Mr Williams said there were a number of reasons why people were visiting the Bay.
"Splash Planet is a drawcard for families that come here from out of the region, from the lower and upper North Island, and also there is generally a softball tournament in town which draws people to the Hawke's Bay.
"As a general rule, the Bay is pretty busy."
Mr Williams said the January rush was expected.
"It is generally the same for us in the motel industry. January is always a good month," he said.
Nationwide, New Zealanders spent an extra $235 million more this January than in January 2014 - a 5.5 per cent increase.
The Paymark data showed $4.5 billion changed hands by Eftpos in the first month of 2015.
There was also a 9.7 per cent increase in the number of transactions recorded, totalling 94.54 million.
Paymark head of customer relations Mark Spicer said the growth was expected to continue throughout the year.
"Even with low fuel prices pulling the growth rate down, it's a good, solid start to the year," he said.
"The increase in the value and volume of transactions in January are good indicators that we can expect continued growth during 2015."
The biggest spending day was Friday, January 30, with $174.3 million processed through the Paymark network - up 3.4 per cent on the same Friday in 2014.
Meanwhile, mixed spending patterns were recorded on the two major anniversary weekends in Wellington and Auckland.
A decrease in spending of -0.4 per cent was recorded on Wellington Anniversary weekend, compared to the same time in 2014, while the opposite was true of Auckland Anniversary weekend.
Spending in Auckland and Northland totalled $144 million - up 6.9 per cent on the same three days last year.
Mr Spicer said spending patterns were evidence of Kiwis making the most of the long weekend.
"A jump in spending on accommodation, food and beverages was seen through the Paymark network during this period, evidence that the long sunny weekend was enjoyed by many."
What nzers spent on ...
*Furniture, flooring and homeware stores experienced strong growth of 12.1 per cent, as did supermarkets and grocery stores at 10.3 per cent.
*The accommodation sector showed growth of 11.9 per cent on January 2014.
*Food and beverage services at cafes, restaurants and bars showed strong growth of 11.5 per cent.
*Spending at hardware, building and garden suppliers was up by 11.1 per cent.
*Spending was slower in the clothing, footwear and personal accessories sector with 3.4 per cent growth.
Source: Paymark
