Newsletter : May 2008

brought to you by New Zealand Tourism Online www.tourism.net.nz

NZTO Comment

by Garry Bond, General Manager, New Zealand Tourism Online

So it appears there wasn't much in the old budget for tourism. That's a shame as tourism still contributes a massive amount to the economy, employs about 10% of the population and puts our country in front of millions of people around the world. To stay competitive we need to compete against countries who have massive budgets and although we will never have huge amounts to spend, New Zealanders are smart people and know how to stretch a dollar. I guess the point is that we need to have a few extra dollars to play with to start with.

Well done to all New Zealanders who help promote this country by being the best in their chosen field. Scott Dixon is the latest Kiwi to be in the spotlight and it's always a great opportunity for a bit of free publicity for New Zealand. No amount of money could get this sort of exposure.

Isn't the media an excellent avenue for communication? The problem is that information is passed around the world so fast that the initial impression may not necessarily be the whole story. As an example, there has been a couple of cases where tourists have said they have been robbed but it turns out they made it up. They say any publicity is good publicity but I doubt that's the case here. While the media reports in good faith, it's important for all of us to really provide visitors with the best possible experience while in this country. That way they can return home and help promote New Zealand as the safe, fun place that it indeed is. We've even just been voted 4th most peaceful country in the world.

On a final note, TRENZ may be all over and done with by the time you read this, but an event like this is a great vehicle for international buyers to interact with New Zealand tourism operators. The Tourism Industry Association New Zealand (TIA) estimates that business generated by TRENZ is worth about $2 billion to the economy each year, out of total annual foreign exchange earnings by tourism of $8.3 billion. With more than 1200 people attending TRENZ maybe there should be a raffle with proceeds going to the TNZ marketing budget.

Domain Names and Emails

Do you have your own domain name? If not you should. Besides the obvious benefits of using this for your own Web site, you can also use it to generate a proper email address. When a potential visitor needs to contact you by email, it's not very professional if you happen to be using a free Hot Mail or Gmail account. Marginally better is an Xtra or Clear account but these aren't any substitute for an email address that is part of your domain name e.g. stay@xyzmotel.co.nz

So if you don't have a domain name, go and get one. These are being snapped up every day of the week. You'd be surprised at how hard it is to get a good name that's short and to the point. Click here to see if the domain name you want is available.

If you already have a domain name but aren't using your emails, then talk to the person who hosts your Web site and they will set it up for you.

Web Marketing Options

New Zealand Tourism Online provides tourism operators with an extensive range of advertising solutions, from simple listings to engaging audio-visual presentations.

As we have a huge profile in search engines, and thousands of visitors to our site on a daily basis, advertising on New Zealand Tourism Online effectively means quality traffic is being driven to your door.

SPECIAL DEAL --> Buy any one of the feature positions before the end of June 08 and get an extra month for free.

Have a look at the many options. There are some excellent marketing spots including:

Major Category Feature Spot

For a higher profile, consider adding a Major Category Feature spot listing (limited options - please check with us). This can appear in a major category such as Transport. Only your business is featured so it's exclusively yours for the listing period.

Example: Accommodation

Map Category Feature Spot

Maybe you want to be profiled in your own category, such as boutique and heritage accommodation or scenic tours? Only your business is featured so it's exclusively yours for the listing period. Map Category Feature spot listings provide great exposure on the map page.

Example: Apartments

Activities Feature Spot

Feature your business on a visitor information page specific to your attraction or activity e.g. bungy jumping, horse riding or even weddings. Only your business is featured so it's exclusively yours for the listing period. Great opportunity to get an Activities Feature spot so your business is in front of those who want to know more.

Example: Bungy Jumping

Regional Feature Spot

For visitors who want to know more about a region, what there is to do, its history and scenic highlights, why not grab a Regional Feature spot? A maximum of 4 spots are available per region. Some regions are fully booked already so please check or ask us.

