travel plans of New Zealanders and the growing ad budgets being used to attract them.
Nielsen Consumer Media Insights (CMI)* found that 90% of New Zealanders surveyed, translating to 3,750,000, plan to travel in the next 12 months, with the vast majority (3,307,000) staying in their own backyard.
当地最受欢迎的地点是皇后镇，得票率为 30%，其次是坎特伯雷和基督城，得票率为 21%，奥克兰得票率为 19%。
虽然本地旅游的吸引力依然强大，但 40% 的新西兰人（167.8 万人）正在为他们的下一次旅行寻找海外目的地，其中大多数人的目光都投向了塔斯曼岛对岸。
计划在未来 12 个月内出国旅游的奇异果人中，有 58% 的人表示澳大利亚城市是他们的首选，31% 的人希望去太平洋岛屿旅游，包括库克群岛、斐济或萨摩亚。24%的人计划去英国或欧洲度假。
在谈到个人旅行的原因时，82% 的新西兰人说是为了 "放松和充电"，不管是国内旅行还是国际旅行。不过，在计划出国旅游的人中，71% 的人表示体验新文化、新传统和新历史也是旅行的重要原因。
随着新西兰人越来越多地使用数字技术，Helloworld Travel 已成为新西兰人在线预订旅行的首选网站。对于 54% 的海外旅行者和 47% 的国内旅行者来说，这是他们的首选。
与此同时，71% 的受访者（即 293.3 万新西兰人）表示他们愿意在明年乘坐邮轮，其中大多数人对太平洋群岛、新西兰风景优美的地方、澳大利亚、加勒比海以及希腊和地中海各岛屿的目的地情有独钟。
此外 尼尔森Ad Intel** data also shows that overall, the total amount spent on advertising in travel-related categories from August 2022 to July 2023 was an astounding $216,273,000, with Air New Zealand, Flight Centre, and Christchurch International topping the list of biggest advertisers.
Advertising spend in the “Travel Agents” category alone increased sharply from $19 million (August 2021 to July 2022) to $51.9 million (August 2022 to July 2023) – a whopping 173% increase, year-on-year, with Flight Centre, Webjet, and House of Travel the top spenders in that category.
令人奇怪的是，在打算去澳大利亚探险的新西兰人（96.5 万人）中，约有四分之一是报纸的忠实读者，他们每周阅读四份或更多报纸的倾向比其他旅行者高出 9%。
关于尼尔森
Nielsen shapes the world’s 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.
了解更多信息，请访问 www.nielsen.com 并在社交媒体（Twitter、LinkedIn、Facebook 和 Instagram）上与我们联系。
媒体联系方式
丹-查普曼
尼尔森亚太区传播副总监
dan.chapman@nielsen.com
+61 404 088 462
说明
*Source: Nielsen CMI, YE Q1 2023 data (Q2 2022 – Q1 2023)
**Source: Nielsen Ad Intel (August 2021 to July 2022) and (August 2022 to July 2023)
