RealNZ, a New Zealand-based tourism company, is working to turn tourists into conservationists through unique experiences. According to Dave Beeche, the company’s chief executive, the goal is to help the world fall in love with conservation.
The company’s portfolio includes a 112-year-old steamship on Lake Wakatipu and a fleet of vessels across Milford and Doubtful Sounds. At the heart of the company’s strategy is the Doubtful Sound overnight cruise, which Beeche calls the company’s most iconic experience.
The Doubtful Sound overnight cruise features a ritual where the boat’s crew cuts the engines, allowing guests to experience the “sound of silence.” This experience has been going on for 70 years and has a profound effect on guests, with some even tearing up due to the beauty of the environment.
RealNZ invests directly in conservation efforts, including predator removal, planting programs, and a fundraiser for an endangered dotterel population. The company also uses guest experiences to change behavior long after the trip ends, such as through storytelling that follows travelers home.
Beeche emphasizes that the company’s conservation efforts are balanced with a solid business case. “You can’t help conservation and help the planet if you’re not profitable,” he says. The company is working to find viable electric and hydrofoil alternatives to its current diesel-burning marine fleet.
They are also adapting to changes in the industry, including the use of artificial intelligence in booking trips. Beeche notes that ChatGPT is already showing up in the company’s referrals for direct bookings, with a significant increase in percentage points each month.
Beeche believes that New Zealand’s remote location is not a barrier to competing for global travelers. He notes that the country is only a long-haul flight away from major markets like China and the US.
As RealNZ continues to focus on becoming more “purpose-led,” the company is working to prove that protecting nature and turning a profit are mutually reinforcing. This approach is reflected in the company’s experiences, such as the Doubtful Sound overnight cruise, which combines unique experiences with conservation efforts.
Steve Bruce, Chief Customer and Sales Officer at RealNZ, will be on the Kiwi Legends panel at WiT Queenstown, happening on July 20, 21 at the Queenstown Memorial Center, to share what it takes to build enduring brands, deliver world-class experiences, and evolve in a changing visitor economy, while staying true to what makes this place unique. We’re officially sold out, but you can join the Waitlist here.