Regional Tourism Report – twt conservancy
hotels and travel by loser cruiser
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hotels and travel by loser cruiser EATING OUT ENTERTAINING AT HOME BOATING
CYCLING/MOUNTAIN BIKING HIKING/MOUNTAIN CLIMBING HOME MAINTENANCE EMBRACING LIFE Married/couple with children living at home 83%
Life cycle 45-49
50-54 30-34
35-39 40-44
Age 11%
Travel products that most appeal to this segment include: OUTDOORS
CULTURE & HERITAGE FOOD & WINE • Outdoor adventures/experiences for the whole family (e.g. cycling, fishing, canoeing, kayaking, adventure sports, boating, fishing, beaches) • Cultural product For more information please go to xxxxxxxxxxxxxxx • Food/wine product Who are the Embracing Life segment? “A full life for you and your family” Key marketing Proposition: Market to this segment through: • Special interest/out-doors media (including the web) • Consumer shows (e.g.Boat shows) • Business media and major dailies Ideal holiday characteristics: IDEAL
NOT IDEAL What do they look for in a holiday? EXCITING DIFFERENT RELAXING FAMILY-FRIENDLY NIGHTLIFE BIG CITIES OUTDOOR ACTIVITIES NATURE-BASED EXPERIENCES Embracing life are more likely to be professionals , and to earn a high income RELATIONSHIPS FRIENDS/FAMILY ENTERTAINING AT HOME REDUCING DEBT/BUILDING ASSETS CAREER/BUSINESS HOME MAINTENANCE BOATING/FISHING HIKING/OUTDOORS TRAVEL/HOLIDAYS Interests & life priorities On holiday they are more likely to stay in motels and
rented accomodation , and to travel by private car
and (sometimes) bicycle RAISING FAMILY EMBRACING LIFE Life cycle Age 11%
Travel products likely to appeal to this segment include: OUTDOORS
CULTURE & HERITAGE FOOD & WINE EXPERIENCES FOR THE WHOLE FAMILY • Outdoor adventures/experiences for the whole family (e.g. cycling, fishing, canoeing, kayaking, adventure sports, boating, fishing, beaches) • Cultural product For more information please go to www.tourismresearch.govt.nz/domseg • Food/wine product • Heritage events/experiences • Youth/sporting/adventure events Who is in the Embracing Life Segment? “A FULL life for you and your family” Key marketing proposition: Market to this segment through: • Business media • Special interest groups/media/online (e.g. golf/outdoor focussed, boating, fishing) • Major daily newspapers • Outdoor events and shows (e.g. boat/fishing shows) Ideal holiday characteristics: IDEAL NOT IDEAL What do they look for in a holiday? RELAXING FAMILY-FRIENDLY NIGHTLIFE BIG CITIES OUTDOORS NATURE-BASED ROMANTIC Members of the Embracing Life Segment are likely to be
and earning a
Interests & life priorities On holiday they are more likely to
and stay in commercial accommodation HAVING A GOOD TIME CLUBBING/PARTIES FINDING DIRECTION IN LIFE SPORTS/HOBBIES EDUCATION TRAVEL/HOLIDAYS MEETING PEOPLE CAREER FITNESS
AIMING HIGH Life cycle Age Travel products likely to appeal to this segment include: Adventure WELLNESS EXPERIENCES • Adventure and sports product (the BEST skiing, the BEST beaches, the BEST mountain biking tracks) For more information please go to www.tourismresearch.govt.nz/domseg • Urban product (nightlife, bars, cafes/music events) • Wellness experiences Who is in the Aiming High Segment? “More, bigger, best!” Key marketing proposition: Market to this segment through: • Youth media (magazines, blogs) • Online channels • Interest groups (sports clubs, other affinity groups) • Cinema Ideal holiday characteristics: What do they look for in a holiday?
