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Tourism New Zealand Visitor Experience Monitor German Market Report 2011/2012 August 2012

Tourism New Zealand Visitor Experience Monitor German Market Report 2011/2012 August 2012. German visitors remained highly satisfied last year, with very few unsatisfied visitors. Overall Visitor Satisfaction (German Visitors to New Zealand). 2011/12. 2010/11. 2009/10.

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Tourism New Zealand Visitor Experience Monitor German Market Report 2011/2012 August 2012

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  1. Tourism New ZealandVisitor Experience MonitorGerman Market Report 2011/2012August 2012

  2. German visitors remained highly satisfied last year, with very few unsatisfied visitors Overall Visitor Satisfaction (German Visitors to New Zealand) 2011/12 2010/11 2009/10 Overall Satisfaction with New Zealand Proportion Not Highly Satisfied with New Zealand(1) Proportion Very Likely to Recommend New Zealand(2) Proportion Likely to Recommend New Zealand(3) Notes: 1. Not highly satisfied is defined as those rating their overall visit to New Zealand 1 to 7 on a 10 point scale where 1 is ‘Not at all satisfied’ and 10 is ‘Extremely satisfied’; 2. Very likely to recommend is defined as those stating a 9 to 10 on a 10 point scale where 1 is ‘ not at all likely to recommend’ and 10 is ‘extremely likely to recommend’; 3. Likely to recommend is defined as those stating a 7 to 10 on a 10 point scale where 1 is ‘ not at all likely to recommend’ and 10 is ‘extremely likely to recommend’ Significantly higher than previous year Significantly lower than previous year

  3. The Visitor Experience model highlights the impact that the various aspects of a trip to New Zealand have upon overall satisfaction, as well as how well certain aspects are performing ILLUSTRATIVE How to Interpret the Visitor Experience Model Impact that quality of facilities has on the visitors overall accommodation satisfaction Impacts are statistically determined through multiple linear regression Quality of facilities xx% x.x Accommodation xx% x.x Quality of service xx% x.x Visitors satisfaction of the price they paid for all accommodation Price of accommodation xx% x.x Food and Beverage xx% x.x Impact that Visitors rating of Accommodation has on their overall satisfaction Internal Transport xxx x.x Overall Satisfaction Activities xxx x.x i-SITEs xxx x.x X.X Overall rating of all food and beverage used within New Zealand Overall Visitor satisfaction, average score rated on a 10 point scale where 1 is ‘not at all satisfied’ and 10 is ‘extremely satisfied’ Environment xxx x.x Safety xxx x.x

  4. The declines seen in German visitor satisfaction with accommodation and food and beverage had a small overall negative impact as they remain two areas of relatively low importance Overall Visitor Experience (German Visitors to New Zealand, 2011/12)(1)(2) Germany All markets Accommodation 18%8.3 Food and Beverage 11%8.0 Internal Transport 5% 8.4 Overall Satisfaction 8.9 Activities 35%8.9 i-SITEs NCI8.7 Environment 21% 9.0 Safety 10%8.8 Overall Satisfaction Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  5. Fewer German visitors used hotels and bed and breakfast accommodation options last year, and remain heavier users of backpackers/hostels and camping Accommodation types used while in New Zealand (% German Visitors to New Zealand, 2011/12)(1)(2) Significantly higher than previous year Significantly lower than previous year

  6. Overall accommodation satisfaction amongst German visitors declined last year due to declines in satisfaction with the price of accommodation Visitor accommodation experience (German Visitors to New Zealand, 2011/12)(1)(2) Germany All markets Quality of amenities and facilities 34%8.1 Overall Accommodation 8.3 Quality of services 30%8.2 Price of accommodation 36%7.8 Overall Accommodation Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  7. It appears that some German visitors encountered a range of levels of cleanliness with this being stated as both a positive and a negative Visitor feedback about accommodation (German visitors to New Zealand, 2011/12)

  8. German visitors’ satisfaction with the price of food and beverage is very low and declined further last year leading to the overall decline in food and beverage satisfaction Visitor food and beverage experience (German visitors to New Zealand, 2011/12)(1)(2) Germany All markets Quality of food and beverage 44% 8.1 Overall Food and Beverage 8.0 Quality of services 24%8.2 Price of food and beverage 32%7.1 Overall Food and Beverage Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  9. And price is the most frequently mentioned negative about food and beverage Visitor feedback about food and beverage (German visitors to New Zealand, 2011/12)

  10. German visitors last year used the same types of transport as previously, with many using rental cars and ferries due to their longer stays in New Zealand Transportation used while in New Zealand (% German Visitors to New Zealand, 2011/12)(1)(2) Significantly higher than previous year Significantly lower than previous year

  11. German visitor satisfaction with the price of transport declined significantly last year, having a small impact on overall transport satisfaction Visitor internal transport experience (German Visitors to New Zealand, 2011/12)(1)(2) Germany All markets Comfort, safety and reliability 35% 8.4 Overall Internal Transport 8.4 Quality of services 33%8.4 Price of transport 31% 7.8 Overall Internal Transport Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  12. Delays were the only negative comment about transport Visitor feedback about transport (German Visitors to New Zealand, 2011/12)

