Free 2026 report · NZ tourism
Where NZ tourism operators lose direct bookings.
We checked 100 New Zealand tourism websites, including 43 in Queenstown and Wānaka. Here’s where they lose bookings, and what the best do differently.
- Seven homepage checks, and how 100 tourism websites scored
- A Queenstown and Wānaka spotlight covering 43 local operators
- Six direct-booking incentives that don’t cut your price
- A five-minute scorecard to rate your own website
From the report
Most operators pay for visitors who never book.
Four of the findings inside, with practical ways to close each gap.
show a booking button. Being bookable is now the minimum.
had no email sign-up detected on the homepage.
homepages showed a visible incentive to book direct.
local homepages showed a direct-booking incentive.
Inside the report
14 pages. No fluff.
- 01Executive summary
- 02Method, definitions and limitations
- 03Email sign-up, prices, offers and reviews
- 04Six direct-booking incentives that don’t cut your price
- 05Queenstown, Glenorchy and Wānaka
- 06The most common gaps, ranked
- 07Illustrative scenarios and a self-scorecard
The scorecard
How does your site compare?
The seven checks inside, and how many of the 100 homepages had each one.
- A clear booking route94%
- Reviews or ratings80%
- Gift vouchers for sale63%
- Offers or packages57%
- Prices shown49%
- An email sign-up42%
- A reason to book direct1%
- Benchmark averageOut of seven3.9
Who made this
Humble Digital, Queenstown.
We help New Zealand businesses grow revenue from the demand they already have. This report uses the same seven-point check we run in every free growth audit.
Send me the report →Monthly sales
Gearfex
Conversion rate
Marine & Sport, Wānaka
“Fast, efficient and getting results. Highly recommend the team.”
See how your website compares.
Free. 14 pages. Built from 100 New Zealand tourism homepages.
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