These are happy times for holiday parks around New Zealand, judging by the optimism being felt by park owners.
The Holiday Parks Business Confidence Monitor for January/February 2014 shows business confidence is well ahead of the same time last year.
Confidence levels are at +71, indicating that 71% more respondents are currently optimistic than pessimistic. This was considerably up on the +55 recorded at the same time in 2013.
Business confidence for the next 12 months also increased by five points on the December/January survey to +71.
The Holiday Parks Business Confidence Monitor, developed and managed by Angus & Associates*, surveys the Holiday Parks Association New Zealand’s (HAPNZ) 300 members.
HAPNZ Chief Executive Fergus Brown says this is the busiest time of year for most holiday parks, as international visitor numbers peak through January and February, and New Zealanders take late summer breaks.
“45% of HAPNZ members completing the monitor said that demand had increased compared to the same time last year, and a similar number expected demand would increase over the coming month,” Mr Brown says.
The appeal of the local region was thought to have had the biggest influence on increased demand in January/February, followed by the state of international visitor markets and the appeal of holiday parks in general.
Mr Brown says holiday parks around the country are noticing an upswing in the numbers of travellers from traditional markets like the US and UK, which is being linked to the improving economies in those countries.
Many are also reporting more visitors from the fast growing Chinese market.
- Angus & Associates is a premier supplier of marketing, research and strategic planning services. They are focused on delivering informed insights for a range of private and public sector clients, particularly within the tourism and leisure sectors.
- The holiday park sector provides 38% of New Zealand’s commercial accommodation capacity and 20% of actual guest nights
- In the past year holiday parks provided 6,325,431 guest nights
- Guest nights to holiday parks are made up of approximately 32% international visitors and 68% domestic visitors
- While staying at holiday parks guests contribute $733 million in direct expenditure to the local communities
- Approximately $372 million (51%) of the expenditure is contributed by domestic travellers, with the balance of $362 million (49%) by international travellers