Warmer weather and longer days see a sense of optimism in the air.
After a challenging 2020 there is a strong feeling of hope and anticipation for a better 2021. Following months of extraordinary change, including unprecedented restrictions on movement, New Zealanders are looking forward to traditional, albeit adapted, summer experiences – it’s now time to unplug and embrace the great outdoors.
To gain a greater understanding of Kiwis’ attitudes and anticipated behaviour over summer 2020/21, we partnered with research agency Pureprofile to conduct a bespoke survey. To ensure a robust and credible output, a nationally representative sample of 500 New Zealanders participated in the survey. The survey was completed in September, after the second Auckland lockdown.
The research findings showed that, for many Kiwis, this summer will be spent exploring our own backyard, with two key trends emerging: staycations and short domestic holidays.
Staycations the new vacations this summer
After months of limited movement, summer represents the perfect opportunity for Kiwis to enjoy a staycation and get out and about to experience the fantastic range of activities and events on offer in their local city.
· 31% of Kiwis are planning to enjoy a staycation this summer.
New Zealand’s handling of the COVID pandemic has been widely praised. Unlike many other countries around the world, life in New Zealand is largely back to normal. Road traffic levels have returned to pre-COVID levels, domestic travel is experiencing a boom, and mass events such as concerts and sporting matches are back on the agenda. New Zealanders are embracing activities, especially the novelty of being able to experience traditionally inside activities, outdoors:
· 75% find outdoor experiences appealing this summer*
· 63% find outdoor movies appealing this summer*
· 55% find outdoor music events appealing this summer*
Kiwis take off to local bucket list destinations
With restrictions on international travel still in place, summer 2020/21 is the perfect opportunity for Kiwis to start ticking off their domestic bucket list destinations and venturing off on much anticipated holidays, either by road or air.
· 84% of people agree international travel restrictions make this a great time to see more of their own country~
· 63% plan to take a holiday by road*
· 20% plan to take a flight to a holiday destination*
JCDecaux, connecting people and brands over summer
The demand for domestic travel has enjoyed a strong resurgence following the easing of restrictions, which has led the travel industry to forecast record levels of domestic travel over summer 2020/21. Given the lower cost of flights (versus international travel), Kiwis are also planning on spending more.
· 43% plan to spend more than they normally would on domestic travel in the next 21 months^
· 63% are looking to spend more on scenic activities^
· 57% are looking to spend more on eating out^
JCDecaux’s extensive national network of Large Format and Airport touchpoints gives brands the opportunity to influence audiences while they are out-and-about exploring their local city, or when they are travelling by road or air to a domestic holiday destination. Offering unrivalled impact and scale, JCDecaux has an intelligent solution to meet any brief.
To see JCDecaux’s full summer presentation, or learn more about airport advertising opportunities, please contact JCDecaux New Zealand Sales Director, Gary Rosewarne: [email protected]
~JCDecaux Pigeon Project
^ Tourism New Zealand