Kiwi tour operator repositions to focus on premium market

Queenstown's Alpine Adventures rebrands as Alpine Luxury Tours

New Zealand tour operator, Alpine Adventures, has repositioned in response to changes in overseas markets and dynamics, rebranding as Alpine Luxury Tours.

Alpine Luxury Tours specialises in privately guided day experiences for sightseeing, private wine experiences, and hiking or heli-hiking and heli-experiences to some of the most unique and exclusive parts of Queenstown, Fiordland and Mount Cook National Park.

The long-established, family-owned and -operated business has its roots in Queenstown and the wider Otago region. Company founder Lee Saunders has a passion for showcasing New Zealand. Having grown up in and around Queenstown, he prides himself on his knowledge and ability to organise experiences for guests in the most private way.

“We have always been about authentic, exclusive experiences thanks to the key relationships we’ve built up over the years,” Saunders said.

“Because of our local connections we have exclusive access to areas where no other companies set foot. If a guest wants to exclusively book out a popular local restaurant, or visit somewhere and not see another soul, then we’re the ones to make it happen.

“We’re seeing an increase in the FIT premium visitor market which doesn’t show any signs of slowing down soon, so we’ve re-branded as Alpine Luxury Tours to focus on the key emerging markets of South East Asia and to cater for Western market growth.”

Lee Saunders, Alpine Luxury Tours

Saunders said New Zealand now has a high standard of suppliers and partners enabling his company to work consistently at the premium end of the market.

“Thanks to these partners we can attract business to superb exclusive locations and know that they will have a consistently outstanding experience at every level.”

The business started operating in 2011 and changed its name from Alpine Adventures late last year. Lee says growth has been “very rapid”.

“It’s hard work but very rewarding, and working with long-term guides who also have great relationships and inside knowledge means we can customise any adventure at a moment’s notice, and often do.”

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