The overall objective of this project was to identify how the Department of Conservation (the Department, DOC) can best meet the needs of current and potential visitors using booked or non-booked (free for all – but could become bookable in the future) accommodation. The specific research objectives were to:
- Identify the different markets that would be more likely to use DOC accommodation (huts, lodges and different types of campsites) if they were to become bookable
- Identify the different markets that are less likely to use DOC accommodation (huts, lodges and different types of campsites) if they were to become bookable
- Identify what aspects of booked or free for all accommodation are valued, and under what conditions
- Identify who the markets for DOC accommodation are, what they look like and what is influencing their behaviours and preferences, and
- Identify what types of facilities and accommodation they are most interested in i.e. DOC products such as huts, lodges, campsite types and locations.
Purpose
The Department of Conservation (DOC)manages over 900 huts, some of which have high levels of visitation. In order to manage visitation and ensure visitors to popular huts have a quality experience, DOC enable some of these huts (or bunks in huts) to be booked. There are advantages and disadvantages to being able to book a hut and DOC needed to know the circumstances under which a hut was suitable or unsuitable for booking so that an optimal hut experience can be offered. To do this, DOC commissioned research to ask huts users and potential users what they thought about bookable and non bookable huts.
Methodology
A mixed method approach was used that comprised of 11 focus groups and an online survey. Four of the focus groups were recruited from DOC’s database of previous users of DOC booked accommodation. The other five were recruited from the research companies ( Mobius) qualitative research panel. The focus groups were held in Auckland, Tauranga, Wellington and Christchurch. The online survey was sent to members of the of the Motor Caravan Association of NZ (n=2028), Federated Mountain Clubs (n=12) and the general public (n= 501).
Key Results
Support was found amongst most participant for increasing the number of booked accommodation at front country accommodation such as; vehicle accessible cabins, lodges and cottages, and serviced huts. The research also revealed a number of segments based on their use of DOC accommodation and attitudes to booked accommodation. These are:
- Family groups, parents aged in their 30s or 40s – Preferred booked accommodation
- Young independents (very late teens, mostly in their 20s), and Couples/Friends aged 40+ –– use a mix of booked and non booked accommodation, supportive of bookable front country accommodation
- Older men, aged 40+ - mostly used non booked accommodation, accept front country locations being bookable, reject back county huts being bookable
- Older independents –30s, 40s+ - use a mix of booked and non booked accommodation, reject back county huts being bookable
- New trampers, mixed age (potentially a small segment) – used and support booked accommodation
- Campsite users only/mainly – prefer to be flexible and only support bookable campsites at busy sites during peak times
The key advantages of booking were identified as having a guaranteed bunk and not having to travel with a tent. Also important was being able to gauge how busy the hut was and not having to race to the next hut to get a bed. The downsides of booked accommodation was lack of flexibility to adapt to weather or to just be spontaneous. There were also concerns about bookable huts changing the nature and culture of tramping in NZ (i.e. hut camaraderie and welcoming all trampers).