A preview of the DGiT research
I want to share two things with you today … 1. . A general l overvie iew of f th the DGiT iT rese search resu sult lts 2. . So Some example les of f how you can use se th the rese search
Before we get to o th the general l overvie iew, ju just a a few details ils so so you kn know what th the resu sults ar are bas ased on on 6,000 online interviews with New Zealanders aged 18+ All interviewing done in September 2016 Sample structured to be representative of the New Zealand population by age, gender, and region
Most of of th the DG DGiT is is focused on on th the fu future, but t we did id ask ask people le how man any trip trips th they had ad tak aken in in th the las last year Day trips Overnight trips 17,403,000 27,565,000 Away from home for at least five hours, and went Away from home for at least one night and primarily for leisure reasons to do one of the following: went for leisure reasons went to a tourist attraction or activity (e.g., museum, theme park, zoo), attended a special public event such as a festival or exhibition, day out at beauty or health spa, a general day out to explore an area
New Zeala landers ar are more predis isposed to o visi visitin ing so some regions – whic ich means so some regions need to wor ork har arder to o generate visi visits For a short break For a long break (2 to 3 nights) (5+ nights) High interest Low interest
Th There ar are cle clear dif ifferences when you loo look to o se see where th the in interest in in eac ach ar area comes fr from Origination of those Origination of those interested in Wellington interested in Central Otago High interest Low interest
And th these ar are th the regions whic ich reall lly ap appeal l to o people but t tr travel to o th them is is a a maj ajor bar arrie ier Areas which appeal For a long break (2 to 3 nights) (5+ nights) High interest Low interest
Visi isitin ing fri friends an and rela latives is is th the most common motivation for domestic ic tr travel l – but th there ar are man any ot other motivations as as well ll 5% 2% 20% 6% 34% 22% Discover or learn Discover or learn Discover new Wellness of mind, Visit friends, family Really connect and about history or understand things or places body, or spirit share time with the or heritage about Māori friends, family you’re culture or history travelling with 14% 6% 14% 25% 9% 9% 16% Romance with Adventure or Explore the Indulge in luxury See or Relax or escape Experience participate in a partner challenge outdoors from daily stress or reward self rustic, laid- back, real special event New Zealand Base: Overnight trips
Th The th three ac activit ities New Zeal alanders ar are most in interested in in on on a a dom omestic holi oliday ar are beaches, sh shoppin ing, g, an and win ine/food in in restaurants 37% A beach Playing golf 4% 27% Shopping Participating in a team or individual sport (e.g., marathon, cycle race) 4% 4% 25% Mountain biking Food and/or wine (restaurants) 4% A glacier e.g. Fox or Franz Josef 21% Walking Fresh-water fishing 4% Hot pools 19% Rafting, canoeing, kayaking 3% Zoo or wildlife park 19% Environmental or conservation activity 3% A public museum or art gallery 18% A live performance of dance 3% A live performance of music 18% A casino 3% Watching a sport 14% 3% Horse riding / horse trekking 3% Extreme ride e.g. Luge, fly-by-wire Vineyard / wine trail 13% Scuba diving or snorkelling 3% A national park 13% Scenic flight 3% Other natural attraction (e.g., mountain, lake, river etc.) 13% A film location 3% Hike, trek or tramp 13% A marine park or marine reserve 3% Swimming / surfing 12% A place that is significant to Maori, such as a landmark, remains of a… 2% Wildlife in their natural environment (e.g., penguins, whale… 11% 2% Jet-boating 10% 2% Theme park or leisure park Other important building or site 2% Hunting 9% Garden visit or flower show Quad biking, 4WD vehicle tour 2% 9% Salt-water fishing Mountain climbing, rock climbing, abseiling, caving 1% 8% Food and/or wine event Some other activity associated with Maori culture 1% Scenic boat trip 8% Eat Maori traditional food 1% Cycle trails (NZ cycle trail) 8% See Maori art or crafts being created 1% A play / drama 7% 1% See Maori artefacts, art or crafts in an exhibition 1% Gondola / cable car / tram ride 7% Visit a Maori marae A live Maori performance 1% Skiing, snowboarding or other snow sport 7% Air activities such as paragliding, hang gliding, ballooning, skydiving 1% Other exhibition / Expo 6% Road cycling 1% Photography 6% Bungy jumping or canyon swing 1% Health spa or day spa 5% Other water activity such as water-skiing 1% A bar or nightclub 5% 1% Yachting/sailing Farm or orchard 4% 0% Experience a Maori tradition, such as story-telling Base: Overnight trips
