Want a piece of the German pie? Michelle Coleman chats to the trade to glean some tips on selling to SA’s third biggest source market.

Perhaps the sagest piece of advice on the German market comes from Kathrin Reimann, Product Manager Africa, FTI Touristik.  She cautions that German travellers do not like surprises, and appreciate all information in advance.

Here are some other points raised by service providers to this market, both local and Germany-based.

• “Germans are always on the hunt for new products – this represents an opportunity, especially for the smaller DMCs, who can shine with offers for hidden gems and unique tours,” says Theresa Bay-Müller, SA Tourism’s Country Manager, Germany. “It’s their chance to convince German travellers with creativity and authenticity.”

“As you know the Germans as a nation are quite demanding and efficient, so it’s only natural that in terms of handling bookings they expect a quick turnover time and thoroughly adapted itineraries,” she advises.

• A caution from Afrika Tours Individuell GmbH MD, Dirk Brunner, is to watch rate increases, the recent round of which were “quite over average compared to the last few years.”  His recommendation, to keep the momentum of the exchange rate going, is to stick with average annual rate hikes.

“Clients have the whole world to travel, so let’s keep the positive aspects for choosing Southern Africa as their destination up as long as possible,” he says.

He further points out that while many lodges run specials, these are often limited to certain periods of the year. “It would help overseas sellers a lot to have some solid specials, especially for honeymooners which is a small market, that run the whole year so that we can include them into brochures.”

• André Thomas of FTI Touristik makes an appeal for rate parity, pointing out that clients will not pay more for the same room at a different operator.

Brunner says there are some smaller issues concerning police stopping clients and trying to squeeze money from them, especially in the Mpumalanga area.

• The German market forms a big part of the clientele of camper hire firm Bobo Campers, which has noted an increase in its customers into Namibia where self-drive is big.  Says MD Tim Bouwers: “German customers, and I include the Swiss here as they are similar in both language and expectations, demand the best. We must make sure the product is in line with expectation. Whatever you promise in your marketing will be scrutinised and compared. This is a good thing since it is not advisable to promise anything you cannot deliver. This goes down to bed sizes and fuel consumption claims, as they will often be compared to what you promise.”

• The German inbound travel market is following the worldwide trend of increased use of technology to research their holidays and place their bookings, says Andrew Iles, MD of Ashtons Tours, Safaris and Shuttles, emphasising the need for agents to keep up with technology.

“The average German traveller to South Africa has always been very well informed, but this will only increase with technological advancement. As such it is imperative that agents actively promote the full range of products and services available in each sector to avoid their clientele feeling short-changed when they discover more affordable activity, accommodation and transfer options, or experiences that better suit their budget or requirements.”

• However, Southern Spoor Marketing Account Manager, Trish Farber, advises that the brochure is still an essential tool in the German market, for all products from self-drive to fully inclusive and guided tours. The more experienced traveller may search online, but will still refer to brochures in tandem. Further, visibility is key and she suggests advertising on a variety of platforms.

• On coach tours that involve long distances, Fanie van Zyl, MD of SA Coach Charters and Bus Rentals, says it’s wise to be upfront with German travellers about possible discomforts, especially in hot weather. “Coaches aren’t manufactured to withstand extreme and harsh conditions, including travelling on 3000km gravel roads in Namibia. Thus, these issues must be highlighted to the traveller, inclusive of a detailed discussion on the long trips every day between destinations.” He suggests a day at rest at a specific destination every four to five days of travel.

• “German travellers appreciate special tips and recommendations, especially relating to authentic experiences and good food,” comments Siphosethu Komani, Marketing Co-ordinator at Welcome Tourism Services.  “German travellers are overall very easy going whilst travelling, taking in the beauty of our country. They love the cultural aspect of our country and the fauna and flora. Germans are well-travelled and embrace the diversity of our country.”

• Suzanne Benadie, Sales and Marketing Director for Your Africa, feels the German trade should be encouraged to consider more promotion of shoulder season travel. “Guests then get to experience product such as whale watching in season, and Namaqualand flowers, and these elements can be the highlights of a tour itinerary.  This will alleviate pressure on the language speaking guides as well as hotel availability.”

• Kathy Davies, International Sales Manager at Legacy Hotels and Resorts finds that German travellers are more “active” in their requirements, and adventurous. Spoken English has improved and therefore they are happier to undertake self-drive.

Operators, she says, have to offer as much as they can to stop the travellers booking these extras directly and losing out on commission.

“There are still a lot of elderly travellers who want set structures and set itineraries,” she says. Having a Manager on Duty (MOD) cell number is greatly appreciated and used by them.

• Last minute, undecided bookers in Germany are a strong opportunity for South Africa, believes Nicky Coenen, GM at The Last Word, which manages three intimate, boutique properties in the Western Cape.

She further notes that German travellers want as much control over the outcome of their holiday experience as possible.  “From what I have gleaned working in the three Last Word Intimate Hotels, they like prearranged lunches and dinners, tours, transport that runs smoothly and is on schedule,” she says.  The also appreciate cleanliness and aesthetic appeal in the places they stay and visit; organised, efficient staff and tour guides; experiences that are a little out of the box; fine food and wine; privacy in exclusive and intimate environments; and facilities that ensure the utmost convenience, particularly Wi-Fi speed.

“The option to extend their stay and the hotel/tour operators’ absolute flexibility when they change their minds,” is another factor to bear in mind when hosting German travellers.