Working with Tourism Australia
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Markets
Working in Market - New Zealand
See how to work in New Zealand, one of Tourism Australia's key markets, and learn key insights into the various travel distribution channels.
Distribution system
New Zealand’s (NZ) travel distribution system is relatively small compared to other markets but has complexities and nuances to navigate. With Australia being the closest neighbour, virtually any outlet selling travel will offer packages and tactical activity for travel “across the Tasman”. A high percentage of travel sellers rightly position themselves as specialists in selling Australia.
While many Kiwi (common term for New Zealander) travellers are confident in booking direct or using an OTA, traditional distribution channels remain important for customised itineraries, groups and special interest travel – particularly for new experiences and off-the-beaten-track destinations.
In terms of air access, Australia is the best-connected international destination from NZ, with 9 non-stop gateways. Air New Zealand, Qantas and Jetstar are the largest trans-Tasman airlines active in the market. Others offer limited services such as, Emirates, LATAM and China Eastern.
Wholesalers
Commission level: 20% - 30%
- Due to New Zealand’s proximity to Australia, the wholesale network is smaller here, compared to other international markets. Many Kiwi travel agents have a history of booking direct and have the confidence to manage all elements of holiday packages. The wholesalers that do exist operate nation-wide, with many owned by the large retail chains.
- Major wholesalers selling Australia currently include Infinity Holidays (part of Flight Centre Group) and Go Holidays (part of Helloworld). Trade-friendly OTAs such as Hotel Beds and Expedia also play a key role for some travel agents, offering a wide range of inventory.
- House of Travel is a large retail travel brand which runs an in-house wholesale operation, providing a holiday booking platform for the 63 House of Travel retail outlets, as well some affiliated brokers.
Retail agents
Commission level: 10% - 15%
- Retail agencies are adapting to change and continue to restructure their businesses by moving away from low commission flight-only bookings to more profitable products and services.
- A good majority of these advisors are made up from the large retail chains of House of Travel (63 retail stores), Flight Centre Group (37 stores), Helloworld (33 stores), World Travellers (28 stores) and YOU Travel (23 stores).
- Outside of the major retailers, sits an extensive network of broker groups and independent agents, with most affiliated to the retail groups in some way. The number of brokers and homeworkers has been on the rise since the global pandemic forced many traditional high-street travel agencies to close.
Aussie Specialists
- The Aussie Specialist Program is the primary platform for Tourism Australia to train and develop frontline travel sellers to best sell Australia.
- There are currently 850 qualified Aussie Specialist agents in New Zealand, growing month-on-month as the industry returns to full-strength. This includes 23 ‘Premier Aussie Specialists’, recognised with Premier status for their extensive knowledge of the destination, commitment to selling Australia and ongoing learning via the Aussie Specialist Program.
Online
- Online travel agents or ‘OTAs’ such as Expedia, Webjet and Booking.com remain a popular way for Kiwis to book travel to Australia, due to New Zealand’s close proximity and familiarity with Australia. Distribution of hotels, resorts, lodges, attractions/tours, and car rental through major OTAs to Australia has increased as they continue to expand their product offerings.
- Specialist OTAs such as GoSee Travel (Cars and Campervans) and Book Me (tours and attractions) continue to grow and add value to those consumers who initially booked air and land components then research what to do once they’ve arrived at their destination.
Inbound Tour Operators
Commission level: up to 35%
- The amount of business New Zealand travel advisors put through ITOs is relatively small, compared to other international markets. There are many reasons for this including retail agents’ confidence in selling Australia and the consumers’ familiarity with a close destination, meaning less in-destination support is needed. Much like with the use of wholesalers, ITOs are a more appealing booking channel for other far-reaching destinations and off-the-beaten track experiences. E.g. an agent is much more likely to approach an ITO for a Western Australia tailored journey, than a resort holiday on the Gold Coast (a much more popular destination for Kiwis).
- Some Australian inbounders have offices in New Zealand and are active with travel advisors selling outbound to Australia – for example, ANZCRO and Abercrombie and Kent. Whereas some are based in New Zealand, operating as an inbounder for both NZ and Australia, but mainly targeting travellers from around the globe with minimal focus on the outbound Kiwi market. Examples of these organisations are First Light Travel and Unparalleled Journeys.
