NZ tourism can’t afford
Igot food poisoning this week, reporting from a tourism hot spot. To add insult to injury, the meal under suspicion was over-priced and underwhelming. It took 45 minutes to arrive, leap-frogged in the kitchen queue by the dinners of locals who’d arrived long after us.
I’m one of those quiet seethers, content to grumble under my breath at the table, but meet the servers with a bright smile, and a ‘‘lovely, thanks.’’
My colleague is much more assertive. When he enquired about the progress of his dinner, he was met with an icy defensiveness.
It was the same almost everywhere we went. I shan’t name the place. But the service was grudging, prices eye-watering and the sensational views barely made up for the shabby accommodation.
The impression lingered that while our money was welcome, our presence was not.
At the risk of sounding like a long, whiny online review, this has long been my experience of New Zealand tourism.
It’s an incredible country, which regularly tops international must-see lists for any number of reasons. The landscapes, culture, people, the experiences.
There’s whale-watching, breath-taking hikes, natural hotpools, exhilarating road trips, gorgeous vineyards.
Coronavirus means more of us are turning inward. There’s hardly a better place to explore while we are not allowed to go anywhere else.
But be honest, at the end of a long day of thrillseeking adventures, have you always been happy to return to your hotel or motel room?
Should a $250-plus a-night room be serving
guests instant coffee sachets and charging for bottled water.
There’s the authentic ‘Kiwi bach’ experience, and then there’s just ripping people off. Who travels with a bag full of sheets and pillowcases these days?
And is a hairdryer and a coffee plunger too much to ask?
Do you find yourself ignoring the dirty skirting boards, stained bathtubs or grubby tiles, so as not to create a fuss?
Was that extravagant feed really worth the money – or was it average, mass-produced stodge in a nice setting?
The coronavirus pandemic has upended the tourism and service sector. It feels unsympathetic to stick the boot in when so many businesses are struggling.
But right now, we are reimagining the tourism industry for our post-Covid world.
For too long it was focused on growth in international arrivals, number of beds, receipts and revenue. That gave way to overtourism and local unease. The quality of the experience deteriorated – as did quality of life with the low-wage economy it generated.
Having transient floor staff (on poor pay, conditions and insecure hours) who meet and greet customers does not make for great hospitality.
Now, Kiwis are the market. And they – and any international visitors who can afford to come – will be much more discerning.
New Zealanders on a domestic break will be more cautious spenders and the market will rule.
Price – but more importantly value – will be the decider on where locals choose for their main family summer holiday, and operators will have to rethink their offerings to compete.
Businesses can no longer get away with half-hearted service because Kiwis will not tolerate being treated as units of consumption, know to expect better and will ultimately vote with their feet.
But the effort will be worth it. Their pockets might not be as deep as bus-loads of Chinese tourists or American cruise shippers, but their hearts are full of civic pride.
As Kiwis rediscover what the country has to offer, they will become its greatest ambassadors when our international guests are ready to return. But only if they are well-treated.
Businesses can no longer get away with half-hearted service because Kiwis will not tolerate being treated as units of consumption, know to expect better and will ultimately vote with their feet.