Tourism New Zealand has made a significant addition to its suite of digital marketing channels, with the launch of its first mobile app - ‘Essential New Zealand’.
The free app offers advice to travellers on the go in New Zealand, without the need for a Wi-Fi connection, encouraging them to do and see more while in the country.
Catherine Bates, general manager, brand and international PR, explained: “Essential New Zealand aims to make it easier for visitors to connect with tourism experiences while travelling through the country – regardless of where they are or what they are doing.
“People on a boat in the middle of Milford Sound or pausing at one of the huts on the Tongariro crossing, can use this app to plan their next activity, rather than wait until they are back at a hotel or café.
“In turn, the app works to influence their travel decisions by encouraging them to travel more widely, visiting more regions and participating in more paid visitor activities.”
Designed using robust user research, the free to download app works in tandem with TNZ’s mobile optimised travel website, newzealand.com, to enhance the visitor experience and improve access to information that meets traveller’s needs.
TNZ’s Visitor Experience Monitor showed that the use of mobile devices while in New Zealand had increased significantly between 2011 and 2012, with travellers using an iPad or laptop up 44 per cent, and use of a smartphone up 28 per cent.
“Travellers are now engaging with digital media prior to and throughout the travel process,” added Bates.
“Mobile is an increasingly important channel for operators, with a 1,000 per cent increase in mobile referrals from newzealand.com in the past year.
“The app is a significant step to support this increased use, ensuring information is readily available to travellers across a variety of digital channels.
“As a result, the app features over 1,150 activities and travel experiences, highlighting the iconic activities in each region which users can save into their ‘Your Trip’, an established tool on newzealand.com.
“By delivering information users are looking for while they are in New Zealand, the app will generate highly qualified referrals to tourism businesses, for operators to convert into bookings.
The app also includes full contact details and detailed map locations for every activity and regional i-SITE centres, meaning face-to-face support and advice can be found easily if required.
When accessed online, users are easily connected with comprehensive accommodation and transport booking information on newzealand.com.