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NEW ZEALAND

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NZ is a stable and mature market seeking new experiences and reasons to revisit ... Accommodation- boutique/resort properties, good quality, reasonably priced ... – PowerPoint PPT presentation

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Title: NEW ZEALAND


1
NEW ZEALAND
  • REGIONAL DIRECTOR NEW ZEALAND
  • SONYA BROOKS
  • MARKET CO-ORDINATOR AUCKLAND
  • VICTORIA PARK
  • MARKET CO-ORDINATOR SYDNEY
  • SANDY WILKINS

2
CURRENT MARKET SITUATION
  • Arrivals from New Zealand into Australia for the
    12 months from 01 July 2001 to 30 June 2002 were
    648,979 a decrease of 5.76 on the previous
    year
  • Australia accounted for 52 of all New Zealand
    overseas departures during this time
  • NZ is largest single market for Australia in
    visitor arrivals
  • NZ is a stable and mature market seeking new
    experiences and reasons to revisit with 90
    repeat visitation
  • Average spend is A1270 per person (IVS
    preliminary figures)

3
CURRENT MARKET SITUATION
  • NSW had 40.5 of NZ arrivals market into
    Australia (measured via SYD and NTL airport
    arrivals)
  • Reasons for Travel 33 holiday, 29 VFR, 25
    business, 13 other
  • Average length of stay in NSW is 12 nights
  • Note Queensland had 35 of NZ arrivals over same
    time with 60 of these being for holiday /
    vacation opportunity for Northern Rivers to
    access this high proportion holiday market

4
CURRENT MARKET SITUATION
  • Predominantly FIT, short break, or Event Based
  • The impact of the weaker Kiwi dollar, safety, and
    ease of access of destination all influence New
    Zealanders to travel to NSW.
  • Tourism New South Wales Target Markets
  • 30-44 years - primary
  • 45-60 years - secondary
  • Key experiences promoted - city / urban escape,
    Events, Journeys / touring by car

5
AIRLINES
  • Freedom Air flies direct from Auckland, Hamilton,
    Christchurch and Dunedin to Coolangatta with 14
    flights per week from 29 October 02
  • This represents approx 1950 seats per week from
    NZ into Coolangatta
  • Freedom Air pricing is from NZD499 pp return
  • Freedom Air is a value based carrier and
    subsidiary of Air New Zealand.
  • Air New Zealand, Qantas, and Freedom Air all fly
    NZ to Brisbane with a total of 38 flights per
    week

6
WHOLESALERS
  • Wholesalers dominate market - package land
    content with airfares - all require 20-25
    commission
  • Wholesalers deal directly with Australian
    suppliers - no inbound operators
  • Mergers continue in NZ wholesale / retail and all
    trade are looking to differentiate and build
    brands- becoming focused on market share
  • Now 5 mainstream wholesalers for Australia
    Gullivers Holidays, GO Holidays, Escape
    Holidays, Infinity Holidays, TravelPlan Holidays

7
RETAIL AGENTS
  • 90 of agents owned/franchised by wholesalers
  • Power shift to retail from wholesale from
    marketing perspective
  • Retailers also fighting for market share
  • Most opportunity for Northern Rivers product is
    with House of Travel who have close relationship
    with Freedom Air

8
KEY TRAVEL GROUPS

9
MARKET STRENGTHS
  • Knowledge of Australia is good, awareness high
  • High repeat visitation
  • NSW is a multiple short break destination
  • Independent travellers
  • Event Driven

10
MARKET CHALLENGES
  • Competitive market - price driven, main
    competitors are other destinations like Gold
    Coast , Fiji and domestic NZ travel
  • Main challenge for Northern Rivers is to
    establish awareness of region and experiences.
    Need to differentiate from Gold Coast.
  • Wholesaler programs still main drivers of package
    holiday business - tend to be focussed on volume
    destinations
  • Product, especially attractions and activities,
    are often booked on arrival

11
OPPORTUNITIES
  • Self Drive Market - self drive touring routes-
    Pacific Coast Touring Route has awareness /
    appeal leverage
  • Must do lifestyle experiences include
    wine/food, shopping, events
  • Support media trade famils
  • Attend trade shows - Oz Talk April 2003, ATE
  • Independent sales calls

12
KEY POINTS
  • New Zealand is not a domestic market but a mature
    short haul international market
  • Build relationships - target relevant wholesale /
    retail chains
  • Distribute collateral through Stocklink or
    Brochure Direct on a continuous basis - ensure
    collateral suits the market.
  • Research the market package with other
    operators bundle experiences

13
PRODUCT NEEDS
  • Accommodation- boutique/resort properties, good
    quality, reasonably priced hotels well located
    close to attractions
  • Attractions- outdoors, appeal to families or
    couples, and unique to region
  • Self drive itineraries
  • Lifestyle experiences- food wine, shopping,
    indulgent short breaks
  • Specialist activities - golf, gardens,
    spas/retreats, coastal walks, beach, arts
    antiques, local culture
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