Trends
Distribution
- The travel trade and distribution system in New Zealand is small compared to other international markets however still accounts for 25-30% of all travellers to Australia. In 2024, approximately 343,000 passenger arrivals were booked via the trade.
- There is currently estimated to be 2200-2500 travel agents in New Zealand. Pre-Covid this was approximately 5000 and dropped to approx. 1000 at the height of the pandemic.
- The total trip spend on leisure travel to Australia by Kiwis was AUD$2.4 billion in 2023, growing by 96% compared to 2022, while the average trip spend was AUD$1,652, growing by 8% compared to 2022 (Source: IVS 2023).
- Despite the increase of online distribution, retail agencies are still an integral distributor of Australian travel for Kiwis, particularly for intricate itineraries to parts of the country less familiar to Kiwis. Travellers aged 55+ are also increasingly looking to ensure their travel spend is managed by a trusted travel advisor.
- With tourism operators throughout Australia (and globally) becoming more digitally savvy, there is now greater ability for travel advisors to book directly with operators. Particularly in New Zealand, where the time-difference to Australia is less and advisors can receive a same-day response.
Planning and purchasing travel
- Kiwis who book with the trade will often research elements of their Australian holiday online and then work with a travel agent for planning and booking.
- For Kiwis, Australia is as close to an “always on” destination as it gets due to the strong ties and ease of access. Certainly, for the most popular destinations like the Gold Coast, Sydney and Melbourne.
- The purchase cycle in New Zealand is fragmented and varied.
- Consideration for travel to Australia is high and booking lead times are relatively short compared to other international markets, generally sitting at between 8-10 weeks.
- Booking trends have been difficult to identify since the pandemic but traditionally, high booking periods are February-March when retail agencies and airlines have their new year sales with regular spikes around May and August-October.
Special interest
- There is a segment of the New Zealand leisure market, particularly amongst those over 45+ years of age, looking for premium travel and special interest experiences. Retail consortia groups such as Virtuoso are growing in this market and have a number of preferred wholesale and inbound tourism partners specialising in custom, high-end journeys in Australia.
- The Signature Experiences of Australia program packages and promotes Australia’s outstanding tourism experiences within a variety of niche areas and special interest categories. Signature Experiences of Australia currently comprises wineries, luxury lodges, golf courses, walks, Indigenous experiences, fishing adventures and wildlife. In each case Tourism Australia has partnered with select industry collectives that have a compelling marketing proposition and share a common goal and vision. An increasing number of wholesalers in market are targeting travellers looking for authentic and uniquely Australian experiences in these spaces. While there are many more special interest and premium products outside of the Signature Experiences collectives, we promote the program as a ‘good starting point’ when searching for experiences.
Planning a visit to market
Top tips for sales calls
- Travel sellers within New Zealand are very approachable and value in-person connection. Particularly in regional areas where it’s more of an effort to travel to.
- The market values strong relationships and loyalty, which takes time to build.
- New Zealand enjoys a friendly rivalry with Australia and the similar laid-back nature of which Kiwis matches that of Australians. Don’t be scared to play off the rivalry and have a laugh.
- To combat any over-familiarity Kiwis, have with Australia, it’s always recommended to highlight new and unique experiences.
- For more information on sales calls, key market centres to visit and general planning of a visit to market, please see Tourism Australia’s Tourism Export Toolkit.
Key Distribution Partners
Tourism Australia is a partnership marketing organisation and works closely with airlines and key distribution partners (wholesalers, retailers and online travel agencies) on cooperative marketing to drive conversion and increase the total booking value of visitors to Australia.
Each partner is selected based on the fit with Tourism Australia’s marketing strategy, a shared target customer profile, shared funding of marketing activity, a commitment to training their frontline sales team through the Aussie Specialist Program and a commitment to selling quality Australian product and experiences.
Below is a selection of Tourism Australia’s identified Key Distribution Partners currently in New Zealand.
Key Distribution Partners in New Zealand
Where to find more information
Tourism Australia’s activities in New Zealand are managed from a mix of the Sydney office and some in-market team members based in Auckland.
Australia's State and Territory Organisations (STOs) with in-market teams in New Zealand:
- Destination New South Wales
- South Australian Tourism Commission
- Tourism and Events Queensland
- Tourism Western Australia
Other STOs are regularly active with marketing activities managed from head offices throughout Australia.
