The UK agents’ guide to selling New Zealand
Contributors are not employed, compensated or governed by TD, opinions and statements are from the contributor directly
How is New Zealand performing in terms of UK visitor numbers? What are the projections for 2015?
The UK market has returned to growth and is performing well. For the year ending April 2015 we had 198,096 arrivals from the UK, which represents a 2% increase year on year, and a 5% increase on April 2013. Feedback from our operator partners is that forward bookings are strong, and our market research shows that preference for New Zealand is high, so we are confident that arrival trends will continue to be positive.
What’s driving demand?
The Hobbit Trilogy has contributed significantly to preference for New Zealand and is resulting in strong demand. In addition, campaigns specifically targeting youth, such as our 5×1 campaign with STA, are paying off in terms of good growth from the younger segment of our target market.
The Cricket World Cup also created high awareness and delivered incremental visitor growth in February and March 2015.
The alliance between Air New Zealand and Singapore Airlines is good news for travellers. Under the alliance Singapore Airlines and Air New Zealand’s goal is to increase their existing capacity between New Zealand and Singapore by up to 30% year-round over time which, combined with good options on the London-Singapore route, gives travellers more options to connect to New Zealand.
Qantas has also launched a new connection meaning that customers departing from Heathrow on Q510 can conveniently connect with the QF151 from Melbourne to Auckland, in less than two hours.
We’ve also seen growth in coach and cruise and interest in cycling holidays and new lodge and hotel openings.
What makes New Zealand unique as a destination?
It is the concept of ‘place’ which is New Zealand’s differentiator – at its heart it is about the diverse range of experiences that are easy to reach, and the distinctive New Zealand culture that embraces visitors as whanau (family). We believe that visitors arrive as strangers and leave as Whanau.
What’s your strategy for improving New Zealand’s visibility in the UK and therefore, boosting visitor numbers?
Our focus for the UK market is to increase arrivals, particularly in New Zealand’s shoulder seasons, and to drive value through encouraging regional spread and focusing on the longer-staying youth and higher spending premium travellers.
To achieve this we will implement a range of trade, consumer marketing and public relations activity in the UK to engage our target segments and inspire them to book.
Any new target markets? Who and why?
Our core target markets for the UK remain Youth, Active Boomers and Premium as these markets continue to represent both the strongest current visitor numbers and the largest potential for growth.
What role does the travel trade play in this strategy and what initiatives and incentives do you have planned to get the trade on board?
The UK travel trade play a huge role in New Zealand’s tourism success and we work closely with them to offer the training, resources and first-hand experience they need to offer the best New Zealand holiday options to their clients.
Throughout the year we also run a number of joint venture marketing campaigns with airline and travel operator partners to help drive sales and awareness of New Zealand.
If you could give five top selling points for New Zealand, what would they be?
- New Zealand’s diverse range of unique experiences are all within easy reach! As an example, within a few days clients could experience the museums and galleries of Auckland, amazing geothermal activity in Rotorua and world-class wine in Hawke’s Bay.
- New Zealand’s wine and food is amongst the best in the world – most British will be aware of our award-winning wines but the Kiwi dedication to the finest coffee, craft beer and fusion cuisine offer lesser known treats to enjoy.
- Stunning landscapes around each corner mean clients will have holiday snaps to make friends and family green with envy – white sandy beaches? Tick. Majestic mountain views, bubbling mud pools, rainforests? Tick, tick, tick. Not to mention rolling green hills, blue lakes, vineyards, fiords and unusual native wildlife.
- Kiwis are a friendly bunch – always happy to offer advice and local tips. One of the most common themes we get in feedback from returning visitors is how much the local people enhanced their experience.
- The New Zealand Spring (particularly October and November) and Autumn (March and April) months are great times to travel – the weather is generally settled, accommodation and activities are more widely available and clients are more likely to get better deals on airfares.
