New Zealand Holiday Parks Some Quick Facts

An independent review and analysis of existing data relating to the use of Holiday Parks and the provision of Holiday Park accommodation.

Prepared for Holiday Parks Association New Zealand
February 2013

Contents

Page

Introduction .............................................................................................................. 3 Conclusions ............................................................................................................... 3 Some Quick Facts on Holiday Parks .......................................................................... 4 The number of visitors staying in Holiday Parks holds steady ................................. 5 Holiday Parks are the third largest accommodation sector ..................................... 7 Visitors to Holiday Parks stay longer ....................................................................... 10 Visitors to Holiday Parks spend more ...................................................................... 12 The number of Holiday Parks is rising...................................................................... 14 Holiday Parks are offering more built accommodation .......................................... 17 Holiday Park’s are sustaining occupancy rates ........................................................ 19

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Introduction
This document highlights the current shape of the Holiday Park sector in New Zealand. This information has been prepared for the Holiday Parks Association of New Zealand (HAPNZ) – a membership based and funded organisation representing the interests of the commercial Holiday Parks sector in New Zealand. The information which follows is a result of the review and analysis of existing data relating to the use of Holiday Parks and the provision of Holiday Park accommodation.

Conclusions
New Zealand’s commercial Holiday Parks are well placed to make a growing contribution to the communities in which they are based. The number of visitors using Holiday Parks remains robust and there is evidence that these visitors stay longer and spend more than other visitors to New Zealand’s regions. Recent years have seen an increase in the number of Holiday Parks operating, as well as the range of accommodation offered.

These findings highlight the current nature and state of the Holiday Park sector, and in particular the importance of the contribution that Holiday Parks make to their local communities and the wider tourism industry. Future updates of this document will track how the sector changes into the future.

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Some Quick Facts on Holiday Parks

The number of visitors staying in Holiday Parks holds steady. Over the past ten years the number of guest arrivals to Holiday Parks has grown by 2% overall. In 2012 there were just under 3 million guest arrivals in the New Zealand Holiday Park sector.

Holiday Parks are the third largest accommodation sector. In 2012 Holiday Parks catered for 6.2 million visitor nights – this equates to 20% of all commercial visitor nights in New Zealand.

Visitors to Holiday Parks stay longer. The average length of stay at a Holiday Park for 2012 was 2.1 nights – this is 8% longer than the average length of stay amongst all commercial accommodation sectors. International visitors who stay in Holiday Parks also tend to stay much longer in New Zealand – an estimated 28 nights on average. This is 47% longer than the average amongst all sectors of 19 nights.

Visitors to Holiday Parks spend more. In part due to their longer stay, the average total expenditure in New Zealand for international visitors who stayed at least one night in a Holiday Park was $3,500 in 2012. Overall, only 16% of all international visitors spent in excess of this.

The number of Holiday Parks is rising. There are just over 400 commercial Holiday Parks in New Zealand. This figure has risen slightly over the past ten years, as has the total capacity of Holiday Parks.

Holiday Parks are offering more built accommodation. Recent years have seen an increase in the amount and range of built accommodation offered by Holiday Parks. There is a particular upward shift in the number of ensuite units and park motels being developed.

Holiday Park’s are sustaining occupancy rates. With the number and capacity of Holiday Parks increasing very slightly over the past ten years, and growth in visitor nights following a similar trend, Holiday Parks have seen an increase in occupancy of 4% in total since 2003 (from an annual average of 14% to 15%). Further, business confidence measures in the sector currently suggest a degree of optimism exists towards the coming year.

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 Number of visitors staying in Holiday Parks holds steady
Over the past ten years the number of guest arrivals to Holiday Parks has held relatively steady and grown by 2% overall. In 2012 there were just under 3 million guest arrivals in the Holiday Park sector - down 8% from the 2008 peak of 3.2 million arrivals. This rate of growth is slightly behind the average for all commercial accommodation (4.7% over the past 10 years), but ahead of the motel sector (-2.7%).
1

Annual Guest Arrivals - Holiday Parks (CAM) 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 500,000 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

In 2012, 192,744 international visitors stayed in at least one Holiday Park during their visit . This equates to 8% of all international visitors to New Zealand in that year. The use of Holiday Parks by international visitors has grown over time although the past two years have seen use decline from a high of 235,000 visitors in 2010. This decline is also evident in the backpacker and motel sectors, and use of hotels and private dwellings is increasing. Data from the Ministry of Business, Innovation and Employment’s International Visitor Survey (IVS) suggests the number of international visitors staying in Holiday Parks has grown by an average of 3% in total over the past nine years (2003-2012), compared with 8% for motels, 21% for hotels and -20% for backpackers.