Example: Auckland

Driving Route Feature Spot

Ideal if you wish to target those visitors who are self-driving around New Zealand. Two different feature spots are available. The Driving Route Feature spot is a large feature which rotates (a max of 4 spots) while the Driving Route Details spots cover an actual driving route between two cities in detail (a max of 4 spots).

Example (Driving Route Feature): Auckland

Example (Driving Route Details): Auckland-Rotorua-Wellington

Directory Search Feature Spot

Quite a few people are familiar with search functions now and often use this to get quick results. You can profile your business at the top of the results page in the Directory Search as one of a maximum of 10 rotating spots in your category and region combination. Great opportunity and lots of spots sold already.

Example: Rotorua Accommodation or Wellington Transport (type in your own region and category)

Audio Visual Clip

According to the latest PhoCusWright Consumer Travel Trends Survey, nine out of ten online travel buyers (89%) say travel-related podcasts or online video influence their travel purchases. Join the 100's of tourism operators who already have an Audio Visual clip. A highly professional studio recorded multimedia clip is personalised for your business. Very cost effective.

Example: Audio Visual Directory

BUY or CHECK AVAILABILITY SPOT

Simply email us to order or to check the availability (give us the details of what you are interested in), contact your tourism consultant directly or call us on 0800-14-65-49.

Tourism News

Just a few news briefs featuring New Zealand.

• Data just released by the Ministry of Tourism shows very high levels of satisfaction amongst Australian visitors to New Zealand’s regions. “The Regional Visitor Monitor (RVM) shows that our Australian visitors are amongst our happiest customers,” said Bruce Bassett, Ministry of Tourism Research Manager. Australians gave an average overall satisfaction rating of 8.3 (out of ten), higher than the benchmark for other international travellers of 8.1. Scores of “excellent” were provided by three-quarters of all respondents for the categories of ‘scenery’, ‘friendly/welcoming people’ and ‘a safe and secure place to visit’.
• New glacier hot pools on track for spring launch. A multi-million dollar hot pools complex, The Glacier Hot Pools, being built in Franz Josef’s native rainforest by Ngai Tahu Tourism and Joseph Developments Limited is on track to open in spring this year. The stunning boutique complex will be enveloped in lush native vegetation and is designed as a haven of natural tranquility. The first phase of the development will open with three main pools and three bush-based private hot pools.
• Tourism New Zealand has tweaked its marketing mix to reflect the increasing reality of economic factors that are affecting tourism markets. Chief executive George Hickton said it had all but pulled out of Japan and Korea, preferring to focus marketing resources in countries that were not mired in an ‘‘economic mudpool’’. Mr Hickton said Tourism NZ envisaged little growth in countries with severe economic problems such as Japan and Korea, and had moved its resources to aim at more promising prospects. The organisation was redeploying marketing spending to where it could get the best results, he said. "Britain and the United States are in the middle, and then there are markets where we see a great amount of potential, such as China, Canada and Australia."
• A new environmental rating system, believed to be a world first for tourism businesses, has been launched in New Zealand. Qualmark Green, an extension of New Zealand's Qualmark quality assurance scheme, will rate environmental performance and tourism quality assurance. From August 1, all Qualmark licence holders will have to meet minimum environmental standards as part of their quality accreditation assessments.
• Since the first ‘What's On’ campaign was launched in Australia in August 2006, visitor numbers from our biggest market have increased by 9 per cent. The innovative Tourism New Zealand campaign is focused on promoting the seasons. It gives Australians more reasons to visit the regions and to travel here outside of the peak summer months. Minister of Tourism Damien O’Connor says Australia is a vital market for New Zealand’s $8.3 billion tourism industry, providing over 38 per cent of total visitors last year.

Images

Do the pictures you display on your Web site provide the site visitor with a real impression of what you have to offer? Do your pictures says a thousand words? Well they should. While you may have carefully crafted words, often sites are let down by the images. These can be dull, poorly photographed or they may just have no 'imagery' attached to them.

Imagine a spa pool picture with no-one in it compared to the same image with a couple of people relaxing and taking in the view. Same picture but it makes the viewer get a real feeling of being there.

Choose your pictures well.