Segment Opportunities



  • The major segment.
  • 43% of New Zealanders would consider  island holiday with their partner or spouse.
  • Strategy - Direct marketing & trade co-op marketing; Focus on “Stay Another Day” and “Discover Samoa”


  • Current product range caters for this  segment and this will only improve with  new product coming online.
  • Strategy - Direct marketing and co-op marketing with  specialist trade; Bridal expos and associated media channels


  • 32% of research respondents indicated  they would travel on an island holiday with their children or other family members.
  • Direct marketing & trade  co-op marketing
  • Strategy - Word of mouth; VFR networks; “Discover Samoa” adventure family holidays; rather than just fly and flop


Group Travel (Sports Groups)

  • Present a great opportunity, however the number of visitors in this category remains
  • at around a few hundred per annum, generally less than Australia
  • Leverage off strong cultural & sporting ties
  • Explore engagement of Sporting Ambassadors to promote school sports trips and club pre-and post season tours
  • Establish exchange visits and club twinning.

Group Travel (Weddings)

  • Developing group segment.
  • Samoan-NZ community present a major sector through word of mouth and social media.
  • Exotic locations, warm and friendly environment. Friends able to enjoy an island holiday at the same time.
  • Continue to attend & identify bridal expos.
  • Identify specialist trade and align this with digital and print bridal & wedding focus media
  • Collaborative with segment plant in Samoa
  • Ensure all practicalities and information is readily available via STA website

Chill Out Crowd

  • Opportunity in NZ market to grow younger demographic looking for value-for-money independent short breaks
  • Beach fale experience presents an alternative to Fiji’s Yasawa’s and easierto reach than SE Asia.
  • Attraction of casual beach lifestyle and cultural experience
  • Develop ‘Experience Samoa’ themes targeted at young adventure market with strong social
    media engagement with focus on booking direct or via specialist youth/adventure trade.

Soft Adventure

  • Niche segments such as active adventurers (cycle tours, kite surfing, deep-sea fi shing and surfi ng).
  • Research indicates demand for more adventure travel. Added bonus of flow- on benefi t to more tourism related businesses in Samoa.
  • Further develop relationships with niche trade in NZ. Research conducted with NZ trade revealed strong support for Samoa as a destination and a readiness to engage.

New Zealand