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Tourism New Zealand Visitor Experience Monitor Australian Market Report 2011/2012 August 2012

Tourism New Zealand Visitor Experience Monitor Australian Market Report 2011/2012 August 2012. Australian visitor satisfaction remains relatively high, with nine out of ten having a highly satisfying experience. Overall Visitor Satisfaction (Australian Visitors to New Zealand). 2011/12.

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Tourism New Zealand Visitor Experience Monitor Australian Market Report 2011/2012 August 2012

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  1. Tourism New ZealandVisitor Experience MonitorAustralian Market Report 2011/2012August 2012

  2. Australian visitor satisfaction remains relatively high, with nine out of ten having a highly satisfying experience. Overall Visitor Satisfaction (Australian Visitors to New Zealand) 2011/12 2010/11 2009/10 Overall Satisfaction with New Zealand Proportion Not Highly Satisfied with New Zealand(1) Proportion Very Likely to Recommend New Zealand(2) Proportion Likely to Recommend New Zealand(3) Notes: 1. Not highly satisfied is defined as those rating their overall visit to New Zealand 1 to 7 on a 10 point scale where 1 is ‘Not at all satisfied’ and 10 is ‘Extremely satisfied’; 2. Very likely to recommend is defined as those stating a 9 to 10 on a 10 point scale where 1 is ‘ not at all likely to recommend’ and 10 is ‘extremely likely to recommend’; 3. Likely to recommend is defined as those stating a 7 to 10 on a 10 point scale where 1 is ‘ not at all likely to recommend’ and 10 is ‘extremely likely to recommend’ Significantly higher than previous year Significantly lower than previous year

  3. The Visitor Experience monitor highlights the impact that the various aspects of a trip to New Zealand have upon overall satisfaction, as well as how well certain aspects are performing. How to Interpret the Visitor Experience monitor Impact that quality of facilities has on the visitors overall accommodation satisfaction Impacts are statistically determined through multiple linear regression Quality of facilities xx% x.x Accommodation xx% x.x Quality of service xx% x.x Visitors satisfaction of the price they paid for all accommodation Price of accommodation xx% x.x Food and Beverage xx% x.x Impact that Visitors rating of Accommodation has on their overall satisfaction Internal Transport xxx x.x Overall Satisfaction Activities xxx x.x i-SITEs xxx x.x X.X Overall rating of all food and beverage used within New Zealand Overall Visitor satisfaction, average score rated on a 10 point scale where 1 is ‘not at all satisfied’ and 10 is ‘extremely satisfied’ Environment xxx x.x Safety xxx x.x

  4. Australian visitor satisfaction with transport improved last year, however, due to the low level of importance that is placed on this, their overall satisfaction remained consistent. Overall Visitor Experience (Australian Visitors to New Zealand, 2011/12)(1)(2) Australia All markets Accommodation 18%8.3 Food and Beverage 11%8.0 Internal Transport 5% 8.4 Overall Satisfaction 8.9 Activities 35%8.9 i-SITEs NCI8.7 Environment 21% 9.0 Safety 10%8.8 Overall Satisfaction Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  5. Australians were less likely to use paid for accommodation and substituted this for staying with friends and family. Accommodation Types Used While in New Zealand (% Australian Visitors to New Zealand, 2011/12)(1)(2) Significantly higher than previous year Significantly lower than previous year

  6. Australian visitor satisfaction with accommodation is typically higher than other markets, with this being consistent across all aspects of the accommodation experience. Visitor Accommodation Experience (Australian Visitors to New Zealand, 2011/12)(1)(2) Australia All markets Quality of amenities and facilities 34%8.1 Overall Accommodation 8.3 Quality of services 30%8.2 Price of accommodation 36%7.8 Overall Accommodation Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  7. The level of up-keep of facilities is the main negative comment Australian visitors have about their accommodation in New Zealand. Visitor Feedback About Accommodation (Australian Visitors to New Zealand, 2011/12)

  8. Australian visitors were slightly more satisfied with the quality of food and beverage and the level of customer service this year. Visitor Food and Beverage Experience (Australian Visitors to New Zealand, 2011/12)(1)(2) Australia All markets Quality of food and beverage 44% 8.1 Overall Food and Beverage 8.0 Quality of services 24%8.2 Price of food and beverage 32%7.1 Overall Food and Beverage Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  9. Price is the main negative comment Australian visitors had about food and beverage. Visitor Feedback About Food and Beverage (Australian Visitors to New Zealand, 2011/12)

  10. Reflective of the greater proportion of Australian visitors staying with friends and family a greater proportion used private cars for transport, at the expense of rental cars. Transportation Used While in New Zealand (% Australian Visitors to New Zealand, 2011/12)(1)(2) Significantly higher than previous year Significantly lower than previous year

  11. Overall transport satisfaction improved amongst Australian visitors, driven by greater satisfaction with the comfort, safety, reliability and customer service. Visitor Internal Transport Experience (Australian Visitors to New Zealand, 2011/12)(1)(2) Australia All markets Comfort, safety and reliability 35% 8.4 Overall Internal Transport 8.4 Quality of services 33%8.4 Price of transport 31% 7.8 Overall Internal Transport Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  12. Australian visitors were very positive about the service received in relation to transport with friendly and informative staff. Negative comments related to cost and level of vehicle maintenance. Visitor Feedback About Transport (Australian Visitors to New Zealand, 2011/12)

