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New Zealand’s hospitality sector is to benefit from a global trend towards legacy tourism,
where the heads of large multigenerational families opt to invest in premium travel rather than leaving behind a financial inheritance.
The growth in family group bookings is coinciding with a global campaign by tourism industry bodies to attract more visitors to the country in the off-peak seasons and has seen one of New Zealand’s top luxury lodges complete a multimillion-dollar renovation to accommodate growing demand from affluent North American and European travellers.
Tourism New Zealand has set a target to grow international tourism by $5 billion over the next four years, with 70 per cent of that growth expected to come from off-peak visitation. In 2025, the first year of this strategy, the goal is to achieve a 9.6 per cent increase in off-peak international tourism spend, equating to an additional $655 million.
On the Point – Lake Rotorua general manager Ann Gregor says there has been a rise in
the number of ‘legacy tourism’ or SKI (Spending the Kids’ Inheritance) bookings, which is
reshaping travel across the country.
Ann says Baby Boomers have been quick to embrace the trend, with industry data showing
they spend more on leisure travel than any other age group.
She says research shows nearly half of travellers over 60 would rather spend their savings on a once-in-a-lifetime trip than leave a traditional inheritance, and that 80 per cent of this segment are happy to pay for their children’s and grandchildren’s holidays.
“We’ve had multiple bookings where grandparents have said: ‘we’d rather create memories
with you now than leave it all for later, so we’re taking you on a family holiday.’
“It’s a post-pandemic mindset shift, people are choosing shared experiences over material wealth, and they’re choosing to do it now, not later.”
Ann says that shift paired with strong growth from North American, Canadian and European travellers, has prompted the lodge, which recently marked its 21st year of operation, to complete a multimillion-dollar renovation to accommodate rising demand.
The investment comes as the lodge experiences its strongest year to date bookings in over a decade, up 19 per cent over pre-pandemic figures, with guests now booking well into 2026. The US has led the surge, followed closely by Canada and Europe.
“What’s striking to us is the timing of the surge. Months like May and June, once considered quieter and our shoulder season, are now drawing high-value international guests which we think is also due to the Tourism NZ campaign to drive visitation beyond the summer peak.
“The cooler months have always traditionally been slower, but the increasingly warmer weather in this part of the country later in the season has meant we’re seeing more international visits, especially from the US. it’s a noticeable change, and we believe it’s a combination of strong destination marketing and a desire to escape the noise back home.”
Ann says political tensions internationally have also helped boost New Zealand’s reputation
as a desirable travel destination.
“We’ve had guests tell us directly they’ve chosen New Zealand because it feels peaceful, safe, and politically stable. That perception is helping position the country as a premium escape.”
She says Rotorua, which has worked hard to restore its domestic reputation following the
pandemic, is also benefiting from the surge in high-end travellers.
“We were part of a national rebranding campaign and our local community leaders have
invested significant levels of resource to reposition Rotorua. While 97 per cent of our market is from offshore, local enquiry has also picked up and we are starting to see the payoff with not just international visitors but also domestic tourists,” she says.
Ann says there has also been a shift towards longer stays, with many international guests
now booking three to five nights, up from the traditional two to three-night luxury lodge model.
“This extended style of travel is being driven by guests wanting to unplug, reset and make the most of high-investment long-haul holidays.
“Our guests are typically 45 and older, often ticking New Zealand off their bucket list,” she says.
“It’s not just about luxury anymore. It’s about connection, intention, and creating memories that last. And New Zealand is uniquely positioned to deliver that.”
