RECOMMENDING SECTION NEW ZEALAND AS A HOLIDAY DESTINATION SECTION 6/6

Transcription

1 38 RECOMMENDING SECTION NEW ZEALAND AS A HOLIDAY DESTINATION 6/6 INTERNATIONAL VISITORS RECOMMENDING NEW ZEALAND AS A HOLIDAY DESTINATION TO OTHERS IS IMPORTANT TO PRESERVING OUR HIGH REPUTATION. MOST VISITORS WERE LIKELY TO RECOMMEND NEW ZEALAND TO OTHERS. SECTION 6/6

2 6. Recommending New Zealand as a holiday destination Visitors were extremely likely to recommend New Zealand as a holiday destination In the International Visitor Survey, visitors are asked to say how likely they are to recommend New Zealand to others as a holiday destination to others. Scores were given on a scale of 1 to 10 (1 meaning not likely and 10 meaning extremely likely). These results have then been used to calculate a Net Promoter score (NPS). Scores of 9 to 10 are classed as promoters of New Zealand who are likely to recommend New Zealand as a holiday destination. Scores of 7-8 are classed as passives who were less likely to recommend, and scores of 6 or less are classed as detractors who were unlikely to recommend. 21 Highlights New Zealand had a positive NPS of 78 per cent when it comes to visitors recommending New Zealand. More than 80 per cent of visitors were likely to recommend New Zealand to others as a holiday destination. Visitors from the US and UK were more likely than those from other countries to be Promoters and therefore more likely to recommend New Zealand as a holiday destination. Visitors were more likely to recommend New Zealand as a holiday destination if it exceeded their expectations. 21 The NPS is calculated by taking the per cent of customers who are Promoters and subtract the per cent who are Detractors

3 Most visitors were likely to recommend New Zealand as a holiday destination Overall, 81 per cent of visitors gave a score of 9 or 10 and are classed as Promoters. Only 16 per cent were classed as Passives, with a further 3 per cent classed as Detractors. This produced an NPS score of 78 per cent. The extremely high scores suggest visitors are likely to be very positive about their New Zealand experience when returning to their home country. This creates many advocates who may then encourage others to visit. Figure 27: Visitors to New Zealand, likelihood to recommend to others as a visitor destination 16.4% 3.1% Promoters Passives Detractors 80.6% 9 or 10 - Promoter 7 or 8 - Passive 6 and under - Detractor Source: International Visitor Survey

4 6.3 Visitors from the US and the UK were most likely to recommend New Zealand 41 A total 87 per cent of visitors from the US and the UK were Promoters of New Zealand as a holiday destination. This is consistent with the fact they gave the highest overall satisfaction scores. Australia, New Zealand s largest market, was next highest, with 83 per cent of visitors likely to recommend New Zealand. Japan and South Korea had the lowest proportion of visitors who were likely to recommend New Zealand. However, they were still very likely to recommend New Zealand as a holiday destination with 67 per cent of South Korean visitors and 63 per cent of Japanese visitors saying they were extremely likely to recommend New Zealand. Figure 28: Visitors to New Zealand, likelihood to recommend to others as a visitor destination, by country of residence UK US Australia Average Canada Germany China South Korea Japan 87% 11% 87% 11% 83% 14% 81% 16% 80% 18% 79% 18% 78% 17% 67% 27% 63% 34% Percentage 9 or 10 - Promoter 7 or 8 - Passive 6 and under - Detractor Source: International Visitor Survey Promoters Passives Detractors

5 Visitors were more likely to recommend New Zealand if their expectations were exceeded Of the visitors who said their experience in New Zealand exceeded their expectations, 91 per cent were classed as Promoters and are therefore likely to recommend New Zealand as a holiday destination. Over three quarters (76 per cent) of those that said their experience met their expectations were Promoters. However, this reduced to just over a third (37 per cent) among people who said there experience in New Zealand was worse than expected. Figure 29: Visitors to New Zealand, likelihood to recommend New Zealand to others as a visitor destination, by expectations Exceeded expectations 91% 8% Met expectations 76% 21% Worse than expectations 37% 34% 29% Percentage Promoters Passives Detractors Source: International Visitor Survey

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