Title slide with image of. Current Visitor Perspectives. Hurunui

Transcription

1 Title slide with image of Current Visitor Perspectives Hurunui

2 Visitor Research Key findings drawn from the VIP in Christchurch & Canterbury for the period ending December Knowledge remained relatively stable to the YE Dec 2014 and respondents continue to generally feel more knowledgeable than all VIP regions. Domestic visitors and people from the UK, Australia and Canada feel they know the most. The region continues to be associated with history/heritage or urban experiences and think of Christchurch & Canterbury as strong and confident.. Awareness Consideration Preference Purchase Experience Loyalty

3 Visitor Research Wanting to see the city transform after the earthquakes important in decision making. Sightseeing continues to be seen as a lead must-do activity. Overall interest in visiting the region remains stable across all markets and international respondents from Canada, Australia and the UK are most interested in visiting. Private homes continue to be the most popular form of accommodation and may increase if the availability and use of private accommodation increases as a general trend. Awareness Consideration Preference Purchase Experience Loyalty

4 Visitor Research Overall visitor satisfaction remained high in the YE Dec Ease of travelling around the region, perceived damage and affordability received the lowest ratings overall and could be areas to address to improve overall visitor perceptions. Propensity to recommend - increased slightly for Australian and other international visitors. Propensity to return - did not change significantly over the year. Awareness Consideration Preference Purchase Experience Loyalty

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6 Christchurch Visitor Experience Sample: A total of 232 Australian visitors, 297 domestic visitors and 596 other international visitors were interviewed. Findings: Travel groups were made up of on average 2.8 adults and 0.2 children and most people were travelling with a partner or alone. 59% were here on holiday and 19% visiting friends and family. Mode of transport used to travel to Christchurch varied across markets. Domestic visitors arrived by a domestic flight (57%) or private vehicle (25%). Australians arrive by international flight (59%) or rental car (18%). Other international arrived used a variety of methods.

7 Christchurch Visitor Experience The main form of accommodation use also varied by marked. Nearly half (46%) of the domestic market stayed in private accommodation, Australian visitors mostly stayed in a private home, motel or hotel and other international visitors stayed in backpackers. Satisfaction: Levels of satisfaction with activities and attractions were high ranging from 8.7 out of 10 (Hagley Park) to 7.6 (Cardboard Cathedral). The overall satisfaction of the Christchurch City experience was rated as 8.2, with transport to the city rated highest (8.3) and parking and other public facilities rated the lowest (7.5). Aspects of Christchurch city were rated lower with the amount of empty space rated 4.7 and unattended/damaged building rated 4.4.

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9 China FIT Market Research Sample: A total of 52 participants were interviewed for this project. The criteria was they had to be from mainland China and not in New Zealand on an organised tour. Travel Patterns: 82% arrived via Auckland Airport and 16% through Christchurch with over 60% using either China Southern of Air New Zealand. On average visitors were staying 12 nights in New Zealand and 2 nights in Christchurch or Canterbury. For most NZ is a dual destination with 71% also visiting Australia on this trip. The highest proportion of visitors also visited Auckland and/or Queenstown with a lot saying they also visited numerous other South Island destinations.

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11 China FIT Market Research Booking Behaviour: 81% of visitors had decided to visit Christchurch and Canterbury before they arrived in New Zealand. The regions natural scenery and recommendations from friends and family were the most important factors influencing their decision to visit Christchurch and Canterbury. Generally accommodation and transport were booked before arriving in the region and activities and attractions booked after arrival. 78% found information via an online search, travel website or in a guide book before arriving. 69% booked on a travel website and 20% directly with a supplier via a website.

12 China FIT Market Research Language: Add 93% speak Mandarin fluently and 64% speak English fluidly. Of those who did not speak fluent English 65% expected translated collateral, 57% translated signage and 52% multilingual staff. Satisfaction with language support was rated relatively low with the highest 6.6 rated as multilingual staff and lowest, 5.4 for translated menus. Satisfaction: The overall experience in Christchurch and Canterbury was rated 8.1 which included accommodation, transport, public facilities, activities and hospitality options.

13 Operator Feedback

14 Key Challenges Exposure/Marketing/Promotions Staffing /HR Competition Seasonality Business Infrastuture/Operations Available accommodation/shortage Visitor numbers Funding/budget constraints/turnover/cashflow Location Regional dispersal City in recovery/infrastructure/time delay Christchurch perceptions Convention Centre/C&I

15 Key Opportunities C&I and Convention Centre/business/corporate Increasing Visitor Numbers Asian Markets/Chinese Market Operations/expand or new product/product development Rebuild City Proposition changing Seasonality/Growing winter Online channels/online sales/website New Air Capacity Accommodation Rebuild Cruise Accessibility/location

16 Issues Raised Other Key Issues: State of the inner city, especially impact on the visitor experience. Perception and brand. Timelines Domestic market does CCT need to give it more focus? Conference and Incentive USPs for our city/region to compete? Other Industry Challenges: - Focus on quality visitors and length of stay - Seasonality - Funding - Visitor driver safety - Mackenzie pressure point Aviation medium/long term outlook for international air connections Cruise importance of Lyttelton