Nielsen data shows Kiwis’ love of travel drives 10% lift in ad investment

New Nielsen Ad Intel data shows advertising spend across the travel category in New Zealand rose 9.9% year-on-year.

The number reached $ 264.4 million in 2025, up from $ 240.5 million in 2024.

Airlines remained the largest segment by ad spend, investing $ 89.6 million in 2025 (a 31.6% increase year-on-year). The highest-investing airline-related advertiser was Air New Zealand, followed by Qantas Airways, Auckland International Airport, Christchurch International Airport and Fiji Airways.

Planning behaviour shapes the market

Beyond air, many other travel sectors grew.

Domestic accommodation climbed to $ 38.4 million (up 29.4%), while shipping lines, cruises and ferries rose to $ 25.0 million (up 27.7%). Travel agents also remained a major segment at $ 50.6 million.

Nielsen’s latest Consumer & Media Insights (CMI) also reinforce how planning behaviour is shaping the market.

It shows that 58% of Kiwis now usually plan and book holidays online, while 18% research online but book through a travel agent. At the same time, 74% of New Zealanders say they would consider going on a cruise, while 48% plan to travel by air within New Zealand in the next 12 months.

Destination intent suggests why the category remains so competitive, with the UK/Europe grabbing top spot as the most desired overseas destination, followed by Sydney, then Melbourne.

Closer to home, Queenstown leads as NZ’s top travel destination, followed by Auckland and Christchurch/Canterbury.

Help marketers know competitors

Matty Lin, Nielsen APAC regional sales leader, says: “Nielsen’s latest CMI data shows most travellers tend to plan and book online.

“However, travel agents still have a role to play, catering to those who’ve done their research online, but want a little extra reassurance and peace of mind, particularly for bigger, more complex trips.”

Rose Lopreiato, Nielsen Ad Intel’s Australia commercial lead, adds: “Travel is growing in NZ, with ad investment up nearly 10% year-on-year.

“That growth is intensifying competition across airlines, cruises and destinations. Nielsen Ad Intel gives advertisers the independent view of where budgets are moving, which brands are spending big or dialling back, and which channels are driving the change.

“That clarity helps marketers know competitors, spot challenges early and invest with confidence where eyeballs convert to bookings,” Lopreiato adds.

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