Air New Zealand Dominates NZ Air Travel Space

Air New Zealand web traffic is 5X next largest competitor Jetstar

A look at Similarweb data on the five leading competitors in the New Zealand air travel market shows that Air New Zealand maintains a huge share of traffic lead over competitors with 3.5 million visits in February 2023, 529% above its next largest competitor Jetstar, which had 658k visits for the month of February.

Key takeaways

• Air New Zealand has a 75% share of traffic among the five competitors in the New Zealand market that we looked at (Air New Zealand, Jetstar, Qantas, Emirates and Singapore Air).
• Air New Zealand February 2023 web traffic was up 31% over last year, but dipped 11% from January in what looks like a normal seasonal decline.
• Interestingly, Air New Zealand’s web traffic skews overwhelmingly female (66%/34%) and younger with the largest age demographics ages 25-34 (29% of website traffic) and 34-44 (22%).

Air New Zealand dominates web traffic in its home country

A look at monthly visits to a cohort made up of the five largest New Zealand air carriers (Air New Zealand, Jetstar, Qantas, Emirates and Singapore Air) shows that Air New Zealand dominates the landscape in its home country, with an average of 3.8 million monthly visits over the past 14 months, 480% above its next closest competitor, Jetstar, which averaged 677k visits over that time period.

For the month of February 2023, the traffic gap was a little less, with Air New Zealand getting 3.5 million visits, 429% above Jetstar’s 658k. You can look at how the data has moved over time below.

In February 2023, Air New Zealand’s 3.5 million visits represented growth of 31% on a year-over-year basis, but dipped 11% from the month of January, in what looks like a normal seasonal decline.

Share of traffic shows Air New Zealand’s dominance

A look at Air New Zealand’s share of the top five New Zealand airlines shows that it dominates the competition in its home country, with a 75% share of traffic among these top five peers. Second place is Jetstar with 14%, followed by Qantas with 5%. You can see the breakdown in the chart below.

Demographics for Air New Zealand skew female and young

A look at Similarweb data on demographics for Air New Zealand shows that its web traffic skew’s female to an overwhelming degree, with 66% of its total visits coming from females. It also skews younger with its largest age demographics being the 25-34 year old cohort (29% of traffic) followed by 35-44 (22%) and 45-54 (18%).

Methodology

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