The latest figures report on annual revenue increases from the 31 members of Luxury Lodges of New Zealand, for the period of 1 April – 30 September 2015.
“Seeing such strong growth in the industry over Winter is absolutely fantastic and proof that the sector is progressing as strongly as we thought,” says René de Monchy, Director of Trade, PR and Major Events.
“It is great to see the increase of high spending luxury travellers to New Zealand, especially given our focus to drive value to the tourism industry as we work together to manage volume demands throughout the year.”
Growth across TNZ’s core premium markets was also up with the US increasing a staggering 49 per cent for the same period in 2014. The UK was up 26 per cent, Germany up 205 per cent, Australia up 5 per cent and Hong Kong up 82 per cent.
“The results follow significant work from our premium sector team – which of course supplements the sectors own substantial marketing efforts,” said René.
“Since 1 July the premium team have attended six major international trade events, hosted six famils and four media files in New Zealand, and we have a full calendar of activity planned for the coming six months.”
Most recently the UK premium team leveraged TNZ’s attendance at Pure Life Experiences (Pure), Marrakech 9-12 November. Here product training evenings were held in London and Munich for UK and Europe based premium travel trade before and after the tradeshow, training 60 private travel designers in total. At Pure, TNZ was joined by four New Zealand partners who engaged with over 200 private travel designers over the four day event
“We are always looking at ways to get the most out of the offshore events and add value to the NZ partners that attend.
“Our bespoke training events, 100% Pure New Zealand reception for Traveller Made agencies and the development of a ‘PURE Survival’ bag ensured New Zealand was top of mind for attendees during Pure,” said René.
The recent trade activity compliments TNZ’s in market campaign activity and sector partnerships.
In July Tourism New Zealand became the first tourism body to form a global partnership with Relais and Chateaux, an elite property network around the world. The partnership focuses on promoting New Zealand as a luxury destination reaching Relais and Chateaux’ select member base in Europe, the US, Australia and Asia through trade and consumer marketing activity.
"The first half of FY16 has generated some great outcomes for the premium sector, not possible without working together with the sector in New Zealand.
“With another big six months of activity ahead we look forward to continuing to work together to deliver some fantastic results,” said René.