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newzealand katestrange06

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Published on February 19, 2008

Author: Beverly_Hunk

Source: authorstream.com

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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:  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 New Zealand Arrivals:  New Zealand Arrivals NZ Market Intelligence & Trends:  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 States/Territory Market Share of NZ Visitors:  States/Territory Market Share of NZ Visitors Source – IVS, June Quarter 2006 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 New Zealand Economic Boom is over:  New Zealand Economic Boom is over Source – Tourism Australia BDA: Q1 06 NZ Tracker Changing Consumer Booking Trends:  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 New Zealand booking channels:  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 Internet Travel Site Usage:  Internet Travel Site Usage Source – Hitwise Website Traffic, Sept 2006 New Zealand Trade Distribution Trends:  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) NZ Industry Structure:  NZ Industry Structure Tasman update:  Tasman update Source: Department of Immigration and Multicultural and Indigenous Affairs 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 Tourism NSW Marketing Strategies:  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 Tourism NSW Marketing Strategies:  Tourism NSW Marketing Strategies Consumer Campaigns:  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 Consumer Campaigns:  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 Consumer Campaigns:  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 Consumer Campaigns:  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 Trade Marketing Activities:  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 How can we assist you: Opportunities :  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 Future Marketing Activities:  Future Marketing Activities

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