Aussies rush to book Queenstown ski holidays
The Aussies are coming this winter…in their droves.
A boomer Queenstown and Wanaka snow season last year has Australians scrambling to book their winter ski holidays way earlier than usual.
Rees Hotel CEO Mark Rose says bookings are “booming already” and he’s never seen it like this before. “People are getting in early. There are dates I’m virtually booked out for July and August – about 60 to 70 percent full already, and even filling up into the first five days of September,” says Mark.
“It’s quite extraordinary that it’s this early. I’m gobsmacked.” He would normally head to Australia in April and May to drive those winter bookings in.
Leading Australian ski wholesaler Sno’n’Ski Holidays managing director Daniel Walker expects to send almost 5000 Aussies to NZ to ski this season, almost all of them to Queenstown. There’s overwhelming interest among Aussies for international travel this year with Queenstown one of the top four “hot destinations” for skiers alongside Aspen Snowmass, Whistler and Niseko.
“We’ve seen strong early enquiry for Queenstown,” says Daniel.
Passengers booked in February 2023 were 27 percent up on February 2019. Conversion of enquiry is up 63 percent on pre COVID. Customers are looking to buy flight and accommodation packages all in one place.
“Aussie skiers are looking to ski abroad in 2023 after three years being stuck at home.”
Sno’n’Ski Holiday’s has seen “a significant decline” in Australian destinations this year. “Most Aussies are realising they can get to Queenstown faster than they can get to Perisher or Thredbo. Even with higher Trans-Tasman airfares, our customers are seeing the value in Queenstown, and taking advantage of the stronger Aussie dollar.”
However, Daniel says they have concerns “around the guest experience in Queenstown”. “In 2022 we saw disruption with airport transfers due to traffic and staffing, a lower hotel service due to short staffing, and frustrated customers who couldn’t get restaurant reservations while in town. We’re looking at preparing our customers with more targeted travel tips to prepare them and make the most out of their stay.”
Higher airfares have some budget to mid-range clients staying local, says Daniel. Sno’n’Ski Holidays sent 24 percent of its overall skiers to NZ pre-Covid.
“We’re on track to see significant overall growth and market share in 2023,” says Daniel. Customers are booking earlier, staying longer and increasing their overall spend, creating a ‘golden age’ of travel for the ski industry.
He’s seen strong growth into Sno’n’Ski Holidays’ core hotel partners who encourage wholesale bookings. “Pre COVID, 80 percent of our business was from travel agents. “It’s encouraging to see most hotels still offering great wholesale rates for the long stay Aussie customer,” he says.
NZSki CEO Paul Anderson says they’re seeing this strong inquiry out of Australia. “Australian agents are seeing real demand, but they’re starting to see issues around peak periods finding available airline seats and accommodation,” says Paul. Great snow last season has skiers and boarders getting in early, but Paul says Queenstown’s seen as really good value compared with Australian mountains.
Early bird season pass sales were up late last year and online sales have also increased slightly. There’s been a strong increase in NZSki sales and it’s a good start, he says. Demand is strong through the first week of September for the Snow Machine Festival.
“The worker holiday market is starting to rebuild itself,” says Paul.
Immigration NZ has been working to get those workers back and the numbers are “starting to replenish”. NZSki is currently working on more proposals to aid with staff accommodation problems.
Destination Queenstown CEO Mat Woods says while February and March were traditionally when Aussies booked Queenstown ski holidays, that’s not been seen for three years due to Covid restrictions. “We’re seeing a stronger demand this year on the back of a great season last year.”
Mat says trends are moving back to Queenstown’s traditional 60 percent domestic, 30 percent Australian, and 10 percent international, ski market. That’s been aided by full air connectivity between Australia and Queenstown and Australia and Christchurch. “Christchurch has its Emirates flight back from Sydney. Whether we see that flow on here or not, we’ll have to wait and see,” he says.
Millbrook Resort’s Brian Howie says, while staff accommodation is still an issue, the situation is improving slightly. “We’ve picked up more accommodation with the long-term lease on an Arrowtown house where staff can transition until they’re settled somewhere.” He’s got good ski season bookings rolling in from Aussie and NZ for the July holidays and conference and incentive business strong a year out.
