subject: Keeping Track Of German Visitors To Aotearoa [print this page] The purpose of this report was to research and analyse the German visitor to New Zealand. Specific objectives were to present informative but contemporary research findings and to formulate recommendations, which potentially attract more visitors, increase the length of stay and enhance expenditures.
German travellers to New Zealand are high-income earners, well educated, follow a professional occupation, very critical and travel-experienced. Many state intrinsic motivations such as to escape by seeking fulfilment and education through authentic cultural and natural experiences. New Zealand is seen capable of satisfying these demands. In fact, contemporary satisfaction levels among German visitors are very high. Their decision to travel is easily influenced by externalities affecting their incomes or a need for safety (i.e. terrorist attacks). Compared to most other international markets to Aotearoa, German visitors stay longer, visit a greater range of destinations (especially off-the-beaten-track) and spend more money. The prime purpose for visitation is holidays. Most travel independently by car and stay in backpacker accommodation. However, there is a great proportion travelling by campervan ( www.wendekreisen.co.nz ), thus staying on campgrounds or at independent locations. Arrivals are very seasonal. A season starts in October, reaches its peak in January and slows down in March. Aotearoa is a long-haul destination for the German visitor market. This implies that potential visitors have generic characteristics, thus establishing a basis for segmentation. Major differences are determined by age. Whereas younger tourists are most likely to travel independently, older visitors prefer to travel group or semi inclusive. There are indications that the average visitor age of this market will increase. This indicates a potential for more group tourism in the future. The contemporary positioning and differentiation of New Zealand appears to be very attractive to potential German tourists. However the 100% pure campaign is likely to generate criticism in this market. Furthermore, the contemporary communication of the national tourism product is ineffective. There is a range of opportunities, potentially improving the communication of Aotearoa in Germany. German travellers are predominantly young or middle aged. As a result, 80% of all German visitors are said to travel free and independently. Tour groups represent a minority.
Some interesting points are:
The standard German holiday duration is 15 days. This is predicted to decrease. Due to its location, these figures do not apply to New Zealand. There are many findings verifying the length of stay of German visitors to New Zealand. Tourism New Zealand appears to make most accurate statements. By taking into consideration their purpose of visitation, the author concludes that Germans stay an average of 21.8 days when visiting Aotearoa.
German travellers to New Zealand enter and leave the country via Auckland or Christchurch. They are most likely to travel to a diverse range of destination. These include off-the-beaten-track destinations.
Research indicates that Germans prefer to travel on their own (car / Campervan) or by tour coach when visiting Aotearoa. The train or plane is not attractive to this market. Most visitors look for indulgent accommodation and do not like to reside with friends and family or in Bed and Breakfast places. Almost nine in ten visitors travel free and independently.
Germans see travelling as a necessity of life. Many show a high frequency, maturity and experience in regard to travel overseas. As a result, Germans should be considered travel experienced.
The various needs and motivations of German travellers to New Zealand reflect upon intrinsic values such as to advance ones personal intellect through authentic natural and cultural experiences
Germans are very satisfied with the New Zealand tourism product. However, some have mentioned criticism relating to the product, price, people experiences and the 100% Pure campaign.
The research has identified seven German segments, most likely to visit New Zealand. The criterion for choosing the segments is based on prime motives for visitation of German visitors to New Zealand. Segments most likely to visit Aotearoa may be referred to as Type A, Type B, the Self-Actualisingmilieu, the Niveaumilieu, Affluent Enthusiasts, Adventurers and Cultural Tourists.
Expectations correlate to the above conclusion as many hope for experiences in pristine and safe nature, want to meet friendly people and anticipate learning about their backgrounds.
