New Trends At Trenz 2004

Heena Munshaw - Christchurch

It has been an impression that New Zealand is a tiny country with more sheep population than humans, and you only hop across to New Zealand if you are going to Australia! Stop Right There!

It's about time the travel trade updated themselves on this amazing product 'New Zealand'. There is no better place to attend other than New Zealand, where the best of products are showcased. All major airlines are focusing on this tiny but breathtakingly beautiful country, enforcing loudly the growing importance of this destination.

We have been going to Trenz for almost a decade as a company. It has grown and is far more sophisticated, with clear marketing focus, and great identification of target audiences. This year, 12 Indian agents represented our country from the 409 international companies. The entry is by invitation only which is extended from Tourism New Zealand (TNZ).

Tourism New Zealand has opened their office in India last year. They are innovative in their marketing, different and refreshing. Their interest in the market is committed. A series of promotions in the Indian market from 'Kiwi Link' to 'Lord of the Rings' have been enthusiastically carried out with the travel trade. A couple of meaningful famils are also taken each year, showcasing a diversity of future product with hands on activities like soft adventure tourism, and self-driving.

What is unique about TNZ is that they take the opportunity to even educate suppliers about new markets, their culture, client profile, travel patterns and growth potential. Being part of the delegation of speakers in September, 'Does an interactive traveller exist in Asia/India? I could see growing interest in such markets at Trenz especially from the suppliers who attended the seminar. They now see India as probably a more powerful market than Korea or China, not in volumes but in terms of quality and yield per passenger. Being fluent in English, and driving on the same side is of great advantage for FIT travellers from our market rather than Korea, which has a huge language problem, and their tours must be escorted, restricting exposure of products to structured and limited itineraries directly effecting number of days spent per passenger. It is important for the Kiwis to realise that the main growth market is the FIT traveller from India, who will use may be one lodge and other four to five star hotels, and other accommodation. A lot of our clients being vegetarians miss out on the fine dinning experience as New Zealanders need to offer a much wider selection at a reasonable and affordable prices, if they want the interactive traveller from India who will self drive, and spend enormous amount of money doing soft adventures, flights and shopping.

A trend most evident at Trenz was every macro region wanted our clients to stay overnight and with unbelievable enthusiasm, asked questions to learn more about our travellers, exposing the diversity of their regions and offering 100 of specialised products. There is great theory and strategy behind this, which is to spread tourists around the country hence not overloading key tourism areas, in order to preserve the pristine environment and natural beauty. This has resulted in even Indians learning about new regions like destination Marlborough, Kaikora, Wahikee Island, Bay of Plenty, and many more. Trenz provides great opportunity to make new contacts and provide a perfect platform for networking with sellers from these new regions.

The qualmark, which is a grading system, supported by TNZ where by all tourism products are graded for quality and business stability assuring an international buyer it is of high standards. This is a great way to add value to ones packages, and certainly differentiating oneself for quality rather than just price. The trend has changed to selling solo New Zealand itineraries than just adding it with a six nights itinerary with Australia. The choice of a traveller has evolved and even Indian honeymooners are experimenting with bungee jumping, to dart river safaris. They are learning about wines, and often visit wine yards now out side of Queenstown. Soon we will be selling regions like Napier and Hawks Bay with food and wine experiences added to the present products.

The most important aspect of the tourism products in New Zealand is the sheer variety in accommodation available, which is a real treat for an Indian traveller. Yes. Hotel chains exist, but the Luxury Lodges are unique to New Zealand for top end travellers. They cost anywhere from NZ 300 to NZ 1,700 a day. There are farm stays where the land is spread to 1,300 acres…. No wonder an Indian from a congested city has a lung shock to breath the 100% pure New Zealand's fresh air! Indians will be more than welcome in New Zealand as our peak travel time is a low season for New Zealand.

This tiny country is not looking for millions of Indians to visit them. They are all looking at the high-end market, which enjoys the natural treasures, and respects nature, will leave the place as clean and pristine as it is. Should we not learn to live like the Kiwis, when we are in New Zealand? And may we bring some good habits home to better our trade and society….Yes one should pick up some Trends from Trenz about quality selling rather than just price selling! Go for it! You will surely have less hassle and more money. However, before I conclude, let me inform you that Trenz next year will be held from June 13-16, 2005 at Christchurch.

(The author is managing director, Beacon Holidays Pvt Ltd )