Concepts of romantic travel vary from market to market and the tourism industry must keep abreast of these different requirements.
Karen McEwan, Marketing Manager of the Dulini Collection, a group of boutique lodges in the Sabi Sand Reserve, says its main markets are North America, the UK and Australia.
She says guests from these markets want to feel pampered; they enjoy private dining and may not want to spend too much time around other guests.
These guests enjoy the exclusivity, flexibility and romance Dulini has to offer, as they can enjoy massages in-suite, and the high staff-to-guest ratio caters for varying needs.
McEwan says Dulini creates ‘surprises’ for guests that may include a private picnic out in the bush, or returning from a game drive to a bottle of champagne set on the guests’ deck with a private dinner.
India
In India, honeymoons and weddings are major events, designed to inspire a form of envy and pride. These characteristics are what Indians taking romantic breaks in Southern Africa look for too.
According to Hanneli Slabber, South African Tourism’s Regional Manager: Asia, Australasia, Middle East, scenic beauty and unique, high-end experiences top the list of all demands from Indian couples.
“Destinations that are seen as unique, expensive or exclusive are always popular choices, as are destinations that have recently been showcased in a film or on television, and are relevant to their social circle,” adds Slabber.
She says the Indian market opts for private game lodges, scenic self-drives along the Garden Route and wine-tasting experiences with a difference. An example would be blending their own wine and naming it after their spouse, as offered at Vergenoeg Wine Estate in Stellenbosch. “Indian couples love these little gestures.”
In terms of activities, they enjoy safaris, hot-air balloon rides, and ocean-based activities such as whale-watching, dolphin and seal tours.
“They also try local micro-breweries, Michelin-starred restaurants – in SA’s case, highly rated chef-driven concept cuisine – and a sunset cruise.” Slabber adds that participatory culture experiences such as drumming are also a hit, as is partying. The more popular the nightlife spot the better, she says.
Australia
An average of 120 000 marriages take place each year in Australia and an annual total in excess of $850 million is spent on honeymoons. Key for this market are romantic resorts, cruise providers and destinations, says Slabber.
She adds that, on average, a honeymoon is booked four months ahead of a couple’s nuptials, it lasts eight days and each couple spends about $7 105 on their honeymoons, flights and accommodation before they reach their destination.
Slabber says Australians on romantic getaways still look for adrenalin-filled activities.
“With a large number of South African expatriates living in Australia but retaining strong ties with their country of origin, there is vast potential for them to ‘come home’ for a romantic getaway – or even to get married surrounded by family and friends – in a familiar and cost-effective setting,” says Slabber.
Middle East
Romantic getaways in South Africa are an attractive option for Middle Eastern travellers, due to the country’s favourable climate and range of attractions that appeal to discerning couples
Slabber says Cape Town attracts most honeymooners from the Middle East. Their main months for travel are between August and October, which is after Ramadan, as this is the preferred period for weddings in the Middle East. The advantage of this is that it falls outside SA’s peak holiday times, which can translate into an even more affordable getaway.
Their accommodation choices are mainly five-star, with experiences like spa treatments and sightseeing topping the list. However, Slabber says shopping for luxury goods is the biggest attraction for these travellers, generating the most activity and revenue.
Middle Eastern travellers prefer all their activities to be included in the package and tend not to book many add-ons while on a romantic getaway, she says.
China, Japan and Korea
In Asia, honeymoons and weddings are, in general, relatively private affairs, with South Korea the largest honeymoon market in this portfolio.
South Koreans like to be pampered while on a romantic getaway and appreciate all the bells and whistles, says Slabber.
The Chinese, too, enjoy pampering but want to feel that all activities and experiences have been specifically bespoke for them, so that they can share these moments with their selected friends.
Slabber adds that, although in these markets most romantic trips are undertaken independently, some couples may still travel with a group. However, special romantic getaways are becoming more and more popular in the Asian market.
