Product Development
The Tourism New Zealand product marketing team are focussed on understanding the needs and wants of Interactive Travellers on holiday and more specifically on holiday in New Zealand. The team has a vast array of research available that looks at travel motivations, holiday planning and decision making, ideal holidays and products etc.
To encourage the International and New Zealand industry to develop and package product that meets the needs of these travellers there are a range of initiatives available that include regular product updates and themed product updates, industry seminars and 100% Pure Insight product planner familiarisations.
Research
Research is undertaken on a regular basis to keep up to date with the wants, needs and behaviours of Interactive Travellers. This information assists in creating an understanding of the types of holidays Interactive Travellers want, the types of experiences they look for and what it is about certain experiences that ensures they have a superb holiday. It also helps to understand information sources Interactive Travellers use in relation to travel and the amount of pre planning and booking they do are also explored.
Full copies of the 2002 consumer and trade product research and the demand for cultural tourism reports are available from TNZ’s Wellington library. A summary of the product research is available in flyer format both online and hard copy, and a summary of the cultural demand research is available online
Market summaries of the research are available in power point presentation format for the US, UK and Australia
100% Pure Insight Familiarisations
The 100% Pure Insight familiarisation programme is a product buyer familiarisation based on addressing the findings of recent product research and concentrates on an experience central to the Interactive Traveller.
Background
100% Pure Insight provides the opportunity for product buyers to build their knowledge and confidence in New Zealand product by experiencing it first hand.
Research has highlighted the need for TNZ to provide opportunities for product buyers to discover new regions and products of New Zealand in order to expand their product range and appeal to the needs of the Interactive Traveller.
Recently released consumer demand research recognises the trend for visitors to ‘go slow and savour’ the destination and to get off the beaten track into parts of New Zealand that have been largely undiscovered by international visitors.
The product buyers are screened and invited by the TNZ posts. They are existing sellers of NZ and will be the product buyer/planner or are more senior members in their organisation.
The 100% Pure Insight familiarisation will involve at least two days in each region and one day touring between regions. Each region will host a product expo where product from the region will be presented by operators in a range of one on one 15 minute meetings.
If you would like to be involved with a 100% Pure Insight please contact your local office.
Product Updates
As you will be aware the travel trade are swamped with information on new and enhanced tourism products everyday. If New Zealand’s tourism experiences are to stand out amongst the information clutter they need to be relevant and in a format that is easy to understand and use.
The product marketing team collect collate and disseminate product updates to the travel trade on a regular basis. The product update is the output used to inform the travel trade on new/enhanced and themed product developments in New Zealand.
New/enhanced product updates are published as a general product update. This is published every 2 months.
TNZ is also continuously building Special Interest product listings. These listings cover the activities shown to be most popular in visitor research results, and include food and wine, golfing and seasonal product.
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