In the 12 months to June 2014, 1,190,000 New Zealanders 14+ (a third of the population) used a travel agent or tour operator at least once to book a holiday. But how many of them would use the same travel agent again? And which companies stand the strongest chance of their customers returning?
Used by more Kiwis (just over 8% of the population) than any other travel agency in the 12 months to June, Flight Centre also came out on top in terms of potential repeat business, with four of every five recent customers saying they’d consider using it again for their next holiday.
Air New Zealand Holidays came a close second, with 79% of people who used it in the 12 months to June 2014 being willing to consider using it again next time they take a holiday.
House of Travel and Expedia.co.nz can also look forward to a healthy influx of return business, both scoring 78% and 77.5% consideration rates respectively among customers who used them in the year to June 2014.
Bricks-and-mortar businesses continue to be a popular option in New Zealand: five of the top eight agencies that people would consider using again have real-world stores as well as web presences. This is quite a contrast to Australia, where online-only agencies dominate.
Pip Elliott, General Manager, Roy Morgan Research NZ, says:
“Three years ago, 76% of people who used Flight Centre said they’d consider using the agency again for their next trip, putting it behind House of Travel, Air New Zealand Travelcentre/Holidays and Expedia.co.nz. The fact that Flight Centre’s consideration rate has increased so significantly since then is an impressive achievement.
“Overall, more New Zealanders would consider using the same travel agent again than their Aussie counterparts. For example, although Flight Centre is also the travel agent with the highest potential for repeat business in Australia, the proportion of Kiwis who would consider using it again is higher than that of Aussies (80% vs 76%).
“The popularity of bricks-and-mortar agents is another difference to Australia, but online agents certainly have their niche market. Using Roy Morgan Research’s powerful new profiling tool Helix Personas, we can see that people from the Healthy, Wealthy and Wise persona are more than twice as likely as the average New Zealander to consider re-using Expedia.co.nz for their next holiday. With high incomes and a lifestyle to match, these tech-savvy individuals are so busy with work, social and cultural commitments, that booking their travel online rather than making time to visit a travel agent in person would be a no-brainer.”
Roy Morgan Research
Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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