DISCOVER NEW ENGLAND SUMMIT 2019 - AUSTRALIA & NEW ZEALAND IN MARKET UPDATE
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AUSTRALIA & NEW ZEALAND IN MARKET UPDATE
DISCOVER NEW ENGLAND SUMMIT 2019
CANUCKIWI
NEW ENGLAND RESULTS
MARKET OVERVIEW
Visitation to USA: Currently
74,000 travellers
Millions
there are over 1.64 million 199 MILLION
visitors from Australia & NZ DOLLAR SPEND
that travel to the USA. This
has doubled over the course
of the last 10 years. USA ranks
3rd in overseas destinations
for Australian travellers and is use hotels for travel to New
currently placed number one for
79% 53% England as their main
accommodation
the most popular destination destination
for planning an overseas trip.
We Spend & We Stay Longer:
Globally we are the 9th in all 84% leisure travellers states visited
international key markets for spend
3.3
in the USA. This is due to the fact
that the average length of stay is
18.7 nights in the USA, they will
book their trip on average at least
162 days in advance of travel and 8.8 nights spent averagely in New England
visit at least 2.0 states in a region
when travelling to a particular
USA destination. 73% of Australian
visitation is return customers to the
USA.
Spend & Stay in New England:
Visitor’s from Australia have AIR ACCESS
increased their spending from 2014
to 2017 by 38%. Although ranked #7
in visitor numbers globally to New Airline capacity into the USA from Australia & New Zealand has
England, Aussies are ranked #1 on continued to grow with 8 airlines flying into the USA. Virgin,
a per visitor, per day basis ($395.00 American, United, Air New Zealand, Delta Airlines, Jetstar, Qantas
average) which in turn ranks them & Hawaiian Airlines combined offer multiple direct services into
6th in total spend worldwide. Los Angeles, San Francisco, Houston & Chicago from Sydney,
Australians will stay an average of Melbourne, Brisbane & Auckland.
8.8 nights in New England with 79%
of these travellers staying in a hotel
(highest globally). NEW FLIGHT SERVICES IN PAST 4 YRS
Visitation Trends to New England:
Currently their are over 74,000
visitors from Australia to New
England. 84% of these visitors are
leisure travellers. Over the past
two years visitors coming to visit
historical places & small towns
has gone up from 46% to 66% as
destination awareness grows.
JUST LAUNCHED: Air New Zealand direct flight to Chicago
commenced Nov 2018
JUST LAUNCHED: Hawaiian Airlines direct connected flight through
Hawaii to Boston commenced April 2019
JUST LAUNCHED: Air Canada Auckland to Vancouver connecting to
Boston launches December 2019
KE Y MA R KE T
AC TIVITE S
DNE - VISIT USA, BRAND USA AND IMM
(Feb. 2018) DNE was a platinum sponsor at the Visit
USA show series which included agent training
and trade shows in Brisbane, Melbourne, Sydney,
Wellington and Auckland where more than 1200
front line retail staff were educated and inspired.
In addition to the trade sessions the week was also
supported with 37 B2B sessions with Australia and
NZ’s top tour operators at the Brand USA B2B and
more than 40 independent media meetings at
Sydney’s International Media Marketplace. This years
Visit USA and Brand USA show series was utilized as
our DNE mission to the market and we were thrilled
to have White Mountains Attractions and the State
of New Hampshire join the delegation.
T O U R O P E R AT O R C A M PA I G N P R O G R A M R F P
A N D I N I T I AT I O N
DNE engaged in an RFP process for key travel partners
to submit proposals for cooperative marketing
programs. Programs were implemented with
Adventure World and House of Travel following the
vetting process and State partner decisions.
MEDIA VISITS & EARNED MEDIA COVERAGE
Since July 1st we have pitched and received 64 articles
or stories in top market publications with an earned
media value of $159 343 USD and impression reach
of 36.3 million Aussie’s and Kiwi’s. In addition we
have hosted 5 top tier journalists on multi - state
media press trips.
OUTLOOK/ TRENDS
1. Sources for Planning & Booking USA Travel: Australian & NZ consumers continue to
be more traditional in their approach to booking the USA with Travel Agencies (42%) and
Online Travel Agencies (38%) being the key sources for both planning and booking. Of
these travel agent groups Flight Centre owns 35% of the market share while Helloworld 30%
of USA outbound travel. The largest OTA’s in Australia are Webjet, Booking.com & Expedia.
2. Forecast Growth: Expectations from the market are continued growth to the USA
between now and 2021 between 3 and 5% in each independent year. (Source: Brand USA)
Total estimated visitation by 2021 will be an additional 402 000 travellers per year.
3. Accrued Holiday Time & Length of Stay: Australian and NZ travellers continue to have some of the
most accrued holiday time in the world. An introductory worker receives 4 weeks of paid vacation time.
They are resilient travellers and with air travel price points continuing to decrease the propensity for
multi USA trips in a calendar year has risen. 69% of all Australians will plan on taking a trip in the next
12 months. Latest surveys show that 32% of Australian travellers are planning a 14 to 20 night trip
and 32% are planning a 21+ night trip, this is a total of 64% of Australian travellers planning at 14+
days vacation.
4. Economic Overview: Overall there is confidence within the Australian economy with a stable GDP
of 2.8% and one of the lowest unemployment rates of all time of 5.4%. Low wage growth has been
a concern, however this is a topic of conversation at the moment. The exchange rate has been less
erratic over 2017/2018 which has given more confidence for the consumer traveller.
5. Traveller Type for New England: Aussies & Kiwi’s are very active and experiential
travellers. They don’t want to stop for a photo, they want to explore, discover, touch, climb
and hike what they see. They don’t want to tick the boxes on the travel list, they want to step
out of the box and create an unexpected list. This is why New England is such a great place
for Aussies & Kiwi’s, it has such a diverse range of experiences, all 5 states offer unique
opportunities, it is not a ‘stop and flop’ destination, you can explore beyond gateways hit
the road to find the unexpected.
SOURCES FOR PLANNING USA HOLIDAYS
YOUR AUSTRALIA & NEW ZEALAND IN-MARKET CONTACTS
Corey Marshall Karen McCardle Lara Kamionka
corey@canuckiwi.com karen@canuckiwi.com lara@canuckiwi.com
info@canuckiwi.com | www.canuckiwi.com
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