Survey of Chinese Travellers to New Zealand Mono v Dual
 

Survey of Chinese Travellers to New Zealand Mono v Dual

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Reseach into the difference between Chinese travellers to New Zealand and those travelling to Other Countries and New Zealand (e.g. Australia and New Zealand)

Reseach into the difference between Chinese travellers to New Zealand and those travelling to Other Countries and New Zealand (e.g. Australia and New Zealand)

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Survey of Chinese Travellers to New Zealand Mono v Dual Survey of Chinese Travellers to New Zealand Mono v Dual Presentation Transcript

  • China travel survey© TNSChinese traveller surveyAuckland International Airport LtdFINALDRAFT
  • China travel survey© TNSContents21Typical travel behaviour 82New Zealand perceptions - pre trip 123Decision process - Mono travellers 184Decision process - Dual travellers 205New Zealand trip characteristics 236Post trip perceptions 347AIAL perceptions 40
  • China travel survey© TNS 3AIAL commissioned TNS to conduct a survey to identify key differences in mono versus dual Chinesevisitors Mono travellers – Chinese residents who visited New Zealand only (not Australia) in the same trip Dual travellers – Chinese residents who visited New Zealand and Australia in the same trip Both survey groups were interviewed using an online survey amongst Chinese residents using a TNS affiliatedpanel – with n=150 interviews conducted amongst each group (total n=300)Core research objectives:- Who are the mono destination travellers and do they come more than once?- Why they choose to come to New Zealand?- What is their decision making process and key influences (Mono versus Dual)?- What travel patterns and purchasing differences exist between the groups?- What other competitor product did they consider and why did they chose the one they did?- What did they plan to spend v actual spend ?- What would be their likely next destination choice (or will they return again to NZ) and why?This report summarises the findings from the survey.Project overview
  • China travel survey© TNSKey Insights:4Key QuestionWho are the mono destination travellersand do they come more than once?Mono travellers when compared to Dual visitors are generally less frequent leisure travellers– potentially a result of having an overall lower level of household income (and subsequenttrip spend). As a result Dual visitors are more likely to have visited New Zealand previouslyand therefore have a higher level of awareness of what there is to do in New Zealand andwhat they wish to do when visiting – as well as having a higher level of appeal towards NewZealand prior to the latest tripJust over one half of Mono travellers claim to have visited New Zealand previously – versusjust under two thirds of Dual travellers – suggesting New Zealand is a regularly visiteddestinationDual travellers tend to do a greater number of activities in destinations they travel to versusMono travellers – while engagement towards a wider range of activities suggest a generallymore outgoing and adventurous attitudeWhy they choose to come to NewZealand?New Zealand is seen as a excellent place for relaxation – coupled with a high level ofawareness of and desire to see natural scenery which captivates many Chinese travellers.This combined with a local culture are the key drivers making New Zealand unique anddifferent from other countries and enhancing likelihood of New Zealand visitationWhat is their decision making processand key influences (Mono versus Dual)?Time available is the key consideration Chinese travellers (both Mono and Dual) cite in termsof the decision making process – which does of course influence the decision on whether tovisits New Zealand as a Mono visitor or Dual VisitorAgain, scenery and natural beauty are the most important draw cards making New Zealand aunique and appealing destinationIn terms of sources of information, internet sites and recommendation from friends or familyare key for both groups
