Whether it be a domestic getaway or a long haul international holiday, over 2 million New Zealanders have travelled in the past year and 3 million intend to travel over the next 12 months. Our love of travel has translated into strong sales for travel and holiday guide books; 35,316 titles in this category were sold in 2016 - valued at $1.2 million.
Using Nielsen BookScan information, we analysed the Top 100 selling titles in the Atlases, Maps and Travel category across New Zealand, Australia, United Kingdom and Ireland. Not surprisingly, the largest share of titles were from the same continent as the BookScan market.
A look at the top 10 titles in the Travel and Holiday Guides category shows New Zealand has a few destinations in common with Australia, as does the United Kingdom with Ireland. Europe features across all four markets as a particularly popular area of interest.
Nielsen Consumer and Media Insights (CMI) shows that Kiwis’ top three travel destinations include Australia, UK/Europe and South East Asia. Our interest in Asia is particularly strong, with a 30% jump in the number of New Zealanders who have visited Japan in the past 12 months and a 22% increase in the number who have travelled to South East Asia.
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ABOUT NIELSEN BOOK
Nielsen Book is a leading provider of search, discovery, commerce, consumer research and retail sales analysis services internationally. Nielsen provides search and discovery products through Nielsen BookData Online and retail sales analysis via Nielsen BookScan in nine countries including Australia and New Zealand.
ABOUT NIELSEN CONSUMER AND MEDIA INSIGHTS (CMI)
In this environment, breadth of understanding of consumer attitudes, media consumption and their day to day behaviours is essential. Nielsen Consumer and Media Insights provides views of consumers you want to identify, understand and then reach. Meaning you don’t rely on too narrow a view of a customer. The data is gathered via an independently audited survey of 11,000 New Zealanders aged 10+. It uses mixed methodology of face-to-face (75%) and online (25%) interviews, combined with a self-completion diary. The sample is then weighted to Statistics NZ population data for national representation.