Aiming High are more likely to be students or
young professionals from
affluent backgrounds,
often living with their parents or
friends Embracing life Searching Rewarding Making Do Aiming High Being there Creating
Immersing Married/couple with children who are no longer living at home 60%
Married/couple with children living at home Single with children living at home 65%
23% Single, no children 38% Married/couple no children 32%
Married/couple with children living at home 64%
Married/couple, no children Married/couple, with children living at home Married/couple, with children who are no longer living at home 28% 24%
20% Single, no children 70% Single, no children 62% 24%
15-24 25-29
65 years and over 50-64
25-39 40-49
50-64 25-39
40-49 PAYING BILLS READING TIME WITHFAMILY/FRIENDS Interests & life priorities On holiday they are more likely to travel by private car or
campervan/motorhome and to
stay in private homes or
motels HEALTH
GARDENING TRAVEL/HOLIDAYS SOCIAL/COMMUNITY GROUPS HOME HOBBIES BEING THERE Life cycle Age
22% Travel products likely to appeal to this segment include: GARDEN/NATURE CULTURE & HERITAGE ASSISTED TRAVEL Who is in the Being There Segment? “Being with family and friends” Key marketing proposition: Ideal holiday characteristics: IDEAL
NOT IDEAL What do they look for in a holiday? NIGHTLIFE CHALLENGING SAFE SCENERY HERITAGE Members of the Being There Segment more likely than other segments to be
Interests & life priorities On holiday they are more likely to stay in hotels, motels, or
serviced apartments and to travel by plane or
RELATIONSHIP TELEVISION REDUCING DEBT SURFING ONLINE TRAVEL/HOLIDAYS BUILDING CAREER/BUSINESS WATCHING SPORTS BUILDING ASSETS GOLF REWARDING Life cycle Age
Travel products likely to appeal to this segment include: GOLF PRODUCTS SHORT BREAKS FOOD & WINE • Short breaks • Golf products For more information please go to www.tourismresearch.govt.nz/domseg • Indulgence/pampering (accommodation, wellness experiences) • Romantic weekends/short breaks • Fashion events/shows • Sports events/shows (e.g motoring, golf) • Cruise product • Food and wine experiences (events, vineyard tours) Who is in the Rewarding Segment? “You work hard, you deserve it” Key marketing proposition: Market to this segment through: • Special interest groups/media/online (e.g. golf clubs or magazines) • Auckland specific media • TV Sports/ News Channels • Live sports events Ideal holiday characteristics: IDEAL
NOT IDEAL What do they look for in a holiday? SCENERY FAMILY-FRIENDLY ROMANTIC CUISINE NIGHTLIFE BEACHES NATURE Rewarders are more likely to be males in
management or professional positions , living in Auckland 25-39
15-24 40-49
50-64 40-49
25-39 50-64
50-64 40-49
25-39 Interests & life priorities On holiday they are more likely to stay in
and
backpackers and travel by private car FINANCIAL OBLIGATIONS FINDING DIRECTION IN LIFE PETS
EDUCATION BUILDING CAREER PARKS AND GARDENS THEATRE
HIKING MUSICAL INSTRUMENTS PAINTING TRAVEL/HOLIDAYS IMMERSING Life cycle Age Travel products likely to appeal to this segment include: OUTDOORS CULTURE & HERITAGE • Nature, health, wellness, cultural, artistic, musical, heritage, wildlife, food and wine product, all with an interactive and educational focus • Workshops For more information please go to www.tourismresearch.govt.nz/domseg • Hiking groups/routes (including catered) Who is in the Immersing Segment? “Expand your mind, add to your experiences, enrich your life” Key marketing proposition: Market to this segment through: • Special interest and lifestyle media (e.g health media, yoga/wellness media) • Online channels (travel/lifestyle sites) • Professional media/interest groups • Tertiary education institutes Ideal holiday characteristics: IDEAL
NOT IDEAL What do they look for in a holiday? FAMILIAR FAMILY-FRIENDLY SPORTS RELAXING ENTERTAINING NIGHTLIFE CITY DIFFERENT SCENIC AFFORDABLE NATURE-BASED CUISINE PEACEFUL HERITAGE Members of the Immersing Segment are likely to be
and
living in the city and very likely to be tertiary educated Interests & life priorities On holiday they are more likely to travel by
and to stay in rented accommodation PAYING THE BILLS TIME WITH FAMILY/FRIENDS HEALTH
VISITING MARKETS SECOND HAND SALES TRAVEL/HOLIDAYS REDUCING DEBT RAISING FAMILY MAKING DO Life cycle Age
12% Travel products likely to appeal to this segment include: CHILDCARE ASSISTANCE SECOND HAND SHOPS FAMILY FRIENDLY/THEME PARK • Family-friendly products • Accommodation and activities offering childcare facilities (e.g. kids’clubs) • Nature-based experiences For more information please go to www.tourismresearch.govt.nz/domseg Who is in the Making Do Segment? “You deserve a break” Key marketing proposition: Market to this segment through: • Women’s magazines • Lifestyle media • Daytime TV and radio • Advertising at fairs and markets Ideal holiday characteristics: IDEAL
NOT IDEAL What do they look for in a holiday? CULTURAL AFFORDABLE FAMILY-FRIENDLY NIGHTLIFE BIG CITIES FOOD/WINE SPORTING ACTIVITIES PEACEFUL SAFE EASY Members of the Making Do Segment are more likely than other segments to be
, earning a
and have children living at home
Interests & life priorities On holiday they are more likely to stay in hotels and to
travel by bus or by air COMPUTER GAMES TEXTING HAVING A GOOD TIME FINDING LIFE DIRECTION EDUCATION MUSIC CLUBBING/PARTIES UPDATING WEBSITES AND DOWNLOADING TRAVEL/HOLIDAYS CINEMA SEARCHING Life cycle Age
Travel products likely to appeal to this segment include: ONLINE GAMING CONTIKI STYLE SPORTS PRODUCT Who is in the Searching Segment? “Freedom and good times with friends” Key marketing proposition: Ideal holiday characteristics: What do they look for in a holiday?
