US Tourists Heading to New Zealand
Aggressive pricing and innovative marketing in the United States has seen bookings improve
Air New Zealand's drive to help halt the decline in international visitors to New Zealand is starting to show the first signs of success. Group General Manager International Airline Ed Sims says aggressive pricing and innovative marketing in the United States has seen bookings improve in recent weeks.
"At this stage, with bookings up week-on-week, indications are we've stemmed the short-term demand fall which is good news for tourism operators.
"Cumulatively we remain a long way below last year's bookings. Nonetheless we are now more confident that we will not have to reduce capacity further than the 9% already in place for the next four months.
"It certainly is encouraging to see that in the face of an economic crisis in the world's largest economy, US consumers are still prepared to spend when they spot a great product at bargain prices. New Zealand's appeal as a clean, green and safe destination has never been more valued.
"The challenge we therefore now face collectively as an industry is to invest further in our nation's presence offshore. We will have to work more collectively than ever to grow demand long-term during this challenging economic cycle and claw back some of the decline we have seen over the last twelve months," says Mr Sims.
Air New Zealand is currently promoting special return economy fares from Los Angeles and San Francisco to Auckland for as low as US$738 (18% saving), Premium Economy US$2359 (30% saving) and Business Premier US$5400 (46% saving).
Air New Zealand has also started a pricing and marketing campaign in the United Kingdom to entice more Brits to New Zealand, promoting bargain specials of return London-Auckland fares for just £571.
"We spend over $100 million annually on international sales and marketing activities, helping to attract the 800,000 offshore visitors who fly with us to New Zealand each year," says Mr Sims.
"On top of these special deals, thanks to the weak New Zealand dollar, Americans can now visit and enjoy a half-price holiday which is a unique selling point for the country with today's cash conscious tourists."
Kiwis looking for a cheap long-haul fare are not out of luck.
Specials include cheap economy class fares to Asia, companion fare deals for Premium Economy and Business Premier Classes to a number of destinations and weekly grabaseat $1 reserve International Auctions.