2

Most commonly, international Holiday Park visitors are from Australia, Germany and the United Kingdom. The proportion of visitors from Europe is currently decreasing – in the 2006/07 peak season 66% of international holiday park guests were form Europe, and in the 2012/13 peak season this decreased to 58% .
1 2

3

Statistics New Zealand, Commercial Accommodation Monitor. Ministry of Business, Innovation and Employment, International Visitor Survey. 3 Peak Season Holiday Park Visitors 2012/13, Angus & Associates January 2013.

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The latest government tourism forecast predicts that international visitor arrivals will increase by 28% by 2018 - an average of 4% per annum . At this rate approximately 247,000 international visitors could be using a Holiday Park in 2018 (although this doesn’t account for changes that are occurring in the marketplace at present that may not favour Holiday Parks such as changes in visitor origin and a decreasing average length of stay).
5 4

In the year ending September 2012, 1,456,436 domestic visitors stayed at least one night in a Holiday Park . This equates to 8% of all domestic overnight visitors in that year. There are no current Government tourism forecasts for the domestic market, however if the current growth rate is maintained (6.9% from September 2011 to September 2012), 2.17 million domestic visitors could stay at least one night in a Holiday Park in 2018.

The chart below further illustrates the variance in the proportion of visitors using Holiday Parks in the different RTO (Regional Tourism Organisation) regions of New Zealand. This chart shows the proportion of visitors staying in commercial accommodation that are staying in a Holiday Park . So for example, 54% of all visitors to Coromandel staying in commercial accommodation are staying in a Holiday Park. Some regions display nil values due to low survey response rates.
6

Proportion of Guest Arrivals to Holiday Parks (against all Commercial Accommodation in the RTO region) Waitaki Wellington region Clutha Wanganui Wellington RTO Wairarapa Manawatu Ruapehu Auckland Queenstown Lakes Rotorua Lake Taupo Southland Dunedin Hawkes Bay National Average Waikato Canterbury RTO Taranaki Combined Canterbury Fiordland Wanaka Marlborough West Coast Bay of Plenty Kapiti/Horowhenua Northland Whakatane/Kawerau Gisborne Nelson/Tasman Central Otago Coromandel 0% 10% 20% 30% 40% 50%

4 5

Ministry of Business, Innovation and Employment, New Zealand’s Tourism Sector Outlook - Forecasts for 2012-2018. Ministry of Business, Innovation and Employment, Domestic Travel Survey. 6 Statistics New Zealand, Commercial Accommodation Monitor, YE December 2012.

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 Holiday Parks are the third largest accommodation sector
In 2012 Holiday Parks catered for 6.2 million visitor nights – this equates to 20% of all commercial visitor nights in New Zealand . Holiday Parks are the third largest commercial accommodation sector after hotels (10.8 million nights) and motels (10.3 million nights).
7

These 6.2 million Holiday Park visitor nights are currently made up of approximately 2 million international visitor nights (32% of the total) and 4.2 million domestic visitor nights (68% of the total) . These proportions have changed from around 24% international and 76% domestic in 2000. It is unclear how these proportions may change in the future, given there is no current forecast for the domestic visitor sector, and current international visitor forecasts outline a ‘structural shift’ in markets that will see some traditional long-haul markets decline, and growth from the Chinese and Australian short-haul markets.
9 8

The chart below shows the slight upward trend in Holiday Park guest nights over time. Guest nights have increased by 4% since 2003. This is an average of 0.5% annually.

Holiday Park Guest Nights - Commercial Accommodation Monitor 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

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Statistics New Zealand, Commercial Accommodation Monitor. Statistics New Zealand, Commercial Accommodation Monitor. 9 New Zealand’s Tourism Sector Outlook, Forecasts 2012-2018, Ministry of Business, Innovation and Employment.

