New Zealand

New report outlines increased visitation opportunities

Addressing misconceptions and proactive marketing key to holiday park success

An in-depth study of the New Zealand domestic market has found that holiday parks are almost uniquely positioned to cater for New Zealanders wanting to connect with nature and free themselves from the routines of daily life. 

According to the report, undertaken by Angus & Associates on behalf of Holiday Parks New Zealand (HPNZ), Kiwis’ main motivations for travel over the summer months were rest and relaxation, spending time with loved ones and enjoying nature.  

HPNZ Chief Executive, Fergus Brown said it was no surprise that the level of satisfaction is high from Kiwis staying in holiday parks.  

“The report shows that holiday parks offer access not only to comfortable accommodation, but to a truly unique Kiwi experience,” Mr Brown said.

“Motivations for travel have become more grounded in nature, connection and experiencing the great outdoors, which all come hand in hand with a holiday park stay.”  

Key findings in the Angus & Associates report said barriers to staying at a holiday park could be overcome by marketing to a wide range of people, addressing outdated misconceptions about the sector, and proactively marketing ahead of a good spell of weather.

Holiday parks could also increase visitation by explicitly positioning themselves as meeting these new travel goals, creating packages with popular activities and events, and marketing to the education sector. 

Echoing Tourism New Zealand’s ‘Winter, So Hot Right Now’ new domestic winter activity initiative, the report also identified winter experiences as a strong marketing opportunity. 

“There are many winter experiences on offer at holiday parks: accommodation and ski packages, hot pools, winter cycling and hikes, for example,” Mr Brown said.

Principle Mid Article 728×90 June22

“With many holiday parks providing warm cabins and hot showers, there is no need for Kiwis to wait for summer to connect with nature or take a well-deserved break with a partner, family or friends.”​​​

Mike Parker-Brown

Mike Parker-Brown is a UK-trained and qualified journalist and an award-winning travel communicator with more than 30 years experience. Since 2002, Mike has worked as a freelance writer and PR consultant providing his services to major organisations in Australia and internationally in the tourism, aviation, hospitality, recruitment and export marketing sectors.

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