  13. Australian visitors were more satisfied with activity safety last year. Visitor Activities Experience (Australian Visitors to New Zealand, 2011/12)(1)(2) Australia All markets Quality of the actual activity 48%8.6 Quality of services 19%8.4 Overall Activities 8.9 Price of the activities 10%7.7 Safety of the activities 23%8.6 Overall Activities Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  14. Australians thought staff were friendly and helpful, while price is the main negative comment they had with their activity experience. Visitor Feedback About Activities (Australian Visitors to New Zealand, 2011/12)

  15. Australians were less likely to participate in a number of outdoor activities last year, a trend that has occurred over the last two years. Interest and Participation in Outdoor Activities (% Australian Visitors to New Zealand, 2011/12)(1) Activities on the Land Activities on the Water Significantly higher than previous year Significantly lower than previous year

  16. Extreme sports remain a niche activity for Australian visitors. Interest and Participation in Extreme Sports (% Australian Visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  17. Australian visitors participated in fewer urban activities, however the Rugby World Cup did increase the proportion who went to a sports event and bars or nightclubs. Interest and Participation In City or Town Based Activities (% Australian Visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  18. For the second year in a row, fewer Australians participated in country-based sightseeing activities, although interest in these activities remains high. Interest and Participation in Sightseeing in the Country Activities (% Australian Visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  19. While Australian visitors show a high level of interest in water activities, converting this to participation remains low. Interest and Participation in Sightseeing on the Water Activities (% Australian Visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  20. Fewer Australian visitors saw a Maori cultural performance, and participation in a number of other cultural activities also declined. Interest and Participation in Maori Cultural and Country Based Activities (% Australian Visitors to New Zealand, 2011/12)(1) Cultural Activities Involving Maori Other Activities in the Country Other Sightseeing or Activities Significantly higher than previous year Significantly lower than previous year

  21. Urban activities are the lowest rated activities by Australian visitors. Most and Least Satisfying Activities (Australian Visitors to New Zealand, 2011/12)(1) Top 5 Activities Bottom 5 Activities Notes: 1. Only include activities with sample size greater than 50

  22. i-SITE usage amongst Australian visitors declined again last year, with less than one third using an i-SITE. Usage of i-SITEs (% Australian Visitors to New Zealand) All visitors 56% 44% 41% Significantly higher than previous year Significantly lower than previous year

  23. The majority of Australians who do visit an i-SITE do so to collect information. How i-SITE Was Used (% Australian i-SITE Users) (1) (2) (3) All visitors 45% 55% 56% 37% 29% 28% 16% 13% 13% 2% 2% 3% Significantly higher than previous year Significantly lower than previous year

  24. i-SITE satisfaction amongst Australian visitors remains relatively stable and at levels consistent with other markets. Visitor i-SITEs Experience (Australian i-SITE Users, 2011/12)(1)(2) Australia All markets i-SITE facilities 16%8.7 How well the staff meet your needs 24% 8.5 Level of personal service 18%8.6 Overall i-SITEs 8.7 Knowledgeable staff 16% 8.6 Amount of planning 14%8.6 Ease of making bookings 7%8.8 Quality of recommended providers 6%8.5 Overall i-SITEs Satisfaction Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  25. Staff are both the main positive and negative of the i-SITE experience, indicating an inconsistency of service delivery. Visitor Feedback About i-SITEs (Australian Visitors to New Zealand, 2011/12)

  26. Australian visitor satisfaction with the environment is slightly behind other markets, but still relatively high. Visitor Environment Experience (Australian Visitors to New Zealand, 2011/12)(1)(2) Australia All markets NZ being clean and unpolluted 20%9.3 Un-crowded spaces 7%9.1 Natural landscapes and scenery 22% 9.5 Overall Environment 9.0 Weather 9%7.7 Roads and driving experience 18%8.1 Vibrant urban atmosphere 23%8.2 Overall Environment Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  27. Roads are the main negative comment mentioned about the New Zealand environment. Visitor Feedback About the Environment (Australian Visitors to New Zealand, 2011/12)

  28. Australian visitor satisfaction with safety is consistent with other markets and reasonably high. Visitor Safety Experience (Australian Visitors to New Zealand, 2011/12)(1)(2) Australia All markets Personal safety in urban areas 32%8.6 Personal safety in country areas 25% 8.8 Overall Safety 8.8 Safety standards of activities 20% 8.7 Road safety 23%8.2 Overall Safety Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  29. Poor driving standards and driver etiquette are the main negative comments Australian visitors have about safety in New Zealand. Visitor Feedback About Safety (Australian Visitors to New Zealand, 2011/12)

  30. Usage of technology amongst Australian visitors increased last year, reflective of what happened in other markets. Usage of Technology in New Zealand (% Australian Visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  31. Due to Australian visitors typically shorter length of stay, they are quite likely to use airline websites for basic information before arriving in New Zealand. Information Sources Used When Planning and Booking a Holiday in New Zealand (% Australian Visitors to New Zealand, 2011/12)(1) Information Sources Used Before Arrival in New Zealand(2) Information Sources Used After Arrival in New Zealand(2)

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