Ones of my passions is working with companies on successfully engaging with other cultures, particularly China. Chinese tourists are the fastest growing and second largest source market for visitors to New Zealand. Underpinning this trend is a marked recent increase in the volume of Chinese travelling independently to New Zealand. These Chinese are tech savvy and understanding channels like Weibo and WeChat is key. To genuinely engage we not only need to understand how to communicate but also what we should communicate. To understand more about this target segment here is the first of a series of 10 Modules providing insights on the needs and attitudes of Chinese Free and Independent Travelers.

1. Insight into The needs and attitudes of
Chinese Free and Independent Travellers (FIT)
Module 1- The Context #NZCNTourism

2. 2
MODULE 1 – THE CONTEXT
In this module we will cover
The China FIT market – WHY it is important to you
• Size of the opportunity
• Rapid Growth – is set to continue
WHY travel - WHY New Zealand
• Travels role and relevance for the Chinese
• How the Chinese see New Zealand – WHAT is the attraction
• What is key to our story
Understanding WHO we are targeting
• Different target opportunities within FIT - Understanding Chinese FIT segmentation and different needs and
opportunities
• How to identify the target audience that fits for you - using a simple overview of the Chinese FIT groups.
The TOOLS to build a targeting plan for growth
• Customer Segment tool – either simple or more comprehensive to enable you to identify your customers
• #NZCNTourism adaptation of the Lean Canvas – enabling you to build a business plan on one page, this
will be used though the modules and can be built on as you work though your areas of interest
Welcome
This module provides insight into the rapidly evolving Chinese Free and Independent
Travellers (FIT) market, outlining key segments to enable you to identify target audiences
for your services.

3. WHY is the Chinese Traveller market important?

4. Chinese travellers to New Zealand are
our second largest visitor market
growing over 34% in a year
Imagine applying that value and growth
to your business

5. CHINESE TRAVELLERS REPRESENT A SIGNIFICANT
OPPORTUNITY
AUSTRALIA
1,317,616
total visitors
509,392
holidayCHINA
344,944
total visitors
263,952
holiday
USA
239,952
total visitors
148,544
holiday
UK
200,112
total visitors
84,672
holiday
Germany
83,616
total visitors
61,040
holiday
Japan
86,112
total visitors
56,832
holiday
Chinese travellers are the second largest
visitor market to New Zealand.
Source: Statistics New Zealand – International Travel & Migration: YE Nov 2015

6. 6
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
2007 2008 2009 2010 2011 2012 2013 2014 2015
CHINESE VISITOR GROWTH IS STEADILY
INCREASING YEAR ON YEAR
CHINESE VISITOR ARRIVALS
through time
Total
Holiday
119,880 112,155
104,527
120,222
141,289
194,752
231,120
257,584
344,944
73,855 73,672 67,393
80,087
94,917
138,912
170,832
188,656
263,952
In 2015 more than 260,000 holiday makers arrived from China to New Zealand, a 40% increase from the
previous year.
Source: Statistics New Zealand – International Visitor Arrivals: YE Nov 2015
34%
11%
19%
38%
18%
15%-7%-6%
40%
10%
23%
46%
19%-9%0%
19%

7. 7
CHINESE TRAVELLERS REPRESENT A SIGNIFICANT
OPPORTUNITY
Source: Statistics New Zealand – International Visitor Survey: YE Jun 2015
Chinese travellers are rapidly changing their travel patterns, The Independent visitors are
staying longer, visiting more regions and taking on more activities.
TOUR / PACKAGE
VISITOR
INDEPENDENT
VISITOR
AVERAGE
SPEND
AVERAGE
SPEND
MEDIAN STAY
MEDIAN STAY
7
DAYS
3
DAYS
$4,322
$4,832
158,730
136,195
REGIONS
VISITED
REGIONS
VISITED
AVERAGE NUMBER OF
ACTIVITIES
3.7 12.7
AVERAGE NUMBER OF
ACTIVITIES
2.5 10.6

8. It is only at the beginning
There is an opportunity to build for a
market that has further growth potential

9. 9
AND CHINESE TRAVELLERS WILL CONTINUE TO
DRIVE SIGNIFICANT FUTURE GROWTH
CHINESE INTERNATIONAL OUTBOUND TRAVELLERS
China outbound tourism will
continue to accelerate as
more Chinese travel overseas
and are choosing to travel
multiple times a year
Source: China National Tourism Administration – 2015
MILLIONS
28 30
35
41
46 48
57
70
83
98
109
130
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

