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Quake buffets NZ appeal as Aussie holiday destination

November 21, 2013 Destination Global, Headline News No Comments Email Email

egtmedia59New Zealand continues to decline as a preferred Australian holiday destination, the latest Roy Morgan Holiday Tracking Survey shows.

New Zealand has slipped from a peak of 14.7% just before the Christchurch earthquake of February 2011 to 12.4% in September 2013, a level not seen since October 2008.

Further declines could see New Zealand drop into being the third most commonly preferred destination, behind the US and England – a position NZ has not occupied since 2002, according to Roy Morgan. 001HotelStylish250x250

Driven largely by the higher Aussie dollar, the United States is again the top choice (14%) after suffering almost a decade in the doldrums after the 9/11 terrorist attacks on New York.

The top five destinations Australians would like to visit, according to Roy Morgan, are: US, NZ, England, France, Italy.

Maintaining a fairly consistent degree of popularity since 2004, England ranks third with 12% of Australians in the year to September 2013 saying they’d like to visit.

Cultural hotspots France and Italy continue to battle for fourth, with France maintaining a slight edge in September, 8.3% to 7.7%.

Commenting on the findings, Roy Morgan Research international director of tourism, travel and leisure, Jane Ianniello, said that “with the declining popularity of New Zealand after the Christchurch earthquakes” United States had become “the clear leader in terms of overseas holiday destinations at which Australians would like to visit in the next two years.

“Of course, many Australians are still holidaying in New Zealand, and Roy Morgan’s ground-breaking new profiling tool, Helix Personas, can assist marketers to understand and effectively communicate to these people.

“For instance, 10% of ‘Young & Platinum’ have taken a holiday in New Zealand in the last year—almost triple the national average. This Persona comprises mostly well-educated inner city professionals who are typically renting apartments. Ambitious and very well paid, they work hard and enjoy themselves through sport, socialising—and travel.”

Edited by : Peter Needham

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