NewZealand.com, the consumer facing website of New Zealand Tourism, has seen an all-time high in terms of traffic and referrals to travel brands listed in the site.
The site was launched in 2011, and a significant revamp happened in later 2012.
The objective of the site is to connect consumers with travel sellers (flight, accommodation, transport, activities) in New Zealand, businesses can list for free in the site.
All site metrics point north
In 2013, NewZealand.com witnessed a record 14.1 million visits, an increase of 29% YOY. In the month of November 2013, the site attracted three million visits, an increase of 132% compared to November 2012.
Referrals to tourism businesses also increased for the month of November 2013 - up 156%, while referrals to New Zealand operators increased 74% for the month.
In 2012, there were over two million referrals to travel sellers, an increase of 53% YOY, and referrals to New Zealand-based operators increased 55%.
In a 2012 survey conducted by the tourism board, 74% of respondents said they were more likely to visit New Zealand as a result of their visit to NewZealand.com.
The site reaches more international consumers than other New Zealand destination marketing organisations combined.
Below chart shows the percentage split among visitors when they visit NewZealand.com.
Percentage split by country.
User profile of NewZealand.com
Content consumption across various stages of travel.
Massive growth in mobile
The mobile website of NewZealand.com was revamped in late 2012, and a mobile app was launched in July 2013.
The app has over 1,150 activities listed, and it has been downloaded 38,000 times since launch.
Traffic to the mobile version of NewZealand.com has grown 250% YOY with referrals from mobile phones up 1,400%.
Usage of mobile devices by travellers while in New Zealand had increased significantly between 2011 and 2012, with travellers using an iPad or laptop up 44%, and use of a smartphone up 28%.
Plan forward
Based on the user insights to the website, a new project is undertaken that focuses on developing new feature content to inspire and inform consumers.
Once completed, the site will roll-out a range of recommended trips for various lengths and styles of holiday.
Over the coming months, the site will also enhance its content to support visitors who are interested in special interest activities like hiking, cycling and golf, which result in a longer stay in New Zealand.
Recently, tourism New Zealand launched a China toolkit website for local travel brands to serve Chinese tourists better.
NB: Analysis image via Shutterstock.