Th There ar are th three main ain groups of of tri trigg ggers for dom omestic tou ouris ism – th thin ings th that move peop ople fr from th thin inkin ing ab about it it to o act actuall lly bookin ing 46% 41% 31% 29% 23% 21% 16% 12% Specific friends and General friends Specials or cheap Specials or cheap Specials or cheap Attending a specific Seeing or hearing Participating in a relatives event and relatives get deals on deals on travel deals on activities event to watch about something specific event or together accommodation you would like to show do Base: Overnight trips
People ar are more lik likely to o use se general l tou ouris ism sit sites for plan lanning domestic tr travel l than th th they ar are to o use se sp specific regional l on ones 29% 26% 18% 17% 15% 13% 6% 6% 6% 5% 4% 2% What’s on… Facebook Trip Advisor AA Regional Book Me Online DOC Ticketmaster Airline NewZealand Travel tourism sites travel agent .com blogs e.g. What’s on Wellington Base: Overnight trips
Examples of how you could use the research
Imagine you’re Wellington and you want to attract people for a weekend in win inter First thing you’d do with DGiT is define what you’re interested in … this is how I did it Destination Wellington (think it is easy to get to and are interested in it) Willing to travel in winter Time of year Type of holiday Short break with kids, short break without kids Type of accommodation Hotel, motel, serviced apartment
Th The in initi itial l DGiT iT an analysis is would ld tell ll us s people ar are most in interested in in sh shopping an and food/wine at t restaurants Preferred activities Shopping 39% Food/wine at restaurants 36% Live music 28% Beach 28% Museum or gallery 24% Watching a sport 21% Vineyard/wine trail 18% Zoo or wildlife park 18% Walking 15% National park 15% Other natural attraction 14% Hot pools 13% Wine/food event 11% Trek or tramp 11% Play/drama 11%
Let’s say we decided to focus on attracting people for a shopping and wine/food weekend … we can an ad add an another filt filter to o help lp us s understand th these peop ople more Destination Wellington (think it is easy to get to and are interested in it) Willing to travel in winter Time of year Type of holiday Short break with kids, short break without kids Type of accommodation Hotel, motel, serviced apartment Activities interested in Shopping, wine/food at restaurants
DG DGiT wou ould tell ll us s th there is is a a decent siz sized market, th they ar are predomin inately mid iddle le ag aged an and plan lan a a 1 1 to 3 3 months ah ahead Potential number of trips per year Demographic profile 51% 49% 18-34 18% 324,000 35-49 34% Overnight trips are taken by people interested in 50-64 31% Wellington, willing to travel in winter, and who want to shop or a wine/food experience 65+ 17% Male Female How far in advance decide to go? Travelling with Travelling by 36% 60% 80% 27% 40% 17% 11% 20% 6% 4% Adults only Adults and Road Air 1 wk or 2 wks 1 mth 2 or 3 4 or 5 6 or more children less mths mths mths
DG DGiT als also tells lls us s where people le would ld come fr from an and th that th the op opportunity to se see or or par articip ipate in in a a sp special l event is is an an im important motivation Motivations Where do they come from? Visit friends and family 44% See or participate in a special event 25% Really connect with the friends and 23% family you're travelling with Indulge or reward self 22%
DG DGiT tells lls th that ch cheap deals ls on on tr travel l is is a a great way to o get people le to o act actuall lly book Triggers Media – reaching them to help them decide to go Specific friends and family event – 55% 53% Cheap deals on travel – 54% 38% 33% 27% 24% General friends and family get together – 42% 13% 12% Cheap deals on accommodation – 35% Attending a special event – 31% Facebook Pay TV Outdoor Radio Non-pay TV YouTube Snapchat Barriers Media – converting them when they are planning 72% Cost of travel – 41% 45% 39% 34% 23% 15% Cost of accommodation – 30% Google Online travel Airline Trip Advisor What's on Regional Work commitments – 27% agent tourism sites
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