The Marketing Bureau

Specialist Marketing & Communications Resourecs


Somehow the term "Secret Shopper" does not seem entirely appropriate to the work that we undertook for Qualmark in assessing some of New Zealand's finest accommodation properties. We might prefer to call it "unannounced visits" but the point is the same!

Qualmark New Zealand Limited is New Zealand tourism's official quality agency. It is a government and private sector partnership between Tourism New Zealand and New Zealand Automobile Association.

Qualmark licenses professional and trustworthy New Zealand tourism businesses to use the Qualmark 'tourism's official quality mark' to help international and domestic travellers select places to stay, things to do and ways to get around.


Based on a Star Rating System which tops out at 5 Star +, the licensing system also includes an “Exclusive” Category which may be applied for by properties that have scored highly in the 5 Star + category. There are less than 10 properties with this coveted rating in New Zealand and they are generally regarded as amongst the best in the world.

TMB was retained to undertake comprehensive assessments of all properties in the Qualmark Exclusive Rated category. Based on an overnight, unannounced stay as guests, and with the market or guest perspective uppermost in the process, we assessed and rated each property in accordance with Qualmark’s Published Standards for this extremely demanding category.

Additionally, we provided constructive feedback and detailed recommendations on developments and enhancements for consideration by the property owners and/or managers.