17 May 2023
Words John Miller Informer 106

The Ultiqa Way

Ultiqa made a splash on the coast when it launched Ultiqa Air at Broadbeach 13 years ago. Since then, the boutique apartment operator has raised the bar with every subsequent property, which comprises a portfolio of four on the Gold Coast and one each in Brisbane, the Sunshine Coast and Fiji.

On the Gold Coast, Ultiqa Air on Broadbeach was followed by Ultiqa Freshwater Point Resort in 2011 and Ultiqa Beach Haven on Broadbeach in 2013. The group’s fourth property, Ultiqa Signature at Broadbeach, has just opened.

ResortBrokers checked in with Sue Fairweather, Ultiqa’s Executive General Manager, to discuss the secret to the group’s success.

    
Images left to right: Beach Haven on Broadbeach, Freshwater Point Resort, Air on Broadbeach

How was your Christmas trading period?

We had an incredible 2022 and we’re finding this is continuing into 2023. Some of our resorts are still at record occupancies and ADRs for January, and this is continuing up to April. We expect to see a strong Easter. People feel like they’ve earned the right to travel, and the Gold Coast is the number one destination right now.

Any lingering effects from Covid?

So far only good ones. We’re seeing very positive trends with return guests. Many Australians have gained a new appreciation for what we have in our own backyard. People feel safe and relaxed when they come to the Gold Coast. We don’t see the trend of people travelling overseas yet and don’t believe this will occur until people can see stability across the globe, not only with the pandemic but also with wars and civil unrest in many countries. Our mature population want to go somewhere that makes them feel safe, relaxed and unstressed. That’s the Gold Coast, which has great accommodation, great beaches, great activities, great restaurants, all with the sun shining. What’s not to love about the Gold Coast!?

What’s the secret to earning a strong following?

From the moment they contact us to book, all guests are treated with respect and kindness. It’s the ‘Ultiqa Way’. Understanding your target market and being creative with different offerings is also very important. The market is constantly changing, and we have to adapt and tweak things daily. The lead time for bookings is getting shorter and guests want flexibility with their bookings so that if the world changes, they want to be able to move their booking accordingly. We do everything we can to look after our guests every step of the way. 

How’s Ultiqa Signature progressing?

Our three existing Gold Coast resorts have a strong following and a great reputation that attract return guests year after year. Even with the increase in tariffs, guests just keep returning to the Gold Coast and in particular Broadbeach. For Ultiqa Signature at Broadbeach we launched a large campaign and have been blown away with the bookings for the opening specials. We’ve had to move resources to manage the amount of bookings per day. That’s a nice position to be in.

What specifically about Broadbeach appeals to Ultiqa?

Ultiqa’s Resorts on the Gold Coast have everything for a guest’s stay and Broadbeach offers the same. Broadbeach appeals to a broad demographic, guests love the proximity to the numerous dining and entertainment options, beautiful, patrolled beaches on your doorstep, shopping centres and the easy-going classy people who live in the area. END