12.07.2015 Views

Interactive Travellers - New Zealand

Interactive Travellers - New Zealand

Interactive Travellers - New Zealand

SHOW MORE
SHOW LESS
  • No tags were found...

You also want an ePaper? Increase the reach of your titles

YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.

<strong>New</strong> <strong>Zealand</strong>’s Ideal Visitor = <strong>Interactive</strong> Traveller = <strong>New</strong> <strong>Zealand</strong>’s Target Market<strong>Interactive</strong> <strong>Travellers</strong>: Who are they?Of all the travellers in the world, the target that best fits <strong>New</strong> <strong>Zealand</strong>’s needs is agroup we call ‘<strong>Interactive</strong> <strong>Travellers</strong>’ - they are <strong>New</strong> <strong>Zealand</strong>’s ideal visitors.What is an <strong>Interactive</strong> Traveller?<strong>Interactive</strong> <strong>Travellers</strong> are regular internationaltravellers who consume a wide range oftourism products and services. They aretravellers who seek out new experiences thatinvolve engagement and interaction, andthey demonstrate respect for natural, socialand cultural environments.<strong>Interactive</strong> <strong>Travellers</strong> areregular international travellersand use technology to maketheir lives easierHow do you recognise an<strong>Interactive</strong> Traveller?<strong>Interactive</strong> <strong>Travellers</strong> comefrom a range of countriesaround the world. They aremore likely to fall into one oftwo age groups -25-34 or 50-64. Younger<strong>Interactive</strong> <strong>Travellers</strong> probablyhaven’t had children yet, whileolder <strong>Interactive</strong> <strong>Travellers</strong> are likely to be‘empty nesters’ (their children have lefthome). Both groups are more likely tohave discretionary income available tospend on travel.From our research into the habits andcharacteristics of <strong>Interactive</strong> <strong>Travellers</strong>,we have discovered that they are morelikely to...• Read newspapers and magazines.They make a point of staying informedfollowing business news, current affairsand travel publications.• Research travel destinations thoroughly.<strong>Interactive</strong> <strong>Travellers</strong> like to know aboutwhere they’re going and what they can<strong>Interactive</strong> travellers regularly entertain friendsdo when they get there. They researchdestinations using the internet, guidebooks, word of mouth and travel agents.• Go to the cinema, theatre, galleries andmuseums.* They pursue culture at homeand when they’re away on holiday. Theyappreciate both contemporary andhistorical cultural experiences.• Be high users of technology. <strong>Interactive</strong><strong>Travellers</strong> have fully embraced computers,the internet, digital cameras, pay TV andother forms of lifestyle informationtechnology.• Aim to be healthy. <strong>Interactive</strong> <strong>Travellers</strong>are more likely to exercise regularly andeat healthy foods. Some of them alsoprefer organic foods.• Entertain at home. They enjoy cooking andsocialising with friends at all times of theyear. Travel is a likely topic of conversation.SUPPORT SERIES 2


How many <strong>Interactive</strong> <strong>Travellers</strong> are thereUSA AUSTRALIA UKTotal market 221.2m Total market 15.6m Total market 49.4m<strong>Interactive</strong> <strong>Travellers</strong> 12.9m <strong>Interactive</strong> <strong>Travellers</strong> 1.4m <strong>Interactive</strong> <strong>Travellers</strong> 3.7mTarget market size 5.8% Target market size 8.9% Target market size 7.4%Figures shown in millionsSource: Roy Morgan Single Source Surveys<strong>Interactive</strong> <strong>Travellers</strong> are in touch withworld affairs and typically read businesssections of newspapers• Have liberal attitudes. <strong>Interactive</strong> <strong>Travellers</strong>have open minds. They’re tolerant ofbeliefs that don’t match their own, andthey’re prepared to listen to new ideas.• Take risks. Challenging situations, bothmental and physical, appeal to <strong>Interactive</strong><strong>Travellers</strong>. They enjoy the sense ofaccomplishment that comes with doingsomething they haven’t done before.• Have a high disposable income.<strong>Interactive</strong> <strong>Travellers</strong> have enough moneyto travel regularly and purchase high-valuetravel experiences. They’re also willing topay more for experiences that areauthentic or exclusive.• Enjoy fine cuisine and wine.* Food andwine adds essential flavour to travel, asfar as the <strong>Interactive</strong> Traveller isconcerned. They expect hospitality of aninternational standard, but they also wantto try authentic local delicacies andcooking styles.• Have influence in their peer group.<strong>Interactive</strong> <strong>Travellers</strong> share travel stories,both at home and while they’re travelling.They follow word of mouthrecommendations from people theyrespect, and they share their owntravel experiences.It’s important to remember that while<strong>Interactive</strong> <strong>Travellers</strong> enjoy these things,they are not primary motivations for travelto <strong>New</strong> <strong>Zealand</strong>. Their key reason to visit<strong>New</strong> <strong>Zealand</strong> is to interact with thelandscape. Tourism <strong>New</strong> <strong>Zealand</strong> endeavoursto understand the behaviours of <strong>Interactive</strong><strong>Travellers</strong> so that we can target messagesto them more effectively.More about Robert and DawnAt their home in Colorado, Robert and Dawnspend their leisure time maintaining theirextensive garden and entertaining friends athome. Dawn enjoys cooking and is currentlyexperimenting with Thai cuisine. During theweek they often meet after work to catch amovie or see the local theatre company’slatest production.Robert enjoys a jog most mornings, andDawn regularly attends a yoga class. Theybuy organic vegetables (because they tastebetter) and they subscribe to a number ofmagazines, including Travel and Leisure.Dawn loves planning their holidays, anddoes much of her research on the web.In the past they’ve visited Portugal, Turkey,Vietnam and Chile - they compete with theirfriends to find fresh ‘unpackaged’ traveldestinations. Sometimes they book theirfares and accommodation direct. At othertimes they use a travel agent, but changetheir minds several times before settling onan itinerary.Dawn and Robert are coming to<strong>New</strong> <strong>Zealand</strong> on the advice of friends whovisited last year. Their friends hired a car inAuckland and took six weeks to explore bothislands. The highlight of their trip waswalking the Routeburn Track.Tourism <strong>New</strong> <strong>Zealand</strong>, Manaakitanga Aotearoa, Level 16, 80 The Terrace, PO Box 95,Wellington, <strong>New</strong> <strong>Zealand</strong>. Tel. +64-4-917 5400 Fax. +64-4-915 3817. Visit us atwww.newzealand.com or our industry information website www.tourisminfo.govt.nz

Hooray! Your file is uploaded and ready to be published.

Saved successfully!

Ooh no, something went wrong!