  13. Satisfaction levels with activities remained very high this year for German visitors Visitor activities experience (German Visitors to New Zealand, 2011/12)(1)(2) Germany All markets Quality of the actual activity 48%8.6 Quality of services 19%8.4 Overall Activities 8.9 Price of the activities 10%7.7 Safety of the activities 23%8.6 Overall Activities Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  14. Price is the only major negative about activities from German visitors Visitor feedback about activities (German Visitors to New Zealand, 2011/12)

  15. German visitors continue to participate in more outdoor activities than the average visitor, especially tramping/hiking, swimming and kayaking/canoeing Interest and participation in outdoor activities (% German Visitors to New Zealand, 2011/12)(1) Activities on the Land Activities on the Water Significantly higher than previous year Significantly lower than previous year

  16. More German visitors bungyjumped last year, however few still actually took part or wanted to take part Interest and participation in extreme sports (% German Visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  17. Fewer German visitors ate out or visited historic buildings, cathedrals, observatories or expo centres last year Interest and participation in city or town based activities (% German Visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  18. German visitors remain very heavy participants in country-based sightseeing, with a high level of conversion from interest to participation Interest and participation in sightseeing in the country activities (% German Visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  19. The majority of German visitors continue to visit a beach and see wildlife in their natural setting Interest and participation in sightseeing on the water activities (% German Visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  20. Conversion of German visitor interest in Maori Cultural activities to participation remains relatively low Interest and participation in Maori Cultural and country-based activities (% German Visitors to New Zealand, 2011/12)(1) Cultural Activities Involving Maori Other Activities in the Country Other Sightseeing or Activities Significantly higher than previous year Significantly lower than previous year

  21. German visitors continue to be heavy users of i-SITEs Usage of i-SITEs (% German Visitors to New Zealand) All visitors 56% 44% 41% Significantly higher than previous year Significantly lower than previous year

  22. The split between lone information collection and information collection and booking at i-SITES is roughly equal How the i-SITEs were used (% German i-SITE Users) (1) (2) (3) All visitors 45% 55% 56% 37% 29% 28% 16% 13% 13% 2% 2% 3% Significantly higher than previous year Significantly lower than previous year

  23. German i-SITE users have high levels of satisfaction with the experience, with no weak point Visitor i-SITEs experience (German i-SITE Users, 2011/12)(1)(2) Germany All markets i-SITE facilities 16%8.7 How well the staff meet your needs 24% 8.5 Level of personal service 18%8.6 Overall i-SITEs 8.7 Knowledgeable staff 16% 8.6 Amount of planning 14%8.6 Ease of making bookings 7%8.8 Quality of recommended providers 6%8.5 Overall i-SITEs Satisfaction Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  24. German visitors experience inconsistent customer service from i-SITE staff, which is the main leader of dissatisfaction Visitor feedback about i-SITEs (German Visitors to New Zealand, 2011/12)

  25. Satisfaction with the environment is high for German visitors and has even seen significant improvement on perceptions of New Zealand being clean, unpolluted and un-crowded Visitor Environment Experience (German Visitors to New Zealand, 2011/12)(1)(2) Germany All markets NZ being clean and unpolluted 20%9.3 Un-crowded spaces 7%9.1 Natural landscapes and scenery 22% 9.5 Overall Environment 9.0 Weather 9%7.7 Roads and driving experience 18%8.1 Vibrant urban atmosphere 23%8.2 Overall Environment Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  26. German visitors’ concern with the environment centres around the impact the New Zealand economy has on the landscape Visitor feedback about the environment (German Visitors to New Zealand, 2011/12)

  27. Safety satisfaction has remained high amongst German visitors, and at or above the levels seen for other markets Visitor safety experience (German Visitors to New Zealand, 2011/12)(1)(2) Germany All markets Personal safety in urban areas 32%8.6 Personal safety in country areas 25% 8.8 Overall Safety 8.8 Safety standards of activities 20% 8.7 Road safety 23%8.2 Overall Safety Key Experience driver All markets impact All markets satisfaction Notes: 1. Sample size n = 4,566; 2. NCI stands for ‘No Current Impact’ Significantly higher than previous year Significantly lower than previous year

  28. Roads and drivers are the main areas of dissatisfaction with safety Visitor feedback about safety (German Visitors to New Zealand, 2011/12)

  29. More German visitors are purchasing sim cards in New Zealand rather than setting their mobiles to roaming, and are heavy users of internet cafes and Wi-Fi spots Usage of technology in New Zealand (% German Visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

  30. Travel guides are a very important information source both before and after arrival in New Zealand Information sources used when planning and booking a holiday in New Zealand (% German Visitors to New Zealand, 2011/12)(1) Information Sources Used Before Arrival in New Zealand(2) Information Sources Used After Arrival in New Zealand(2)

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