Searchers are more likely to be young and
to live with their parents or friends
15-24 25-39 Interests & life priorities On holidays they are more likely to travel in a
and to be visiting friends and relatives RAISING FAMILY HEALTH FINANCIAL OBLIGATIONS BUILDING CAREER & ASSETS COMMUNITY GROUPS VISITING MARKETS TRAVEL/HOLIDAYS CHURCH/VOLUNTARY GROUPS CREATING
Life cycle Age
Travel products likely to appeal to this segment include: OUTDOORS
CULTURE & HERITAGE BEACHES
• Social/shared experiences For more information please go to www.tourismresearch.govt.nz/domseg • Events/ concerts/festivals • Beaches/ nature product • Camping • Picnics/outdoor cooking • History and heritage • Cultural product Who is in the Creating Segment? “Good times to share with your family” Key marketing proposition: Market to this segment through: • Special interest groups/ media (e.g cultural groups, cultural media) • Online channels • Targeted lifestyle media • Cultural and community events Ideal holiday characteristics: What do they look for in a holiday?
Members of the Creating Segment are more likely to be from a
and
to have a tertiary (often trade) qualification 13%
13% 13%
8% 8% • Day trip/short break (activity and event related) • Garden/nature products/events • History/heritage For more information please go to www.tourismresearch.govt.nz/domseg • VFR campaigns • Concert/theatre & performing arts • Assisted travel (transport, accommodation) • Cruise product • Small group tours (special interest) Market to this segment through: • Major daily newspapers • Special interest media (e.g. gardening TV channels or publications) • Affinity groups (e.g churches, Rotary, Probus, other voluntary groups) • Targeted online channels (e.g news sites, Skype, online auction sites) • Email marketing • Contiki-style domestic product (including travel with experiences and opportunities to meet new people) • Urban activities (nightlife) • Youth related events (online gaming and sports competitions, sports exhibitions) For more information please go to www.tourismresearch.govt.nz/domseg • Adventure and/or sports products Market to this segment through: • Online, especially social media web-pages • Youth media (magazines, blogs) • Educational interest groups/institutions • Marketing at events/parties • Mobile applications • Cinema
EVENTS URBAN PRODUCT URBAN PRODUCT • Affordable and easy products Married/couple, no children Married/couple with children living at home (including in shared custody situations) 83%
The Ministry of Tourism PO Box 5640 Wellington Telephone: (04) 498 7440 Fax: (04) 498 7445 Email: info@tourism.govt.nz Ministry of Tourism April 2010 An electronic version of this publication as well as the full Domestic Tourism Market Segmentation report is available at
Data Sources: Monetary comparison: Tourism Satellite Account 2009 (TSA - Statistics New Zealand) Departing New Zealanders: Domestic Travel Survey (DTS - Ministry of Tourism) Australian arrivals: International Visitor Arrivals (IVA - Statistics New Zealand) ISBN: 978-0-478-28652-6 • Special interest media (e.g skiing/snow boarding) RAISING FAMILY PERSONAL RELATIONSHIP BUILDING CAREER/BUSINESS BUY HOUSE/BUILD ASSETS Interests & life priorities Are more likely to stay in:
and travel by loser cruiser EATING OUT ENTERTAINING AT HOME BOATING
CYCLING/MOUNTAIN BIKING HIKING/MOUNTAIN CLIMBING HOME MAINTENANCE EMBRACING LIFE Married/couple with children living at home 83%
Life cycle 45-49
50-54 30-34
35-39 40-44
Age 11%
Travel products that most appeal to this segment include: OUTDOORS
CULTURE & HERITAGE FOOD & WINE • Outdoor adventures/experiences for the whole family (e.g. cycling, fishing, canoeing, kayaking, adventure sports, boating, fishing, beaches) • Cultural product For more information please go to xxxxxxxxxxxxxxx • Food/wine product Who are the Embracing Life segment? “A full life for you and your family” Key marketing Proposition: Market to this segment through: • Special interest/out-doors media (including the web) • Consumer shows (e.g.Boat shows) • Business media and major dailies Ideal holiday characteristics: IDEAL
NOT IDEAL What do they look for in a holiday? EXCITING DIFFERENT RELAXING FAMILY-FRIENDLY NIGHTLIFE BIG CITIES OUTDOOR ACTIVITIES NATURE-BASED EXPERIENCES Embracing life are more likely to be professionals , and to earn a high income RELATIONSHIPS FRIENDS/FAMILY ENTERTAINING AT HOME REDUCING DEBT/BUILDING ASSETS CAREER/BUSINESS HOME MAINTENANCE BOATING/FISHING HIKING/OUTDOORS TRAVEL/HOLIDAYS Interests & life priorities On holiday they are more likely to stay in motels and
rented accomodation , and to travel by private car
and (sometimes) bicycle RAISING FAMILY EMBRACING LIFE Life cycle Age 11%
Travel products likely to appeal to this segment include: OUTDOORS
CULTURE & HERITAGE FOOD & WINE EXPERIENCES FOR THE WHOLE FAMILY • Outdoor adventures/experiences for the whole family (e.g. cycling, fishing, canoeing, kayaking, adventure sports, boating, fishing, beaches) • Cultural product For more information please go to www.tourismresearch.govt.nz/domseg • Food/wine product • Heritage events/experiences • Youth/sporting/adventure events Who is in the Embracing Life Segment? “A FULL life for you and your family” Key marketing proposition: Market to this segment through: • Business media • Special interest groups/media/online (e.g. golf/outdoor focussed, boating, fishing) • Major daily newspapers • Outdoor events and shows (e.g. boat/fishing shows) Ideal holiday characteristics: IDEAL NOT IDEAL What do they look for in a holiday? RELAXING FAMILY-FRIENDLY NIGHTLIFE BIG CITIES OUTDOORS NATURE-BASED ROMANTIC Members of the Embracing Life Segment are likely to be
and earning a
Interests & life priorities On holiday they are more likely to
and stay in commercial accommodation HAVING A GOOD TIME CLUBBING/PARTIES FINDING DIRECTION IN LIFE SPORTS/HOBBIES EDUCATION TRAVEL/HOLIDAYS MEETING PEOPLE CAREER FITNESS
AIMING HIGH Life cycle Age Travel products likely to appeal to this segment include: Adventure WELLNESS EXPERIENCES • Adventure and sports product (the BEST skiing, the BEST beaches, the BEST mountain biking tracks) For more information please go to www.tourismresearch.govt.nz/domseg • Urban product (nightlife, bars, cafes/music events) • Wellness experiences Who is in the Aiming High Segment? “More, bigger, best!” Key marketing proposition: Market to this segment through: • Youth media (magazines, blogs) • Online channels • Interest groups (sports clubs, other affinity groups) • Cinema Ideal holiday characteristics: What do they look for in a holiday?