  • China travel survey© TNSKey Insights:5Key QuestionWhat travel patterns and purchasingdifferences exist between the groups?Mono travellers are less frequent leisure travellers – while their New Zealand trip behaviour isslightly different also. Dual travellers had a much greater number of reasons they wished tocome to New Zealand on their most recent tripReflective of their higher relative income, dual travellers are more likely to have travelled viafirst or business class – though typical trip length, the cities visited and share of spend bycategory is relatively similar for both groupsWhat other competitor product did theyconsider and why did they chose theone they did?Most Mono travellers did consider other destinations (with Australia being the mostconsidered alternative) – with many considering a „Dual‟ Australia and New Zealand visit –the most common reason why not chosen is additional travel time and perception of similaritybetween the two countriesPositively for most Dual visitors New Zealand is a draw card rather than just being „part of apackage‟ – and while many considered a New Zealand only trip the cost, time and longdistance from China led to a Dual trip insteadWhat did they plan to spend v actualspend ?In terms of spend, again reflective of higher household income, Dual visitors spent onaverage significantly greater amounts on their trips to New Zealand – virtually across allareasAround a third of both groups spent on average more than they intended to – with both Dialand Mono travellers more likely to have overspent on sightseeing or shopping and souvenirsWhat would be their likely nextdestination choice (or will they returnagain to NZ) and why?The vast majority of travellers to New Zealand, both Mono and Dual, have a high intention tovisit New Zealand again in the future – though most would do a combined trip to both NewZealand and AustraliaIn terms of the next leisure trip they intend to take, New Zealand is the most likelydestination at just over one quarter of all destinations mentionedKey pull factors are again the scenic and cultural aspects of the country – and should be thefocus for any communications designed to draw travellers to New Zealand
  • China travel survey© TNSThe survey was designed to speak to both Mono and Dual travellers to NewZealand to assist understanding in the differences in the two groups650% 50%Mono New Zealand visitors Dual New Zealand visitorsSample overview DemographicsMono Travellers Dual TravellersAge<20 -Age<20 -20-29 32% 20-29 32%30-39 42% 30-39 52%40-49 16% 40-49 9%50-59 8% 50-59 6%60+ 2% 60+ 1%GenderMale 45%GenderMale 51%Female 55% Female 49%Sample size n = 150 Sample size n = 150A key difference in profile is DualVisitors have significantly higherhousehold income (47% have anincome 450k CNY or higherversus 29% for Mono travellers)
  • China travel survey© TNSDual travellers are also more interested in a range of activities and areassuggesting a more positive and outgoing attitude71% 1% 4%2% 1%9%1% 4% 1% 1%12%26%27%23% 24%12% 17%5%45%45%41%41%44%44%49%37%40%26% 20%35% 28%44%34%57%Shopping Cooking Golf Driving Mountain sport Fashion Home HealthVeryinterestedNeutralNot at allinterestedAttitudes towards Activities – Mono travellers(1)1% 2% 1%1% 3%10%3% 3% 1% 1% 1%8%15%20%12%18%11% 12% 7%36%42%33%41%41%33%42%27%56%40% 35%44%36%56%45%66%Shopping Cooking Golf Driving Mountain sport Fashion Home HealthVeryinterestedNeutralNot at allinterestedAttitudes towards Activities– Dual travellers(1)Significantly higher than other groupsSignificantly lower than other groupsNotes:1. Sample size n = 150 / 150
  • China travel survey© TNS1Typical travel behaviour
  • China travel survey© TNSDual travellers are travelling significantly more often for leisure purposes –just under half travel in excess of three times per year917%59%19%5%0%More than3 times peryear2-3 timesper yearOnce ayearOnce every2-3 yearsLess oftenFrequency of travel overseas – Mono travellers(1) Frequency of travel overseas – Dual travellers(1)Notes:1. Sample size n = 150 / 15043%46%9%2%0%More than3 times peryear2-3 timesper yearOnce ayearOnce every2-3 yearsLess oftenSignificantly higher than other groupsSignificantly lower than other groups
