INDEPENDENT NEWS

Wellington Hotel Campaign Delivers Hot Results for Winter

Published: Wed 10 Aug 2011 02:07 PM
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.”

Next in Business, Science, and Tech

Porirua most expensive region to rent, according to Trade Me
By: RNZ
Nearly 1,000 More Big Businesses Now Than Two Decades Ago – Media Release
By: Statistics New Zealand
NZ Small Business Recovery Continues In September
By: Xero
Housing boom could get worse, economist warns
By: RNZ
Westpac NZ Sets Out Plan To Go Cheque-free
By: Westpac
Major New Zealand Upgrade Programme Projects Go To Tender
By: NZTA
Reserve Bank Seeks To Preserve Benefits Of Cash
By: Reserve Bank
Malicious Computer Virus Targeting New Zealanders
By: CERT NZ
Businessman Eric Watson sentenced to a four-month jail term
By: RNZ
OECD Area Employment Rate Falls By 4.0 Percentage Points, To 64.6% In Second Quarter Of 2020
By: OECD
Spark Turns On 5G In Auckland And Offers A Glimpse Into The Future Of Smart Cities
By: Spark
Monthly Migration Remains Low
By: Statistics New Zealand
Porirua; New Zealand’s Most Expensive District To Rent
By: Trademe
PEST Analysis Of NZ Property Market Making Headway In COVID-19 Storm
By: Kalkine
Sharemarket Bounce And Buoyant Auckland Housing Market Reflected In ASB Investor Confidence Survey
By: ASB Bank
View as: DESKTOP | MOBILE © Scoop Media