Why North America is your new Best Friend (and how to catch the wave)

Our General Manager, Renee headed along to the inaugural SKAL International Auckland event to catch an update from Mick Cottrell on all things Auckland Airport. There was one stat that surprised her, and the team.

North America is currently the only market that has surpassed 2019 capacity levels.

While the rest of the world is still playing catch-up, the US and Canadian markets are officially in “growth mode,” sitting at a 3% increase vs. 2019 and holding steady with 0% YoY growth for the year ending March 2026.

In plain English? The seats are there. The planes are full. And they aren’t just flying Air New Zealand.

It’s not just about the Koru

As Kiwis, we naturally keep a close eye on what Tourism New Zealand and Air New Zealand are doing in-market. They do an incredible job of flying the flag, but Mick’s presentation was a timely reminder that Americans are fiercely loyal to their local brands.

With 7 airlines flying direct from North America (including heavyweights like Delta, United, American, and Air Canada) and 2 more flying indirectly via the Pacific, there is a massive database of loyal flyers who aren’t looking at our national carrier first, they’re looking at where their miles and status take them.

If you’re waiting for an Air NZ sale to trigger your North American marketing, you’re missing 80% of the opportunity.

Why you need to watch "The Other 7"

When Delta or United runs a tactical sale in the US, they aren’t just selling a seat, they are activating a massive, high-value database of travelers who have been waiting for a reason to use their points or jump on a deal.

As a NZ tourism business, these airline sales are your starting gun. When they drop prices, the 'dreaming' phase of the 5 stages of travel (hyperlink) suddenly becomes the 'booking' phase. If you aren’t visible right then, you’re leaving it to chance.

How to track the wave (without being an aviation geek)

You don’t need a degree in aeronautics to stay ahead. Here’s how to easily track what’s happening in the North American market:

• Google flights alerts: Set up tracking for key routes like LAX-AKL, SFO-AKL, and JFK-AKL. When you see a significant price drop, you know a sale is live.
• Follow the industry insiders: Keep a close eye on updates from Auckland Airport’s leadership team (like Mick Cottrell or Scott Tasker) on LinkedIn. They are the first to signal capacity shifts.
• Sign up for US deal newsletters: Subscribe to sites like Going (formerly Scott’s Cheap Flights) or The Points Guy. If New Zealand is featured as a "Deal of the Day" there, expect a surge in inquiries.

Marketing tactics to leverage the surge

Knowing the planes are coming is one thing, getting the passengers into your experience or accommodation is another.

Here’s how to leverage this capacity:

• Tailor your content for the 'Big Three' hubs: If you know United is pushing flights from San Francisco or Houston, adjust your social media targeting to those specific geographic areas.
• Speak 'American': This market values convenience and premium experiences. Highlight your 'all-inclusive' options or how easy it is to get to you from Auckland Airport.
• The dollar: The US Dollar is strong. Remind them (subtly) of the incredible value they get here in NZ. Your premium tour or luxury suite looks like a steal when converted to USD right now.
• Remain agile: Keep a "North America" ad campaign ready to go in your Meta or Google Ads account. When a flight sale hits, turn it on! You want to be the second thing they see after they book that ticket.

The North American market is our biggest opportunity right now. Are you ready to welcome them?

If you need help tailoring your digital strategy to capture the US market, give the Tomahawk team a shout. We love turning aviation insights into booking results!