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International Market Briefing 21 November 2006

International Market Briefing 21 November 2006. Kate Strange Regional Director – New Zealand. Topics for discussion. New Zealand arrivals NSW Market Share Market trends – trade and consumer NZ Industry structure Tasman update Tourism NSW marketing strategies & campaigns Opportunities.

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International Market Briefing 21 November 2006

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  1. International Market Briefing21 November 2006 Kate Strange Regional Director – New Zealand

  2. Topics for discussion • New Zealand arrivals • NSW Market Share • Market trends – trade and consumer • NZ Industry structure • Tasman update • Tourism NSW marketing strategies & campaigns • Opportunities

  3. New Zealand Arrivals

  4. NZ Market Intelligence & Trends • Changes in last 3 years • Introduction of low cost carriers • Airlines cut commission on Tasman • Less airline marketing dollars for Australia campaigns • Increased online purchasing • Changes in last 6 months • Air NZ has aggressively targeted consumers & stolen market share from retail groups • Air NZ dominates the online booking space • NZ consumers have adopted a modular approach to booking • Retail/Wholesale forced to break up holiday packages

  5. States/Territory Market Share of NZ Visitors • Gateway States remain dominant largely due to air capacity • Non Gateway States have some direct flights but airfares are more expensive than East Coast Gateway States • NSW market share of trips has fallen slightly since March 2005 but number of visitor nights is holding up well Source – IVS, June Quarter 2006

  6. New Zealand Economic Boom is over Source – Tourism Australia BDA: Q1 06 NZ Tracker

  7. Changing Consumer Booking Trends • Booking patterns have changed  modular bookings • Use a variety of booking channels • 14% buying traditional packages • 86% purchase modular itineraries • Book online for pt to pt and low end cheap packages • Increasing using accomm websites eg – wotif.com, lastminute.com etc

  8. New Zealand booking channels Note: *Multiple Direct: When consumers book direct with multiple suppliers. Eg book airfares with airline, accom with hotel, car with car rental etc. Research stats from BDA Tracker Research July 2005

  9. Internet Travel Site Usage Source – Hitwise Website Traffic, Sept 2006

  10. New Zealand Trade Distribution Trends • Ongoing rationalisation • Continued vertical integration between wholesale and retail • Wholesalers are still volume focused • Retailers loosing market share to online bookings • Retailers focusing on CRM strategies & adding value • Less airline marketing funds to promote Australia (& Syd/NSW)

  11. NZ Industry Structure

  12. Tasman update • Air NZ and QF enjoy dominant market share – 64% • ACCC have release draft decision against TNA agreement • TNA would fundamentally change the competitive environment on the Tasman • NZ Ministry of Transport TNA decision due early Jan 07 • If TNA is not approved, likely Air NZ and QF will have to reduce excess capacity on Tasman Source: Department of Immigration and Multicultural and Indigenous Affairs

  13. Tourism NSW Marketing Strategies • Target Market • Experience Seekers • Aged 30 – 60 years, HHI $60,000+ • They are experienced travellers who have visited Sydney at least once before and they are interested in holidays in Australia (preferrers) • Consumers who are most likely to spend more • NZ is a high repeat (mature) market for Sydney • Less mature market to regional New South Wales

  14. Tourism NSW Marketing Strategies

  15. Consumer Campaigns • Air New Zealand Sydney Campaign,June 06 • 4 Wholesaler partners & Air New Zealand • Nationwide Newspaper & Banner advertising • Total spend AU $120K, TNSW AU $35K • Results – 2500 incremental pax • Boosted travel July – Oct 06 • ROI $ 9 :$1

  16. Consumer Campaigns • Product Development – Northern Rivers • Tactical campaign with Infinity/Flight Centre • First ever stand alone campaign for Northern NSW • Nationwide newspaper advertising • Developed 12 pg brochure • Wholesale training

  17. Consumer Campaigns Sydney Events – Priscilla • Joint campaign with Qantas and Priscilla & Showbiz • Magazine and newspaper advertising • 15 sec TVC, Sept/Oct • 4 Wholesale partners • Trade famil x 10 pax • Media famil x 6 pax, EAV AU$55,000 • Results – 434 packages sold by 20 Oct

  18. Consumer Campaigns New South Wales Self Drive Touring Campaign • Co-op campaign with Travelplan/HOT and Air NZ • Direct Mail to 25,000 top HOT clients • 12 page brochure for Self Drive holiday ideas • Packages included 2 nights Sydney + 3,5 & 7 night add-ons • Results – 242 pax booked in first 6 months of campaign

  19. Trade Marketing Activities • OZ Talk New Zealand • NSW RTO Roadshow (170 agents AKL, WTG,CHC) • Wholesaler training – quarterly • Agent FIT Famil Brochure • Monthly e-Newsletter to trade • Trade Famils – 5 famils in 2006.07 • Aussie Specialist Program

  20. How can we assist you: Opportunities • OZ Talk 2007 (15 – 17 March 2007, Auckland) • Co-operative campaigns • Print and TV Media visits • Consumer promotions / prize competitions • Trade famils (including Aussie Specialist Mega Famil Jun 07) • Agent FIT famil program • Monthly Trade & Media e-newsletter blast • Quarterly wholesale training • New Product Workshop 2007 • Assistance with sales calls to New Zealand • Build / maintain relationships with NZ trade

  21. Future Marketing Activities

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