  • China travel survey© TNSHowever, no significant differences are evident in terms of the actual lengthof typical leisure trips with the majority holidaying for 1-2 weeks10Length of stay – Mono travellers(1) Length of stay – Dual travellers(1)5%71%19%3% 2%Less than aweek1-2 weeks 2-4 weeks 1-2 months Longer2%66%23%7%3%Less than aweek1-2 weeks 2-4 weeks 1-2 months LongerNotes:1. Sample size n = 150 / 150
  • China travel survey© TNSGeneral sightseeing and relaxation are the most frequent activities forChinese travellers – though Dual visitors are more likely to engage in awider number of activities when on holiday1179%73%66% 64%53%34%25%21%16%8% 7%3%GeneralsightseeingRelaxation&RejuvenationExperiencelocalcultureShoppingNature/hiking/mountainbikingetcFamilyActivitiesSpecialEvents(SportsEvents,CulturalEvents)LuxuryExperiencesSpecialInterests(Fishing,Huntingetc)AdventureactivitiesGolfStatusTypical activities done by visitors –Mono visitors(1)Typical activities done by visitors –Dual visitors(1)89% 86%78% 77%65%46%40%36%27%23% 22%6%Relaxation&RejuvenationGeneralsightseeingExperiencelocalcultureShoppingNature/hiking/mountainbikingetcFamilyActivitiesSpecialEvents(SportsEvents,CulturalEvents)LuxuryExperiencesSpecialInterests(Fishing,Huntingetc)GolfAdventureactivitiesStatusNotes:1. Sample size n = 150 / 150Significantly higher than other groupsSignificantly lower than other groups
  • China travel survey© TNS2New Zealand perceptions - pre trip
  • China travel survey© TNSDual travellers are significantly more likely to have visited New Zealandpreviously1355%45%Yes NoVisitation of New Zealand prior to most recenttrip – Mono travellers(1)Visitation of New Zealand prior to most recent trip– Dual travellers(1)Notes:1. Sample size n = 150 / 15066%34%Yes NoSignificantly higher than other groupsSignificantly lower than other groups
  • China travel survey© TNS 14Knowledge of New Zealand prior to visiting (key mentions)Knowledge of New Zealand prior to coming is around the keyattractions, main cities and the scenery and landscape
  • China travel survey© TNSDual visitors to New Zealand are generally more aware and have a betteridea of the activities they wished to do prior to coming to New Zealand154% 6%11% 3%11%9%66%69%8%14%Mono DualKnew a lotKnew a littleKnew very littleHeard of - knewnothingKnow nothing -but took adviceAwareness of New Zealand priorto tripFamiliarity of activities/leisure Specific activities/leisuredesired prior to trip11%4%82%80%8%16%Mono DualKnew a lot ofthingsKnew a fewthingsDidnt knowanything13% 9%73%61%14%30%Mono DualSpecific activityBroad ideaNothing specificNotes:1. Sample size n = 150 / 150Significantly higher than other groupsSignificantly lower than other groups
  • China travel survey© TNSNew Zealand also held a higher level of appeal for Dual travellers versusMono travellers – with the scenic aspects the key reasons for appeal161%4%4%16%26%21%28%10987654321Appeal of New Zealand prior to trip –Mono travellersAppeal of New Zealand prior to trip –Dual travellers1%1%6%22%29%42%10987654321“Superior natural landscape”“New Zealand scenery is good, theenvironment is good, dream trip!”“New Zealands beautifulenvironment”“The unique beautiful island scenery”Notes:1. Sample size n = 150 / 150Significantly higher than other groupsSignificantly lower than other groups“Very interested to go there, but thecost is a little expensive”“Beautiful scenery and pleasantclimate, fresh and beautifulenvironment”“Has a pure natural environment”“Because theres very famous touristattractions.”“New Zealand is a very romanticplace”ExtremelyAppealingNot at allAppealingExtremelyAppealingNot at allAppealing
  • China travel survey© TNS 17Activities Wanted to do prior to travelling (key mentions)Shopping, seeing particular areas of New Zealand and adventure activitiesare key activities Chinese visitors were hoping to do on arrival
  • China travel survey© TNS3Decision process - Mono travellers
