品牌斥巨资吸引奇异果游客
- 旅游营销预算猛增 2%，业内广告支出大户揭晓
- 本地和海外热门旅游目的地揭晓
- 最受欢迎的新西兰旅游网站
- 飞行常客大战的赢家
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.
热门国内目的地
说到国内旅行，皇后镇是首选目的地，其次是基督城/坎特伯雷、奥克兰、惠灵顿，然后是罗托鲁瓦。
热门海外目的地
澳大利亚仍然是新西兰人的首选海外旅游目的地，悉尼位居榜首，其次是黄金海岸、墨尔本、布里斯班、西澳大利亚、阿德莱德和远北昆士兰。
在澳大利亚之后，英国和欧洲是最受欢迎的操作系统目的地，紧随其后的是太平洋群岛、美国和加拿大以及亚洲。
顶级旅游网站
Data from 尼尔森 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.
顶级飞行常客计划
加入飞行常客计划的新西兰人数量也有所增加，数据显示旅行者现在是多个奖励计划的会员。计划在未来12个月内旅行的人中，59%是Flybuys会员，其次是AA Smartfuel/Countdown OneCard会员（58%）、新西兰航空公司机场会员（57%）和新世界俱乐部卡会员（52%）。
顶级旅游广告商
此外 尼尔森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.
在此期间，飞行中心是全国最大的广告支出方，其次是新西兰航空公司，然后是旅游之家。
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.”
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
