Hamilton Island shows record high performance

For its end of financial year 2016 market update, Queensland resort Hamilton Island has announced that it achieved its highest hotel occupancy levels on record of 93.2%, representing an 8% increase on the previous year’s record-breaking figure.

Hamilton Island Chief Executive Glenn Bourke explained that it was pleasing to see the Island continuing to achieve incredibly strong occupancy results year after year, with the Island also reporting a 15% increase in annual room revenue on the back of room nights sold, which were up by 11% on 2015.

Bourke stated “Hamilton Island’s results have been underpinned by three things: the multi-million dollar reinvestment strategy to keep the Island’s offering updated and fresh; the lower Australian dollar; and healthy competition among Australian’s airlines, bringing more guests to the Island.

“The legacy Mr Bob Oatley has left the business, following his passing at the beginning of 2016, is immense, and we continue to deliver on his vision for Hamilton Island.”

Bourke added “the Oatley family’s ongoing commitment to reinvest significant capital each year has proven correct (and) our primary focus is to continue to create a better ambience each time our guests visit, and we have some guests who have visited more than a dozen times.

“As a result, in excess of $25 million is invested each year to ensure our premium holiday offering remains fresh and appealing with new and improved accommodation and activities.

““Importantly, we are now seeing the strongest repeat business ever registered, with 30% of total bookings accounting for repeat business, which is testament to the service and unique offering the Island delivers to guests.

“Linked to this, we are seeing our guests taking greater numbers of short escapes to the Island to rejuvenate.”

Hamilton Island’s performance was boosted by the lower Australian dollar, while improved Island access also supported the strong increase in booking numbers over the past 12 months from both domestic guests, up by 7.5%, and international guests, up by 13%.

The significant increase in bookings reinforces Hamilton Island’s position as one of the world’s premier holiday destinations.

Inbound bookings saw impressive growth of 23% from the UK, 20% from Japan and 18% from China. Significantly, the volume of room nights sold (RNS) for the last six months of 2015 was up 6% on the same time last year but was slightly subdued due to reduced airline capacity, particularly on the Melbourne route. However volume in the first six months of 2016 was up a pleasing 17% due to strong demand and increased airline capacity partly helped by Qantas’ re-introduction of direct flights to and from Melbourne and Hamilton Island, plus additional flights from Brisbane and Sydney, which effectively replaced the Jetstar shortfall, and Virgin’s capacity on the Melbourne-Hamilton Island route was up 16% for the year.

Bourke added “thanks to our highly-experienced operations team, the increased business growth has not impacted the all-important customer experience, with the Island’s net promoter score (NPS) up 5%. Also, pleasingly, our employee retention rate has increased by more than 7%.”

The Island’s award-winning luxury resort, qualia, achieved guest satisfaction of 95% for the year and also recorded an extremely busy 12 months as well as strong forward bookings, with waiting lists in place for most weekends from now until November. 

Images (from top): Hamilton Island's Catseye Beach, Hamilton Island from the air and the qualia resort.

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