Queenstown's five-star Millbrook Resort is bucking the trend of excessive price hikes during the 2011 Rugby World Cup by aligning with Tourism New Zealand and Air New Zealand to extend an offer of great rates, great value and great hospitality.
The multi-award-winning resort, which enjoys the flexibility of being an independent accommodation operator, is not only holding prices at previously advertised rates, but is proactively discounting 25% off specific room types, with ‘Earlybird specials' for those who book now.
"For Millbrook Resort, the Rugby World Cup is about enticing as many international visitors, especially South Africans, Australians and English, to visit New Zealand and be forced to watch the All Blacks walk off with the cup," said Millbrook general manager and keen rugby fan David Onions.
"The Rugby World Cup's all about showcasing New Zealand and supporting our national team, not about crass profiteering. As an independent resort we can set our own rules and don't need or want to follow any price hike trends.
"We're offering honest Kiwi value because we want our guests to be repeat visitors to New Zealand, not just one-off ‘trippers' here for a single event. This is the ultimate opportunity to showcase our country and showcase Millbrook, our chance to shout out to the world about what we do and what we have to offer."
The Earlybird Specials on offer from Millbrook, available for stays between September and November 2011, will be subject to change in the countdown to the tournament.
Details are available on the Millbrook website www.millbrook.co.nz and the resort's marketing team is already working on tailored packages for families, corporate groups and ‘groups of guys' looking for all-inclusive packages including golf, spa or other activities.
The rate strategy is already working as Millbrook is receiving strong bookings for RWC 2011 from organisations such as UK Old Boys Rugby clubs, tour groups from top US colleges like Harvard and even rugby lovers from Perth, Australia.
Although Queenstown isn't hosting any RWC 2011 matches, the resort town is expecting strong flow-on business both before and after the event. Millbrook, at the luxury end of the market with rooms from $250 to $1600 a night, is already reporting high demand.
"If you offer value and service you will get the customers," said Mr Onions.
"What could be nicer than sitting at Millbrook with a bunch of South African fans watching Richie McCaw lift the Webb-Ellis up in triumph? We'd be mad not to invest in that."