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At a regional level, Commercial Accommodation Monitor data suggests that the share of guest nights provided by Holiday Parks is often even higher than the share of guest arrivals (due to length of stay). For example, in the Bay of Plenty, 32% of guest arrivals to commercial accommodation were to Holiday Parks in 2012 and 40% of guest nights in commercial accommodation were spent in Holiday Parks . In the chart below some regions have no value displayed due to low response rates.
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Proportion of Holiday Park Guest Arrivals & Guest Nights by RTO region Whakatane/Kawerau Clutha Dunedin Queenstown Lakes Fiordland Wellington Region Wellington City Wairarapa Wanganui Manawatu Auckland Southland Rotorua Ruapehu Lake Taupo West Coast Waikato National Average Hawkes Bay Canterbury Combined Canterbury Taranaki Marlborough Wanaka Waitaki Kapiti/Horowhenua Northland Bay of Plenty Gisborne Nelson/Tasman Central Otago Coromandel 0% 10% 20% 30% 40%

Guest Nights Guest Arrivals

50%

60%

The RTO regions that provided the most guest nights in Holiday Parks in 2012 were Canterbury, Northland, Nelson/Tasman, Auckland, Bay of Plenty and Coromandel . Canterbury provided 644,000 Holiday Park guest nights and all of these regions mentioned above provided more than 350,000 Holiday Park guest nights during the year. Canterbury’s figure equates to a daily average of 1,764 Holiday Park guests staying in the region.
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The chart over the page provides further information about the number and proportion of Holiday Park guest nights on a regional basis. Almost 50% of all international and domestic guest nights are spent in the North Island almost 40% in the

10 11

Statistics New Zealand, Commercial Accommodation Monitor YE December 2012. Statistics New Zealand, Commercial Accommodation Monitor (note some regions had data suppressed due to low response rates).

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South Island (note some regions have nil values due to low response rates, so there is a proportion of unallocated guest nights).

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Region Northland Auckland Bay of Plenty Coromandel Rotorua Waikato Hawkes Bay Taranaki Lake Taupo Gisborne Kapiti/Horowhenua Ruapehu Wellington Wairarapa Manawatu Whakatane/Kawerau Wanganui North Island Total Combined Canterbury (incl Timaru/Hurunui/Mackenzie) Nelson/Tasman Wanaka Marlborough West Coast Central Otago Waitaki Southland Queenstown Lakes Fiordland Clutha Dunedin Mackenzie/Timaru South Island Total Unallocated Total Holiday Park Guest Nights 2012

Holiday Park Guest Nights 2012 (CAM) 589,415 395,046 391,159 387,301 264,299 212,894 195,551 148,800 147,830 127,149 78,919 59,390

Percentage of all Holiday Park Guest Nights 9.4% 6.3% 6.3% 6.2% 4.2% 3.4% 3.1% 2.4% 2.4% 2.0% 1.3% 1.0%

2,997,753 949,704 505,774 218,292 195,216 182,813 167,798 105,916 49,883

48.1% 15.2% 8.1% 3.5% 3.1% 2.9% 2.7% 1.7% 0.8%

2,375,396 864,179 6,237,328

38.1% 13.9% 100%

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Statistics New Zealand, Commercial Accommodation Monitor.

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February 2013

 Visitors to Holiday Parks stay longer
The average length of stay at a Holiday Park for 2012 was 2.1 nights – this is 8% longer than the average length of stay amongst all commercial accommodation sectors.
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Further, international visitors who stay in Holiday Parks have a much longer average length of stay in New Zealand. During the peak season of 2012/13 international visitors to holiday parks intended to stay an average of 28 nights in New Zealand, compared to the average length of stay for all international visitors of 19 nights (i.e. 47% longer).
14

The chart below from

peak season behaviour research of Holiday Park visitors illustrates the relatively long lengths of stay of many international visitors. In the 2012/13 peak season, almost half of international visitors interviewed were planning to stay in New Zealand for 22 days or more .
15