Aiming High are more likely to be students or
young professionals from
affluent backgrounds,
often living with their parents or
friends Embracing life Searching Rewarding Making Do Aiming High Being there Creating
Immersing Married/couple with children who are no longer living at home 60%
Married/couple with children living at home Single with children living at home 65%
23% Single, no children 38% Married/couple no children 32%
Married/couple with children living at home 64%
Married/couple, no children Married/couple, with children living at home Married/couple, with children who are no longer living at home 28% 24%
20% Single, no children 70% Single, no children 62% 24%
15-24 25-29
65 years and over 50-64
25-39 40-49
50-64 25-39
40-49 PAYING BILLS READING TIME WITHFAMILY/FRIENDS Interests & life priorities On holiday they are more likely to travel by private car or
campervan/motorhome and to
stay in private homes or
motels HEALTH
GARDENING TRAVEL/HOLIDAYS SOCIAL/COMMUNITY GROUPS HOME HOBBIES BEING THERE Life cycle Age
22% Travel products likely to appeal to this segment include: GARDEN/NATURE CULTURE & HERITAGE ASSISTED TRAVEL Who is in the Being There Segment? “Being with family and friends” Key marketing proposition: Ideal holiday characteristics: IDEAL
NOT IDEAL What do they look for in a holiday? NIGHTLIFE CHALLENGING SAFE SCENERY HERITAGE Members of the Being There Segment more likely than other segments to be
Interests & life priorities On holiday they are more likely to stay in hotels, motels, or
serviced apartments and to travel by plane or
RELATIONSHIP TELEVISION REDUCING DEBT SURFING ONLINE TRAVEL/HOLIDAYS BUILDING CAREER/BUSINESS WATCHING SPORTS BUILDING ASSETS GOLF REWARDING Life cycle Age
Travel products likely to appeal to this segment include: GOLF PRODUCTS SHORT BREAKS FOOD & WINE • Short breaks • Golf products For more information please go to www.tourismresearch.govt.nz/domseg • Indulgence/pampering (accommodation, wellness experiences) • Romantic weekends/short breaks • Fashion events/shows • Sports events/shows (e.g motoring, golf) • Cruise product • Food and wine experiences (events, vineyard tours) Who is in the Rewarding Segment? “You work hard, you deserve it” Key marketing proposition: Market to this segment through: • Business media • Special interest groups/media/online (e.g. golf clubs or magazines) • Auckland specific media • TV Sports/ News Channels • Live sports events Ideal holiday characteristics: IDEAL
NOT IDEAL What do they look for in a holiday? SCENERY FAMILY-FRIENDLY ROMANTIC CUISINE NIGHTLIFE BEACHES NATURE Rewarders are more likely to be males in
management or professional positions , living in Auckland 25-39
15-24 40-49
50-64 40-49
25-39 50-64
50-64 40-49
25-39 Interests & life priorities On holiday they are more likely to stay in
and
backpackers and travel by private car FINANCIAL OBLIGATIONS FINDING DIRECTION IN LIFE PETS
EDUCATION BUILDING CAREER PARKS AND GARDENS THEATRE
HIKING MUSICAL INSTRUMENTS PAINTING TRAVEL/HOLIDAYS IMMERSING Life cycle Age Travel products likely to appeal to this segment include: OUTDOORS CULTURE & HERITAGE • Nature, health, wellness, cultural, artistic, musical, heritage, wildlife, food and wine product, all with an interactive and educational focus • Workshops For more information please go to www.tourismresearch.govt.nz/domseg • Hiking groups/routes (including catered) Who is in the Immersing Segment? “Expand your mind, add to your experiences, enrich your life” Key marketing proposition: Market to this segment through: • Special interest and lifestyle media (e.g health media, yoga/wellness media) • Online channels (travel/lifestyle sites) • Professional media/interest groups • Tertiary education institutes Ideal holiday characteristics: IDEAL
NOT IDEAL What do they look for in a holiday? FAMILIAR FAMILY-FRIENDLY SPORTS RELAXING ENTERTAINING NIGHTLIFE CITY DIFFERENT SCENIC AFFORDABLE NATURE-BASED CUISINE PEACEFUL HERITAGE Members of the Immersing Segment are likely to be
and
living in the city and very likely to be tertiary educated Interests & life priorities On holiday they are more likely to travel by
and to stay in rented accommodation PAYING THE BILLS TIME WITH FAMILY/FRIENDS HEALTH
VISITING MARKETS SECOND HAND SALES TRAVEL/HOLIDAYS REDUCING DEBT RAISING FAMILY MAKING DO Life cycle Age
12% Travel products likely to appeal to this segment include: CHILDCARE ASSISTANCE SECOND HAND SHOPS FAMILY FRIENDLY/THEME PARK • Family-friendly products • Accommodation and activities offering childcare facilities (e.g. kids’clubs) • Nature-based experiences For more information please go to www.tourismresearch.govt.nz/domseg Who is in the Making Do Segment? “You deserve a break” Key marketing proposition: Market to this segment through: • Women’s magazines • Lifestyle media • Daytime TV and radio • Advertising at fairs and markets Ideal holiday characteristics: IDEAL
