Wednesday 10 August 2011
Wellington Hotel Campaign Delivers Hot Results for Winter
A strong presence in Australia, filming of The Hobbit and a highly successful 3 Nights for Two campaign are credited
with a winter boom for Wellington’s hotel industry.
Positively Wellington Tourism’s Hotel Monitor – which tracks nights sold, rooms rates and occupancy of 21 of the city’s
hotels – indicates a 13.5% surge in total rooms sold in the three month period from May to July 2011.
Chief Executive David Perks says it’s one of the strongest winter performances for some time, with occupancy levels over
the three month period the highest since 2004.
“Such growth would be fantastic any year, but the fact that Wellington’s seen an indicated 13.5% in winter rooms sold
during what is without question one of the most challenging times New Zealand’s tourism industry has faced, is quite
simply remarkable. Natural disasters here and abroad, an ash cloud, volatile exchange rates, challenged economies and
rising fuel prices – you name it, we’ve faced it these past six months.”
Stars and crew arriving in town for filming of The Hobbit and continued growth in Australian visitors drove
international growth, while a ‘back to basics’ 3 Nights for Two campaign – run by PWT in conjunction with 18 of the
city’s hotels – boosted domestic numbers, Mr Perks says.
“The 3 Nights for Two campaign alone resulted in close to $300,000 in room night bookings through WellingtonNZ.com and
the city’s hotels.”
PWT is planning to bring the successful campaign back to target the December-January period – another traditionally soft
period for Wellington, Mr Perks says.
“We’re also considering rolling the concept out to encompass the hospitality and retail sectors as well so Wellington is
offering 3 for Two shopping, dining and accommodation – that way we can offer more to visitors and maximise their value
for a range of local businesses.”
The success of the 3 Nights for Two campaign lies in value-adding over discounting, Mr Perks says.
“3 for Two is about increasing the value, rather than discounting – and that’s key. With the advent of daily deal sites,
there are a lot of cut-price deals being offered to consumers, but this can see quality lost, the value of the
experience degraded and the business ultimately hurting. By adding value rather than cutting rates, we’ve managed to
give visitors a deal but still ensure economic success for the city’s hotels.”