Tourism players active in the Nordic market share some of the current trends.

Having conducted research on the market, Derek Houston, MD of Houston Travel Marketing, has identified the following characteristics of Nordic travellers:

• Their travel spending per capita is the highest in the world
• They are frequent travellers
• Over 18% travel beyond Europe annually
• Leisure and culture are prime motivators

According to SAA’s Patrick Menzies, the Nordic economies have continued to improve since 2014, without any increases in interest rates or inflation, with the result that travellers have more available funds. Nevertheless, destination competition is quite fierce and, despite the high income, the region is very price sensitive. 

Pernilla Landstedt of Propel Africa Destination Management, says the advance booking period of Nordic travellers is growing shorter. “They are very well travelled and they like to experience more out-of-the-ordinary tourist attractions or ‘musts’ than before. We also see lots of travellers coming back for the second or third time.”

But Per Caroe of Kenya Airways is seeing more early bookings. “To my surprise the trend to book closer and closer to departure seems to have turned around. It is not like 10 years ago and it is a mix, but we see more early bookings than during the past three years.”

Carlos Leite-Ferraz of Credo Travel Marketing, agrees on the mixed booking pattern: “There have been more last-minute bookings, but generally Nordic travellers like to book close to a year out. They research their holiday during the cold dark months and that’s what they look forward to. Offering a special to them for next month doesn’t normally really help them.”  However, he cautions, “right now everyone has the same problem…finding space in South Africa!”.

Leite-Ferraz highlights the desire of this market to travel as family units, booking triple accommodation where possible. “They want their kids right near them where they can see them,” he says, and to avoid any harm to their wellbeing.

Destination Africa’s Rune Engstrøm sees demand increasing from smaller groups of 10-15 people, typically for 10-12 nights.

Digital and online developments affect the “very tech savvy” Nordic markets, says Your Africa’s Suzanne Benadie. Nordics like to use travel apps and online booking options and have the confidence to be adventurous travellers. She has also noted a trend towards shorter holidays and city breaks, as well as a requirement for sufficient activities and special experiences, especially for young couples without children.

While many Nordics have a great command of English, for senior travellers the availability of language guides is problematic, she notes. Rung Button of ITC also raises the guide challenge. Button notes that most Nordics request four-star accommodation, and want clean, neat and functional rooms that are not necessarily over the top.