Agent to Agent: How to Sell New Zealand
by Ana FigueroaFrom hot springs to Hobbits, New Zealand’s appeal borders on the mythical. But the practical side of selling the island nation in the South Pacific means understanding why the destination is a good fit for more clients than you might think.
Travel Market Report gathered tips on selling New Zealand from certified New Zealand Kiwi Specialists in the U.S. and Canada. Here’s their top advice:
Expand Your Notion of Travel Prospects
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“There’s a tendency to think of New Zealand as a ‘Bucket List’ destination for retirees. That’s still true. But, the trend right now is soft adventure. New Zealand is where bungee jumping was invented and its allure as an adventure destination has really grown. There’s a whole market of 30-year-olds out there; either married couples without kids or singles. They want to experience more of life right now before they’re tied down with kids. New Zealand is perfect for them.” – Donna Evans, Andavo Travel, Aurora, Colo.
Every Niche Loves New Zealand
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“New Zealand can attract just about every client segment you can think of. I have clients in their 20s who want to go trekking and CEOs who want luxury golfing trips. Wine enthusiasts are a big market, and the foodies love to go because the produce is so fresh. You also have cruise aficionados. Most Australia and New Zealand cruises spend the majority of the time cruising New Zealand. So, you have the potential to arrange shore excursions too.” – Robert Hill, Peak Travel Partners, Ft. Lauderdale, Fla.
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‘100% Pure’ is 100% Effective
“Tourism New Zealand has invested so much behind the ‘100% Pure’ promotion because it works. Clients come back from New Zealand raving about the scenery and the friendliness of the Kiwis. But, they’re most impressed by things like clean air. The minute you leave Auckland, New Zealand offers a genuine rural experience. People can’t believe there are still such unspoiled environments with so much diversity.” – Cassandra Bookholder, Camelback Odyssey Travel, Phoenix, Ariz.
Proven Marketing and Promotion Ideas
“Host a New Zealand night at your agency. Promote your wholesaler specials by sending email blasts to your current clients, posting the special on your website and agency Facebook page. If the deal is a wonderful value, people will leave home to take advantage of it. Another good idea is to create a slide show of your New Zealand images on a photo website such as Shutterfly. When a client asks about New Zealand, you can show them the slide show or an online photo album. ” – Christine Meny, Your Travel Source, Fairfield, Calif.
What’s So Special About a (Kiwi) Specialty?
“As a Kiwi specialist, you’re listed on the Tourism New Zealand website and get referrals. Having the specialty also forces you to keep up your expertise because you’re required to visit New Zealand at certain intervals. And being a Kiwi specialist helps with the comfort level. New Zealand is so diverse, with every kind of landscape from mountains to glaciers to vineyards. It’s impossible to have personally experienced everything. But the things that I haven’t done I know about because I’ve studied it. That’s a true advantage.” – Donna Evans
Typical First-Time Itinerary
“Most people start on the North Island, arriving into Auckland. From there, Rotorua is a ‘don’t miss,’ for the geysers and the Maori culture. Then, you traditionally go to South Island for Christchurch and Queenstown and to Milford Sound for the fiords. The earthquake is now keeping people away from Christchurch though. If you have more time, I recommend a visit to the capital of Wellington. Then, go across on a scenic ferry ride to Picton and the wine country.” – Christine Meny
Great Auckland Excursions
“On my most recent visit, I tried the ‘Bush and Beach’ tours from Auckland. And, I always recommend an evening bay catamaran cruise. Depending on the time of year, it’s lovely to see the lights of the city when you return. Another fabulous excursion is the Bay of Islands north of Auckland. I’m from Sweden, and it reminds me of the archipelago around Stockholm. You can do an overnight on a small catamaran yacht from Paihia. It’s incredibly beautiful.” – Catharina Apodac, Carefree Vacations, San Diego, Calif.
Timing is Everything
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“With New Zealand, the time of year makes a huge difference. Do your clients want to sunbathe or ski? Their winter is not like Australia, where you are guaranteed to find someplace warm. The best months are November through March. New Zealand schools get a six-week Christmas/Summer holiday. It’s best to go when that’s over, since there are fewer locals on the road.” – Jane Osbourne, Downunder Travel, Vancouver, British Columbia
Overcoming Obstacles
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“The distance and length of the flight (14 hours from the West Coast) can be a challenge. But, they’ve really perfected the overnight flight concept, so it’s less of a hassle that it seems. As for misconceptions, most clients think they can visit New Zealand and Australia in one two-week trip. In reality, it takes two trips. I try to get people to take two to three weeks just for New Zealand alone.” – Michael King, Great Getaways Travel, Kansas City, Kan.
Drive Times Longer Than in U.S.
“New Zealand is long and spread-out, and many clients are on self-drives. You need to make sure they appreciate drive times. The roads there are similar to our roads back in the 1950’s. It takes longer to get from point A to point B. The distance calculator on the Tourism New Zealand web site is a great resource. And, make sure your clients are comfortable driving on the opposite side of the road.” – Christine Meny
An Upside to Down Under
“The average trip to New Zealand is two to four weeks. That makes for bigger-ticket sales and higher commissions. The other advantage is that clients think they will only travel that far one time. But, once people experience New Zealand, they want to return. You have a repeat clientele and a destination that sells itself.” – Rob Hill
