Four game lodge groups, three hotel groups, one ground operator and a coach operator are among the top ten brands tour operators overseas were most aware of in the Southern African market.
But they all follow South African Airways which is the dominant brand in every major market measured by SA Tourism Update in the marketing index survey it completed last week.
Over 100 overseas tour operators participated in the survey, including 33 from North America, 25 from the UK, 16 from Germany and 44 from the rest of Europe.
The results for all the questions were broken down into each of the major markets showing just how different their perceptions and needs are.
Three days after the survey ended the results were presented on Friday to 120 tourism product and service suppliers at the new Crown Plaza in Rosebank, Johannesburg.
The overall ranking of brands across all overseas markets was as follows with the strongest brand at the top:
1. South African Airways
2. Protea Hotels
3. &Beyond
4. Thompsons Africa
5. Wilderness Safaris
6. Singita
7. Sun International
8. MalaMala
9. Southern Sun
10. Springbok Atlas
The survey shows that some brands are particularly strong in certain markets. For instance, Tourvest Inbound Operators was not ranked in the Top Ten overall but it was the third strongest brand in Germany.
The survey explored twelve areas of topical interest and overseas tour operators were also asked to list the destinations and attractions of which they were most aware.
The top two attractions in the overall Top Ten were dominant in all major markets and are clear front runners as the top attraction brands.
1. Cape Town
2. Kruger National Park
3. Garden Route
4. Victoria Falls
5. Okavango
6. Cape Winelands
7. Sabi Sands
8. Namibia
9. Kwa Zulu Natal
10. Etosha
“The survey was undertaken because of the fast changing economic conditions and the fact that it is now possible to get such a current snapshot from a representative sample through our online presence,” said Alan Roxton Wiggill, marketing and sales manager. “Our daily online news and the digital editions of our printed SA Tourism Update have exploded to reach over ten thousand people engaged in bringing overseas tourists to Southern Africa.”
Conducted in association with SATSA and Grant Thornton, the results will be presented to delgates at the SATSA conference in Cape Town next month.
A copy of the Marketing Index survey, which includes a number of areas of interest to tourism suppliers and operators in Southern Africa is available from SA Tourism Update. The cost is R1 000 including VAT. Contact Jeanettep@nowmedia.co.za for payment details. The survey results will be sent as an eBook within 24 hours.
