Boutique offers something unique

The “support local” message that garnered momentum during pandemic-themed 2020, has had a positive spin-off for New Zealand’s boutique hotel sector.

Kiwis, who would otherwise spend generously on overseas travel, have channelled their holiday budgets into having experiences and short breaks in their own country – even their own cities – and for many, there’s been an element of rewarding themselves for a tough year.

The treat factor of staying somewhere unique, where the small touches are homely and you’re more than a room number, has meant that boutique hotels have found a new following from guests that might ordinarily opt for other accommodation options.

The generally more-personalised and bespoke boutique sector of the accommodation market thrives on the freedoms that come from being independent of major brands, and the restrictions such alignments can entail.

Boutique operations are at liberty to source and secure products and furnishings that work for the specific market they are operating in, without being constrained by supply agreements or an often clinical corporate “look and feel”.

Bayleys’ Hotels, Tourism & Leisure checked in with some of the country’s boutique establishments to see how business has been in this tumultuous past year – the highs and the lows.

The Hotel Britomart

Six months ago, The Hotel Britomart opened its doors in Auckland’s Britomart Precinct near the CBD’s waterfront.

The 10-floor new building designed by Cheshire Architects adjoins the restored Masonic and Buckland heritage buildings and is owned by Cooper and Company, the development and ownership entity behind the broader Britomart Precinct itself.

The hotel offers 99 rooms within the new building, along with three super-luxurious The Landing Suites on its top floor, and two further The Landing Suites in the heritage Buckland building.

The Landing Suites are a nod to the luxury Bay of Islands destination called The Landing, also owned by Cooper and Company.

Having opened when the whole country was at alert level two, followed by two further Auckland region lockdowns and with most international borders still closed, general manager Clinton Farley said the premium boutique hotel’s many points of difference elevates it in the city’s accommodation market.

“The Hotel Britomart was designed and built by New Zealanders, is owned and managed by Kiwis, and finely blends heritage with sustainability and a modern edge.

“It’s the country’s only 5-Green Star hotel making it a true market leader in the sustainable and regenerative travel space.

“With international travel restricted for over a year now, people have been very discerning about where they spend their money, seeking an experience that connects them, is different and special – The Hotel Britomart offers this.

“Those that would typically travel and holiday in Europe or elsewhere overseas in pre-pandemic times, are seeking ways to reward or treat themselves and are comfortable with spending more than they perhaps usually would in New Zealand.”

The understated finer details and luxuries that are standard at The Hotel Britomart make it an aspirational destination and, thanks to those closed borders, it is Kiwis – and now Aussies – that are getting to experience its world-class service and amenity.

Farley said a key market for The Hotel Britomart is Aucklanders wanting to stay in the heart of downtown – to have a city escape or celebrate an important milestone.

“Britomart Precinct has 65 premier retailers including boutique fashion houses, luxury international brands and eclectic dining and hospitality options, so some of our guests just stay within the precinct when they book in with us.

“Our in-house restaurant kingi has also resonated with guests – as well as the general dining public – and it rounds out the hotel offering nicely while supporting sustainable fisheries and locally-sourced produce.”

Napier landmark

Voted in the top one percent of hotels in the Tripadvisor Travellers’ Choice Best of the Best category, the 18-guest room County Hotel in Napier, Hawke’s Bay, has been owned by Angela and Chris Barons since 2002.

The impressive building is the only remaining example of Victorian-Edwardian classical style architecture in Napier, surviving the 1931 earthquake that changed the face of the city. Under the couple’s guardianship, the hotel gained one of the first Qualmark 5-star ratings for a boutique lodging facility in New Zealand.

Angela Barons said in 2020, after experiencing shock and disbelief that a global pandemic could effectively close the world down, they quickly looked for the business silver lining.

“In closely analysing our occupancy figures, we found we generally have a 50/50 split between Australian/other international and New Zealand travellers/corporate guests, so we felt we were actually better-placed than many others in the industry who are more dependent on overseas guests,” she said.

“The flip side is that the average room rate is moderately lower, but we have encouraged more direct bookings through our own website, cutting companies such as Booking.com and Expedia, and reducing the amount of third-party commission we pay.”

Barons explained that they developed a brand new County Hotel website to further stimulate direct business and she expects that 70 percent of all future bookings will be made and pre-paid, through that site.

“We have a very strong online presence and can be found on all relevant social media platforms.

“Our marketing strategy for the hotel since the first lockdown and now, beyond, is simply to focus on operating a successful business based on New Zealand travellers only.

“We will treat overseas travellers as a bonus, and we have restructured the more-expensive cost centres within the hotel.”

On the Boulevard

Featuring 10 spacious rooms, each with a balcony, thermally-heated spa pool and uninterrupted lake views, on the Taupo lakefront near the famed Hot Water Beach, Boulevard Waters is a boutique offering that has excelled in the tourism sector’s disrupted trading year.

Owners Sean and Maria Campbell said with two-thirds of New Zealand’s population living within a two or three-hour drive of Taupo, they’ve been well-positioned to capitalise on demand for a getaway holiday from those in Auckland, the Waikato, Bay of Plenty, and Hawke’s Bay.

“After the first nationwide five-week lockdown, we found business recovered quickly – as it did again after the subsequent Auckland region lockdowns,” said Sean Campbell.

“Somewhat of a miracle, really, given how dire things looked for the industry with no international guests and general uncertainty.

“The July school holidays felt like high season with occupancy on par with a traditional February and it definitely helped that the majority of people could drive to us rather than navigate tricky airline protocols.”

Campbell said they’ve been extremely proactive with their targeted social media marketing and note people are generally opting to pick up the phone to reserve a room rather than go via third-party booking sites.

“That’s been a step-change, and is testimony to New Zealanders wanting to support local.

“With only 10 rooms, we can offer individual attention and it’s the little things that elevate our business in the market – like the Nespresso machines, quality toiletries, the standard of the linen and soft furnishings and the retro Kiwi pop art on the walls.”

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