Caro Malherbe talks to industry members to discuss these and other emerging from the American market.

1. Longer, all inclusive stays 

Allen Mitchem, Adventure Travel Specialist an affiliate of Travel Experts Inc in Ashville North Carolina, says that in general he sees travellers wanting longer stays in fewer places, where as in the past US travellers would spend two nights at a time.

All inclusive is becoming more popular, whether it be on a cruise, lodge or resort, US travellers want to pay upfront and not worry about money for the rest of there journey, says Mitchem. 

2. Growing FIT segment

According to Todd Neuman, Vice President: Commercial for South African Airways in North America, the type of traffic SAA has traditionally seen in the leisure market is from escorted group tours, but that there has been a significant growth in FIT bookings to the extent that SAA has a 50/50 split between groups and FIT visitors, with FIT travellers predicted to grow further.

Neuman adds that there is also increased interest in South Africa as being a honeymoon destination and a destination that is very attractive for adventure travellers.

 “In terms of trends we are also seeing a much younger traveller and we are tailoring our marketing campaigns to the millennium group,” says Neuman.

3. Going online and booking direct 

Andrew Attwood Antbear Lodge in the Drakensberg  also identifies the trend of US travellers doing thorough online research before travelling. Kelsey Baron from Merit Travel based in Edmonton, Canada, says US travellers will often enquire about very specific tours or places within a country which they discovered online. Therefore, it is important for tour operators to know as much as they can about a destination before compiling an itinerary for the American traveller, she says.

Onne Vegter, Director of Wild Wings Safaris says he has seen a trend towards booking direct, although he adds that most Americans still prefer to book through a trusted US-based agent.

4. Ebola

Frank Glettenberg CEO Southern Africa of Private Safaris says Ebola in Africa caused business from the US market to take a 100% dip over the last few months. But he is confident that business will recover as the understanding and perspectives around Ebola become more informed.

Michael Tollman, CEO of Cullinan Holdings and Clifford Ross, Chief Executive of the City Lodge Hotel Group, also both reported experiencing a dip in booking from the US market due to the fear of Ebola but say that fear is easing and that industry will see a turnaround soon.

Vegter points out that the US traveller values safety and security foremost. “They prefer avoiding risks, and this affects everything from their choice of destination and activities, to the booking and payment process and the choice of operator they book through,” he says.  “Even the Ebola outbreak, though thousands of miles away, presented the appearance of a risk many were unwilling to take.”

5. Environmental awareness 

Attwood says another growing trend from the US market is the increasing awareness of environmental and social issues. Americans want to get involved, sometimes by donating to a school project or working with NGOs directly. They think about what they can do to uplift communities, he says.

6. New experiences

Attwood says Americans have always been interested in luxury travel and four- and five-star accommodation remains a priority, but they are now more willing to step out of their comfort zones and try new experiences and cuisines.