  • China travel survey© TNSMost of Mono travellers to New Zealand did consider other destinations –with three quarters also considering a package deal with Australia1931%69%No YesConsideration of other destinations instead ofNew ZealandConsideration of package/combination withAustralia36%64%No YesOther countries Australia 23% USA 15% UK 7% Other Asian country26% Somewhere else 21%Reasons Did NotTake Package“Do not have time to go totwo similar countries”“Because time is limited”“Tour of New Zealand hasenough”“Just want to go to NewZealand - not wanted to goto Australia”“Travel time is too long tootired”Notes:1. Sample size n = 150
  • China travel survey© TNS4Decision process - Dual travellers
  • China travel survey© TNSTwo thirds of dual visitors wanted to visit New Zealand specifically – with itbeing a large influence in their decision – with almost three quartersconsidering a New Zealand only trip2165%35%Wanted to visitspecificallyPart of a packageVisitation of New Zealand Consideration of New Zealandonly tripReasons for dual trip56%46%41%28%26%20%2%1%More cost effectiveDidnt have timeLong way - prefer todo both at onceOn an organisedtourNot enough to seein Australia onlyNot enough to seein NZ onlyOtherDon‟t know78%22%Yes NoNo influence -Some influence 18%Large influence 83%“Charming scenery in NewZealand would like moretime tour”“New Zealand a lot of fun”“New Zealands local sceneryis so beautiful”Notes:1. Sample size n = 150“Lack of time”“Naturally havedifferent cultures indifferentcountries, I feelthere is no need togo two countries atonce.”“The two countrieshave their owncharacteristics, andare not to bemissed”
  • China travel survey© TNSInterestingly while the reasons for coming to New Zealand are very similarfor both groups, Dual travelers place greater importance onshopping, vibrancy of cities and the natural landscape aspects2280%80%78%72%70%66%66%65%64%64%64%61%59%54%Having incredible sceneryNatural beautyHaving a unique cultureBeing differentBeing great for a coupleBeing affordable once I‟m thereI‟ve never visitedVibrant and busy citiesLots of exciting activities to doBeing affordable to get toBeing recommended from…Being child-friendlyHaving a great range of…Offering a real luxury experience89%88%85%79%77%75%74%72%72%71%70%68%65%64%Having incredible sceneryNatural beautyHaving a unique cultureBeing differentVibrant and busy citiesBeing great for a coupleLots of exciting activities to doBeing affordable once I‟m thereBeing recommended from othersBeing affordable to get toHaving a great range of…I‟ve never visitedBeing child-friendlyOffering a real luxury experienceImportance of key factors – decision to visit New ZealandMono travellers Dual travellersNotes:1. Sample size n = 150 / 150Significantly higher than other groupsSignificantly lower than other groups
  • China travel survey© TNS5New Zealand trip characteristics
  • China travel survey© TNS 24Most important factors in deciding to come to New Zealand (key mentions)Time available was the overwhelming most important factor consideredwhen decided whether to come to New Zealand
  • China travel survey© TNSDual visitors tended to use a larger number of sources – with internet sitesand advice from friends or family the most utilised information sources25Information sources(1) Reasons wanted to visit New Zealand72%66%45%40%33%29%28%24%3%78%70%44%59%56%46%51%48%3%Sites on theinternetAdvice fromfriends/familyAdvice fromtravel agentAlways justwanted tocomeAdvertising IsawSocial mediasuch as WeiboTravel bookse.g. LonelyPlanetArticles inbooks /newspapersSomething elseMono Dual63%52% 51%38%34% 34%30%27%19%16% 16%14% 14% 14%11% 11%6%3% 2%71%60% 61%58% 57%50%36%41%34% 33%37%26% 27% 28%20%23% 22%14%8%RelaxationandrejuvenationGeneralsightseeingFornature/hiking/mountainbikingetcLocalculture-MaoriTrylocalwineand/orfoodForshoppingFamilyActivitiesTodowateractivitiese.g.boating,sailing,divingor…TotryadventureactivitiesSpecialinterests(Photographyetc)ToseelocalwildlifeLuxuryDestinationExperienceForahoneymoon/romanticholidayForaluxuryexperienceForanevent(sportsetc)ToparticipateinasportTodosnowsportsGolfForstatusMono DualNotes:1. Sample size n = 150 / 150Significantly higher than other groupsSignificantly lower than other groups
