Key Takeaways
- High net worth travelers are seeking seclusion and luxury experiences in destinations like New Zealand
- The ROKI Collection hotel in Queenstown offers bespoke mini bars, sophisticated interiors, and a Rolls-Royce on standby for guests
- The hotel’s prices range from $2,800 per night for junior suites to $50,000 per night for the Grand Roki Suite
- Visitors to the Queenstown district spent approximately $2.83 billion in 2025, with the majority going to food and beverage services
- New luxury operators, including high-end hotels and bespoke tour companies, are catering to the growing demand for ultra-luxury experiences in the region
Introduction to Luxury Travel in Queenstown
High net worth travelers are looking for seclusion and escape, and New Zealand is one of the most sought-after destinations. The ROKI Collection hotel, which opened in September, is catering to this demand with its luxurious amenities and bespoke services. The hotel’s junior suites start at $2,800 per night in the off-season, while the Grand Roki Suite is around $50,000 per night. Some groups have already hired out the entire hotel in late summer, indicating a strong demand for high-end experiences in the region.
Luxury Amenities and Services
The ROKI Collection hotel offers a range of luxury amenities and services, including bespoke mini bars, sophisticated interiors designed by Virginia Fisher, and a Rolls-Royce on standby. The hotel also features a spa with a long list of treatments, yoga and wellness sessions, and a "sleep concierge" to help guests get a good night’s sleep. Guests can also enjoy a library bar stocked with first edition books and two restaurants helmed by director of culinary Paul Froggatt, including an "experiential offering" built around a 10-course fine-dining menu. The hotel has nearly 50 staff, including drivers, chefs, butlers, and concierge staff, who are ready to arrange anything from a private outing on a luxury boat to a helicopter drop-off at a golf course on top of Cecil Peak.
Catering to Ultra-Luxury Travelers
The ROKI Collection is one of several new operators catering to the ultra-luxury market in Queenstown. The hotel’s guests are often people who prioritize "value over cost," and are willing to pay top dollar for unique and exclusive experiences. According to McAteer, the hotel’s general manager, as long as the hotel is providing value in the form of experiences and connections, the cost is not a major concern for guests. The hotel has been attracting visitors from New Zealand and overseas, with most guests staying at least four to five nights.
Growth of Luxury Tourism in Queenstown
The Queenstown district has seen a significant growth in luxury tourism, with visitor arrivals up nearly 40% compared to the same period in 2019. The airport recorded about one private jet arrival or departure each day, making up about a third of the country’s total private jet movements. Domestic and international visitors are spending approximately $2.83 billion a year on their visits to the district, with the majority going to food and beverage services. New luxury operators, including high-end hotels and bespoke tour companies, are catering to the growing demand for ultra-luxury experiences in the region.
Bespoke Tours and Experiences
Companies like Ricky Bennett’s bespoke tour company are offering unique and exclusive experiences for high net worth travelers. Bennett’s company offers tours in rare Aston Martin cars, including a James Bond-themed Vantage 007 Edition and a DBX707 luxury SUV. Clients can choose from a range of experiences, including vineyard trips with premium tastings and sightseeing circuits around the district. The company recently launched an Aston Martin Field and Discovery Trip, which includes a combination of land, sea, and air experiences. According to Bennett, the arrival of new top-tier accommodation in the district has brought in more visitors looking for "wow" moments.
Private Stays and Luxury Accommodation
In Wānaka, Nick Frame’s high-end vacation agency, Release NZ, is offering private stays in secret homes that are not advertised publicly. The company’s Black Label Retreats offering provides pre-approved guests with a password to view the properties, which are only available for guests willing to stay a week or more and pay five figures a night. The company promises "guaranteed discretion" and "homes that cannot be browsed, booked or discovered anywhere else." According to Frame, many of Release’s clients are holidaying families who are looking for something more remarkable than a hotel. The company adds luxury touches, including daily servicing, chefs, and hostess services, and designs the stay in Wānaka, including organizing car drivers, personal chefs, and helicopter rides.
Conclusion
The growth of luxury tourism in Queenstown is driven by the demand for unique and exclusive experiences from high net worth travelers. The ROKI Collection hotel and other luxury operators are catering to this demand with bespoke services and amenities. The region’s ability to accommodate a range of budgets and travel styles, from backpackers to ultra-luxury travelers, makes it an attractive destination for visitors from around the world. As the demand for luxury experiences continues to grow, it is likely that Queenstown will remain a popular destination for high net worth travelers seeking seclusion, luxury, and unique experiences.