10. 10
CHINESE ARE TRAVELLING MORE
From 2014 to 2015 the number of Chinese visitors to New Zealand grew 34%1.
This growth is global2 – with even greater potential for New Zealand as short haul travellers
increasingly travel greater distances.
JAPAN
115% 
FIJI
40% 
MAURITIUS
40%  AUSTRALIA
20% 
MALDIVES
40% 
THAILAND
93% 
NORWAY
60%  FINLAND
44% 
NEW ZEALAND
34% 
The fuel in the
engine is the
continuing growth
of the Chinese
urban middle class
Source1: Statistics New Zealand – International Visitor Arrivals: YE Nov 2015
Source2: Wolfgang Georg Arlt, Dec 2015, China's Outbound Tourism In 2015: Another Year Of Resilient Growth And New Trends – Forbes

11. WHY is travel important to the Chinese?
AND
WHAT is it about New Zealand that is
attractive?

12. The growing Chinese middle class is
changing the global tourism industry
Travel is a core part of the emerging
middleclass Chinese psyche
They want to travel more
to places they love

13. 13
CHINESE FIT ARE CONFIDENT, SOPHISTICATED, EXPERIENCED
TRAVELLERS
Chinese - The FIT Active Considerer
• Travel is an extremely important part of life. Planning, experiencing,
sharing
• They have had many different and varied travel experiences
• Confident to plan and book independently all aspects of the trip - on
line
• Time rich and will spend – within a (generous) budget
• Do not require 5 star accommodation – Will spend less here to spend
more elsewhere - balancing the budget
• Look for and appreciate deals – from airfares, to add on experiences
• Travel companions and fellow-planners are important – planning,
reviews of others, travelling with others, sharing, connecting
• Live their lives online and through social media – mostly via
smartphones
13

14. 14
TRAVEL IS FUNDAMENTALLY IMPORTANT TO THE
GROWING MIDDLE CLASS CHINESE
Seeking unique, real and impactful experiences - memories and stories to share.
“I want to feel it, see it,
memorise it”
“I would have to just
plan the next trip if I
couldn’t travel”
“Not being able to travel would feel
like being a frog at the bottom of the
well – seeing a small part of the sky”
“If I am there, I feel REAL,
and I can bring it back to
China with me”
A social status personal
reflection of taste, interest,
sophistication, success
Social connection
Sharing, meeting and developing
friendships, building friend networks
Scoping – new lifestyle
and business opportunity.
Education opportunity
Escape
Crowded, stressed,
polluted environment,
cold, heat, dirt, pressure
New experiences
Learning – lifestyles, language,
personal challenge
Relatively new freedom
– opening up of visa access
An interest, hobby
Taking time to search and share
• Talking to friends
• Online
• TV travel programmes
• Travel guides
Understanding the needs and attitudes of Chinese FIT

15. WHY New Zealand?

16. 16
Place/
environment
People
Experience
Take me away from... To…
• Polluted air, sky and food
• Urban intense living
• Man made environment
• Crowded
• Busy
• Competitive
• Pressured
• Stressful
• Lack of trust
• Difficult to get around
• Repetitive day to day
• Boring
• NATURE - dramatic, intense,
impactful, unspoilt, protected
• Natural intensity of clean air
and sky (blue)
• Clean and safe
• Open spaces with fewer
people
• Welcoming, trust
• Different / contrasting
lifestyles, people, cultures,
history
• Easy
• Calm, relaxing
• Safe
• Stimulating
“We are in a crowded noisy city – I want something different”
WHAT NEW ZEALAND HAS TO OFFER THE CHINESE FIT
New Zealand is very attractive
Our ordinary is their extraordinary

17. 17
OUR ENVIRONMENT HOLDS SIGNIFICANT APPEAL FOR THE
CHINESE FIT
“I want to melt into nature”
“Pure nature – like 100 years ago – the original way”
“Relaxed, casual and free – you can do what ever you want”
“What is beautiful – I want to go there”
“The air and the sky – it is so different”
“I want to personally feel it – see if its true – be there”
“If I’m there I feel REAL – and I can bring it back to China with me”
“I want to explore an untouched land”
“Be free”

18. 18
NEW ZEALAND OFFERS – ZERO DISTANCE IMMERSION
DIVERSITY - INTENSITY + EASE
100% Pure
New Zealand
FRESH VIBRANCY
EVERYTHING CLOSE
Zero Distance
Immersion
Feel it, see it, touch it, do it, taste it, share it
EASE
Inclusive
Accessible
Serendipity
Welcoming
Open
Safe
Friendly
Responsive
flexible
DIVERSITY
Variety
Many
Different
Contrasting
Choices
Options
Multi
layered
INTENSITY
From
beginning to
end
Multi
layered
Involving
Stories and
experiences
Ensure things to see and do are in close proximity. Consider how we enable and communicate this?

