Haka targets trade channels in 80% annual growth strategy

Ryan Sanders

Haka Tourism Group is pushing into trade sales channels to find new revenue as part of its strategy to deliver 80% year-on-year overall growth.

The 10-year old company, founded by Ryan Sanders, has built its fast-expanding business relying mainly on digital marketing to generate direct sales and drive growth across its tours, accommodation and specialist educational brand.

Now, it has now launched a three-year strategy to expand its current 15% of retail sales into around 40% of trade sales.

Sales manager Chris Bain said: “Up until now, Haka Tourism Group has been primarily direct bookings, but in recognition of the fact that 40-45% of the market is using wholesale, retail and Online Travel Agents to book, we have decided to move further into that space.

“This should see us move from our present split of 15% retail and 85% direct to around 35% – 40% trade and 60-65% direct. This will give us a pretty clear correlation with how the market works in terms of buying patterns.”

The three-year plan has the initial goal of moving to 25% in the 2018/2019 financial year, through to around 40% by 2021.

Bain added: “This expansion into the wholesale/retail side of the business and the growth expectations we have are not at the expense of our direct bookings.

“It is about continuing to grow this direct business with our digital strategy, whilst taking a larger share of the untapped pie on offer in the wholesale/retail space.”

Haka’s core markets of Australia, the US the UK and Europe will be the target market for this growth, as well as a move into the growing Chinese market.

Haka Tourism Group has expanded rapidly since taking its first tour ten years ago to now include small group, adventure, snow and mountain bike tours, an accommodation division comprising hostels and hotels, and a specialist educational brand.

In September last year, it won the Supreme Award at the New Zealand Tourism Awards and was said to be on track for revenue to exceed $17m in the next 12 months.

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