NOT IDEAL What do they look for in a holiday? CULTURAL AFFORDABLE FAMILY-FRIENDLY NIGHTLIFE BIG CITIES FOOD/WINE SPORTING ACTIVITIES PEACEFUL SAFE EASY Members of the Making Do Segment are more likely than other segments to be
, earning a
and have children living at home
Interests & life priorities On holiday they are more likely to stay in hotels and to
travel by bus or by air COMPUTER GAMES TEXTING HAVING A GOOD TIME FINDING LIFE DIRECTION EDUCATION MUSIC CLUBBING/PARTIES UPDATING WEBSITES AND DOWNLOADING TRAVEL/HOLIDAYS CINEMA SEARCHING Life cycle Age
Travel products likely to appeal to this segment include: ONLINE GAMING CONTIKI STYLE SPORTS PRODUCT Who is in the Searching Segment? “Freedom and good times with friends” Key marketing proposition: Ideal holiday characteristics: What do they look for in a holiday?
Searchers are more likely to be young and
to live with their parents or friends
15-24 25-39 Interests & life priorities On holidays they are more likely to travel in a
and to be visiting friends and relatives RAISING FAMILY HEALTH FINANCIAL OBLIGATIONS BUILDING CAREER & ASSETS COMMUNITY GROUPS VISITING MARKETS TRAVEL/HOLIDAYS CHURCH/VOLUNTARY GROUPS CREATING
Life cycle Age
Travel products likely to appeal to this segment include: OUTDOORS
CULTURE & HERITAGE BEACHES
• Social/shared experiences For more information please go to www.tourismresearch.govt.nz/domseg • Events/ concerts/festivals • Beaches/ nature product • Camping • Picnics/outdoor cooking • Group accommodation • History and heritage • Cultural product Who is in the Creating Segment? “Good times to share with your family” Key marketing proposition: Market to this segment through: • Special interest groups/ media (e.g cultural groups, cultural media) • Online channels • Targeted lifestyle media • Cultural and community events Ideal holiday characteristics: What do they look for in a holiday?
Members of the Creating Segment are more likely to be from a
and
to have a tertiary (often trade) qualification 13%
13% 13%
8% 8% • Day trip/short break (activity and event related) • Garden/nature products/events • History/heritage For more information please go to www.tourismresearch.govt.nz/domseg • VFR campaigns • Concert/theatre & performing arts • Assisted travel (transport, accommodation) • Cruise product • Small group tours (special interest) Market to this segment through: • Major daily newspapers • Special interest media (e.g. gardening TV channels or publications) • Affinity groups (e.g churches, Rotary, Probus, other voluntary groups) • Targeted online channels (e.g news sites, Skype, online auction sites) • Email marketing • Contiki-style domestic product (including travel with experiences and opportunities to meet new people) • Urban activities (nightlife) • Youth related events (online gaming and sports competitions, sports exhibitions) For more information please go to www.tourismresearch.govt.nz/domseg • Adventure and/or sports products Market to this segment through: • Online, especially social media web-pages • Youth media (magazines, blogs) • Educational interest groups/institutions • Marketing at events/parties • Mobile applications • Cinema
EVENTS URBAN PRODUCT URBAN PRODUCT • Affordable and easy products Married/couple, no children Married/couple with children living at home (including in shared custody situations) 83% • Special interest media (e.g skiing/snow boarding) RAISING FAMILY PERSONAL RELATIONSHIP BUILDING CAREER/BUSINESS BUY HOUSE/BUILD ASSETS Interests & life priorities Are more likely to stay in: hotels and travel by loser cruiser EATING OUT ENTERTAINING AT HOME BOATING
CYCLING/MOUNTAIN BIKING HIKING/MOUNTAIN CLIMBING HOME MAINTENANCE EMBRACING LIFE Married/couple with children living at home 83%
Life cycle 45-49
50-54 30-34
35-39 40-44
Age 11%
Travel products that most appeal to this segment include: OUTDOORS
CULTURE & HERITAGE FOOD & WINE • Outdoor adventures/experiences for the whole family (e.g. cycling, fishing, canoeing, kayaking, adventure sports, boating, fishing, beaches) • Cultural product For more information please go to xxxxxxxxxxxxxxx • Food/wine product Who are the Embracing Life segment? “A full life for you and your family” Key marketing Proposition: Market to this segment through: • Special interest/out-doors media (including the web) • Consumer shows (e.g.Boat shows) • Business media and major dailies Ideal holiday characteristics: IDEAL