19. Understanding the FIT mind-set

20. 20
NOT ALL CHINESE FIT VISITORS
ARE THE SAME…
NOR DO THEY WANT THE SAME THING
Understanding and targeting is important to:
• Attract high value visitors
• Target our product development and communication at people who will
respond
• Understand who will be interested in our different experiences and what the
development opportunities are
• Build regional and seasonal spread
• Help grow the segments that are of value to us

21. 21
CHINESE FIT ARE CHANGING – THEY ARE MORE
OFTEN TIME RICH AND DON’T WANT TO BE RUSHED
Many Chinese FIT are time rich – they are not so much the ‘short stayers’ of those we saw in the
early years of Chinese travelling to New Zealand.
This new breed choose to stay longer – often between 7 – 21 days and up to six weeks
They will take time to see and experience one area well rather than try to do it all and will return
to a destination to build on an experience and try something they couldn’t do on the first trip
They do not want to be rushed, feel pressured or have to do it all in one day. A relaxed pace
with time to get to experiences, time to just sit and watch, and to “live like the locals”
 Key is to continue building relationships after travellers have left – to consolidate the
desire to return
 While multiple combined experiences may be good – they may not want to do
them all on one day. They take into account the group needs to decide the plan for
the day.
 Many activities will be booked at the last minute, or the day ahead. It must be easy
to do this online or by phone. Do look at last minute options for this market.

22. 22
CHINESE FIT TRAVEL TOGETHER. BEING TOGETHER
AND SHARING IS KEY – IT’S AN ETHOS
They are adventurous and independent – happy to pre book, organise their own travel, self drive,
Pre booking can be limited to airfares and some key experiences / accommodation – the rest will be
organised the day before, or on the same day so they need to be easily able to book at the last minute
A group can be anywhere between 4 to 20

23. 23
We must understand clusters – and how to optimise their experience
 There need to be options so people can do different things together. Watching an activity
can be as rewarding as doing.
 There does tend to be a leader – the leader needs to feel equipped with information,
prepared and confident to “sell” the idea or experience to the rest of the group.
 We have to be flexible and make it work – e.g. eating together may mean shifting the cutlery
to other rooms.
 If one person is not enjoying it, the trip will be cut short (no-one is left behind) – change if
needed.
 Those that travel together play together. Socialising together can be noisy – and they don’t
want to annoy others – how can we facilitate this?
 Time management can be important – with groups of sometimes over 20. How do we
facilitate this easily and ensure everyone enjoys the experience?
They stay together
They play together They eat together
They are more accustomed to
communal sleeping arrangements
They socialise together
The group may split up – but no one will be left alone
Chinese FIT: being with others is everything

24. Understanding the FIT customer segments
and how to maximise value

25. Which Chinese FIT audiences are
relevant for you?

26. 26
25%
CHINESE TRAVELLER – KEY SEGMENTS
95% of Chinese Travellers are in the Active
Boomers and Independent Professional
segments
1294K
320K
236K
199K
81K 84K
43K 16K 13K
26%
60%
14%
31%
64%
Active Boomers
(55-74 years)
Independent Professionals
(25-54 years)
Backpackers
Source: Statistics New Zealand International Travel and Migration, YE Aug 2015, Holiday only
5%
45%
44% 10%
43%
40% 16%
53%
19%
28%
AUSTRALIA CHINA USA UK GERMANY JAPAN INDIA INDONESIA BRAZIL
45%
11%
44%
26%
13%
61%
6%
69%
18%
21%
61%
Tourism New Zealand Chinese Market Segmentation

