Dorine Reinstein spoke to Southern Africa’s leading tour operators and DMCs to get their take on the trends that are shaping group travel.

1. Age is no longer an issue

One stubborn misconception is the idea that escorted tours are reserved for the elderly. Christiaan Steyn, Marketing Manager for Drifters Adventours, a Division of Tourvest, says Drifters’ tours don’t have a specific demographic. “Our clients are spread across all ages and nationalities. We have students of 18 or 19 who join our tours as well as more mature clients of 55,” he says, adding that the common ground for all these clients is that they are all after the experience. “We offer a very specific experience that includes a variety of factors such as wildlife and culture. The mode of transport also adds a valuable part to the experience.” 

Julien P. Janssen, Head of Guided Journeys at Thompsons Africa, agrees that escorted tours appeal to travellers of all ages. “It is very difficult to typecast guided tour travellers into distinct demographics lately,” says Janssen. He says on any given ‘seat in vehicle’ departure Thompsons Africa operates, there is a healthy mix of ‘empty nesters’, multi-generational families, older travellers, young adults, singles, ‘wanderlusters’ and even honeymooners. He adds that while these types of tours have also historically been labelled as ideal for first-time visitors, nowadays there is an increase in return travellers on these tours.

1. Authentic experience is key

With travellers increasingly seeking more ‘authentic’ experiences and fewer tourist attractions, escorted tour operators have had to reinvent their offering.

Says Elana Redelinghuys, General Manager Guided Tours for Springbok Atlas: “People are looking for experience-based tours, where they truly experience the areas they travel through, connecting and interacting with local people and sampling the culinary specialities of the regions. They are not looking for a superficial experience where they are being taken from one tourist attraction to another. Instead they want substance and a feeling of being ‘touched’ by the countries they have visited.”     

1. Sustainability remains important

As the world continues to battle with global warming, air pollution and water conservation issues, an increasing number of eco-conscious travellers have started asking about what is being done to preserve the destinations to which they travel.

According to a recent Booking.com sustainable travel survey, an estimated 52% of global travellers say in 2015 they’re likely to choose a destination based on its social or environmental impact. The survey results signal a significant change in traveller priorities when compared with last year. According to the survey, travellers are three times more likely to book ‘green’ or environmentally friendly accommodation in 2015 than they were in 2014.

This trend has not gone unnoticed in the escorted tours sector. Says Steyn: “It is no longer sufficient to merely say that your company uses green technology or saves water – this is becoming the norm and clients are starting to expect this.” He adds that travellers want and expect to see the benefits that a company’s sustainability efforts have had on the area and the community. “If you can offer clients a way to participate or contribute to your efforts, it is even better.” 

1. Connecting with like-minded people

In an increasingly isolated world, where people spend their time behind electronic devices, connecting in real life with like-minded people has become an important aspect of the travel experience.

Steyn says an important trend that has emerged over the past few years is that travellers see escorted tours as an opportunity to meet new people on tour and, more importantly, connect with the local people of their destination. “A quick in and out visit is not sufficient.”

Janssen agrees and says: “Whilst there are many unique selling points for escorted tours, among the most important is that seat-in-vehicle tourists want to ‘mingle’ with like-minded people from around the world during their journey through Africa in a group size of their choice.”

1. New visa regulations play havoc with group tours

South African’s onerous new immigration regulations, which were introduced by Home Affairs Minister, Malusi Gigaba, last year, have had a disastrous impact on the entire tourism industry with air ticket sales continuing to drop drastically from every destination in the world.

The effects of the new regulations are also felt by the escorted tour industry. Lorna Simone, Sales and Marketing for Hylton Ross, says a number of school groups recently cancelled because they had been unable to obtain unabridged birth certificates and other formalities that SA Home Affairs now demands to allow them to enter the country.

A similar situation occurred with travellers from emerging markets, according to Simone. “The new visa requirements make South Africa an unfavourable destination to travel to. If you consider the size of some of these countries, and people have to travel to the one and only SA Embassy to appear in person to apply for a visa, obviously it is easier to just pick another destination.”

According to Simone, international tour operators have reported that when they suggest South Africa as a destination to their clients, the visas are the primary objection. Travellers are also still concerned about Ebola, and Hylton Ross has seen a number of cancellations as a direct result of Ebola. “It will take some time for people in other countries to start booking South Africa again,” says Simone.