Wealthy visitors want the ‘wow’

Demand from wealthy tourists wanting to stay in extravagant penthouses and spend the day exploring their surroundings on luxury yachts is on the rise.

Kiwi-born multimillionaire Andrew Cox, who offers some of the most expensive accommodation in New Zealand, said rich tourists from North America, Europe, and Australia were leading the way.

Cox has bought a luxury yacht, Pacific Jemm, through his company Eichardt’s Private Hotel to keep up the demand for bespoke experiences in Queenstown.

‘‘It’s more than just wanting a hotel room and a comfy bed, we need to be wowing them when they come.’’

Luxury tourism was a strong market, because it was ‘‘pretty much recession-proof’’, he said.

‘‘The ultra-high net worth individual is typically not that affected by economic downturns, and they still travel and they want to experience things. And New Zealand has a huge advantage as a safe haven destination.’’

Tourism NZ international business events and premium manager Lisa Gardiner said New Zealand was fast becoming a favourite ‘‘rest and relaxation spot for the world’s wealthy elite’’.

Spending on luxury lodge accommodation increased 42 per cent in the year to March 2017, according to the latest figures available.

Ahipara Luxury Travel chief executive Jean-michel Jefferson said luxury accommodation and fine dining was part of everyday life for wealthy tourists.

So most clients wanted ‘‘authentic deep experiences’’, which showcased the natural beauty of New Zealand.

‘‘What it’s about is people and really unusual things that grab people.’’