Client Overview

Taupo Sailing Adventures has been offering memorable sailing experiences on Lake Taupō, catering primarily to youth and backpacker markets. However, in 2023, with the purchase of a new 53" luxury catamaran, Tiua, the company saw an opportunity to expand into the luxury and corporate markets.

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Challenges

While Taupo Sailing Adventures had strong relationships with youth and backpacker group operators, they lacked connections in the luxury inbound and international travel trade, which Tiua was perfectly suited for. They needed a partner who could help them navigate this new market and increase visibility across the luxury and corporate segments.

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Solution

Since 2022, Destinate Tourism Marketing has been working closely with Taupo Sailing Adventures. Initially focused on market representation, Destinate's role quickly evolved into a broader marketing consultancy to accommodate the growing ambitions of the company. Destinate leveraged its industry connections and expertise to open doors for Taupo Sailing Adventures in the luxury and corporate sectors.

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Key initiatives included:

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• Securing opportunities for Taupo Sailing Adventures to attend important trade shows such as TRENZ, Meetings, and eXplore Central North Island, and participating in sales missions across New Zealand and Australia.

• Introducing Tiua to the luxury market, which dramatically increased private charter and bespoke package bookings.

• Managing Taupo Sailing Adventures' social media channels and providing strategic advice on marketing initiatives and tactical campaigns.

 

Results

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The combination of Destinate's relationships with the luxury travel trade and strategic marketing efforts has led to significant growth for Taupo Sailing Adventures. The company’s expansion into the luxury and corporate markets has resulted in:

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• A marked increase in private charter bookings and bespoke experiences, such as corporate events.

• The need to hire more staff to accommodate the growing demand for luxury charters.

• Greater international recognition for Taupo Sailing Adventures, particularly in the luxury tourism sector.

 

Through its partnership with Destinate, Taupo Sailing Adventures has successfully repositioned itself, unlocking new revenue streams and establishing Tiua as a flagship offering for luxury travelers on Lake Taupō.

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Taupo Sailing Adventures’ journey from a youth-focused operator to a key player in the luxury and corporate markets is a testament to the power of strategic partnerships. Destinate Tourism Marketing’s ability to open doors and provide expert guidance has been crucial to the company’s rapid growth and success.

 

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