SPA SPY
Polynesian’s main competitors are visitor attractions rather than spas, but a strong local resident programme helps to maintain a steady number of customers
pists, but many have never worked outside of these environs. As I have a therapist and training background, I’ve been able to intro- duce a higher level of standard operating procedures for treatments and I recognise how to help individuals tailor their style to this new level of excellence.”
MARKET MAKE UP
Of New Zealand’s 2.4 million international visitors a year, half include Rotorua in their holiday plans. “We have a very young tour- ism product which appeals mostly to the active, independent traveller,” says Gregg Anderson, general manager, Long Haul Markets, Tourism New Zealand. “Although fi gures have declined slightly in the last 18 months, the Lord of the Rings fi lms helped keep our profi le high and, with United Air- lines launching non-stop fl ights between Houston and Auckland in 2012, the US is an important growth market.” In spite of a bumpy economy, the Polyne-
sian Spa has fared well, because 50 per cent of its customers are independent travellers from New Zealand, with 20 per cent com- ing from Australia and China, followed by the US, UK and Europe. Consequently, most advertising dollars are spent in the domestic market, promoting the baths as an attrac- tion in local guide books, travel maps and in all major visitor information centres. Tours make up the balance of the market mix, spe-
In spite of a bumpy economy, the Polynesian Spa has fared well, because 50 per cent of its customers are independent travellers from New Zealand
ble in Mandarin, French, German, Japanese, Korean and Spanish. “T e assumption is that because we’re the
T e freshwater pool is cooled to 30˚C to make it more children-friendly
cifi cally from Korea and China where Lobb has just hired a sales representative in rec- ognition that China is an ever more notable player in the tourism industry. A considerable revamp of Polynesian Spa’s
online and mobile presence has been part of the marketing mix, including active partici- pation in social media, use of quick response codes and links to spa therapy bookings and giſt certifi cates. T e website is availa-
80 Read Spa Business online
spabusiness.com / digital
only major mineral spa in town, we have no competitor – but the truth is quite the reverse,” Lobb says. “We are thought of as an attraction, albeit a healthful one, but when the average visitor stays an average of only 1.9 nights [in Rotorua], there’s a lot of com- petition for their time and money. T at’s why I’m thankful that 50 per cent of our business is from New Zealand – those travellers are easier to access and develop, and are more likely to come back.” A strong local resi- dent programme (see p78) also helps to level out the peaks and troughs that other visitor attractions oſt en experience. “I think the spa industry has a rosy future
because of the way people live their lives, and it is why we continue to reinvest considera- bly,” Lobb concludes. “T e baths will always be our primary focus but as we develop the spa therapy side of the business, we are very well positioned to take advantage of a mar- ket in New Zealand that is going to grow very quickly in the years ahead.” ●
SPA BUSINESS 1 2012 ©Cybertrek 2012
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100