27. CATEGORY:
PROFILE:
STRATEGY: 31% of holiday visitors
Self drive 26%*
Stay: hotel, motel & luxury
LOS:1-3 weeks
Ave spend:
Travel with: partner/spouse
Organised group tour 50%**
Stay: hotels
LOS: 3 days
Activities: tbc
Ave spend: tbc
* 26%% of ABsV2 self drive holiday
**50% ABsV2 are on an organised
group tour
QUESTIONS:
• What / where the recommended things to see and do are
• How easy it is to travel around
• How long it takes to travel between the main attractions
• Where I should get information about how to organise a
holiday to NZ
SCENIC ATTRACTIONS: Beaches and coastal, native forests,
geothermal, lakes and rivers, local towns
ACTIVITIES: wildlife, shopping New Zealand souvenirs, local arts
and crafts, local cuisine, Maori culture and performance, historic
sites, museums & galleries.
Age: 55-74 Shanghai, Beijing, Guangdong
Desire: To get in touch with nature, have fun and enjoy myself ,
to broaden my mind
Keen desire to arrive in Sep-Nov and Mar-Apr
Market: China
Date: As at 1/10/15
SEGMENT: Active Boomers
Source: Tourism New Zealand

28. SEGMENT: Independent Professionals Market: China
Date: As at 1/10/15
CATEGORY:
Self Drive Exploring 27%*
Stay: hotel, motel & luxury
LOS:1-3 weeks
Ave spend:
Travel with: partner/spouse
Organised Touring 61%**
Stay: hotel
LOS: 3 days
Ave spend:
Travel with: partner/spouse
* 27%% of IPsV2 self drive
**61% IPsV2 are on an organised
tour
PROFILE:
STRATEGIC ROLE: 64% of visitors
QUESTIONS:
• What / where the recommended things to see and do are
• How easy it is to travel around
• What the transportation options are for travelling within NZ
SCENIC ATTRACTIONS: Beaches and coastal, geothermal, fjords,
lakes & rivers, cities
ACTIVITIES: hot pools, historic sites, local cuisine and wine,
shopping – arts and crafts, local markets and New Zealand
souvenirs, wildlife
Age: 25-54
Shanghai, Beijing, Guangdong
Desire: To get in touch with nature, to broaden my mind, to learn
and explore new things, have fun and enjoy myself, to take a
break from routine, relax and refresh
Source: Tourism New Zealand

29. 29
CHINESE TRAVELLERS – TRAVEL STYLE
Organised
touring
59%
Explore on
a budget
6%
Explore from
a base
8%
Self-drive
exploring
26%
3%
<1%
42%
4%
19%
4%
14%
2%
7%
4%
<1%
<1%
3%
Backpackers
68%
Independent Professionals
28%
Active Boomers
Most of the FIT visitors are self drive exploring and exploring from a base
NB: This information was gathered in 2014 and is different to 2015 data in previous pages.
Source: Tourism New Zealand – International Visitors Survey 2014

30. There are also key factors influencing the
decisions of your customers and
impacting on what they want and where
they choose to go
Which factors are important to you in
building your business – and who don’t
you want to target?

31. 31
FIRST
SUBSEQUENT
SHORTER
TRIP
IN PEAK CHINA
Employed
LONGER TRIP
CHINA OFF PEAK
Self Employed
CONSERVATIVE
FOLLOWER
ADVENTUROUS
INDIVIDUAL
FRIENDSHIP
FAMILY
VERY HIGH
HIGH
MODERATE
BUDGET
FACTORS – DIFFERENTIATING VISITORS
NZ EXPERIENCE
LEVEL
INCOMETRIP LENGTH
& EMPLOYMENT
TRAVELLER
APPROACH
PARTY
COMPOSITION
More in depth immersion
and focused
More time and less
travelling
More time 10 -30 days More off the beaten
track
More independent
and impulsive
More personalised
More unique
More activities
More key attraction
overview
Short trip 7-14 days China
peak holiday focus
More safe and
familiar
More natural sights
Less activities
Must do – popular
To target for value growth, and regional and seasonal development

32. 32
DIFFERENT TARGET OPPORTUNITIES
TRIP ORDER TO NEW ZEALAND
More in depth immersion
• Spend more time – overall and in each place
• Choose a more limited area to explore in more depth
• Go to new regions and places
• Visit in a different season
• Experience more / different activities and allow more time for serendipity
• Follow a special interest
• More off the beaten track
Scoping overview
• Often shorter and limited time in each place (one night)
• Realise that you can’t see it all in New Zealand in one trip
• Itinerary includes “must do” icon places and activities and may
include:
– Auckland
– Rotorua
– Queenstown
– Milford
– Or North / South Island only
OPPORTUNITIES
• Target second and third visitation for:
– Regional and seasonal extension
– Longer experiences e.g. 2-3 nights, cycling, hiking, boating.
• Target extension experiences – overnight, or 1 day 2 night experiences targeted at returning travellers.
• Ensure maintain connection with visitors and promote new, different, more immersive experiences.
• Build awareness of new and different “must do” experiences while in New Zealand – for the next trip.
New Zealand is known as a destination to come back to – you can’t do it all in one trip – and there
is lots to see and experience.
FIRST
SUBSEQUENT
NZ EXPERIENCE
LEVEL
More in depth and focused
More time and less
travelling
More key attraction
overview