  • China travel survey© TNSJust under half were part of an organised tour with a guide – with a thirdbooking their trip less than a month before commencing it2647%7%42%3%1%43%6%43%7%0%Organised tourwith guideOrganised tourwithout guideTravellingindependently /small group &planned the tripmyself / withcompanionsTravellingindependently /small group &trip planned bytravel agentOtherMono Dual34%58%8%1%33%56%9%2%<1 monthbefore1-3 monthsbefore3-6 monthsbefore6 months+beforeMono DualTrip organisation(1)(2) When trip was booked(1)Notes:1. Sample size n = 150 / 150Significantly higher than other groupsSignificantly lower than other groups
  • China travel survey© TNSThree quarters travelled with their partner – with most staying 1-2 weeks –though a third thought a longer trip would have been better2774%31%27%11% 10%1%76%38% 38%13% 14%3%MypartnerChildrenFriendsAworkcolleague(s)AspartofanorganisedgroupSomeoneelsenotlistedaboveMono Dual19%65%11%1%4%19%55%17%1%7%<1 week 1-2 weeks 2-3 weeks 3-4 weeks LongerMono DualWho travelled with(1) Average length of stay in New Zealand (1)1% Too long32% Too short67% Just rightNotes:1. Sample size n = 150 / 150Significantly higher than other groupsSignificantly lower than other groups
  • China travel survey© TNSLocal travel agents are used by two thirds of all travellers – while Dualvisitors are indicatively more likely to have friends based in NZ – a clearinfluencing factor2861%47%23%11%3% 1%67%56%29%16% 16%1%LocaltravelagentsOnlinetravelcompaniesAfriend/familyinNewZealandPrivateSecretaryorAssistantBank/PrivateBankerSomethingelse(Specify)MonoDual6%33%5%56%6%44%4%46%Yes, I havefamily thereYes, I havefriends thereYes, I havefriends andfamily thereNo, I have nofriends norfamily thereMonoDualTrip booking method Home friends/family in New ZealandLevel of influence of having Friends / Familyin NZ 18% - Main reason 71% - Some influence 11% - No influenceNotes:1. Sample size n = 150 / 150Significantly higher than other groupsSignificantly lower than other groups
  • China travel survey© TNSOver half of dual travellers travelled either first or business class – versusonly a third of mono visitors298%25%34% 34%17%36%27%19%First Business Premium economy EconomyMono DualClass of ticket(1)Notes:1. Sample size n = 150 / 150Significantly higher than other groupsSignificantly lower than other groups
  • China travel survey© TNSJust under half of both Mono and Dual travellers travelled around bothNorth and South Islands305%17%24%4% 4%41%7%1%15%20%2%4%46%11%I travelled toAuckland onlyI travelled toAuckland andRotoruaonlyI travelled toAuckland andQueenstown onlyI travelled to theNorth Island OnlyI travelled to theSouth Island OnlyI travelled aroundboth islands of NewZealandI travelled to otherpart of New Zealandnot listedMono DualLocations visited in New ZealandNotes:1. Sample size n = 150 / 150Significantly higher than other groupsSignificantly lower than other groups
  • China travel survey© TNSMore than half visited other countries as part of their trip to New Zealand –other than Australia the United States are the most likely country to havebeen visited3141%59%No YesVisitation to other countries(1)Countries visitedNotes:1. Sample size n = 300Significantly higher than other groupsSignificantly lower than other groupsAustralia 50%USA 14%France 8%Singapore 7%Hong Kong 7%Thailand 6%Japan 6%UK 5%Korea 5%South Africa 2%Taiwan 2%Switzerland 1%Vietnam 1%Africa 1%South America 1%
  • China travel survey© TNSMono DualFlights 10201 10694Sightseeing 7178 9575Food 4102 4962Accommodation 4984 7997Transport 2322 3551Gifts for Others 6209 6899Shopping / Souv. 6869 7646Other 3411 5233Total Spend 41865 51324Just under two thirds of both Mono and Dual travellers utilised a packagewhen booking their trip – with Dual visitors spending considerably moreacross the board3261%39%64%36%Package SeparateMono DualPackage vs. separate booking(1) Package cost (CNY) Separate costs (CNY)Mono DualPackage 16382 21047Sightseeing 3996 4715Food 2750 3089Accommodation 2900 4653Transport 2740 4035Gifts for Others 2896 3172Shopping / Souv. 4766 3731Other 1698 2461Total Spend 38128 46903Notes:1. Sample size n = 150 / 150
