Trans-Tasman – Travel intent hitting its peak for Winter

With the reasonably short flight time, it’s not surprising that the overwhelming proportion of international travellers to New Zealand are Australian – making up 81% of international visitors to New Zealand in April.

81% of International visitors in April were from Australia

nz international travellers

Source: Stats NZ – International Visitors 2022

The number of Aussies travelling to New Zealand increased 450% across the period of  January to June. However from May to June that growth has plateaued to a still very strong 100% month on month increase.

New Zealand Trans-Tasman Travel Intenders

nz interest data

Source: Webjet booking and interest data

For those searching for adventure, Queenstown is the most popular destination for Aussies, not only to enjoy the city & nearby slopes but as a gateway to the surrounding natural wonders. This is followed by major cities Auckland & Wellington.

Top 10 key search phrases for Australian travellers to New Zealand 

nz search phrases

Source: Audience360 Insights

When it comes to organising a holiday to New Zealand, females aged 25-34 are most active in researching and booking leisure travel for their companions and / or family.

Age and Gender distribution of New Zealand Travel Intenders

nz age and gender distribution

Source: Audience360 Insights

Based on booking insights 67% of Trans-Tasman travellers were visiting for family and friends, 19% were travelling for leisure, 10% on business, and 4% for MICE. The average length of stay (LOS) is 11.5 days, with the average Aussie tourist spending $223NZD per day.

Domestic – Consumer confidence is slowly bouncing back

According to ANZ Roy Morgan New Zealand overall consumer confidence increased +1.8% to 80, which is just above the record low in April. Increasing inflation and uncertainty about recovery from COVID is preventing some consumers to spend on discretionary items such as travel.   

New Zealand Consumer Confidence

nz consumer confidence

Source: Roy Morgan, Macrobond, ANZ Research

However, there has been a 227% increase in New Zealand domestic traveller intent from January ‘22 to June ’22, with 68% of New Zealanders planning to travel in the next 12 months.

New Zealand Domestic Travel Intenders

nz travel intenders

Source: WebjetNZ booking and interest data

Queenstown is the domestic destination of choice for New Zealanders, showing that the country’s ultimate adventure location isn’t just for international tourists.

Top 10 New Zealand Destinations for Domestic Travellers

nz destinations

Source: Audience360 Insights

Similarly to international travellers, females aged 25-34 are most active in researching and booking domestic travel for their companions and / or family.

Age & gender distribution for New Zealand Domestic Travel Intenders

nz age and gender distribution

Source: Audience360 Insights

Based on booking insights 67% of travellers were visiting for family and friends, 19% were travelling for leisure, 10% on business, and 4% for MICE. The average domestic trip length of stay is 3.5 days, with domestic tourists spending an average of $119NZD per day.

To get a more in-depth view of our insights, or to access this high-intent audience for your next marketing campaign, reach out to our team here.