33. 33
DIFFERENT TARGET OPPORTUNITIES
LONG TRIP SELF EMPLOYED
Short holidays around Chinese public holidays (up to 10 days - 2 weeks)
• Limited time can mean increased need for multiple visits to New
Zealand
• First overview trip will include one or two nights maximum per stop and
often have limited flexibility for activities or itinerary change
• First trip will be to icon “must do” places and experiences
More: Beijing, Shanghai
OPPORTUNITIES
• Target Guangzhou and second tier commercial centres for longer stay itineraries and regional / seasonal
extension.
• Clearly deliver longer and shorter itinerary options.
• Prioritise the development of second tier “icon” “must do” destinations to relieve potential increasing peak
demand relating to those who must plan around national holidays.
Longer holidays generally (2 weeks – 2 months)
• Greater flexibility and desire to come away from Chinese public
holidays
• Want an immersive more in depth experience from trip one
• Will select one area for more time
• Inclined to have less structure and more flexibility
More: Guangzhou, second tier cities – commercially orientated
Employment status (e.g. employed in corporate / government or self employed / private commercial) has a substantial
impact on travel planning, timing, length, degree of immersion and number of trips planned.
Self employed are relatively time rich, flexible, avoid main holidays, travel more slowly and in depth, more open to
serendipity and discovery.
SHORTER
TRIP
IN PEAK
Employed
LONGER TRIP
OFF PEAK
Self Employed
TRIP LENGTH
EMPLOYMENT
More time 10 -30 days
Short trip 7-14 days
peak holiday focus

34. 34
DIFFERENT TARGET OPPORTUNITIES
CONSERVATIVE TRAVELLERS
Search
• Tend to search on Chinese websites mainly
• Less likey to consider or be aware of New
Zealand local & “official”l sites
Itinerary
• Follow others to icon experiences
• Tend to “collect’ popular “must do”
• Need review and recommendations to have
confidence
• Tend to tightly and often over structure itinerary
Activation
• Key Opinion Leaders (KOLs), top rated itineraries,
most popular must do
• Images, ratings
Product
• Shorter (20 minutes – 2 hours), operator
reputation, easy and challenging
• Reassurance / confidence, assistance and
Mandarin translation (QR code)
OPPORTUNITIES
Conservative
• Guidance with a Mandarin speaker – by region, by day (personalised).
• Better utilisation of i-SITEs – recognition, explanation (free), knowledge of Mandarin speakers, awareness (with visa, at
air arrival, at accommodation).
• 24 hours assistance line in Mandarin.
• Personalised independent trip organisation (and accommodation, activities / transport).
• New Zealand driven, design your own itinerary options (online button and calculator).
• Promote Official New Zealand site – Newzealand.com
CONSERVATIVE
FOLLOWER
ADVENTUROUS
TRAVELLER
APPROACH
More off the beaten
track
Must do – popular

35. 35
DIFFERENT TARGET OPPORTUNITIES
ADVENTUROUS TRAVELLERS
Search
• Search global and China sites
• More aware of local information sites and their
value
Itinerary
• Will go beyond the most popular spots
• Will define own trip and follow special interest
• More interested in “off the beaten track”
• Will leave lots of flexibility
Activation
• Plus stories, reasons, emotive and experiential
descriptors
• Images, links
Product
• Longer – if time, up to two nights
• More immersive special interest, more able to
participate independently
• Seek drama, different unique experiences
OPPORTUNITIES
Adventurous
• Targeted “adventure” experience in regions through hiking, biking, skiing, fishing, sailing, golf, food, delivered in a safe
and easy ‘luxury’ way
• Organisations in China and specialist site networks medias
• Off the beaten track itineraries – e.g. paua diving, heli-bush / hunting, live like a local, fly drive immersion.
CONSERVATIVE
FOLLOWER
ADVENTUROUS
TRAVELLER
APPROACH
More off the beaten
track
Must do – popular