  • China travel survey© TNSAround a third of both Mono and Dual travellers spent more than intended –with sightseeing and shopping the key areas overspent337%61%31%MoreThesameLessSpend versus intentions –Mono travellersSpend versus intentions –Dual travellers3%62%35%MoreThesameLessNotes:1. Sample size n = 150 / 150Significantly higher than other groupsSignificantly lower than other groupsActivities Spend More OnSightseeing / activities 55%Shopping / souvenirs 52%Food 39%Accommodation 34%Flights 27%Transport 14%Other 5%Activities Spend More OnShopping / souvenirs 68%Sightseeing / activities 57%Food 55%Accommodation 39%Transport 32%Flights 25%Other -Accommodation Spend Mono DualHotels 66% 56%Lodges 20% 24%Motels 11% 14%Other 3% 6%Shopping Spend Mono DualAirport(s) 34% 24%Stores 60% 68%Other 5% 8%
  • China travel survey© TNS6Post trip perceptions
  • China travel survey© TNS17%49%34%17%Detractors Passives Promoters NPSOverall, while most were satisfied with their trip to New Zealand, Dualtravellers satisfaction and results NPS is higher352% 1%3%2%14%6%30%19%29%30%22%43%Mono DualExtremely satisfied98765432Not at all satisfiedSatisfaction with trip and NPS6%37%57%51%Detractors Passives Promoters NPSMono travellers Dual travellersNotes:1. Sample size n = 150 / 150Significantly higher than other groupsSignificantly lower than other groups
  • China travel survey© TNSGeneral sightseeing and shopping were the most undertaken activities ontrips to New Zealand for both Mono and Dual visitors – though again Dualvisitors engaged in a greater number of activities3671% 73%64%49%61%35%41%19%14% 16%9%86%77% 76%72%67%54% 52%25% 25% 25%17%GeneralsightseeingShopping Tried localwine and /or foodLocalculture-MaoriNature /hiking /mountainbiking etcSaw localwildlifeWateractivitiesAdventureactivitiesParticipatedin a sportSaw asportingeventSnow sportsMono DualActivities done while in New ZealandNotes:1. Sample size n = 150 / 150Significantly higher than other groupsSignificantly lower than other groups
  • China travel survey© TNSWhile most intend to visit New Zealand again at some point in thefuture, the majority also intend to include Australia on the same trip370% 1%0% 0%4% 3%35%22%61%75%Mono DualVery likelyNeither/norVery unlikely28%21%72%79%Mono DualWould likelyvisitAustraliatooUnlikely tovisitAustraliatooIntention to visit New Zealand in the future Likelihood to visit New Zealand and AustraliaReasons for VisitingBothCost effective - 62%Long way to travel - 41%Want to visit both - 35%Notes:1. Sample size n = 150 / 150Significantly higher than other groupsSignificantly lower than other groupsReasons for VisitingBothCost effective - 54%Long way to travel - 31%Want to visit both - 36%
  • China travel survey© TNS 38What would make visiting New Zealand only more likely (key mentions)New Zealand‟s natural assets are key to promoting New Zealand as a singledestination
  • China travel survey© TNS 39Likely next destination (key mentions)New Zealand is claimed to be the most likely next destination for over aquarter of Chinese travellersMentions:New Zealand – 28%Australia – 13%
  • China travel survey© TNS7AIAL perceptions
  • China travel survey© TNSMono and Dual travellers are equally satisfied with the AIAL facilities411% 1%4% 9% 4% 6% 8% 9%42% 34% 39% 36%40% 41%55% 57% 57% 58% 51% 49%Signage General facilities Staff Transport to airport Food ShoppingExcellentNeutralPoorDont knowOverall perceptions of Auckland airport – Mono travellers(1)Notes:1. Sample size n = 150Significantly higher than other groupsSignificantly lower than other groups1% 1% 1%6% 7% 5% 3% 5% 9%32% 39%30% 31% 32%40%61% 54%64% 66% 62%52%Signage General facilities Staff Transport to airport Food ShoppingExcellentNeutralPoorDont knowOverall perceptions of Auckland airport – Dual travellers(1)