TOP 10 NZ MUSTS
HELENA BAY, NEW LUXURY LODGE TO LAUNCH ON THE TUTKAKA COAST – 2016
Just announced, New Zealand will add another luxury lodge to its collection with the launch of Helena Bay next year on the Tutukaka Coast, North Island. The new lodge is just 40-km north of Whangarei or guests can splurge with just a 45-minute helicopter ride from Auckland. Set on 800 acres, Helena Bay will include two and three bedroom villas, all overlooking three kilometres of pristine coastline. The main lodge will house a Turkish Hammam, plunge pool, gym, sauna, luxury spa, a 25-metre heated pool, a library, three lounge areas, a restaurant and an outdoor fire pit. Not to mention the three private beaches for guests’ exclusive use. http://www.helenabay.com/
NEW ZEALAND GOLF TEES OFF SUMMER WITH LUXURY RESIDENCE – NEW KINLOCH CLUB VILLAS – OPENING SEPTEMBER 2015
Set in over 600 acres on the shores of Lake Taupo, The Kinloch Club is expanding with The Kinloch Club Villas complementing a spectacular, on-site 18-hole Jack Nicklaus Signature Golf Course. Created by the much-awarded Treetops Lodge and Estate, The Kinloch Club Villas feature a selection of 26 one-bedroom apartments and luxurious two or three-bedroom villas in an exclusive, landscaped setting on the shores of Lake Taupo, the iconic heart-shaped lake at the scenic hub of New Zealand’s North Island. Inspired to harmonise with the lakeside links course, the villas were designed by Andrew Patterson; perhaps New Zealand’s best internationally known and published architect. Villas include beautiful kitchens, whilst the Club Lodge features a world-class restaurant and entertainment facilities. Complementing the golf course is a spa with infinity pool, a gym and tennis courts. The Kinloch Club Villas are the perfect base from which to discover the incredible scenic diversity of New Zealand; from water sports on the lake to winter skiing in Tongariro Park or walking the world-famed Tongariro Crossing. www.kinloch-golf.com
A NEW LUXURY GLAMPING ESCAPE – TAKOU RIVER – LAUNCHED FEBRUARY 2015
Takou River recently added a luxury glamping site to go along side its riverside cottages. Nestled in a private corner of Takou River’s 150-acres organic farm, the glamping tent is in a secluded spot overlooking the river and is designed for exclusive use – perfect for couples looking for a romantic getaway. The luxury tent comes complete with a super king bed, vintage kitchen, bathroom and even an outdoor bathtub. http://www.takouriver.com/Glamping.html
FROM ZURFING TO ZIPLINING IN ROTORUA
Zorbing (the Kiwi invention of rolling down a slope in an inflatable hamster ball like contraption) is having an upgrade. It’s now all about zurfing, the ultimate on-land surfboard-like experience and the latest craze to hit Rotorua – perfect for adventurers and thrill seekers. Using a water-filled Zydro zorb, participants use a specially developed body board to surf their way down the slopes and replicate the sensation of surfing. Skyline has also launched Zoom Zipline, a thrilling high-speed twin zipline that descends 383 metres down the side of Mount Ngongotaha, dropping a total of 48 vertical metres at a speed of 80km/h. Guests will have spectacular views over Lake Rotorua as they fly 450 metres above sea
level. http://www.skyline.co.nz/
FOR WINE LOVERS, VISIT WAIHEKE ISLAND
Located just a 40-minute ferry ride from Auckland, Waiheke Island is the Hamptons of the city with countless stunning wineries, a growing local food scene, stunning white sandy beaches, an eclectic arts scene, galleries and studios and a growing crop of uber cool boutique properties. Those with a passion for wine can enjoy the island’s wineries that produce unique, high quality wines based on Cabernet Sauvignon, Merlot, Malbec, Cabernet Franc and the recent move into Chardonnay grape varieties. At Mudbrick Vineyard, hand-picked fruit is nurtured from vine to bottle and the wines are carefully selected from classic French varieties. Stonyridge Vineyard is nestled in a valley of olive trees with colourful vines and offers wine tastings and cafe dining. Te Whau Vineyard is described as one of the most achingly beautiful and dramatic places a vineyard has ever taken root and grows five star Chardonnay and Cabernet Savignon/Merlot, the best of Waiheke wine. http://www.waiheke.co.nz
ROTORUA GETS PUT ON THE MAP AS A MOUNTAIN BIKING MECCA WITH NEW GRAVITY PARK
