Caro Malherbe looks at some of the differences between the two markets.

US travellers want a higher level of service, are more reliant on tour guides and spend more money compared with their European counterparts. These are some of the things industry says sets the two markets apart.

Americans want luxury, attention to detail and want to see as much as possible through short, structured itineraries that incorporate a number of destinations and attractions. This market is also more discerning and needs ‘hand-holding’ when travelling.

André Barnard Jnr, GM: Sales, Marketing & Reservations for Zambezi Queen, says the main differences between the US and European markets is that Europeans cover fewer regions in one trip and see more detail in each area, whereas the US market covers more areas in less time.

According to Andrew Attwood from Antbear Lodge in the Drakensberg, there is a good deal of overlap between the US and the European markets. However, US travellers are more discerning and more aware of service levels and less accepting of ‘average service’. They have high expectations and are more vocal about it, either directly or online, when these expectations are not met.

“US travellers tend to tip well if satisfied and this has been a motivation for staff to uplift the service standard,” says Attwood. Another difference he points out is that the US market is generally more informed, and sometimes more misinformed, than European travellers.

Onne Vegter, Director of Wild Wings Safaris, says: “European travellers from certain markets (UK, The Netherlands and Germany) are more independent and don't necessarily want a fully guided tour. They are more open to self-driving than the US market. They are also generally more budget conscious than their US counterparts. They are more likely to research, plan and book everything themselves.”