The luxury segment of the tourism industry in New Zealand is unfortunately still only partly understood. Governmental and industry bodies have at least come some way since considering a minibus with seats as "luxury". However, they are still only part of the way to understanding what luxury means in the US and Europe.
We are exhibiting next month at the top luxury travel show in the world, at Cannes. Here, luxury is segmented into accommodation, transport, unique activities, and destination management companies. We, in particular, are what is known as a VIP DMC. That is a destination management company which is set up to deal with the demands of VIPs. A DMC handles every aspect of a VIP's demands - bringing together accommodation, transport and activities seamlessly according to the varying requirements of differing VIPs.
There is a synergy around the world between VIP work and senior corporate work (incentives, board meetings etc). Therefore a destination management company often also provides corporate solutions at a senior level. Our work split of mainly VIP work with a touch of corporate work is a classic split for a VIP DMC. Normal DMCs focus on the larger corporate work but haven't got the know-how or contacts for the VIPs. The role is seen as important as it is understood that just booking something does not make it happen or flow smoothly. We're here to make sure accommodation performs, as do activities and transport, to make sure sensible plans are formulated and then implemented, and to create where what is required does not exist. Hence our byline, "Moving New Zealand from a 5-star to a 6-star destination". Not easy, but feasible.
So, now that we're secure in understanding who we are and what we do, we receive an invitation to participate in New Zealand's latest luxury travel show. We are told that luxury means accommodation and possibly some transport, and we are asked to provide confidential financial information in order to prove our worthiness to participate in an event which hopes to provide up to 40 luxury buyers. Compare this to over 120 heavy hitters who want to see us in Cannes and networking opportunities with 1,000 more. And all of them people who recognise destination management as a vital role. Does the home-grown version which does not even recognise our existence seem attractive? Not very. And our detailed response to them has received no reply either.
Meanwhile there is little or no mention of destination management in either the official Tourism New Zealand website (where preference is given to foreign companies - look at "Getting to NZ - Before You Come" - no New Zealand companies there who can help you before you come. Imagine that, an internet site which doesn't seem to understand some of the most important structural changes brought about by the internet. For those who are intellectually challenged - most of our work with clients takes place before they come and we happen to be based in New Zealand.)
Meanwhile the unofficial Tourism NZ competitor - NZ Tourism Online - added a tour category for us - "Exclusive Luxury". Thanks very much. That category now includes minibus tours and local transfers. Oh well.
Then consider - we have seen no journalists from Tourism New Zealand. Received no publicity. Received no support in opening up new markets. Received no acknowledgement as a wonderfully PR friendly VIP DMC. Cannot get export grants as we are in the tourism sector in areas which receive no funding - luxury initiatives in Russia and Saudi Arabia. We are firmly "on strategy" with whoever puts together the tourism strategy - targeting high-end clients, cultural experiences, interactive experiences, new markets, exciting experiences, internationally recognised top quality service. But we receive zero backing, zero support. Thankfully forums like the Cannes show exist where we can talk directly with clients who understand and appreciate us.
Meanwhile Tourism NZ follows Air New Zealand in spending marketing dollars on high-volume low-value Chinese tourism. Well done Air New Zealand, you're filling your planes. Not sure how Tourism NZ is following their own strategy here though.
There seems to be a little "disconnect" between what is said and what is done. Come on New Zealand - let's have fewer comfortable little clubs and less tired thinking and actually move forward to meet the future.
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