The UK, Germany, France, The Netherlands and Belgium are the mainstays of European tourism to Southern Africa. To keep the business, service providers and product owners must constantly refine and adapt, writes Michelle Colman.

South Africa’s five top European source markets are showing improving arrival statistics for the early part of 2016.  Statistics for the first four months reveal that German tourists are up 20% when compared with the same period last year. Dutch tourists have grown by 18.9%, the UK reflects a 14.68% increase, France shows a 12.97% rise and Belgium shows a 7.73% hike.

A more optimistic travel trade is responding to the upturn with refreshed product and value-adds, endowing the Southern African region with subtle, new enticements.

Sanctuary Retreats is one such tour operator. Having realised that short-notice offers are of little value to the European market, its key initiative for 2016 is a ‘stay longer, pay less’ pricing policy that affords guests savings of up to 40%.

Robert Dixon, Senior Marketing & Digital Manager, explains that client and travel partner feedback shows that, with guests booking a long way before departure, and tour operators producing brochures and online content far in advance, the last-minute, tactical deals are of little use. So for 2016 and 2017, ‘long-stay’ prices have been put in place.

For stays of three to four nights, savings made will amount to 30%. On five- to seven-night stays there’s 35% to be saved and 40% on stays of eight nights and more. The length of stay is calculated across all properties, so lodges and camps can be mixed and matched. For clarity, the Sanctuary Retreats website indicates prices for each property based on the number of nights booked.

Welcome Tourism Services has taken note of the German market’s penchant for experiential travel and recently introduced the experiential brochure. “An experience is taken in from your senses, what you taste, hear and see,” says Alessandra Allemann, Sales & Marketing Director, pointing out that the brochure highlights distinctive aspects that are often overlooked. “Our focus is to highlight these experiences and ensure that travellers leave amazed and with a real taste of South Africa,” she says.

Examples of these experiences include the spectacular Valley of Desolation at Graaff-Reinet in the Eastern Cape – a ‘Cathedral of the Mountains’ in the Camdeboo National Park with impressive 120m sentinels of eroded volcanic rock – or a Bushman Safari in Botswana, guided by San guides, who pass on their survival skills.

The brochure has been specifically created for overseas agents and is an accessible all-in-one tool. Reservations are supported by Welcome Tourism Services’ B2B system, which allows for real-time turnaround, live availability and easy access to product.  “As a company, we also ensure that our staff regularly travel themselves, to personally see and experience various aspects, from properties to sights and activities, to offer that personal special hands-on consulting,” says Allemann.

Your Africa has responded to demand for more packages that include more Southern African countries, with a greater focus on Zimbabwe, Zambia, Mozambique and Botswana. Says Suzanne Benadie, Sales & Marketing Director: “New group itineraries including Zimbabwe and Botswana have been introduced, as well as luxury train itineraries with extended stays in KwaZulu Natal.” There is also a huge focus on responsible tourism in Your Africa’s current offerings.

Benadie says Your Africa is conscious of the need to differentiate product offerings across the European markets, to suit specific needs and to ensure that European tour operators are not all selling the same standard itinerary. “We want to spread visitors across all our provinces and create unique local experiences for them,” she says.

Your Africa aims to stamp each tour with its own ‘flavour’, “so that not all operators in the Dutch market are selling the same tour, for example,” adds Benadie. 

The tour operator also now offers its guided tours as self-drive options, enabling guests to either travel in a group, or to follow the same routing but travel independently. A Tourvest VIP card given to guests offers discounts and complimentary value-adds at selected restaurants, excursions and retail stores.

Legend Lodges has observed a number of preferences emanating from the main European source markets. Leanings towards lesser-known destinations and adventure are just two.

“We have ensured that we focus on all the different aspects that make our properties unique, such as the pristine locations that they are set in – with some even located in World Heritage Sites – while also placing more focus on the adventure experiences travellers can opt to do, such as the Extreme 19th hole [at Legend Golf & Safari Resort], hot-air ballooning, Segway safaris and Big Five bush walks,” comments Heloise van der Walt, Marketing Co-ordinator.

Photography is another noticeably growing trend, says Van der Walt, and the group has begun packaging products highlighting photographic opportunities.

Like Your Africa, Legend Lodges sees responsible tourism coming to the fore. “We offer eco and conservation talks for those who would like to learn more about the environment and how they can make a difference. Travellers also have the opportunity to donate money, their time or goods to the Legend Sport & Educational Foundation or, alternatively, the Rhino Orphanage,” says Van der Walt.

In the Timbavati Private Nature Reserve, bordering the Kruger National Park, Simbavati Safari Lodges recently completed a multimillion-rand refurbishment of Simbavati River Lodge, in a quest to satisfy the ever-increasing demands of the competitive European markets. Six of the eight luxury tents have been replaced with brand-new Meru-style tents with almost 50% more floor space and height, as well as roof-to-floor shade-net windows and beds positioned for 180° views. Behind the over-sized wooden headboards is a generous dressing area and the bathroom, with both indoor and outdoor shower. The private decks feature two sun loungers.

Zimbabwe’s most famous property, the Victoria Falls Hotel, has increased its European visibility by appointing representation in overseas markets and participating in marketing events.

Since June, Robert Schaerer of Consulter’s RS is now representing the Victoria Falls Hotel in the UK and Ireland. The property has seen an 11% increase in year-to-date UK arrivals and Schaerer will further drive business performance and grow market share.  A value-add at this property is a free historical tour of the hotel lasting 45 minutes to an hour.

The hotel’s European GSA, Paddington Tucker from Travel Advance, recently represented it at the Spotlight Africa event in Eastern Europe and is calling on the Netherlands market. In Belgium, the hotel will feature at the annual Visit Africa Days event on November 10-11, as well as at Africa Showcase in Germany in the same month.

Through strategic partners, a ‘stay three nights/pay for two’ promotion has been instituted, inclusive of dinners. The aim is to increase the current average two-night stay by one night, along with food and beverage uptake.

SW Africa Destination Management has also gone the route of strengthened representation in Europe, appointing Cologne-based Maesse Marketing Consulting Ltd to promote it in all German-speaking markets (Germany, Switzerland and Austria). A second Brussels-based representative, Iris Mertens Destination Promotion, will commence promotion of the company’s services in the Netherlands and Belgium, on August 1.

SW Africa already has representation in the Nordic countries (Scandinavia and Finland) and Central Europe (Czech Republic, Slovakia, Hungary and Poland). “Overseas representation increases our market presence and service offering, to better satisfy the ever-increasing demands of our clients in these competitive markets,” comments Henk Graaff, MD.