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New Zealand Rental Vehicle Market Insights Report

December 2019

14th Edition | Issued 6th January 2020

SECTION 1
DECEMBER 2019 ANALYSIS

Year on Year (YoY^) Average Rate Change

  • For all three locations, across all sales channels, the average rate was lower by -2% YoY
  • The average rate for Auckland Airport (AKL) -2% lower versus prior year
    Christchurch Airport (CHC) average rate was -8% YoY
  • Queenstown Airport (ZQN) average rate was +5% YoY
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Channel, Duration and Vehicle Category

Refer to sales channels (Fig.2), duration (Fig.3) and vehicle category (Fig.4) graphs for the average rates during the month. Due to the peak season, the average for all durations and all vehicle categories increased, with the average rates for the SUV class almost doubling from November 2019.

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Fig. 2

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Fig. 3

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Fig. 4

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Auckland Airport YoY Summary

Overall Auckland Airport had a YoY average rate decrease of -2%.

The Net Agent OTA sales channel average rate was +13% higher, while the Gross Agent OTA and the Direct sales channels showed decreases of -8% and -11% respectively (Fig. 5).

The average rate for 3-day duration increased +1%, while the average rate for 7-day duration was -9%, and 14-day duration +2% (Fig. 6).

The average rate for SUVs in Auckland was -2% YoY, all other categories showed average rates of between +10% and -3% (Fig. 7).

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Fig. 5

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Fig. 6

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Fig. 7

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Christchurch Airport YoY Summary

Overall Christchurch Airport had a YoY average rate decrease of -8%.

The Net Agent OTA sales channel average rate was +13%, while the Gross Agent OTA and the Direct sales channels showed decreases of -19% and -20% respectively (Fig. 8).

The average rate for 3-day duration was flat, while the average rate for longer 7-day and 14-day durations were lower by -11% and -13% respectively (Fig. 9).

The average rate for SUVs in Christchurch was down -10%, with all other categories showed average rates of between +13% and -15% (Fig. 10).

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Fig. 8

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Fig. 9

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Fig. 10

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Queenstown Airport YoY Summary

Overall Queenstown Airport had a YoY average rate increase of +5%.

The Net Agent OTA sales channel average rate was +20%, while the Gross Agent OTA and the Direct sales channels showed decreases of -8% and +1% respectively (Fig. 11).

The average rate for a 3-day duration increased +18%, while the average rate for longer 7-day and 14-day durations were down -2% (Fig. 12).

The average rate for SUVs in Queenstown was up +13%, with all other categories showed average rates of between +2% and +11% (Fig. 13).

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Fig. 11

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Fig. 12

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Fig. 13

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SECTION 2
YEAR TO DATE (YTD) ANALYSIS
FROM SEPTEMBER TO DECEMBER 2019

Year to Date (YTD) Analysis: September to December 2019

  • • Average rates began to rise from October 2019, with the peak season spike kicking in from December 2019 (Fig.14), which is consistent across all locations (Fig.15 to Fig.17)
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Fig. 14

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Fig. 15

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Fig. 16

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Fig. 17

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SECTION 3
FORWARD MARKET ANALYSIS
FROM JANUARY TO APRIL 2020

Forward Market Analysis

January to April 2020

On the back of softer rates in December 2019, the average rate continues to be below last year for the first half of January 2020, then picks up slightly for the latter part of January 2020, and once again starts to trend lower from early February 2020 due in part to the seasonal timing of Chinese New Year (Fig.18). All regions follow a similar trend (Fig.19 to Fig.21).

Market Insider Tip:

Chinese New Year is a couple of weeks earlier in 2020 compared to 2019, and this will have a material impact on revenue during this period.

To allow for the potential shortfall in February revenue, focus will be on maximizing revenue as a result of all the seasonal holidays falling into what is effectively an extended long weekend during the latter part of January 2020. One way to do this is with targeted campaigns, such as the weekend promotions.

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Fig. 18

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Fig. 19

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Fig. 20

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Fig. 21

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Forward Market Analysis - Extended Chinese New Year 2020

20th January 2020 to 9th February 2020

  • For the extended Chinese New Year 2020 season, for all three locations, across all sales channels, there is currently an overall YoY Average Rate decrease of -8% (Fig. 26)
    • Auckland Airport is showing a YoY average rate decrease of -8%
    • Christchurch and Queenstown Airports are showing a YoY average rate decrease of -10% and -14% respectively
  • The Average Rate across all the sales channels were lower between +2% and -17% (Fig.27)
  • The shorter 3-day duration is lower YoY by -15%, while the longer durations are down between -2% and -4% (Fig.28)
  • All vehicle categories have a lower average rate of between flat to -13% (Fig. 29)

Market Insider Tip:

The earlier Chinese New Year holiday falls into Auckland Anniversary weekend and the tail of the School Holidays and can extend to Waitangi Day.

Effectively the Chinese New Year holiday period is from 20th January to 9th February 2020, with a bulk of the revenue generation being in late January 2020.

Make sure your fleet mix is correct: traditionally SUVs and 4x4s are very popular in Christchurch.

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Fig. 26

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Fig. 27

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Fig. 28

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Fig. 29

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Methodology & Disclaimer

Methodology:

  • The data was derived from circa. four (4) million datapoints, and this size dataset was deemed large enough to draw reasonable conclusions
  • Inconsistent outlying datapoints were removed
  • The data collected is from 13 individual rental vehicles (a mix of independent, franchise, small, medium and large operators, and thus the data includes the relative mixture of on and off airport operators)
  • The data collected from the 13 rental vehicle operators have been anonymised and aggregated, then displayed to provide a general reflection of the overall market
  • The pickup days included in the data are Tuesdays and Fridays

Terminology:

  • Net Agent OTA: Is an agent who receives a wholesale price from the operator and then marks up that price to the level they want to sell in the market. In New Zealand an example of a Net Agent is RentalCars.com
  • Gross Agent OTA: Is an agent who is paid by commission and sells at an agreed price. In New Zealand an example of a Gross Agent is Airport Rentals

Disclaimer:

This report is intended as a guide only.

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