Airlines lead the way as more Kiwis pack their bags for travel at home and abroad
Auckland - May 14, 2025 - New data from Nielsen Ad Intel reveals a strong year for the New Zealand travel sector, with advertising investment in the category climbing 12% year-on-year to reach $252.65 million between April 2024 and March 2025.
Airlines led the charge, showing the highest category growth at 12%, followed by travel agents, which saw a 2% uplift in ad spend. The top five airline advertisers were 1. Air New Zealand, 2. QANTAS, 3. Emirates, 4. Fiji Airways, and 5. Jetstar.
Among travel agents, Flight Centre claimed top spot, in terms of ad spend, followed by, House of Travel, Expedia, Imagine Cruising, then Stella.
The growth in advertising is underpinned by renewed traveller confidence. According to Nielsen Consumer and Media Insights (CMI), 78% of New Zealanders intend to take a domestic holiday in the next 12 months, while 46% are planning an overseas trip.
Domestically, Queenstown, Canterbury/Christchurch, then Auckland remain the most sought-after destinations, while Australia, followed by the UK/Europe, and Fiji top the list for international travel destinations.
Rose Lopreiato, Nielsen Ad Intel's Pacific Commercial Lead, said: This data signals a competitive and highly responsive market, with travel brands looking to capitalise on New Zealanders' love of travel. Airline and travel advertisers who monitor competitor trends and spend will have a clear edge in winning attention - especially with consumer travel plans now spanning both local escapes and long-haul getaways.
Glenn Channell, Nielsen's Pacific Head of Advanced Analytics, added: As demand builds, it's critical for advertisers to understand not just where their competitors are investing, but also how shifting consumer preferences, across destinations, booking channels, and timing, can inform more precise, high-impact campaigns. Advertisers that align these insights with smart media strategies will be the ones who stay front of mind and first in booking queues.
Press ContactDan Chapman
dan.chapman@nielsen.com
+61 4040884
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Airlines lead the way as more Kiwis pack their bags for travel at home and abroad