Traditionally known for its hot springs and thermal activity, Rotorua in the North Island of New Zealand is reinventing itself as a mountain bike destination. Rotorua recently added an extra string to its bow with the world’s first year-round, gondola accessed mountain bike park at Skyline Rotorua. The Skyline gondola now takes the hard work out of the park’s 200-metre vertical rise and allows for 3,000 runs a day, with eleven (out of 33) dedicated gondolas each take four riders and their bikes to the top of Mt Ngongotaha where the trails start. The Gravity Park provides tracks for most skill levels with 8.5km of trails braiding down the side of the mountain, including multi-grade features, a 300m jumps section, and international-grade slope style and downhill lines. http://www.skyline.co.nz/rotorua/Mountain_Biking
PEDAL YOUR WAY TO A PINT IN NELSON
New Zealand’s wine rightly garners international attention and no trip is complete without a trip to a few cellar doors. Less well known is New Zealand’s burgeoning craft beer scene giving visitors the chance to refine their beer tasting skills with a growing range of craft brewery tours. With more craft breweries per head of the population than anywhere else in the country, Nelson is establishing itself as somewhat of a Mecca for hop lovers. Gentle Cycling offers guided cycling tours, giving beer lovers the chance to combine eating local produce with a bike tour of wineries and craft breweries such as Bays Brewery and Lighthouse Brewery and to taste the likes of Bays Devon Stout, Rhino Ale and Windfall Cider. http://www.skyline.co.nz/rotorua/Mountain_Biking
NEW ZEALAND’S ‘OFFICIAL’ THIRD ISLAND – STEWART ISLAND
Subantarctic Stewart Island, which lies 30 kilometres south of the South Island, has a land area of nearly 2,000 square kilometres and 85% of it is included within the boundaries of Rakiura National Park. Key highlights include nocturnal bird life and the calls of ruru, weka and kiwis by night and listening to red-crowned parakeets, bush parrots and Stewart Island robins by day. Stewart Island is a paradise for hikers with 245 kilometres of walking tracks that can all be accessed from the town of Oban. Visitors can participate in short walks through Fern Gully, Horseshoe Point or Moturau Moana and for the adventurous, a three day ‘Great Walks’ hike. Just off the west coast of Stewart Island is Ulva Island, the home to Te Wharawhara Marine Reserve. Here, guests can explore the 56 species of marine fish including kina, sea cucumber, starfish, kelp species and brachiopods with diving trips and sea kayak safaris. http://www.stewartisland.co.nz/
BIKE WITH BILBO BAGGINS THROUGH MIDDLE EARTH
For true Tolkien fans, New Zealand is the best place to spot the landscapes and film locations used in The Lord of the Rings and The Hobbit trilogies. Cyclists have an extra bonus as many of these locations are best enjoyed by bike. Hobbiton, as the real life location of The Shire in The Hobbit, still remains as a live set and offers a 21-km cycle ride along its rolling country roads. For something a little more hardcore, the rocky slopes and grassy tussock of Turoa – the setting for Hidden Bay, the entrance to the Lonely Mountain in The Hobbit: The Desolation of Smaug – offers a 16.5-km downhill cycle trail from the top of the Turoa skifield. If that’s not enough, Hobbit fans can also enjoy the Alps 2 Ocean Cycle Trail between Braemar Road and Twizel, cycling through film locations seen in The Hobbit: An Unexpected Journey or try the 31-km cycle trail along Lake Pukaki, used as the location for Laketown in The Hobbit: The Desolation of Smaug. http://www.newzealand.com/uk/cycling/
MULTI-DAY PACKRAFTING IN QUEENSTOWN
EXPEDITION X has recently launched New Zealand’s first commercial packrafting tour in Queenstown. The packcraft – a light inflatable boat that is carried into remote areas in a backpack – opens up previously hard to reach or inaccessible places with participants able to walk into some of New Zealand’s most stunning outdoor areas with a guide, inflate their boat and paddle across a lake, stream, or sound, or travel back downriver to civilisation. This is the first multi-day wilderness adventure and gives guests the chance to travel further and spend the night in some of the South Island’s most beautiful remote areas. http://packraftingnz.com/
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