UNSTOPPABLE KIWI TRAVELLERS - MOVE OVER MAINSTREAM, KIWIS ARE AFTER THE UNIQUE AND UNSPOILED
Auckland, New Zealand, 26 November, 2015 – The Expedia.co.nz brand’s annual ‘State of the Nation’ report, released today, reveals how passionate Kiwis get out there and explore the
world as well as what they look for when planning their next holiday, which goes far beyond good shopping opportunities
and having a pool or beach close by.
Expedia’s report found New Zealand is a nation of travel aficionados who use Bucket Lists to keep their travel dreams on
track:
• More than nine in ten (93%) Kiwis, over 18, have been overseas
• Seven in ten (69%) have explored a different country in the past two years
• The average Kiwi international traveller has visited eight countries
• One in ten Kiwi international travellers (10%) have visited more than 20 countries
It also appears a weaker New Zealand dollar and resurgence in domestic travel are not deterring Kiwi travellers from
travelling overseas or aspiring to travel overseas. In fact, three quarters (74%) of Kiwis who have ever been overseas
intend to travel internationally again in the next 12 months. Of the travellers who have not travelled overseas in the
last two years, 21% are planning a trip in the next year. This trend is reflected in Expedia data, where demand for both
domestic and international is growing year-on-year.
From the USA to Uluru – Kiwis’ travel starts with a Bucket List
Whether it’s written on a piece of paper, saved in their phone or etched firmly in their imagination, almost every New
Zealander (98%) says they have a Travel Bucket List, listing the destinations they want to visit in the next five years.
Kiwis clearly don’t have a list just to dream about travel – 94% have crossed at least one travel experience off their
bucket list, up on the 2014 result of 87%, suggesting this trend is accelerating.
When looking at the top factors considered in selecting what they tick off their bucket list, nine in ten Kiwis (89%)
see a unique cultural experience, the ability to refresh and disconnect from the daily grind, health and wellbeing and
pristine natural environments as the most important aspects. Potentially challenging the status quo somewhat, unique
cultural experiences are particularly important for the younger generation aged between 18-24 (94%).
“Travel is a key part of the Kiwi way of life and it’s not surprising New Zealanders are inspired to keep a bucket list
when they’re surrounded by inspiring travel stories on social media, TV and in magazines. Kiwis love getting out there
and exploring this amazing world we live in and this is evident as international and domestic travel increases. What’s
exciting is that Kiwis are thinking beyond traditionally popular destinations and are seeking unique travel
experiences.” said Georg Ruebensal, Managing Director Expedia Australia and New Zealand.
The most popular international destination featuring on Kiwis’ bucket lists is Australia followed by predominantly
perennial long-haul favourites across Europe as well as Canada.
Top international Bucket List destinations:RankDestination1Australia2England3Canada4Italy5France6Fiji7Greece8Germany9Scotland10Spain
When it comes to domestic destinations, the sights and sounds of Queenstown dominates. However, New Zealanders also want
to experience the iconic city destinations that attract tourists from around the world, such as Wellington, known for
its arts, culture and vibrant bar/restaurant scene and Auckland, the city of sails with its unique and trendy suburbs,
such as Ponsonby and Kingsland.
Top domestic Bucket List destinations:RankDestination1Queenstown2Wellington3Auckland4Christchurch5Bay of Islands6The Southern Lakes – Wanaka, Hawea, Wakatipu & Te Anau7Nelson8Milford Sound9Coromandel9Wanaka
Bucket lists are not just for destinations. Kiwi travellers also have a number of special experiences on their bucket
list. More than a third of Kiwis would like to take a luxury cruise (35%); followed closely by visiting one or more of
the Seven Wonders of the World (33%); holidaying like a VIP in luxury (33%); seeing the Northern Lights, Aurora Borealis
(29%); and driving around the country in a motorhome/caravan (28%).
Top activities Kiwis have already crossed off their bucket lists include: visiting a major theme park such as
Disneyland, Alton Towers or Wet ‘n’ Wild (59%), camping or glamping (33%) and seeing snow at Christmas (32%).
Deeply patriotic, visiting a site of historical significance, such as Gallipoli, is another key experience at the top of
Kiwis’ bucket lists. Two in five (40%) of New Zealanders say they have ticked this experience off their bucket list, up
2% on the 2014 results, perhaps as a result of the ANZAC Centenary in April this year.
Instagram Appeal
The rise of visual social media platforms like Instagram, as well as the enhanced photo capabilities of smartphone, has
led to 80% of respondents stating the opportunity for great photo opportunities was a key driver when choosing a
destination. This trend is further mirrored by more than half (57%) choosing digital cameras as a travel essential,
aside from a smartphone, compared to other travelling features such as WiFi (43% felt it was essential), travel apps
(21%) and GPS devices and laptops (18%).
Despite the initial hype, Kiwis are yet to embrace selfie-sticks with only 4% deeming them a travel essential.
ENDS