36. 36
DIFFERENT TARGET OPPORTUNITIES
TRAVEL GROUP STYLE
• Convoy – nuclear families travelling together in separate
cars e.g. 6 adults with 3 children
• Intergenerational family – children, parents,
grandparents
• Young Social Groups
– Younger, more flexible
• Older Established Friendship Groups
– Special interest
–  money
– will take  time
• Self Focused Independent
• Traditional backpacker
– Adventurous
– Take time “off the beaten track”
– Low accommodation cost and high
activity spend
– Will engage in special interest
INDIVIDUAL
FRIENDSHIP
FAMILY
PARTY
COMPOSITION
More independent
and impulsive
More safe and
familiar

37. 37
DIFFERENT TARGET OPPORTUNITIES
FAMILY COMPOSITION
Convoy Family Clusters
Travel during Chinese school holidays
• Child oriented
• Accessible, easy activities
Intergenerational Family
• Short – 20 minutes to 2 hours (maximum)
• Facilitating bonding – time sharing together
• Wi-Fi free – play on gadgets
• Play grounds
• Feed the ducks
• Communal cooking facilities
IMPLICATIONS / OPPORTUNITIES
• Family targeted holidays: 1June – 1 September are the school holidays in China.
– Family trips to temperate (cool… hot… not hot… ) New Zealand
– New Zealand is percieved as uncrowded…a relaxed time
– Longer trip (2 weeks plus) more relaxed immersion time in each place
– Ski play, learn to… ski, farm, animal park, playgrounds
– Opportunities for bragging rights that even adults are scared to do – e.g. sky dive, sleep in a unique space
(Hobbit Hill, tree house) stargaze, wonders of the world
– Sail a boat (e.g an Optimist), ride a horse
INDIVIDUAL
FRIENDSHIP
FAMILY
PARTY
COMPOSITION
More independent
and impulsive
More safe and
familiar

38. 38
DIFFERENT TARGET OPPORTUNITIES
FRIENDS
Young Social
• Friendship groups travelling together – mixed, only women, only men
• Seeks challenge with ease – travel is stimulating and exciting, pushes
boundaries… but not difficult, rushed or in any way pressured
• Camper van, car, public transport. homestay, farm stay, affordable self
cook accommodation
Established Friendship
• Independent friendship groups or couples post children. Time rich,
financially well off
• Relatively short experiences 1-4 hours or overnight
• Extended and private group experiences
IMPLICATIONS OPPORTUNITIES
Young Social
• Easy immersion experiences
• Safe adventure – many experiences to share, back stories
to add to the story telling and give meaning and
uniqueness
• Ability to do things together – but layered so all can
participate in different ways
• Photography – opportunities for photos, special spots, specific times,
record and share
• Enabling groups to form – similar travel interest, engage online
• Different experiences for different groups – active adrenaline, food,
nature
• Create and share stories that make an experience or place unique
Established Friendship
• Experience local life – want depth, “act like a local”
• Flexible and tailored options
• Genuine, unique, local experiences
• Self cook – BBQ cooking with Asian flavours
• Encouraging regional repeat visits – developing and maintaining
relationships
INDIVIDUAL
FRIENDSHIP
FAMILY
PARTY
COMPOSITION
More independent
and impulsive
More safe and
familiar

39. Segments
Travel Style
Origin
International / Local
INTERNATIONAL
CHINA
FREE INDEPENDENT TRAVELLER (FIT)
ACTIVE BOOMER
LOCAL
USA
ORGANISED TOURING
BACKPACKER
AUSTRALIA
INDEPENDENT PROFESSIONAL
Income
Party Composition
Traveller Approach
Employment
Trip Length
NZ Experience Level
FIRST
SHORT
SELF EMPLOYED
ADVENTUROUS
SUBSEQUENT
LONG
EMPLOYED
CONSERVATIVE FOLLOWER
FRIENDSHIP INDIVIDUALFAMILY
VERY HIGH MODERATEHIGH
QUICK EXERCISE
THINKING ABOUT YOUR TARGET AUDIENCE MIX
• If you don’t know your target
market then this is a great
opportunity to identify it.
• Once this is identified all your
decisions, direction and
investment will become a lot
clearer.

