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

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

2. Overall UK visitor satisfaction remained high last year, and although it was slightly down from previous years, there are still very high levels of recommendation Overall visitor satisfaction (UK 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 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 slight overall decrease in UK visitor satisfaction was driven by slight decreases across all aspects of the experience, but most specifically the environment Overall visitor experience (UK visitors to New Zealand, 2011/12)(1)(2) UK 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. UK visitors remain heavy users of staying with friends and family, with a decrease in the use of motels Accommodation types used while in New Zealand (% UK visitors to New Zealand, 2011/12)(1)(2) Significantly higher than previous year Significantly lower than previous year

6. UK visitors are more satisfied with the quality of the amenities / facilities and the customer service they receive than other markets Visitor accommodation experience (UK Visitors to New Zealand, 2011/12)(1)(2) UK 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. The major negative about accommodation is the price Visitor feedback about accommodation (UK visitors to New Zealand, 2011/12)

8. UK visitor satisfaction with food and beverage is generally consistent with other markets, but ahead on the level of customer service Visitor food and beverage experience (UK visitors to New Zealand, 2011/12)(1)(2) UK 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. Quality of food and customer service are the stand out positives about food and beverage for UK visitors Visitor feedback about food and beverage (UK visitors to New Zealand, 2011/12)

10. Reflecting the large proportion of UK visitors who stay with friends and family, private cars are the most frequently used form of transport followed by rental cars Transportation used while in New Zealand (% UK visitors to New Zealand, 2011/12)(1)(2) Significantly higher than previous year Significantly lower than previous year

11. UK visitor satisfaction with the various aspects of transport are consistent with the average of all markets Visitor internal transport experience (UK visitors to New Zealand, 2011/12)(1)(2) UK 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. Price is the major negative UK visitors see about the transport experience in New Zealand, followed by the inconvenience of public transport Visitor feedback about transport (UK visitors to New Zealand, 2011/12)

13. UK visitors experience high levels of satisfaction with activities, with price the only area that isn’t particularly high, although this is balanced by the other areas Visitor activities experience (UK visitors to New Zealand, 2011/12)(1)(2) UK 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. Staff are one of the key positives UK visitors see with activities Visitor feedback about activities (UK visitors to New Zealand, 2011/12)

15. Fewer UK visitors participated in bird watching, swimming and diving or water skiing last year Interest and participation in outdoor activities (% UK 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. Extreme sports are a niche activity type for UK visitors Interest and participation in extreme sports (% UK visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

17. The Rugby World Cup meant that more UK visitors went to a sporting event and subsequently also visited a bar or nightclub, however a number of other urban based activities were less frequently participated in Interest and participation in city or town based activities (% UK visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

18. Participation in country-based sightseeing activities by UK visitors decreased significantly last year Interest and participation in sightseeing in the country activities (% UK visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

19. Interest in water-based sightseeing remains high amongst UK visitors, however conversion into participation is low Interest and participation in sightseeing on the water activities (% UK visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

20. Fewer UK visitors went to a Maori Cultural performance or visited a Marae Interest and participation in Maori Cultural and country-based activities (% UK 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. Unlike other markets, use of i-SITEs remained stable and is now well above the average level Usage of i-SITEs (% UK Visitors to New Zealand) All visitors 56% 44% 41% Significantly higher than previous year Significantly lower than previous year

22. The split between just collecting information and making bookings is roughly equal for UK visitors How the i-SITE was used (% UK 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. Amongst the half of UK visitors who use an i-SITE, satisfaction is very high, with few weak points to the experience Visitor i-SITEs experience (UK i-SITE users, 2011/12)(1)(2) UK 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. Despite strong overall satisfaction, there were a handful of improvements suggested by UK i-SITE users Visitor feedback about i-SITEs (UK visitors to New Zealand, 2011/12)

25. Overall environment satisfaction amongst UK visitors decreased last year, driven by perceptions of the weather (which was probably impacted by the poor summer) and perceptions of natural landscapes and scenery Visitor environment experience (UK visitors to New Zealand, 2011/12)(1)(2) UK 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. Of the few negatives about the environment, UK visitors felt more could be done by New Zealanders to look after the environment Visitor feedback about the environment (UK visitors to New Zealand, 2011/12)

27. UK visitor satisfaction levels with safety are consistent with other markets Visitor safety experience (UK visitors to New Zealand, 2011/12)(1)(2) UK 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. The driving standards of New Zealanders is the main negative UK visitors have to say about their level of safety in New Zealand Visitor feedback about safety (UK visitors to New Zealand, 2011/12)

29. Technology use has increased significantly amongst UK visitors Usage of technology in New Zealand (% UK visitors to New Zealand, 2011/12)(1) Significantly higher than previous year Significantly lower than previous year

30. Friends and family and travel guides are the main information sources used before UK visitors arrive in New Zealand, and they continue to be, along with i-SITEs, once in New Zealand Information sources used when planning and booking a holiday in New Zealand (% UK 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)