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Surfers Tradewinds Holiday Apartments

Despite the downturn in tourism, Surfers Tradewinds Holiday Apartments has managed to increase occupancy with some clever deals but resident manager Roger Harle believes there is more the industry can do.

Located on the Gold Coast, half way between Surfers Paradise and Broadbeach, Surfers Tradewinds is an easy 200m stroll from the beach and is an ideal launch pad to all of the activities the coast as to offer.

he well maintained holiday resort has 26 two-bedroom apartments and a couple of three-bedroom apartments set over three levels.

“The property was built in 1988 and has had a major refurbishment since then,” says Roger Harle, resident manager of the complex.

Attracting young families and small groups Surfers Tradewinds is popular with visitors looking to enjoy the many theme parks on the coast. “We are in the perfect position,” said Roger. “Most of our guests spend at least one day at the theme parks during their stay.”

Surfers Tradewinds offers tour advice and bookings at its in-house tour desk.

AN20-5-pro-tradewinds-logoRoger, who has lived on the coast for many years offers a wealth of knowledge and can easily guide visitors to an attraction that will suit them.

For those guests not interested in the theme parks or the surf, there is little need to leave the complex, Surfers Tradewinds has a pool and central BBQ area where guests can relax and unwind. “Our pool is something that our guests always remember, there is a huge Ulysses butterfly painted on the bottom of it. We are often remembered as the place with the butterfly pool,” said Roger.

Together with his wife, Irene and two children James (11) and Michelle (13), Roger works hard to maintain not only the grounds and apartments but also to attract more bookings.

“Irene has great people skills and is a wonderful host,” said Roger. “She has the woman’s touch. And the kids assist me with some cleaning and informing guests about the theme parks.”

The self-rated four-star property offers guests affordable peace and quiet and when booking online guests receive a free bottle of wine. “This small addition to the accommodation package has increased our bookings substantially,” said Roger. “It’s such a simple thing but it has worked very well to attract new bookings”.

AN20-5-pro-tradewinds-4

It has been a challenge for Roger to maintain booking levels during the slow season, which he believes has been continuous since the global financial crisis hit two years ago. “It has been a challenging two years,” he said. “Australians are looking for cheaper destinations and are taking their holidays overseas where they get more for their money. We are beginning to see the market pick back up but it has been a hard time.

“The most difficult thing in the industry right now is that we are selling accommodation at 10 year lows,” said Roger whose concern is that the lack of regulation for pricing is forcing smaller businesses to drop their prices in order to compete with the larger hotels.

“We are competing against these large hotel chains for the same client group and without price regulation these huge companies just keep dropping their prices and we have to do the same to keep up with them.

“It would be great to see some national price regulation, these budget deals are a real problem for the industry”

Stemming from these budget deals is a lower profit margin that ultimately affects the owners’ inclination to refurbish and update the properties. “It’s a vicious cycle that is only damaging and impeding our industry; properties need to be updated but it takes money to do,” Roger said. “I have a great body corporate that work with me to maintain the standard at Surfers Tradewinds but they can see that profit margins are not shifting and this is where it all begins to unravel.”

Roger has managed Surfers Tradewinds for the past three years and has been in the tourism industry for seven years. He comes from a brief stint in real wstate and 33 years as a golf course superintendant. His experiences have combined to broad exposure to the leisure market.

A highlight of Roger’s career was the time he spent managing a golf course in Kashmir. The famed Robert Trent Jones course in Srinagar was an oasis of calm in a very unstable war torn area. “It was incredible to be working in a war zone,” Roger said. “Not far from where we were located were serious dangers and real conflict, it was a real eye opener working in Kashmir.”

When Roger is not working seven days a week at Surfers Tradewinds he is a relief manager at other Gold Coast properties, “I lead a busy life,” he said. “But life is busy and I like it that way.”

As a member of QRAMA, Roger attends regular monthly meetings and is a great advocate for price regulation to ensure a growth and equity in the market.

In the meantime he continues to adjust his prices and think of savvy ways to entice new bookings and repeat clientele.

Are you interested in lifting your industry profile?
Email [email protected] or call (07) 5440 5322

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