The US market want luxury, educational itineraries with experiences that will leave a lasting impression.
American travellers venturing into sub-Saharan Africa are coming for an authentic experience. They have already been everywhere else in the world and now they want you to take them on an adventure, without leaving behind all the comforts and luxuries they are used to, say industry members.
“Show me something I have not seen but do it in comfort, but don't patronise me!” says Ronald Mracky, Southern California Africa Travel Association Board of Directors and MD of Africa Consult Group, adding that US travellers seek what he calls ‘controlled adventure’.”
According to a spokesperson from the South African Tourism North American office, US travellers are seeking memorable and fun, bucket-list-type experiences that are engaging and will directly connect them to the places they are visiting. They want to interact with locals and soak up their culture and traditions by experiencing the destination through their eyes, rather than those of a tourist.
Although the market is split into different segments, the biggest draw card of all Americans travelling to sub-Saharan Africa is to experience a safari, especially if they are first-time visitors, says Elizabeth Bean Crookston from Bush & Beyond, based in Toronto.
“Only once they have satisfied this requirement will they look for other experiences the region has to offer. This may mean cultural experiences in Zanzibar and Zimbabwe, scenic beauty at Victoria Falls, winelands and adventure in Cape Town or impressive deserts in Namibia. Each segment wants to know they will travel safely and have the comforts of home while enjoying an authentic experience in Africa,” Bean Crookston says.
“For the first-time US traveller, a typical itinerary would include Cape Town and then a safari experience. For some of them who may have more time, the first trip could include an extension to Victoria Falls,” says Todd Neuman, Vice President: Commercial for South African Airways in North America. “It is with repeat travellers where you’re more likely to see them venture on to other parts of Southern Africa.
“We also get many groups and individuals who are very interested in the culture and the heritage in South Africa so therefore they’ll spend some time in Johannesburg visiting Soweto and the Apartheid Museum,” says Neuman.
Onne Vegter, Director of Wild Wings Safaris, says many repeat clients specifically want to get away from the typical tourist highlights and find more remote, hidden destinations and lesser known attractions.
The United States continues to be a major source market for South Africa and is, in fact, the country’s second-largest source market. The US has also shown steady growth and accounted for 348 646 tourist arrivals in 2013, a 6.7% increase on the 326 643 arrivals in 2012, according to Statistics South Africa. At the time of publication, arrival stats beyond March 2014 had not yet been released. However, during that month it was recorded that South Africa received 39 633 American tourists, which made up 16.4% of overall tourist arrivals to the country. This was an increase from March 2013’s 32 564 US arrivals.
Not only is America a major source market for SA but, according to the US National Travel and Tourism Office, the number of US citizens travelling abroad increased 10% to 40.2 million travellers in the first seven months of 2014, making it one of the largest outbound travel markets in the world.
According to Andrew Attwood owner of Antbear Lodge, one of the main market segments identified in the US market is groups, generally made up of four people. “US travellers will come in couples and are very often pensioners who have a big budget but are also interested in getting value for their money,” he says.
“The older demographic, usually empty-nesters with high disposable income, have travelled the world but have never been to Africa,” says Bean Crookston. “This segment is also often bringing along their multi-generational families for ‘celebration’ safaris – wedding anniversaries, birthdays, retirement, etc.”
David Kartagener, GSA for Legacy Hotels & Resorts in the USA says families are still one of the largest markets, both traditional and multigenerational and that itineraries for this market must include activities that can be done together and have an educational element to them as well.
According to SAT North America, multi-generational travellers are characterised as modern, mobile and dynamic families looking to reconnect over shared enriching experiences. The organisation adds that the number of families wanting to take their kids on safari has grown exponentially, and safari operators are meeting the demand by creating more child-focused trips. They also prefer South Africa’s malaria-free game parks because kids don’t need to have inoculations or take preventive medication.
Vegter says there is a growing interest in family travel where families want to expose their children to the world and its cultures. “Families want child discounts, and accommodation and activities that are suitable (and affordable) for a family with children.”
Part of the group segment is the younger ‘wanderluster’, says Bean Crookston. “They don't yet have kids, crave adventure and have a desire to experience the lesser known. These are the ones who enjoy shark diving and bungee jumping but also visiting vineyards and fine dining.”
“Millennials are the segment getting the most attention in the US market currently,” says Kartagener. “This generation consist of a large number of people and many of them are now earning good money in their professional life and looking for new experiences in new destinations. They really focus on the experiential stuff and want to go ‘off the beaten path’.”
The youth of today is a generation of global travellers who are travelling more to long-haul destinations. In 2010, travel spending by these younger travellers rose by 20%, making them the fastest-growing age segment, according to American Express Business Insights.
Kartagener adds that there is a large ‘special interest’ segment in the US. “This could range from museums to zoos to religious groups. This would fall under group travel but it’s a different segment because their entire trip will have a specific focus.”
US travellers won’t be interested in a beach itinerary, says Jackie Cross, from Refined Journeys in California. “The worst thing you can do is pitch a beach holiday to an American traveller. Americans have California, Miami, Mexico and the Caribbean right at their door step and will not be enticed by a beach-focused itinerary."
