A desire for unique experiences, unlimited spending power and the ability to travel whenever and wherever is a powerful combination that is paying dividends for New Zealand’s luxury market.
According to data released from Luxury Lodges of New Zealand, the world’s elite spent 44% more in New Zealand on premium lodge accommodation over the past year to September 2017 (compared to the year prior).
The findings reflect a continuing desire for luxury travel experiences in New Zealand among the world’s wealthiest, particularly those from the USA, Australia, UK, France, Germany, Singapore, and Hong Kong.
It’s a trend that Tourism New Zealand is fostering with targeted promotions aimed at ensuring New Zealand is top of mind as a luxury destination.
“This is an audience with the world at their feet in terms of travel experiences. The luxury market is very competitive and New Zealand does very well in attracting these exclusive travellers. Tourism New Zealand is very targeted in its promotions to the premium market and our approach clearly works,” says Lisa Gardiner, Tourism New Zealand’s Manager Premium and Business Events.
“The most recent lodge revenue data shows an increasing trend towards off-peak (shoulder season) luxury travel, which is something that Tourism New Zealand has been promoting strongly. Off-peak and winter accommodation spend was up 37% on the year prior. By way of comparison for the year to March 2017, spend had increased just 15% over the winter/shoulder season.”
Australian premium travellers account for 14% of Luxury Lodge New Zealand revenue. Tourism New Zealand recently partnered with The Guardian Australia to establish an online portal promoting “Luxury Weekends Away” in New Zealand.
“There are more than 296,000 readers of The Guardian (Australia) with upwards of $1 million in savings. We’ve tapped into this market with a custom-made online portal that makes it easy for this audience to be inspired and get the information they need to book a luxury break. New Zealand offers Australians the ultimate luxury long weekend away – with unique experiences and easy travel arrangements,” says Gardiner.
The Tourism New Zealand-The Guardian online ‘partner zone’ will be live until the end of March with articles and image galleries detailing exclusive Luxury Lodge New Zealand offers.
“It is very early days in the campaign but we are already seeing a lot of interest from readers looking at what we have on offer here in New Zealand for luxury travellers,” says Gardiner.