Number of nights intend to spend away from home, or in New Zealand (Peak Season) 1-7 nights 100%
10% 7% 11% 8% 6% 21%

8-14 nights
7% 7% 7% 22%

15-21 nights
3% 3% 3% 15%

22-28 nights
1% 2% 4% 22% 3% 2% 3% 16%

29-35 nights
24%

36+ nights
16% 32% 17%

80% 60% 40% 20%

9% 18%

16% 41% 36% 40% 21% 11% 34% 24% 36% 35% 37% 15% 13% 4% 16% 3% 21% 18% 15%

32%

28%

32%

24%

25%

25%

0%
All Visitors 2006/07 All Visitors 2009/10 All Visitors 2012/13 Domestic Visitors 2006/07 Domestic Visitors 2009/10 Domestic Visitors 2012/13

International International International Visitors Visitors Visitors 2006/07 2009/10 2012/13

At a regional level, it is similarly clear that the length of stay in Holiday Park accommodation commonly outstrips other sectors. The chart over the page shows data from the Commercial Accommodation Monitor for 2012, comparing the average length of stay in commercial accommodation in the region, with that for Holiday Parks specifically.

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Statistics New Zealand, Commercial Accommodation Monitor. Ministry of Business, Innovation and Employment, International Visitor Survey, YE December 2012. 15 Peak Season Holiday Park Visitors 2012/13, Angus & Associates, January 2013.

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In almost all cases where data was available, the average length of stay in Holiday Parks is longer than that in other accommodation, with Bay of Plenty, Wanaka, Central Otago, Nelson/Tasman, Hawkes Bay and Taranaki performing particularly well in this area.

Average Length of Stay by RTO region
Average - Holiday Parks Average - All Commercial Accommodation

Whakatane/Kawerau Manawatu Waitaki Clutha Wanganui Ruapehu Dunedin Fiordland Wellington Wairarapa Queenstown West Coast Southland Marlborough Lake Taupo Combined Canterbury RTOs Waikato Coromandel National Average Kapit/Horowhenua Rotorua Gisborne Northland Auckland Taranaki Hawkes Bay Nelson/Tasman Central Otago Wanaka Bay of Plenty 0.00 0.50 1.00 1.50 2.00 2.50 3.00 Average Length of Stay

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 Visitors to Holiday Parks spend more
It has been estimated that while staying at Holiday Parks, visitors contribute up to $733 million in direct expenditure to New Zealand’s economy each year (approximately $372 million by domestic visitors and $362 million by international visitors) .
16

In part due to their longer stay, the average total expenditure in New Zealand for international visitors who stayed at least one night of their visit in a Holiday Park/campground was $3,500 in 2012. Overall, only 16% of all international visitors, spent in excess of this, putting those visitors staying in holiday parks amongst the highest spending international visitors .
17

Domestic Holiday Park visitors spend less per trip than international visitors. However, they spend more at each individual Holiday Park that they stay at. This is because trips by domestic visitors tend to be ‘stay put’ trips, whilst international visitors tend to be ‘touring’ .
18

An average of 26% of daily expenditure by Holiday Park visitors goes towards Holiday Park accommodation costs. The balance is typically spent outside of Holiday Parks in areas such as hospitality (cafes, restaurants, bars), activities and attractions, transport (rental vehicles, fuel, buses, taxis), retail goods and services, and entertainment. The chart following, which shows average daily expenditure per person by category of expenditure during peak season, illustrates this .
19

16 17

Angus & Associates, ‘Value of the Holiday Park Sector, March 2013. Ministry of Business, Innovation and Employment, International Visitor Survey, year ending December 2012. 18 Peak Season Holiday Park Visitors 2012/13, Angus & Associates January 2013. The average expenditure per trip for a domestic visitor was $934.65. 19 Peak Season Holiday Park Visitors 2012/13, Angus & Associates January 2013.

