PIERMONT: HOW TO IMMERSE YOUR CUSTOMER IN YOUR TOURISM PRODUCT

piermont restaurant

Flip through the latest Vogue Living and you will stumble upon the beautifully rejuvenated Homestead Restaurant at Piermont, part of a 240-hectare retreat on the rugged Freycinet coastline that provides memorable, immersive experiences for its guests. 

With sweeping views across Great Oyster Bay and surrounded by bushland, Piermont is a sanctuary of understated luxury where you go to totally ‘unplug’ from the bustle of city life.

Owners, Juan Maiz Casas and Marie von Haniel, and their three young sons are busy placing their stamp on this Tasmanian property with fabulous refurbishments, new branding, and endless guest activities. At their heart, is the goal to run Piermont according to a low-key sustainable philosophy that lets guests walk lightly on the surrounding environment, while fully immersing them in the joys it offers.

BILT discovers Piermont Tasmania, tourism accommodation and marketing

Oozing history, Piermont was settled in 1817 by Robert Webber, who built a two-storey homestead, ran dairy cattle and sheep, and established an extensive orchard. In the mid-1990s, Marie’s father, Ruprecht von Haniel-Niethammer, a German forester, bought the property to grow walnut trees for timber. The land proved unsuitable for the timber venture, so he started building guest cottages and created a magnificent stone amphitheatre.

Piermont guest room Tasmania immersive experience

PROVIDE A CONNECTION WITH YOUR LOCAL SURROUNDINGS

Marie and Juan have further developed Piermont, building more ‘bio-sustainable’ cottages of stone, local timber and rammed earth, and six spacious Mediterranean-inspired suites. The 21 cottages, with various layouts for couples and families, are scattered along the low cliff face and grassy dunes beside the beach.

Piermont Cottage Tasmania immersive experience BILT tourism accommodationThe cottages are elegantly appointed with simple, natural fabrics and understated comfort, plus the area’s neutral magnetic field creates an excellent night’s sleep.

Piermont Homestead Restaurant Tasmania immersive experience BILT tourism accommodation

MAXIMISE ON THE PADDOCK TO PLATE PHENOMENON

Housed in the original homestead, Piermont’s restaurant is a style statement with a new, modern interior that supplies the perfect juxtaposition to its long history.

Head Chef, Chad Woolford presents the ultimate paddock to plate immersion experience, collaborating with neighbouring organic farmers, brewers and winemakers to curate a constantly evolving, seasonally inspired menu that celebrates the region’s diverse flavours. On offer are freshly shucked Tasmanian Pacific oysters and abalone from the clear sea stretching beyond the restaurant’s window, grass-fed eye fillet from the green pastures of nearby Cape Grim and heirloom vegetables planted specifically for Piermont by small growers in Launceston. For those guests that don’t feel like making a decision (remember – many of us prefer not to ‘think’ on holidays), the Chef’s Choice menu is the perfect option – five courses adjusted to your personal needs for $120 per head.

Piermont Pantry Tasmania immersive experience BILT tourism accommodation

The Piermont Pantry has a selection of local and Tasmanian produce to purchase, with the perfect ingredients for romantic seaside picnics or in-room dining.

Piermont Homestead Restaurant 2 Tasmania immersive experience BILT tourism accommodation

CREATE MEMORABLE EXPERIENCES FOR GUEST IMMERSION

Options for guests are endless at the Piermont; boasting its own polo field, with tuition available, plus summer entertainment in the amphitheatre, a tennis court, swimming pool, mountain bikes, canoes and other sporting gear. But, it’s how the retreat encourages further immersion with extensive itinerary suggestions for guests that BILT loves! Quirkily named Wanderlust, Grounded, Immersive and Serenity (the names alone draw you in), you can choose from a wilderness adventure itinerary to epicurean delights and beyond.

TRIPS FOR THE MORE ADVENTUROUS: WANDERLUST
Guests are encouraged to discover the Freycinet National Park, with a hike through the rugged Hazards cliffs leads to the world renowned Wineglass Bay. Other Wanderlust suggestions include catching a ferry to the sensational Maria Island or a trip to the Douglas-Aspley National Park with its rushing waterfalls. For a more luxurious wanderlust adventure, step aboard the luxurious Sail Freycinet yacht and sail through the pristine waters of the Freycinet Peninsula.

RELAXED DAYS OF FAMILY FUN: GROUNDED
Grounded is all about relaxed days of family fun. Top of the list is a visit to Friendly Beaches, a vast nature reserve with majestic heathlands and unspoilt beaches accompanied by a picnic lunch of seasonal produce from the Homestead Restaurant. Or take an unforgettable Wineglass Bay cruise encountering rare seabirds, penguins and whales and savour a ploughman’s lunch of local delicacies at one of the world’s best beaches.


FOOD, DRINK AND CULTURE: IMMERSIVE
The food and wine cellar are exceptional at Piermont, but it doesn’t stop them from encouraging guests to venture out on a winery trail that yields exquisite cool-climate Pinot Noirs, Rieslings, Pinot Gris and Rosés. Located next door to Piermont is the farm gate of Melshell Oysters to sample sweet and salty oysters harvested daily from Great Oyster Bay.

Melshell oysters Tasmania immersive experience BILT tourism

For the ultimate in luxury and culture, you can embark on a scenic helicopter flight with Rotor-Lift from Piermont to Hobart’s famous MONA gallery. Not keen to leave the confines of the retreat, on special request during summer, Juan will draw upon his Argentinean heritage and fire up a traditional Asado.

PURE RELAXATION: SERENITY
With two private beach and vast land, Piermont is a haven for idleness and solitude. You are encouraged to take the meditative Seascape Walk along Piermont Beach, passing the silvering old boat shed and rising to the cove’s highest point, take in the stunning views over Great Oyster Bay and perhaps spot a pod of the local dolphins playing at dusk.


GOOSE BUMP MOMENTS = TOURISM SUCCESS

Immersion can be characterised as intense, extraordinary and transcendent moments of being ‘here and now’. They represent meaningful, valuable and memorable moments for the consumer. Some people describe them as the “goose bump moments”. Ann Heidi Hansen Bodø , February 2014 

Extraordinary experiences create happy guests and make seemingly, expensive product, appear value for money. Importantly, research shows a happy customer can spend from 12% to 30% more. For repeat consumers, this skyrockets, with customers who had the best past experiences spending 140% more compared to those who had the poorest past experience (Harvard Business Review).

Want to learn more? Subscribe to Tourism eSchool, and Paige and Rebecca will send you a free three-part webinar on how to How to Create Raving Fans to Grow Sales and Profits for Tourism Operators. In Part 2, they highlight the importance of Immersion and how a customer is happier when fully engaged tourism product experience.

Not only will customers delight in the immersion options, with so much to offer they will stay longer! That’s more profit for your business.

What can you do to make your customer fully engaged in your product and create ‘goosebump’ moments?

love BILT2

P.S. Life is not measured by the breaths we take, but by the moments that take our breath away. Hilary Cooper

Images: Piermont and Melshell Oysters.