Qrious helps New Zealand tourism gain valuable new insights

Friday, 13 May 2016, 1:05 pm
Press Release: Spark

Qrious helps New Zealand tourism gain valuable new insights

Regional Tourism Operators (RTO’s) throughout New Zealand now have access to deeper, richer, data to help them make key planning, investment, and marketing decisions, following the release of an innovative new product – Voyager - developed by Qrious, a data analytics and insights business born out of Spark Ventures.

Most of the country’s RTO’s have now signed up for Voyager, collectively representing around 75% of the total New Zealand Tourism market by value.

Voyager is accessed through an intuitive web portal and can be easily manipulated to provide unique content according to the needs of each RTO.

Up until now, many tourism operators have relied on the Commercial Accommodation Monitor (CAM) to provide visitor insights. The CAM survey provides valuable information, however doesn’t capture the growing sector of the private accommodation market serviced by the likes of Bookabach and Airbnb, as well as visitors staying in private bachs or with friends and family. Surprisingly, for many of New Zealand’s popular holiday destinations, more traditional commercial accommodation can account for as little as 20% of total visitors during peak times.

Qrious CEO, Ed Hyde, says that, despite being New Zealand’s number one export earner, in today’s world of the sharing economy the Tourism Sector was crying out for better information to help create sustainable value now and for the future.

“Voyager gives the RTO’s more comprehensive and accurate information on the number of visitors to a region, where they have come from, and how long they stay. We are also working with tourism businesses to provide rich demographic information, through the use of Roy Morgan Helix Personas, to better understand the types of visitors, their areas of interest and aspects like media consumption to highlight potential avenues to increase value for a wide group of stakeholders,” Mr Hyde said.

CEO of Hawkes Bay Tourism, Annie Dundas, says Voyager has already helped them to rethink some key initiatives by providing a more sophisticated set of data that has enabled them to challenge their assumptions.

“It is also enabling us to provide much more detail to sponsors and other partners for planning and reporting purposes,” she said.

Mr Hyde said this is just the first step for Voyager. “We are really excited about working with Tourism to develop a range of products that can support the sector to grow. This is a product that can benefit any New Zealand tourism business that wants to have a better understanding of their customers.”

ENDS

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