NOT IDEAL What do they look for in a holiday? EXCITING DIFFERENT RELAXING FAMILY-FRIENDLY NIGHTLIFE BIG CITIES OUTDOOR ACTIVITIES NATURE-BASED EXPERIENCES Embracing life are more likely to be professionals , and to earn a high income RELATIONSHIPS FRIENDS/FAMILY ENTERTAINING AT HOME REDUCING DEBT/BUILDING ASSETS CAREER/BUSINESS HOME MAINTENANCE BOATING/FISHING HIKING/OUTDOORS TRAVEL/HOLIDAYS Interests & life priorities On holiday they are more likely to stay in motels and
rented accomodation , and to travel by private car
and (sometimes) bicycle RAISING FAMILY EMBRACING LIFE Life cycle Age 11%
Travel products likely to appeal to this segment include: OUTDOORS
CULTURE & HERITAGE FOOD & WINE EXPERIENCES FOR THE WHOLE FAMILY • Outdoor adventures/experiences for the whole family (e.g. cycling, fishing, canoeing, kayaking, adventure sports, boating, fishing, beaches) • Cultural product For more information please go to www.tourismresearch.govt.nz/domseg • Food/wine product • Heritage events/experiences • Youth/sporting/adventure events Who is in the Embracing Life Segment? “A FULL life for you and your family” Key marketing proposition: Market to this segment through: • Business media • Special interest groups/media/online (e.g. golf/outdoor focussed, boating, fishing) • Major daily newspapers • Outdoor events and shows (e.g. boat/fishing shows) Ideal holiday characteristics: IDEAL NOT IDEAL What do they look for in a holiday? RELAXING FAMILY-FRIENDLY NIGHTLIFE BIG CITIES OUTDOORS NATURE-BASED ROMANTIC Members of the Embracing Life Segment are likely to be
and earning a
Interests & life priorities On holiday they are more likely to
and stay in commercial accommodation HAVING A GOOD TIME CLUBBING/PARTIES FINDING DIRECTION IN LIFE SPORTS/HOBBIES EDUCATION TRAVEL/HOLIDAYS MEETING PEOPLE CAREER FITNESS
AIMING HIGH Life cycle Age Travel products likely to appeal to this segment include: Adventure WELLNESS EXPERIENCES • Adventure and sports product (the BEST skiing, the BEST beaches, the BEST mountain biking tracks) For more information please go to www.tourismresearch.govt.nz/domseg • Urban product (nightlife, bars, cafes/music events) • Wellness experiences Who is in the Aiming High Segment? “More, bigger, best!” Key marketing proposition: Market to this segment through: • Youth media (magazines, blogs) • Online channels • Interest groups (sports clubs, other affinity groups) • Cinema Ideal holiday characteristics: What do they look for in a holiday?
Aiming High are more likely to be students or
young professionals from
affluent backgrounds,
often living with their parents or
friends Embracing life Searching Rewarding Making Do Aiming High Being there Creating
Immersing Married/couple with children who are no longer living at home 60%
Married/couple with children living at home Single with children living at home 65%
23% Single, no children 38% Married/couple no children 32%
Married/couple with children living at home 64%
Married/couple, no children Married/couple, with children living at home Married/couple, with children who are no longer living at home 28% 24%
20% Single, no children 70% Single, no children 62% 24%
15-24 25-29
65 years and over 50-64
25-39 40-49
50-64 25-39
40-49 PAYING BILLS READING TIME WITHFAMILY/FRIENDS Interests & life priorities On holiday they are more likely to travel by private car or
campervan/motorhome and to
stay in private homes or
motels HEALTH
GARDENING TRAVEL/HOLIDAYS SOCIAL/COMMUNITY GROUPS HOME HOBBIES BEING THERE Life cycle Age
22% Travel products likely to appeal to this segment include: GARDEN/NATURE CULTURE & HERITAGE ASSISTED TRAVEL Who is in the Being There Segment? “Being with family and friends” Key marketing proposition: Ideal holiday characteristics: IDEAL
NOT IDEAL What do they look for in a holiday? NIGHTLIFE CHALLENGING SAFE SCENERY HERITAGE Members of the Being There Segment more likely than other segments to be
Interests & life priorities On holiday they are more likely to stay in hotels, motels, or
serviced apartments and to travel by plane or
RELATIONSHIP TELEVISION REDUCING DEBT SURFING ONLINE TRAVEL/HOLIDAYS BUILDING CAREER/BUSINESS WATCHING SPORTS BUILDING ASSETS GOLF REWARDING Life cycle Age
Travel products likely to appeal to this segment include: GOLF PRODUCTS SHORT BREAKS FOOD & WINE • Short breaks • Golf products For more information please go to www.tourismresearch.govt.nz/domseg • Indulgence/pampering (accommodation, wellness experiences) • Romantic weekends/short breaks • Fashion events/shows • Sports events/shows (e.g motoring, golf) • Cruise product • Food and wine experiences (events, vineyard tours) Who is in the Rewarding Segment? “You work hard, you deserve it” Key marketing proposition: Market to this segment through: • Business media • Special interest groups/media/online (e.g. golf clubs or magazines) • Auckland specific media • TV Sports/ News Channels • Live sports events Ideal holiday characteristics: IDEAL
