Queensland tourism operators are offering cut-price deals over Easter in a bid to draw back visitors following the state's recent natural disasters.
Despite a $10 million global tourism campaign to spread the message that Queensland is open for business, areas normally booked out over the peak period are promoting slashed prices just three weeks out from the Easter long weekend.
Accommodation operators on Moreton Bay islands, the Sunshine Coast and some Whitsunday islands, as well as the far south and west, are among those still seeking visitors.
“Bonus nights, added incentives and competitive holiday packages including tours are being promoted to lure people back to Queensland's holiday hot spots," a Tourism Queensland spokeswoman said.
However, the “Nothing Beats Queensland” campaign appears to have had a strong impact in some areas, with several accommodation operators reporting record levels of occupancy for the next two months.
There are few Easter options available in the Capricorn, Gladstone and Bundaberg regions, according to Tourism Queensland. Even tiny Pumpkin Island, on the Great Barrier Reef, is experiencing its strongest April-May season yet.
In a positive sign for the industry, many who were forced to cancel holidays on the Gold, Sunshine and Fraser coasts over the wet Christmas-January period literally took a “rain check” and opted to re-book at Easter rather than seek a refund.
Bookings are strong along the southern coasts, but some operators are still hoping for more by offering discount deals.
In inland areas around Brisbane, many hotels say they are fully booked for Easter but others fear they will not reach their usual occupancy levels.
Accommodation is hard to find in Toowoomba, hosting the popular Easterfest music festival, and Mt Tamborine. However, other areas in the Western Downs and Scenic Rim have plenty of vacancies.
Regions further south and west are indicating a slower Easter compared to previous years.
According to Tourism Queensland, cheaper accommodation options such as caravan parks and camping grounds have been most popular, while four- and five-star hotels have weaker bookings.
However, Flight Centre general manager Colin Bowman said some people were taking the opportunity to stay in more luxurious properties because they could get a good deal this year.
Queensland Tourism Industry Council chief executive Daniel Gschwind said tourism operators were desperately hoping Easter would be a shining light in what had been a disastrous summer season.
"It's been extremely difficult and we're hoping that a lot of people will take that holiday they probably missed out on over Christmas," he said.
"Everybody is pretty spooked about the weather; we've had rain and pretty bad weather over the last few months ... [so] people have left booking until the last minute.
"But, so far, the Easter break will probably bring a bit of relief to operators, [particularly those] on the Gold Coast and Sunshine Coast."
A spokeswoman for accommodation booking website Stayz.com.au, said a “substantial” number of Queensland Easter bookings had been lost because many people typically booked during January, when the state was at the height of floods and Cyclone Yasi.
However, she said consumer sentiment had returned and inquiries for Queensland properties were returning to pre-flood levels.
“[That's] generating last minute Easter and school holiday bookings,” the spokeswoman said.
“Queensland is also very popular for interstate winter holidays and bookings have started for this period as well.”
Flights to various Queensland holiday destinations have been snapped up, with only the most expensive options available for most routes.
Jetstar spokeswoman Jennifer Timm said flights were especially booked out on April 25-26, when the last days of the school holidays and the Easter break clash.
Mr Bowman said Easter bookings were unusual this year because of the unique timing.
The Christian holiday, which is determined by the full moon, begins on Friday, April 22, coinciding with Anzac Day to create a five-day break, occurring further into autumn than usual and falling outside the school holiday period for most Queensland private schools.
All of those factors appeared to be benefiting tourism operators, Mr Bowman said.
“[Most] private schools are on holidays last week and this week, so a number of people have chosen to take their Easter break in the last two weeks,” he said.
“That's spread the peak that we would get out of the Queensland market over a bigger period.
“The southern states are starting to get colder so we've seen an up take [in the number] of people booking holidays out of Melbourne in Queensland.
“[And] the extra public holiday [has given people] the opportunity to ... stay away an extra night.”
Mr Bowman said the tourism campaign was having mixed results.
“It's been a fairly tough period … because of the weather conditions,” he said.
“The great thing is Tourism Queensland is out there spending money to promote Queensland. I think that's having a positive impact on business, but there's still some properties that have got some availability and they would be looking to fill that in the next 10 days.”
Where you're most likely to still get an Easter deal:
Moreton Bay and Islands
Outback, Gulf and Western Downs
South Burnett Region
Parts of the Scenic Rim
Brisbane
Cairns, Palm Cove and Port Douglas (particularly 4 and 5-star hotels)
Townsville and Magnetic Island
No comments:
Post a Comment