AUSTRALIA/NEW ZEALAND. The Mercurius Group has partnered with THINK Global Research for a syndicated research programme involving airports and retailers in Australia and New Zealand.
The syndicate comprised three airports – Sydney, Melbourne and Auckland – and two major duty-free retailers – Heinemann Oceania and Lagardère AWPL.
The survey involved 1,250 Chinese travellers planning to visit Australia and New Zealand over the next 12 months.
The study aims to shed light on the difference between post-pandemic Chinese travellers and Chinese visitors before COVID-19 as several notable changes have been seen in China since 2019. These include the development of the Hainan offshore duty-free sector and changing regulations around arrivals shopping in the country.
Prior to the pandemic, Chinese passengers spent more often and significantly more than any other passenger nationalities in both Australia and New Zealand.
As a result, all parties to the syndicated research aimed to delve into the travel and spending intentions of Chinese visitors to Australia and New Zealand in this post-pandemic era.
The research project focused on both intended Chinese travellers who reside in China and intended Chinese travellers as residents in either Australia or New Zealand – finding major differences between the two groups.
The Mercurius Group Managing Director Ivo Favotto said: “Across Australian and New Zealand airports, the Chinese passenger is a commercially significant customer segment.
“Conducting research into their post-COVID mindset and intended spending behaviour is critical to help airports and duty-free retailers plan their assortment, retail execution and marketing plans to make the most of these passengers.”
THINK Global Research Managing Director Kristy Ihle added: “The research identified the size and value of three core Chinese traveller segments and their propensity to travel and spend on/off airport across Australia and New Zealand.
“The research findings identified that duty-free buying behaviour of Chinese visitors to Australia and New Zealand will be significantly different to their buying behaviour pre-COVID. There are both positives and negatives for airports and duty-free retailers in the research findings.” ✈
