- 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.
- 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.
Published Tuesday, 23 August 2016