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$200.00 $180.00 $160.00 $140.00 $120.00 $100.00 $80.00 $60.00 $40.00 $20.00 $0.00 $95.49 $98.28 $74.11 $74.63 $87.85 $113.66 $150.86 $161.10

$180.24

All All All Domestic Domestic Domestic Intnl Intnl Intnl Visitors Visitors Visitors Visitors Visitors Visitors Visitors Visitors Visitors 2006/07 2009/10 2012/13 2006/07 2009/10 2012/13 2006/07 2009/10 2012/13 $15.31 $3.48 $6.53 $8.53 $12.32 $18.06 $13.93 $17.33 $7.22 $3.75 $7.54 $9.95 $10.70 $16.63 $19.61 $22.89 $14.70 $2.35 $10.16 $12.21 $13.64 $13.38 $17.34 $29.87 $14.50 $3.91 $7.00 $6.99 $1.83 $9.25 $14.12 $16.51 $6.55 $2.41 $6.23 $8.71 $0.85 $8.15 $18.94 $22.79 $10.46 $1.53 $8.34 $10.45 $2.31 $6.11 $17.91 $30.75 $17.40 $2.36 $5.33 $12.51 $39.54 $40.92 $13.44 $19.35 $9.01 $7.31 $11.01 $13.25 $36.86 $39.12 $21.39 $23.15 25.66 $4.47 $14.86 $16.77 $42.90 $32.13 $15.86 $27.59

Other Bars/nightclubs Petrol/fuel Cafes/restaurants Transport Activity/admission fees Snacks/groceries Accommodation

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 The number of Holiday Parks is rising
There are just over 400 commercial Holiday Parks in New Zealand. This figure has risen slightly over the past ten years (see below) . Also apparent is a seasonal pattern that sees around 5-10% of Holiday Parks close over the winter months. In addition to these commercial Holiday Parks, there are also a number of non-commercial camping areas in New Zealand operated by the Department of Conservation and local authorities.
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Number of Commercial Holiday Parks 500 450 400 350 300 250 200 150 100 50 0

The capacity of all New Zealand Holiday Parks on a daily basis is currently just under 52,000 . This capacity has been relatively stable over the past 10 years, with just a small increase apparent. As with the number of Holiday Park establishments there is a corresponding 5-10% drop in capacity over the winter months.

21

20 21

Statistics New Zealand, Commercial Accommodation Monitor. Statistics New Zealand, Commercial Accommodation Monitor.

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Daily Capacity - Holiday Parks 60,000 50,000 40,000 30,000 20,000 10,000 0

Capacity in the month of January (the peak month for Holiday Parks), has changed little in the past ten years, as the chart below shows. In January 2003 capacity was 1,673,752 and in January 2012 it was 1,688,570 (up 0.9%) . In the interim years it decreased slightly from 2007-2009, but else has remained stable.
22

2,000,000 1,800,000 1,600,000 1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 2003 2004

Capacity of Holiday Parks in January (2003-2012)

2005

2006

2007

2008

2009

2010

2011

2012

22

Statistics New Zealand, Commercial Accommodation Monitor.

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There are just over 400 commercial Holiday Parks in New Zealand. Almost three quarters of these parks (298) are members of the Holiday Parks Association of New Zealand - a membership based and funded organisation representing the interests of the commercial Holiday Parks sector in New Zealand. There are also 170 Holiday Parks that are Qualmark licence holders
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(41% of all Holiday Parks and approximately 54% of HAPNZ members). 108 Holiday Parks have also become

holders of Qualmark’s new Enviro-awards (13 gold, 50 silver and 45 bronze). The proportion of Holiday Parks participating in the Qualmark programme is higher than in the backpacker, motel and hotel sectors (around 17%, 26% and 32% respectively) . This reflects the importance the industry places on the quality of its product offering. Further engagement in quality assurance programmes is encouraged by industry groups.
24

There are three formal marketing groups within the industry – the Top 10 Holiday Park Group (with 51 locations – all required to be Qualmark 4 star or more), Kiwi Holiday Parks (with 52 locations – all required to be Qualmark 3 star or more) and Family Parks of New Zealand (with 22 locations – all required to be Qualmark 3 star or more).

