Share of Urban Households % 3 9 14 54 Affluent 54 Upper - - PowerPoint PPT Presentation

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Share of Urban Households % 3 9 14 54 Affluent 54 Upper - - PowerPoint PPT Presentation

Oct 14, 2022 322 likes •630 views

Share of Urban Households % 3 9 14 54 Affluent 54 Upper Middle Class Mass Middle Class Poor 22 29 16 2012 2022 Mix of Holidays Group Intend to travel as part of an 7% 6% organised

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29 16 54 22 14 54 3 9 2012 2022

Share of Urban Households %

Affluent Upper Middle Class Mass Middle Class Poor

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  • Mix of Holidays
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15% 6% 8% 7% 7% 5% 8% 9% 2% 7% 18% 7%

18-29 years 24% 30-34 years 20% 35-39 years 15% 40-44 years 12% 45-54 years 19% 55-69 years 10%

‘Group’ Intend to travel as part of an

  • rganised group

‘FIT’ Intend to visit as FIT

Source: AC Monitor Q2FY15 Quarterly Presentation

FIT 30-49

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73% 77% 76% 77% 75% 74% 78% 77% 77% 74% 74% 78% 79% 78% 75% 74% 74% 75% 81% 85% 83% 86% 83% 84% 79% 77% 75% 80% 84% 88% 82% 83% 82% 87% 86%

90%

Q2 FY12 Q3 Q4 Q1 Q2 FY13 Q3 Q4 Q1 Q2 FY14 Q3 Q4 Q1 Q2 FY15 Total ACs Independent Professionals Linear (Total ACs) Source: AC Monitor Q2FY15 Quarterly Presentation

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  • Source: Project Kiwi – China FIT qualitative research Nov-DecFY15
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Polluted air, sky & food Intense urban living Man made environment Nature: dramatic, unspoilt & protected Natural intensity of clean air & blue, blue sky Clean & safe

Place

Crowed, hectic Competitive Lack of trust Open spaces, few people Welcoming , open & contrasting lifestyles, & culture Trusted

People

Pressured, stressed Lack of trust Repetitive & bored Relaxed, easy going Calm & safe Stimulating & reviving

Experience Our offer of 100% Pure New Zealand absolutely hits the mark

Source: Project Kiwi – China qualitative research Nov-DecFY15

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  • Source: Project Kiwi – China FIT qualitative research Nov-DecFY15
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  • Source: Project Kiwi – China FIT qualitative research Nov-DecFY15, &

AIAL/MBIE China Market Development qualitative research Sept FY15

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  • Source: Project Kiwi – China FIT qualitative research Nov-DecFY15, &

AIAL/MBIE China Market Development qualitative research Sept FY15

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  • Source: Project Kiwi – China FIT qualitative research Nov-DecFY15, &

AIAL/MBIE China Market Development qualitative research Sept FY15

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“The story” “Catch it” “Eat it”

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  • Source: Project Kiwi – China FIT qualitative research Nov-DecFY15, &

AIAL/MBIE China Market Development qualitative research Sept FY15

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most influential least influential

ONLINE TRAVELLER FORUM/BLOG WOM/FRIENDS EXPERIENCE SHARING

  • Most popular source
  • Traveller perspective is

highly relevant & credible

  • www.mafengwo
  • www.tuniu
  • www.lvmama.com
  • www.yahoo.com
  • www.baidu.com
  • Pictures from friends

Wechat & Weibo

  • Recommendation from

those who have returned from trip

TV MAGAZINES

www.qunar.com www.traveltogo.com www.booking.com www.agoda.com Source: Project Kiwi – China FIT qualitative research Nov-DecFY15

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  • http://www.mafengwo.cn/i/3019992.html

Source: Project Kiwi – China FIT qualitative research Nov-DecFY15, & AIAL/MBIE China Market Development qualitative research Sept FY15

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  • Thank- you to Lisa Chambers, and the team at Skydive Wanaka for sharing their story
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