40. It is time to build value!
Getting Started – thinking about the
emerging Chinese FIT

41. 41
INTRODUCTION TO #NZCNTOURISM LEAN CANVAS
BUILDING THE CONSUMER INTO YOUR
ONE PAGE BUSINESS PLAN
Using #NZCNTourism lean canvas
The Lean Canvas has ten elements, together these elements provide a view of the “key drivers” for future value growth
Key Drivers
• Problem / opportunity - Top 3 problems / opportunities
• Customer Segments: Who are the customers? What do they think? See? Feel? Do?
• Unique value proposition and story: What’s compelling about your offer? Why do customers buy, use?
• Unfair advantage: Can’t be easily copied or bought
• Key product offer : The product experience
• Channels: Your path to customers. How are these propositions promoted, sold and delivered?
• Customer Relationships: How do you interact with the customer through their “journey”?
• Revenue Streams: How does the business earn revenue from the value propositions?
• Key Activities and metrics: What uniquely strategic things does the business do to deliver its’ proposition?
• Key Resources: What unique strategic assets must the business have to compete?
• Key Partnerships: What can the company not do so it can focus on its Key Activities?
• Cost Structure: What are the business’ major cost drivers? How are they linked to revenue?
Why it is great
• Focus: A canvas puts your idea on a page and strips away the “stuff” providing clarity and focus on what’s driving your
business (and what’s non-core and getting in the way).
• Flexibility: It’s easy to tweak the model and try things on a single page.
• Transparency: It’s also easy to share
To help you get started we have adopted the Lean Canvas so you can rapidly capture your
ideas as you work though the modules.
You can use the NZCN Lean Canvas to rapidly build a one page plan which you can share. The
Lean Canvas focuses on addressing broad customer problems and solutions and delivering
them to customer segments through a unique value proposition.
You can use it across all of the modules to successfully build your game plan. In addition, each
module may have some extra tools to help you distil your thinking as you fill out your Canvas.

42. BUILDING A PLAN ON A PAGE
AN END TO END APPROACH
Adapted from Flint-Box Lean Canvas
PROBLEM /
OPPORTUNITY
Top 3 problems /
opportunities
SOLUTION
Top 3 features &
related benefits /
actions
KEY ACTIVITIES &
METRICS
Key activities and
how you will
measure them
UNIQUE VALUE
PROPOSITION & STORY
Single, clear,
compelling message
that states why you
are different and
worth paying
attention
UNFAIR ADVANTAGE
Can’t be easily
copied or bought
CHANNELS
Path to customers
CUSTOMER SEGMENTS
Target customers
PRODUCT MARKET
My Canvas:
This module
focuses on
the target
audience
but adds
ideas and
thoughts
into the
whole of
your
canvas as
you work.
KEY PRODUCT OFFER
The product
experience
Ref Module 3
Developing
stories & icons
Ref Module 8
Digital strategy
development
Ref
Module 2 Enabling
Experiences
Ref Module 7
Keeping your
finger on
the pulse Ref Module 5
Product &
Experience
Development
Ref Module 4
Optimisation
of current offer
Ref Module 6
Special Interest
Ref
Module 1.
The Context
Ref Module 9
Seasonal
Development
Ref Module 10
Regional
Development &
Activation

43. 43
SELECTING YOUR CUSTOMER SEGMENT IS EASY
Now you understand the segmentation model and key attributes of the target audience
STEP 1.
Identify your target
segments
Focus for Top 3
Markets
STEP 2.
Develop key
customer profiles
Target Audience
needs
STEP 3.
Optimising the
product to meet
needs
My Plan on a Page
Current value
Future value
Cost of acquisition and service
Seasonal spread
…

44. FOCUS FOR TOP 3 MARKETS
Segments
Travel Style
Origin
International / Local
INTERNATIONAL
CHINA
FREE INDEPENDENT TRAVELLER (FIT)
ACTIVE BOOMER
LOCAL
USA
ORGANISED TOURING
BACKPACKER
AUSTRALIA
INDEPENDENT PROFESSIONAL
1. China 25% 3. USA 25%
2. Australia 25%
4. NZ Domestic
25%
Income
Party Composition
Traveller Approach
Employment
Trip Length
NZ Experience Level
FIRST
SHORT
SELF EMPLOYED
ADVENTUROUS
SUBSEQUENT
LONG
EMPLOYED
CONSERVATIVE FOLLOWER
FRIENDSHIP INDIVIDUALFAMILY
VERY HIGH MODERATEHIGH
Segments
Travel Style
Origin
International / Local
INTERNATIONAL
CHINA
FREE INDEPENDENT TRAVELLER (FIT)
ACTIVE BOOMER
LOCAL
??
ORGANISED TOURING
BACKPACKER
??
INDEPENDENT PROFESSIONAL
1. % 3. %
2. % 4. %
Income
Party Composition
Traveller Approach
Employment
Trip Length
NZ Experience Level
FIRST
SHORT
SELF EMPLOYED
ADVENTUROUS
SUBSEQUENT
LONG
EMPLOYED
CONSERVATIVE FOLLOWER
FRIENDSHIP INDIVIDUALFAMILY
VERY HIGH MODERATEHIGH
Your plan for the next ___ years

