Increasing Numbers of Kiwis Travelling First Class - Expert

A new invitation only travel service has been launched to capitalise on the increasing number of Kiwis wanting premium travel services.

The VIP service will offer time-poor professionals who travel frequently, the ability to have in-home consultations with a specialist agent to plan their upcoming international itineraries.

The new service will open in the upmarket Auckland waterfront suburb of St Heliers, which is home to some of the country’s most expensive properties and a number of rich listers.

Craig Hopley, from St Heliers House of Travel, says the local numbers of long haul business class travellers is growing as airlines seek to differentiate themselves in the highly competitive market.

“Today’s business class traveller can expect chauffeur services to get them to the airport, on-board chefs, lie flat beds and even direct access from the lounge to the plane,” he says.

Hopley estimates that ten percent of his local customers fly business or first class when travelling long haul, and believes their needs often aren’t met by a traditional approach due to their unique requirements.

Hopley says interestingly his VIP market regularly book trips last-minute, as opposed to most Kiwi travellers who reserve flights and accommodation months ahead of time in order to get the best deal.

He says there is an emerging group of premium travellers who travel multiple times throughout the year, change their itineraries frequently, and generally travel first class whether for business or a leisure break.

Hopely says these consumers need a travel agent who is flexible to fit with their schedule, and who can do anything, be it booking a trip to London leaving tomorrow, or a vacation to Hawaii in three months’ time using frequent flyer points.

“In offering these customers a tailored, VIP service, we will be able to visit them at their home in the evenings or weekends, so they can focus on their travel planning and we can discuss their requirements without distraction.”

Hopley says the exclusive service will be offered by invitation only to clients who have a history of frequent worldwide travel, and would value a personalised service that works in with their schedule.

“Not having to come to the office or go through normal channels takes a lot of pressure off these clients, gives them a go-to agent who understands their needs, and hopefully will allow them to decide on their plans earlier so they can access better deals and availability.”

Hopely says one of the reasons that increasing numbers of Kiwis are travelling business and first class is because of improved value for money and onboard service, health is also a key factor in driving the growth of business class ticketing.

“There has been a lot of publicity about the dangers of deep vein thrombosis (DVT), and our older clientele in particular, are prepared to pay more to have the extra room in their seat area and the ability to get up and move around the cabin more easily. Business class fares are either the same or less than they were 20 years ago which is when I started in the industry,” he says.

After two decades of catering to VIP clients, Hopley says he has a unique insight into what is needed by high-level travellers and aims to make their trip planning simpler.

“My main clientele are professional couples or families, retired couples or individuals. I do already have certain clients that fit this model who have been with me for years, but this is a chance to expand it out to include others.”

The VIP service follows an international trend for more personalised arrangements, with similar services commonly available in the USA and Europe, according to Hopley. However, he believes it will be the first of its kind in New Zealand.

It is also a way for the travel industry to keep pace with a changing market. “As travel agents enter into a digital age, their service model must also evolve to reach high value market niches such as this,” says Hopley.