NOT IDEAL What do they look for in a holiday? SCENERY FAMILY-FRIENDLY ROMANTIC CUISINE NIGHTLIFE BEACHES NATURE Rewarders are more likely to be males in
management or professional positions , living in Auckland 25-39
15-24 40-49
50-64 40-49
25-39 50-64
50-64 40-49
25-39 Interests & life priorities On holiday they are more likely to stay in
and
backpackers and travel by private car FINANCIAL OBLIGATIONS FINDING DIRECTION IN LIFE PETS
EDUCATION BUILDING CAREER PARKS AND GARDENS THEATRE
HIKING MUSICAL INSTRUMENTS PAINTING TRAVEL/HOLIDAYS IMMERSING Life cycle Age Travel products likely to appeal to this segment include: OUTDOORS CULTURE & HERITAGE • Nature, health, wellness, cultural, artistic, musical, heritage, wildlife, food and wine product, all with an interactive and educational focus • Workshops For more information please go to www.tourismresearch.govt.nz/domseg • Hiking groups/routes (including catered) Who is in the Immersing Segment? “Expand your mind, add to your experiences, enrich your life” Key marketing proposition: Market to this segment through: • Special interest and lifestyle media (e.g health media, yoga/wellness media) • Online channels (travel/lifestyle sites) • Professional media/interest groups • Tertiary education institutes Ideal holiday characteristics: IDEAL
NOT IDEAL What do they look for in a holiday? FAMILIAR FAMILY-FRIENDLY SPORTS RELAXING ENTERTAINING NIGHTLIFE CITY DIFFERENT SCENIC AFFORDABLE NATURE-BASED CUISINE PEACEFUL HERITAGE Members of the Immersing Segment are likely to be
and
living in the city and very likely to be tertiary educated Interests & life priorities On holiday they are more likely to travel by
and to stay in rented accommodation PAYING THE BILLS TIME WITH FAMILY/FRIENDS HEALTH
VISITING MARKETS SECOND HAND SALES TRAVEL/HOLIDAYS REDUCING DEBT RAISING FAMILY MAKING DO Life cycle Age
12% Travel products likely to appeal to this segment include: CHILDCARE ASSISTANCE SECOND HAND SHOPS FAMILY FRIENDLY/THEME PARK • Family-friendly products • Accommodation and activities offering childcare facilities (e.g. kids’clubs) • Nature-based experiences For more information please go to www.tourismresearch.govt.nz/domseg Who is in the Making Do Segment? “You deserve a break” Key marketing proposition: Market to this segment through: • Women’s magazines • Lifestyle media • Daytime TV and radio • Advertising at fairs and markets Ideal holiday characteristics: IDEAL
NOT IDEAL What do they look for in a holiday? CULTURAL AFFORDABLE FAMILY-FRIENDLY NIGHTLIFE BIG CITIES FOOD/WINE SPORTING ACTIVITIES PEACEFUL SAFE EASY Members of the Making Do Segment are more likely than other segments to be
, earning a
and have children living at home
Interests & life priorities On holiday they are more likely to stay in hotels and to
travel by bus or by air COMPUTER GAMES TEXTING HAVING A GOOD TIME FINDING LIFE DIRECTION EDUCATION MUSIC CLUBBING/PARTIES UPDATING WEBSITES AND DOWNLOADING TRAVEL/HOLIDAYS CINEMA SEARCHING Life cycle Age
Travel products likely to appeal to this segment include: ONLINE GAMING CONTIKI STYLE SPORTS PRODUCT Who is in the Searching Segment? “Freedom and good times with friends” Key marketing proposition: Ideal holiday characteristics: What do they look for in a holiday?
Searchers are more likely to be young and
to live with their parents or friends
15-24 25-39 Interests & life priorities On holidays they are more likely to travel in a
and to be visiting friends and relatives RAISING FAMILY HEALTH FINANCIAL OBLIGATIONS BUILDING CAREER & ASSETS COMMUNITY GROUPS VISITING MARKETS TRAVEL/HOLIDAYS CHURCH/VOLUNTARY GROUPS CREATING
Life cycle Age
Travel products likely to appeal to this segment include: OUTDOORS
CULTURE & HERITAGE BEACHES
• Social/shared experiences For more information please go to www.tourismresearch.govt.nz/domseg • Events/ concerts/festivals • Beaches/ nature product • Camping • Picnics/outdoor cooking • Group accommodation • History and heritage • Cultural product Who is in the Creating Segment? “Good times to share with your family” Key marketing proposition: Market to this segment through: • Special interest groups/ media (e.g cultural groups, cultural media) • Online channels • Targeted lifestyle media • Cultural and community events Ideal holiday characteristics: What do they look for in a holiday?
