Observations from the US

As I return to New Zealand after spending a significant chunk of the past six months in California attending to family matters, I find myself reflecting on the conversations and observations I've made about the American mindset about New Zealand. While the disappointment of missing out on all of the tourism industry events lingers (FOMO is on highest level), the extended stay did provide a unique lens into the desires and perspectives of Americans.

I was able to have loads of conversations about New Zealand because most friends and family have changed my last name from Paladini to "From New Zealand." Thus, wherever I go, I am introduced to new friends or even the local butcher as "this is my sister Gina from New Zealand" which opens up endless opportunities to listen to people's candid reactions to our country.

Here are my top five observations:

1. Airlines Take the Lead: Despite our family's unwavering loyalty to Air New Zealand, the surge in popularity of United, Delta, and American Airlines among Americans is undeniable. The promotional efforts these airlines are undertaking in the US for New Zealand have captured attention and generated significant interest. With four airline choices out of LAX, the competition is fierce, evident in the empty seats on my recent Air NZ flights, a revelation even shared by the flight attendants. Where the new flights hub out of is important for marketers to consider.

2. Safety & Stability: Conversations about New Zealand often pivoted towards its stability and safety. The sentiment echoed was, "Where else in the world is as beautiful, stable and safe as New Zealand?" Amidst concerns about crowded European destinations, the appeal of wide-open spaces without crowds was a common, compelling reason for Americans to choose New Zealand.

3. Shift in Experiences: The traditional perception of New Zealand as an adventure-centric destination seems to be evolving. Whether engaging with young friends, older acquaintances, the local butcher, or fellow walkers, the common desire was to experience the stunning landscapes, indulge in short hikes, savor wine and food, and immerse themselves in a bit of culture. When I would question about experiencing some of NZ’s iconic adventures the general response was that it is not a priority. ?

4. Embracing Group Travel: Nearly every individual I interacted with was either traveling in a small group or expressed a desire to do so. From first-time participants in small group tours to multiple couples or groups of single friends, the inclination towards collective exploration was evident. Among the ten friends and family planning to visit in 2024, only one comprises a couple.

5. The Art of Slower Travel: With Americans typically constrained to 14 days of vacation, what I deem as a positive trend seems to have emerged – a preference for a slower, more immersive travel experience. Most travellers I spoke to were planning trips ranging from 10 to 16 days, emphasizing quality stays over quantity. The consensus leaned towards staying at least two nights in each location, appreciating a more unhurried exploration.

As all the data from TNZ and NZTEC substantiate this hot streak in the US market, these observations could shed some light on the factors fuelling it and offer some insight for your marketing.

Hope “y’all” are ready for a season of travellers asking for plenty of ice in their water and jelly to go with the Pic’s peanut butter ??

#TourismInsights #USMarket #NewZealandTravel #tourismnewzealand #NZTEC #betterneverstops