Pure Milford general manager, Katrina Van Dijk says Kiwis want to learn more about their country. Photo / Supplied
Pure Milford general manager, Katrina Van Dijk says Kiwis want to learn more about their country. Photo / Supplied
Kiwis are willing to pay more for slower, more immersive experiences, says a relaunched Milford Sound cruise operator eager for Aucklanders to return after lockdown.
JUCY Cruise is moving from targeting the high-volume market, with the launch of what it says is a new approach, and renaming itself Pure Milford.
With Aucklanders accounting for about 80 per cent of its customers, Pure Milford general manager Katrina Van Dijk said the city's lockdown, combined with the overall dampening effect on the rest of the country, meant the past four months had been a "real shocker".
While there have been anecdotal reports of Aucklanders not being welcome in some parts of the South Island, she said they would be welcomed with open arms at Milford Sound.
Ministry of Business, Innovation and Employment electronic card data for October show that while some South Island areas had increased spending, Fiordland suffered a 19 per cent drop over the month to $3 million.
JUCY Cruise used to be part of the wider JUCY vehicle rental and accommodation group and a founder, Chris Alpe, retains a 25 per cent stake in Pure Milford.
Van Dijk said closed borders to international tourists meant a revenue drop of 85 per cent and a big rethink for the business.
"With the new tourism reality, we had a responsibility to embrace change, so we began an evolutionary process to rebuild our offering from the ground up," she said.
Visitors in signature yelllow raincoats get the Milford Sound experience. Photo / Supplied
"Once a well-trodden international tourism magnet, the onset of the pandemic gave us the unique opportunity to pause and reflect on the footprint that we were leaving behind."
The company explored carbon offset schemes, reviewed waste minimisation plans and retrained crew to better understand the area, its heritage and culture.
Pure Milford cruises would now be two hours long, 30 minutes longer than before, and deliver a more informative, educational experience. Smorgasbords had been dropped and the number of passengers had been capped at around 120, half the number the vessel is surveyed for.
Prices had risen by $20 to $99 and she said Kiwis - now the only customers - were happy to pay.
"They really want to support us. Some of them are looking for a deal and we still do that, but the feedback we've got is that they are prepared to come back after doing it once."
Pure Milford has cut passenger numbers on its cruises. Photo / Supplied
New Zealanders wanted to learn more about their country and the slower approach could carry over to when overseas visitors returned.
"I think it's going to be a slow climb out - we won't have a problem with [too much] volume for a while."
The backpacker market would come back but travel would change.
"Travel in itself will be different - it will be more conscious," said Van Dijk.
Bookings leading up to Christmas were light, despite the re-opening of the Auckland border next week, but they were likely to pick up before New Year. She hoped Kiwis would not stay too local, and stay away from more far-flung places such as Milford Sound, a four-hour drive or short scenic flight from Queenstown.
Van Dijk said the wage subsidy and business resurgence payments had allowed the business to stay afloat during the latest lockdowns.
The general manager of tourism and events at regional development agency Great South, Bobbi Brown, said Pure Milford was an example of a business that has adapted to the current visitor demand and psyche.
"The new approach enables people to really slow down and take the time to understand the beauty and story of the place they are visiting – not just tick it off."
