Travel Agent - August 13, 2007 - (Page 23)

Lodge and Estate, renowned for its commitment to ecology and its superior level of service. It’s also famous for its driveway, which climbs, dips and turns through representative native forest. Exhibitors and buyers were urged on by road signs reading, “Keep Going.” Those in attendance ultimately enjoyed excellent company in the world-class lodge on 2,500 secluded acres. Artful cuisine provided fuel for energetic 20-minute talks hosted by 42 previously selected providers in categories of luxury accommodation, transport, activities and marketing groups. Post Pure Luxury, word on the Rotorua streets was that the inaugural outing was a smashing success. New Zealand and the Luxury Market Luxury travel was also a subject at TRENZ, hosted by a panel of New Zealand specialists including Garrick Emms, marketing executive of the New Zealand Lodge Association, and Louise Smythe, sales and marketing manager of the legendary Huka Lodge, Taupo (www.hukalodge.co.za)—generally acknowledged as “the one that started it all.” Family travel is also a growing luxury segment. Emms cautioned that it’s impossible to ignore the trend of luxury accommodations catering to families—often three generations— that choose a trip to celebrate a special occasion and don’t have a problem with “indulgence.” He answered the question, “What is a lodge?” by specifying it as a property with more than four rooms but less than 20, set in a unique location and serving up some iteration of MAP: pre-dinner drinks and hors d’oeuvres, dinner and/or breakfast. Could the luxury market be over-saturated? No signs of that, answered Emms, who pronounced it robustly healthy. “We should be chasing high yield versus numbers, though.” He added that “one percent of traveling Americans visit New Zealand” and shared that a generally accepted “guesstimate” is that one percent of that number go to luxury lodges. Smythe reminded attendees that it’s a big world out there for luxury: “Competition is worldwide.” And he noted the luxury trend of properties having a private residence concept, such as Huka’s Owner’s Cottage. He said this trend is gathering momentum, and “we can’t keep up with the demand.” Luxury clients are well informed, so providers must deliver the (luxury) goods, he warned. “Friends of friends are a point of contact for many in this demographic. They do business deals as they go around the world.” 1/2 page vertical 3 3/4” x 10” Ad Placement Need-to-Know Numbers Tourism is New Zealand’s number one industry. The total tourism expenditure is $17.5 billion, the biggest export sector, accounting for 18.7 percent of all exports. It contributes 9 percent to the national Gross Domestic Product and employs one of every 10 people in the workforce. It’s the only export sector whose international clients pay GST (Goods and Services Tax). Tourism growth is 4 percent on average for at least the next five years. Interested? Request #007. August 13, 2007 TravelAgent 23 http://www.hukalodge.co.za http://www.tour2korea.com http://www.tour2korea.com

Table of Contents Feed for the Digital Edition of Travel Agent - August 13, 2007

Contents Editor's Letter News You Can Use Agenda: Fam Trips, Calendar of Events, Deal of the Week Cover Story: Open Skies PACIFIC ASIA: New Zealand Tourism Update CARIBBEAN AND BAHAMAS: One&Only Ocean Club’s Slow Season Package MIDDLE EAST: Middle Eastern Airlines ALASKA: Cross-country Skiers Flock to Fairbanks CRUISES: Azamara Assails The Sea HONEYMOON AND ROMANCE: Honeymoon Survey Results Agent Profile Luxury Travel Expo Update Classified Marketplace Advertisers’ Information People & Places

Travel Agent - August 13, 2007

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