Here's the latest research from Tourism New Zealand, and what it means for your business.
If you’re a New Zealand tourism business, we’ve got some pretty good news for you. According to the latest research from Tourism New Zealand, 71% of kiwis plan to take a domestic holiday between now and October 2023. Seventy one percent! That’s a whole lot of people who are keen to spend their hard-earned cash with local operators just like you.
It’s not all talk either, as almost half of those who are planning to take a holiday have already started making bookings. That’s what we call putting your money where your mouth is! It’s also great to see that the domestic travel itch is only getting stronger, as the figure of 71% is an 8% increase on June 2022. Encouraging stuff!
So, how do you, the business, capitalise on all this local demand? How do you get these wandering kiwis to choose you over the competition? The answer is simple: Talk to them about what they care about. If you ensure that your messaging reflects what is important to them, your marketing will be hitting the mark.
Best Tourism Marketing Messaging For 2023
According to Tourism New Zealand’s recent research, the following is what travelling kiwis care about most in 2023. You’ll want to leverage each point in your marketing as much as you can. That includes your website, your social media channels, and any paid advertising campaigns. Oh, and don’t forget those OTAs! So, without further ado, here are the top 5 motivating factors for domestic holidaymakers-to-be, along with some suggested messaging.
1. Relax & Refresh (58%)
Unsurprisingly, the number one reason kiwis want to get away is simply to relax. They’re tired of life’s unrelenting busyness, and feel the need to slow down or take a break. Short breaks and long weekends remain the most popular getaway length at the moment, just enough to take a breather.
Suggested Messaging: All of the R words work well here: relax, refresh, rest, reset, and rejuvenate to name a few! You may want to point out specific reasons why your accommodation or activity is relaxing. How does it help your customers to unwind, de-stress or disconnect from daily life?
2. Accommodation Options For Various Budgets (57%)
One for the accommodation providers here. When booking accommodation, kiwis like to have a range of options to suit the budget they have put aside. So, if you offer a range of price points, make sure to tell people about it. Most people will be happy to book more basic accommodation if it means they can afford it. According to TNZ’s research, this is only one percentage point behind Rest & Relaxation, so it’s a very close second!
It’s also worth noting that for the 29% of kiwis who did not plan to take a domestic holiday, the number one reason for that was affordability. Safe to say, this is important to pretty much everybody.
Suggested Messaging: Accommodation options to suit all budgets or simply range of accommodation options are good phrases to use here. Avoid using the word cheap as this can lower people’s perceptions of the experience they might have with you. Words like comfortable, cosy, or modern (if applicable) can also work well.
3. Ease Of Domestic Travel (50%)
The third thing that appeals to domestic visitors is ease of travel. The easier it is to travel around to see and do things, the better! If your business is easy to get to, or if there are a number of great attractions in your area, you’ll want to get this message out there. Point out how easy it is to get to and travel around your area.
Suggested Messaging: Location, location, location! Use phrases like close to X or just X minutes/hours from Y. For accommodation providers, your perfect base to explore X might also be applicable.
4. Food & Beverage Experiences (48%)
Trying out the local restaurants, bars and cafes is clearly an important part of any kiwi’s domestic holiday. This is where local businesses can work together to attract visitors to their local area. Why not let the people know your favourite spots?
Suggested Messaging: Talking about your area’s great local food scene is a good start. Wine is always great to bring up too, especially if there are wineries close by.
5. Opportunities To Explore New Places (47%)
This can include spectacular natural landscapes and scenery, or simply places they have never been before. People like to try new experiences, so make sure to point out what makes you different from the other options. In general, Tourism New Zealand also stress the importance of driving the uniqueness of a New Zealand holiday experience.
Suggested Messaging: Ask engaging questions such as have you ever _____? Alternatively, make your audience feel like they are missing out on a great experience they were previously unaware of. Most kiwis think they know everything that NZ has to offer, so try challenging this a little bit.
Don’t Forget About Domestic
2023 is set to be an interesting year for New Zealand tourism. With the return of internationals predicted to be relatively slow, targeting the domestic market should remain a top priority. By implementing these key talking points, you’ll make stronger connections with your potential customers and stand out from the competition.
If you’d like more marketing advice or assistance to get your message out there, get in touch with Dubzz Digital Marketing. Based in Rotorua, our team have been working with tourism businesses all around New Zealand for over 10 years. We’d love to chat about how online marketing can help you go from strength to strength in 2023!
