Forget the Bonus - Luxury Incentives Way To Go

A bus tour for $1000 a day or a luxury three-day Wellington team tour for $30,500 are part of a new package being offered to tap into the lucrative international incentive market.

Pure Incentive has launched the products in an effort to attract international corporations with big budgets who're looking for something other than money to reward their top performers.

Boomrock Lodge owner and Pure Incentive promoter Johnny Eastwick says the product will provide "experiences money cannot buy".

The 10-person $30,500 package is a collaboration of luxury Wellington lodges Boomrock and Wharekauhau, Martin Bosley's restaurant and the Bolton Hotel, connected by Helipro helicopter transport.

Initial interest has so far come from business in Australia and Auckland but Mr Eastwick believes the potential is much greater.

A recent trip to the United States opened his eyes to the possibility of incentive offerings. One company he met had US$3 million (NZ$4 million) to spend on a week-long incentive trip for 60 staff.

The luxury market fits with the increasing tourism focus on attracting higher-spending interactive tourists as opposed to just more tourists.

Green Realm Travel has entered the luxury coach tour market, offering tours priced up to $12,500 for 11 days. It has two coaches fitted with leather lounge seats, Internet, spacious bathrooms and chilled water.

Mr Eastwick said collaboration, using each other's strengths and contacts, had more potential than did rivalry among high-end businesses. "Joining up the brands works well."

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