There are slightly more Holiday Parks in the North Island, than in the South Island (58% are in North Island, 42% are in South Island) . Holiday Parks tend to be concentrated in coastal areas (particularly in the north of the North Island), but there is good coverage over all of the country, as shown in the chart below.
25

Number of Holiday Parks in each Region 2012 Northland Auckland Coromandel Waikato Bay of Plenty Rotorua Taupo Whakatane/Kawerau Gisborne Taranaki Hawkes Bay Ruapehu Manawatu Wanganui Wairarapa Kapiti-Horowhenua Wellington Marlborough Nelson-Tasman Canterbury Hurunui Mackenzie Timaru West Coast Wanaka Queenstown Waitaki Central Otago Dunedin Clutha Fiordland Southland 0 10 20 30

North Island

South Island

40

50

23 24

www.qualmark.co.nz – accessed February 2012. Qualmark is New Zealand tourism’s official quality agency. Based on the number of establishments in that sector that are Qualmark graded and the number of establishments in that sector as recorded by the Commercial Accommodation Monitor. 25 Statistics New Zealand, Commercial Accommodation Monitor.

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 Holiday Parks are offering more built accommodation
Recent years have seen an increase in the amount and range of built accommodation offered by Holiday Parks.

Holiday Parks are increasingly developing built accommodation, particularly built accommodation of a higher standard. This provides a means of generating additional revenue, provides guests with a greater choice of accommodation types, and gives more options for year-round use of product. The chart below illustrates the change in the configuration of HAPNZ member Holiday Parks from 2006 to 2013 (note this trend was also starting to become apparent prior to 2006). There is a particular shift in the number of ensuite units and park motels.

Change in Accommodation Configuration of HAPNZ Holiday Parks: 2006-2013 50% 40% 30% 20% 10% 3% 0% -10% -20% -30% -40% -26%
Member Parks Non Powered Sites Powered Sites On Site Caravans Cabins

42%

29%

3%
Lodge & Backpacker Beds Kitchen Cabins Ensuite Units

1%
Self Park Motels Contained Units

-7%

-6%

-6%

-15%

The demand for built accommodation, during the peak season at least, appears to be coming from the domestic market. The chart below shows choice of accommodation types during three recent peak seasons. At present there is evidence that international visitors are predominantly using sites and a solid proportion of domestic visitors are choosing to use built accommodation (40% in the most recent peak season) .
26

26

Peak Season Holiday Park Visitors 2012/13, Angus & Associates January 2013.

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Choice of Accommodation - B.Y.O. v Existing Sites 100%
29% 31% 42% 23% 34% 40% 17% 12%

Built accommodation (incl. onsite caravans/vans)

Other

80%

36%

60%
88%

40%
64% 71% 69% 57% 66% 60%

77%

83%

20%

0%
All Visitors 2006/07 All Visitors 2009/10 All Visitors 2012/13 Domestic Visitors 2006/07 Domestic Visitors 2009/10 Domestic Visitors 2012/13 International International International Visitors Visitors Visitors 2006/07 2009/10 2012/13

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 Holiday Park’s are sustaining occupancy rates
With the number and capacity of Holiday Parks increasing very slightly over the past ten years, and growth in visitor nights following a similar trend, Holiday Parks have seen an increase in occupancy of 4% since 2003 (from an annual average of 14% to 15%) .
27

Seasonal patterns result in different levels of occupancy at different times of year. January is consistently the busiest month, with December and February following equally. May to August is low season with average occupancy rates generally below 10%.

Average Holiday Park Occupancy Rate (%) 40 35 30 25 20 15 10 5 0

The recently launched Business Confidence Monitor for Holiday Parks reinforces this – findings for January/February 2013 suggest that most HAPNZ members are optimistic about their business and feel confident going into the next 12 months. Overall, members felt that demand in January/February 2013 was slightly up on the same period in 2012, and about one third of HAPNZ members expected demand to increase in February/March 2013 compared to the same period in 2012 .
28

27 28

Statistics New Zealand, Commercial Accommodation Monitor, year ending December. Angus & Associates, HAPNZ Business Confidence Monitor, January/February 2013.

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A number of RTO regions have established good ‘year -round’ Holiday Park business. The chart below shows the average monthly occupancy from January to December 2012, as well as some examples of regions that have strong year-round business.

Occupancy Rate throughout the year by Region National Average Marlborough 50 Auckland Canterbury Rotorua Dunedin

40

30

20

10

0 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12

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