Tuesday, April 24th, 2012
New Zealanders who are satisfied with their previous hotel or resort stay are significantly more likely to be planning a trip in the near future compared with the New Zealand population (14+). Throughout 2011, when asked the date of their next planned trip, 87% of satisfied guests planned to take a trip in the next twelve months, compared with 73% of the population.
Roy Morgan Research Tourism data shows that satisfied guests are also more likely to be planning a trip in the short term, with 40% planning a trip in less than two months, compared with 30% of the population.

Satisfied Hotel Guests are also more likely to notice travel related advertising and media than the general New Zealand population. The chart below shows how satisfied hotel guests compare with New Zealanders on travel and tourism content for a number of locations.

Awareness of Travel Promotion and Media

Source: Roy Morgan Research Single Source, Feb 11 – Jan 12, NZ Population  n = 11,934, Satisfied Guests n = 3,662.

The Roy Morgan Satisfied Hotel Customer Profiles show how satisfied customers compare to the New Zealand population across many different attitudes, activities, demographics and media usage. The data comes from Roy Morgan’s Single Source consumer survey, which includes information based on over 12,000 New Zealanders annually.

Pip Elliott, Client Services Director, Roy Morgan Research, says:
“Building brand loyalty in today’s struggling tourism and travel market is a necessary strategy for success, and reaching previous satisfied guests can play a large role in this. Satisfied guests are more travel savvy than the general population, consuming and noticing more travel related material, and also more likely to be considering a trip away in the near future.”

An extensive range of the latest detailed Roy Morgan New Zealand Satisfied Hotel Customer Profiles profiles examine the attitudes, activities, media usage and demographics of the satisfied customers of hotels such as Best Western, Copthorne, Crowne Plaza, Grand Mercure, Heritage, Holiday Inn, Hotel Grand Chancellor, Ibis, Kingsgate, Mercure, Millennium, Novotel, Quality, Quest and Rydges.

An extensive range of the latest detailed Roy Morgan New Zealand Travel & Tourism products is available. Profile and report categories include travel agents and tour operators, air travel, hire cars, destination preference, holiday activities and expenditure.

Contact Profile

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.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com


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