FORMER Hilton International and Accor Asia-Pacific chiefs Koos Klein and Ray Stone are bringing an Asian vision to Ayers Rock Resort, Australia’s largest integrated resort comprising five hotels.
A new direction includes a strong Asian marketing focus for the first time, with the resort tying up with Accor to open new markets for it and boost domestic leisure and conference demand. The partnership is designed to tap on Accor’s loyalty programme and network in Australia – over 160 hotels with this agreement – aside its worldwide sales and distribution network.
Already, Ayers Rock Resort has made a breakthrough with the China market with its first Chinese charter flight arriving in January. Stone has also negotiated for the resort to be included in a number of new Australian tour programmes being sold in China next year.
The charter is operated by Guangzhou-based BCTS using a Qantas Airways aircraft. The package, primarily a tour to the Northern Territory, is being marketed throughout China and Hong Kong through the travel trade. The group will be in Uluru and spending Chinese New Year at the resort from January 22 to 24.
Stone, in Sydney, told TTG Asia e-Daily: “The Asian market, particularly China, forms an extremely low percentage of our business at present. But this charter, along with a new Chinese language website, some social media activity and various promotions with a number of Chinese tour operators, is the start of a serious programme to develop the market.
“I expect the China market to be on a level with the UK, Japan and North America as a major source of business in three years.”
Stone is executive general manager of Voyages Indigenous Tourism Australia, which operates the resort. Klein is the managing director.
“Since the Indigenous Land Corporation purchased Ayers Rock Resort earlier this year we have been looking at a comprehensive range of measures to rejuvenate what is one of Australia’s most important tourism assets,” said Klein.
The five hotels, Sails in the Desert, Desert Gardens Hotel, Outback Pioneer & Lodge, Emu Walk Apartments and Lost Camel Hotel, will undergo extensive refurbishments. A new Conference & Exhibition Centre will open in August 2012. Another new addition will be a luxury under-the-stars dining experience, Tali Wiru.
– Full report in the next issue of TTGmice
