“ Rotorua attracts over half of New Zealand’ s 2.4 million international visitors... the majority of whom are international frequent independent travelers( FITs).”
The makeup of New Zealand’ s international market includes only 225,000 travelers from North America.“ It’ s a very young tourism product which appeals mostly to the active, independent travelers,” says Tourism New Zealand, Western Long Haul Markets General Manager Gregg Anderson.“ Although figures have declined slightly in the last 18 months during the weaker world economy, the Lord of the Rings series has helped [ keep ] our profile high and, with United Airlines launching nonstop flights between Houston and Auckland in 2012, the United States is becoming a more important growth market.”
This is good news for Wai Ora Spa.“ From a business perspective, we’ re in a very exciting position,” says Hughes, especially since a good portion of Wai Ora Spa’ s annual revenue comes from international spa-goers.“ Although we get only two percent of the [ total ] international visitors [ that visit New Zealand ], [ that’ s equivalent to ] an annual revenue of [ roughly ] NZ $ 3 million.”
Unique Selling Proposition: The Maori Story The reason why Wai Ora’ s spa properties continue to attract both the international and local tourism markets is because of their unique selling proposition: The integration of the Maori traditions, whether the use of volcanic mud or the art of bathing in the sulphurous water that the first Maori settlers have enjoyed for more than 700 years, to the spa’ s extensive menu.
Historically, the Maori are indigenous
“ Rotorua attracts over half of New Zealand’ s 2.4 million international visitors... the majority of whom are international frequent independent travelers( FITs).”
Miri Miri, an authentic Maori massage therapy, is one of Wai Ora Spa ' s most popular treatments.
Polynesians who came to New Zealand and brought with them a rich culture, including its oral tradition and mythology. Named after the guardian warrior who, the Maori people believe has protected its cultural land’ s mud and geothermal waters for centuries, Wai Ora is the only spa in New Zealand that is owned and operated by a full-blooded Maori.
With his heritage in mind, the owner, Hughes, understands that there are protective covenants in managing the Wai Ora properties, particularly the geothermal reserve, and that, any development, such as retailing volcanic mud as skin care, should benefit the Maori community, which is why proceeds of the spa’ s retail line are given back to the community.
Retailing Mud In 2002, Hughes, with Thai wife Sunisa, expanded the spa business by venturing into skin care using the reserve’ s mineral-rich volcanic mud.
It was a very organic process from concept to packaging, almost like a
March / April 2012 ■ PULSE 15