Share of Urban Households % 3 9 14 54 Affluent 54 Upper - PowerPoint PPT Presentation

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Share of Urban Households % 3 9 14 54 Affluent 54 Upper Middle Class Mass Middle Class Poor 22 29 16 2012 2022

Mix of Holidays • • • • •

‘Group’ Intend to travel as part of an 7% 6% organised group 5% 7% 9% 7% ‘FIT’ 18% 15% Intend to visit as FIT 7% 8% 8% 2% 55-69 years 35-39 years 40-44 years 45-54 years 18-29 years 30-34 years 10% 15% 12% 19% 24% 20% FIT 30-49 Source: AC Monitor Q2FY15 Quarterly Presentation

Total ACs Independent Professionals Linear (Total ACs) 90% 88% 87% 86% 86% 85% 84% 84% 83% 83% 83% 82% 82% 81% 80% 79% 79% 78% 78% 78% 77% 77% 77% 77% 77% 76% 75% 75% 75% 75% 74% 74% 74% 74% 74% 73% Q2 FY12 Q3 Q4 Q1 Q2 FY13 Q3 Q4 Q1 Q2 FY14 Q3 Q4 Q1 Q2 FY15 Source: AC Monitor Q2FY15 Quarterly Presentation

• • • • Source: Project Kiwi – China FIT qualitative research Nov-DecFY15

Place Polluted air, sky & food Nature: dramatic, Intense urban living unspoilt & protected Man made environment Natural intensity of clean air & blue, blue sky Clean & safe People Crowed, hectic Open spaces, few people Competitive Welcoming , open & Lack of trust contrasting lifestyles, & culture Trusted Experience Pressured, stressed Relaxed, easy going Lack of trust Calm & safe Repetitive & bored Stimulating & reviving Our offer of 100% Pure New Zealand absolutely hits the mark Source: Project Kiwi – China qualitative research Nov-DecFY15

• • • • • • • • • • Source: Project Kiwi – China FIT qualitative research Nov-DecFY15

• • • • • • • • • Source: Project Kiwi – China FIT qualitative research Nov-DecFY15, & AIAL/MBIE China Market Development qualitative research Sept FY15

• • • • • • • • Source: Project Kiwi – China FIT qualitative research Nov-DecFY15, & AIAL/MBIE China Market Development qualitative research Sept FY15

• • • • • • • Source: Project Kiwi – China FIT qualitative research Nov-DecFY15, & AIAL/MBIE China Market Development qualitative research Sept FY15

“The story” “Catch it” “Eat it”

• • • • • • Source: Project Kiwi – China FIT qualitative research Nov-DecFY15, & AIAL/MBIE China Market Development qualitative research Sept FY15

www.qunar.com most influential ONLINE WOM/FRIENDS www.traveltogo.com www.booking.com TRAVELLER EXPERIENCE www.agoda.com FORUM/BLOG SHARING • Most popular source • Pictures from friends • Traveller perspective is Wechat & Weibo highly relevant & credible • Recommendation from • www.mafengwo those who have returned • www.tuniu from trip • www.lvmama.com • www.yahoo.com • www.baidu.com least influential TV MAGAZINES Source: Project Kiwi – China FIT qualitative research Nov-DecFY15

http://www.mafengwo.cn/i/3019992.html • • • • • Source: Project Kiwi – China FIT qualitative research Nov-DecFY15, & AIAL/MBIE China Market Development qualitative research Sept FY15

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• • • • • • • • • Thank- you to Lisa Chambers, and the team at Skydive Wanaka for sharing their story