Members of the Creating Segment are more likely to be from a
and
to have a tertiary (often trade) qualification 13%
13% 13%
8% 8% • Day trip/short break (activity and event related) • Garden/nature products/events • History/heritage For more information please go to www.tourismresearch.govt.nz/domseg • VFR campaigns • Concert/theatre & performing arts • Assisted travel (transport, accommodation) • Cruise product • Small group tours (special interest) Market to this segment through: • Major daily newspapers • Special interest media (e.g. gardening TV channels or publications) • Affinity groups (e.g churches, Rotary, Probus, other voluntary groups) • Targeted online channels (e.g news sites, Skype, online auction sites) • Email marketing • Contiki-style domestic product (including travel with experiences and opportunities to meet new people) • Urban activities (nightlife) • Youth related events (online gaming and sports competitions, sports exhibitions) For more information please go to www.tourismresearch.govt.nz/domseg • Adventure and/or sports products Market to this segment through: • Online, especially social media web-pages • Youth media (magazines, blogs) • Educational interest groups/institutions • Marketing at events/parties • Mobile applications • Cinema
EVENTS URBAN PRODUCT URBAN PRODUCT • Affordable and easy products Married/couple, no children Married/couple with children living at home (including in shared custody situations) 83%
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Key Literature & Data Sets
The Department of Conservation. Taupō Fisheries Survey 2012. APR Consultants. The Department of Conservation. Destination Management Framework 2011. The Department of Conservation. Statement of Intent 2012‐2017. The Department of Conservation. National Survey of New Zealanders 2012. The Department of Conservation. Visitor Trends Report TWT Conservancy 2013. The Department of Conservation. TWT DOC Website Statistics. Project Tongariro Pocket Ranger Statistics as at 31 March 2013. The Department of Conservation. Taupō Fisheries Economic Analysis 2012. APR Consultants. Local visitor guide maps and attraction listings. Ministry of Business, Innovation and Employment. International Visitor Survey Data. Ministry of Business, Innovation and Employment. Domestic Travel Survey Data. Ministry of Business, Innovation and Employment. Commercial Accommodation Monitor Data. Ministry of Business, Innovation and Employment. Regional Visitor Monitor Data. Ministry of Business, Innovation and Employment. Domestic Tourism Market Segmentation Data. Ministry of Business, Innovation and Employment. Regional Tourism Indicators. Ministry of Business, Innovation and Employment. Tourism Forecasts 2012‐2018. Ministry of Business, Innovation and Employment. Tourism Sector Profile – Nature Based Tourism 2009. Ministry for Culture and Heritage, Demand for Cultural Tourism. Angus & Associates 2008 Tourism New Zealand. Visitor Experience Monitor Data. Statistics New Zealand. International Visitor Arrivals Data. Statistics New Zealand. Tourism Satellite Account 2012. Dwyer L., Megatrends underpinning tourism to 2020: Analysis of key drivers for change. STCRC 2008 Balmford A, Beresford J, Green J, Naidoo R, Walpole M, et al. (2009) A Global Perspective on Trends in Nature‐Based Tourism. PLoS Biol 7(6): e1000144. doi:10.1371/journal.pbio.1000144 Living Reviews. Outdoor Recreation and Nature Tourism: A European Perspective. Living Rev. Landscape Res., 1, (2007). Sport New Zealand, Outdoor Recreation Strategy 2009–2015, 2009 Rough Guides, roughguides.com Trip Advisor, tripadvisor.com Lonely Planet, lonelyplanet.com Tourism Industry Association New Zealand, Submission To Inform The Outdoor Recreation Review, 2007
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90 of 90 Lovelock, B., Jellum, C. and Thompson, A. Understanding Commitment and Involvement in Outdoor Recreation in New Zealand, University of Otago, 2011 Higham, J.E.S.; Carr, A.M. and Gale, S. (2001). Ecotourism in New Zealand: Profiling visitors to New Zealand Ecotourism Operations. Research Paper Number Ten. Dunedin. New Zealand. Department of Tourism, University of Otago. Booth, K.L. and Lynch, P.M. (2010). Outdoor Recreation Research Stocktake: Synthesis. Prepared for Sport and Recreation New Zealand by Lindis Consulting, Christchurch Kearsley G, Russell S, Mitchell R. The Contribution of Frontcountry Tourist Recreation Towards Increased Crowding And Dissatisfaction In New Zealand’s Natural Environments. Department of Tourism, University of Otago. Intercontinental Hotels Group. The new kinship economy: From travel experiences to travel relationships 2013. Yeoman I. (2012). Tourism 2050: Scenarios for New Zealand. Victoria University or Wellington. Nordin S., Tourism of Tomorrow – Travel Trends and Forces of Change. ETOUR 2005 Richards G., Tourism Trends: Tourism, culture and cultural routes. 2011
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