Latest TIA Blog

	Survey highlights Easter opportunities
	By TIM COSSAR - 19 February 2010

The quarterly survey, released by TIA, monitors the behavior and intentions of New Zealand travellers. With domestic tourism contributing about 60% of our $59 million per day tourism market, it is very strong in underpinning our international business.

Holiday plans for Easter

This latest survey shows us that confidence is returning to New Zealand consumers, and many are already planning ahead to Easter, the next major holiday. Almost one third have already booked - they know where they are going and have made travel or accommodation plans.

Another third are still making up their minds as to what they’ll do over the four-day weekend. As per the last survey, finance and being too busy at work are cited as the biggest barriers stopping people travelling more, so good value, short-break packages could appeal to those who want a holiday this Easter but are cash-strapped and time-short.

Of those who’ve already made their travel plans, about half will stay privately (significantly less than the 68% that stayed privately over the Christmas/New Year break). The balance will stay in commercial accommodation – motels or motor lodges (26%), holiday parks (15%) and hotels (13%).

Most will go away with their partner and/or family, 14% with friends, while 7% will travel on their own.

Visiting friends and family, getting some late summer sun and beach, seeing natural wonders and shopping all rate highly on their holiday itineraries. One quarter also plan on viewing some wildlife, getting physically active, and taking in some cultural or educational attractions.

The survey also found that a surprisingly high number (almost 10,000) of Kiwis are also looking forward to dressing up as the Easter bunny during the four day weekend, and 196,000 plan on eating so much chocolate they feel sick!*

On ya bike

Another interesting fact to come out of this quarter’s Mood of the New Zealand Traveller survey is that about 223,000 or 6% of adult New Zealanders have included cycling on their holidays in the last six months.  

That’s a promising result, given the government’s intention to invest $50 million over three years creating a New Zealand Cycle Trail. Thirteen cycle trails recently got the nod to go through feasibility studies for inclusion in the project, adding to the seven ‘quick start’ tracks approved for construction last July. It’s hoped construction on the 13 new trails can start by the end of the year.

Together, these cycle trails will offer visitors about 2000 kms of great rides through some stunning New Zealand landscapes.

How they rated the Xmas holiday

The survey also asked New Zealanders about their Christmas/New Year holiday. It found half went away for at least a night, with seven nights the average number of nights away from home. The majority rated their holiday as fantastic or really good. Those that said it was just OK or awful blamed bad weather, too many people/family tension, and not enough days off work.

The downstream economic benefits of tourism were highlighted in the survey, which revealed that while away over Christmas/New Year, the average New Zealand household spent $31 a day at the supermarket. When we take into account the sheer number of households away, the $31 a day average equates to approximately $22.679 million per day spent on groceries.

About the survey

The Fly Buys/Colmar Brunton mood of the New Zealand Traveller surveys 1000 New Zealanders aged 18 and over. Those interviewed are sourced from Colmar Brunton’s Fly Buys panel. This is the second time the quarterly survey has been conducted.

Released by TIA, it gives operators valuable information about upcoming marketing opportunities such as Easter. Over time it will also provide useful market intelligence about established and emerging trends and give pointers as to where and when to invest in marketing and product development.

Read the survey

*Easter Bunny and chocolate statistics based on those likely to travel over Easter or who are still undecided.