New Zealand Fam Trip Shapes Agents’ Sales Tactics

Can a single familiarization trip make a difference in selling a destination? The answer is an unqualified yes, according to a group of travel agents who visited New Zealand for the first time last late last year.

The agents took part in a seven-day fam trip (or “famil,” as it is known in New Zealand) sponsored by Tourism New Zealand. After choosing between North Island itineraries to the Bay of Islands or Rotorua, the agents then experienced the South Island with a stay in Queenstown.   

Travel Market Report spoke with several travel agents who visited New Zealand for the first time on the fam. Here’s how the experience shaped their understanding of the destination and how to sell it.

Making an impact
Tourism New Zealand is known for its dynamic agent outreach programs, and the December 2012 fam was no exception.

Agents took part in America’s Cup-style match races; jet boat rides, bungee jumps, wilderness safaris, canopy zip-lining, catamaran cruises, Waka (canoe) paddling, float plane excursions; gold panning, thermal park cruises and even a visit to Middle Earth (the Hobbiton Movie Set).

“I learned so much. Every day we had another eye-opener. It’s great that I can now use my firsthand knowledge with clients,” said Janice Lonnqvist from Ocean Breeze Holidays in Abbotsford, British Columbia.

Kiwi attitude
Certain aspects of the trip resonated more than others, agents said. Among them – the “Kiwi attitude” of friendliness and casual good-nature.

“I was so impressed by the people. The friendliness is something you hear about, but it needs to be experienced in person. Even the airline [Air New Zealand] service gave us a taste of what we would encounter when we got there,” said Nancy Lam of Buford International Travel in Atlanta.  

The sheer diversity of the New Zealand countryside was another pleasant surprise.

Geothermal attractions
Agents on the Rotorua fam trip explored a geothermal region where hot springs first attracted tourists more than a century ago.

“It was so interesting and unexpected to experience the geothermal terrain. There’s an entire culture of international tourists who flock to New Zealand for therapeutic mineral spas and mud baths. We don’t know much about it, so it was great to visit some of the famous spas firsthand,” said Lonnqvist.

Expanding client base  
Lam said she had expanded her concept of the “right client” for New Zealand. “To be honest, I used to think it was more for senior travelers looking for a leisurely vacation with not many activities,” said Lam.

After the fam trip, her views were different. “We did so many active-type excursions, such as zip lines and rapids. It was all very exciting and suited for a wider range of client than I previously thought,” said Lam.

Doris Stephenson from Vista Travel in Alberta, British Columbia, said she is zeroing in on an outdoor clientele.

“People interested in New Zealand want to see the outdoors. After visiting myself, I can appreciate that even more. The country has everything, from geysers and deserts to mountains, glaciers and beautiful lakes,” she noted.

Selling points
Without a doubt, agents cited the country’s natural beauty as its key selling point. “Something that really impressed me was that the air was so clean and fresh. That’s a big deal, especially for those of us that live in the big city; we don’t always have fresh air,” said Lam.

Familiarity was another positive factor. “The Queenstown mountains are so much like our Rockies. And, the boat trip into the Bay of Islands was just how I envision the Toronto lakes. All the islands were full of summer houses for the locals,” said Stephenson.

Overcoming obstacles: distance
New Zealand has never been a particularly easy sell to North Americans. But the fam experience helped agents address client concerns, they said.

“The No. 1 obstacle to selling New Zealand is probably the [lengthy] flight. But, having been there, I can tell my clients that it isn’t a big issue. In fact, I really enjoyed the flight. We went out at night and arrived in the morning. We got out and started walking right away, which helps with the jet lag,” said Stephenson.

Overcoming obstacles: cost
The cost of a New Zealand trip may be high compared to some destinations. But it’s important to make appropriate comparisons, said Lonnqvist.

“People still perceive New Zealand as too far and too expensive. Or they tell me that if they’re going all that way, they’d rather go to Australia. Well, Australia can be a big-ticket item as well. And I tell them that in New Zealand, there are no bugs or snakes,” said Lonnqvist.

Hotel considerations
Stephenson noted that it’s important for agents to understand client needs and expectations when it comes to hotels in New Zealand.

“There are some amazing five-star properties there, such as Millbrook Resort in Queenstown. But, we also stayed at some places that didn’t have Internet in the rooms and felt a bit archaic. That’s the only concern I have after the fam,” she said.

Sales growth
Agents said they expected to increase their sales of New Zealand vacations, though they don’t necessarily expect overnight results.

“I think my sales will increase in the long-run. I’ve sold New Zealand before, but always in tandem with Australia. Now, I’ll expect to send more clients just to New Zealand,” Stephenson said.

“Going there was a great experience for my business. Any agent with the opportunity to visit should do so. New Zealand has to be seen to be believed,” she added.