With the summer holidays rapidly approaching, we delved into Kiwi's appetite to explore our own backyard.
What is happening?
3.3 Million Kiwis intend to holiday in NZ in the next year - The handbrake on domestic travel from the cost of living crunch is starting to ease off
82% of this audience are travelling by road, but over half travel by air to their destination
Staycations are a popular option for the summer with 46% of Kiwis holidaying in their own town
80% of those with school age children are planning a domestic trip in the next year
Why is this important?
Out of Home, Radio and Online are among the most heavily consumed media for those looking to holiday in NZ.
Radio is a channel that is currently under-utilised by the travel category at large
Travel advertisers spend skews towards print, which has the lowest reach and engagement among domestic travel intenders. Radio and Out of Home are core opportunities for advertisers in this category, and are well placed to capture the audience when they are en-route to their destination - Wellington airport is a key opportunity for capturing the school holiday crowd!
MediaWorks also offers smart digital targeting based on travel and purchase intent, which can convert bottom of the funnel interest.
Source: Nielsen CMI Q3 23 - Q2 24 Jul 24 Fused - Medwkhld MediaWorks Opionation January 2024 n =1,023