Domestic holiday appeal declines in New Zealand
Overseas holidays have maintained their appeal, with 60% saying they would like to holiday overseas in the next two years.
Preferred holiday destination – next two years*
Michele pointed to the success of many capital cities in continuing to attract domestic tourists – due in part to the ‘short break’ market as international holidays are less competitive for a short break – she also highlighted the fact that not all segments of society have slowed their spending on holidaying – that there are some segments of society that are consistently robust, positive and keep the economy going against all odds. They are not the young under-30s, or the struggling families, or older pensioners; they are the more affluent ‘Socially Aware’ and ‘Visible Achievement’[1] who are also likely to be ‘Trusted Advisors’, whose opinions are sought by others about travel destinations and experiences.
These are the customers and potential customers that those in the domestic travel and tourism industry must understand and engage with.
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“Despite the slump there are still 2.7 million New Zealanders who are interested in taking a domestic holiday, and it is important to understand their demographic, attitudinal and behavioural profile and to tailor an appropriate communication message.”