45. TARGET 1 TARGET 2 TARGET 3
Age
Nationality
NZ Experience Level
Trip Length
Employment
Traveller Approach
Party Composition
Income
Age
Nationality
NZ Experience Level
Trip Length
Employment
Traveller Approach
Party Composition
Income
Age
Nationality
NZ Experience Level
Trip Length
Employment
Traveller Approach
Party Composition
Income
VALUE DRIVERS
1.
2.
3.
4.
5.
VALUE DRIVERS
1.
2.
3.
4.
5.
VALUE DRIVERS
1.
2.
3.
4.
5.
PRODUCT NEEDS PRODUCT NEEDS PRODUCT NEEDS
SERVICE NEEDS SERVICE NEEDS SERVICE NEEDS
KEY TO ACTIVATION KEY TO ACTIVATION KEY TO ACTIVATION
TARGET AUDIENCES – Your Pen Portrait
NEEDS STATEMENT
“I want …….
I love ……..”
NEEDS STATEMENT
“I want …….
I love ……..”
NEEDS STATEMENT
“I want …….
I love ……..”

46. TARGET 1 TARGET 2 TARGET 3
Age
Nationality
NZ Experience Level
Trip Length
Employment
Traveller Approach
Party Composition
Income
20-35
Chinese
First
Short
Mix – Self Emp., Emp.
Adventurous
Group of 6 friends
Moderate, High
Age
Nationality
NZ Experience Level
Trip Length
Employment
Traveller Approach
Party Composition
Income
20-60
Chinese
Subsequent
Long
Mix – Self Emp., Emp.
Adventurous
2+
High, Very High
Age
Nationality
NZ Experience Level
Trip Length
Employment
Traveller Approach
Party Composition
Income
VALUE DRIVERS
1. A new challenging experience
2. Hands on immersion
3. Reputation – famous, unique
4. Something for everything
5. Something I am interested in ‘special
interest’
6. Safe
7. Convenience
VALUE DRIVERS
1.
2.
3.
4.
5.
VALUE DRIVERS
1.
2.
3.
4.
5.
PRODUCT NEEDS PRODUCT NEEDS PRODUCT NEEDS
SERVICE NEEDS SERVICE NEEDS SERVICE NEEDS
KEY TO ACTIVATION KEY TO ACTIVATION KEY TO ACTIVATION
TARGET AUDIENCES
NEEDS STATEMENT
“I want …….
I love ……..”
NEEDS STATEMENT
“I want …….
I love ……..”
NEEDS STATEMENT
“I want …….
I love ……..”

47. MY PLAN ON A PAGE
Product Targeting with our market – Meeting a Need
UNIQUE VALUE PROPOSITION AND STORY
Single, clear, compelling message that states why you are
different and worth paying attention to
Adapted from Lean Canvas
KEY PRODUCT OFFER
The product experiences
TARGET FOCUS
PRODUCT OFFER x MONTH/SEASON x TARGET

48. MY PLAN ON A PAGE
Product Targeting – Meeting a Need
Product offer and development
The experience, tailored to target audiences
KEY PRODUCT OFFER
The product experiences
Target DEVELOP MAINTAIN FIX / STOP

49. 49
CONGRATULATIONS - NOW YOU UNDERSTAND MORE
ABOUT YOUR CHINESE FIT TARGET AUDIENCES
• Think about how to tailor the experiences for different target groups
• Understand who will be interested in your experiences
• Build unique product experiences to meet needs
• Develop a plan by month
• Use targeted communications
• Encourage sharing
To maximise value

50. Additional Segmentation Resources

51. 51
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INSIGHTS JOIN THE #NZCNTOURISM
COMMUNITY
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