Sat indian roadshow trip report jl02

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Wesgro Feedback Report for the SAT Indian 2014 Travel Trade RoadShow

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Sat indian roadshow trip report jl02

  1. 1. An inspiring place to discover SAT India Roadshow 2014 Feedback Report Judy Lain CMO: 18th March 2014
  2. 2. An inspiring place to discover Partners The following presentation was done in partnership with:
  3. 3. An inspiring place to discover “There are some parts of the world that, once visited, get into your heart and won't go. For me, India is such a place. When I first visited, I was stunned by the richness of the land, by its lush beauty and exotic architecture, by its ability to overload the senses with the pure, concentrated intensity of its colours, smells, tastes, and sounds. It was as if all my life I had been seeing the world in black and white and, when brought face-to-face with India, experienced everything re-rendered in brilliant technicolor.” Keith Bellows National Geographic Society Editor-in-Chief
  4. 4. An inspiring place to discover Country Fact Sheet* • Located in South Asia • 7th largest country by geographic area • 2nd most populous country with over 1.2 billion people • 10th largest economy in the world in terms of nominal GDP and 3rd largest in terms of purchasing power parity • Current member of BRICS and G20 *2013 India Country Fact Sheet (http://wesgro.co.za/publications/publication- directory)
  5. 5. An inspiring place to discover Indian tourist arrivals into South Africa Jan – Dec 2009 – 2012* 2009 2010 2011 2012 Arrivals 55 203 71 587 90 367 106 774 0 20 000 40 000 60 000 80 000 100 000 120 000 *SA Tourism 2013
  6. 6. An inspiring place to discover Indian tourist arrivals into Western Cape: Jan – Sept 2009 – 2012* 2009 2010 2011 2012 Arrivals 11 183 14 080 17 870 22 014 0 5 000 10 000 15 000 20 000 25 000 *SA Tourism 2013
  7. 7. An inspiring place to discover International tourist arrivals to South Africa Jan – Oct 2013* Germany China (incl Hong Kong) France Australia India Netherlands Arrivals 234 531 126 653 107 102 102 460 92 559 95 502 0 50 000 100 000 150 000 200 000 250 000 *SA Tourism 2014, excluding Africa
  8. 8. An inspiring place to discover Indian tourist arrivals into South Africa: Jan – Oct 2012 vs Jan – Oct 2013* 2012 2013 Arrivals 87 906 92 559 85 000 86 000 87 000 88 000 89 000 90 000 91 000 92 000 93 000 *SA Tourism 2014
  9. 9. An inspiring place to discover Indian tourist arrivals into South Africa: June – Aug 2011 vs 2012* May June July Aug 2011 10 333 9 281 8 609 6 511 2012 12 641 10 006 8 720 8 218 0 2 000 4 000 6 000 8 000 10 000 12 000 14 000 2011 2012 *SA Tourism 2014 45% of Indian tourist arrivals in 2012 arrived during May - June
  10. 10. An inspiring place to discover The numbers • Arrivals into South Africa and the Western Cape is showing a year on year increase • India has emerged as one of the world’s fastest growing outbound markets, second only to China • Market potential from a tourism standpoint equates to approximately 2 million high end travellers (business and leisure)
  11. 11. An inspiring place to discover The numbers • 43% of leisure travellers travel to visit friends and family (VFR) and are taking longer trips • International tourism spend was $13.3 billion in 2011 and will grow to $91.2 billion by 2030
  12. 12. An inspiring place to discover The SAT Road Show
  13. 13. An inspiring place to discover 20th – 23rd Jan 2014 4 city, 4 day roadshow - Mumbai - Calcutta - Delhi - Chennai 2014 is the show’s 11th year Purpose of the roadshow is to provide an interactive platform for Indian tour operators to expand their understanding of South Africa’s offering and develop and strengthen business opportunities 66 top products from South Africa attended 1 235 travel trade attended
  14. 14. An inspiring place to discover Objective for attending this roadshow • To represent the province as a leisure, business events and film promotion destination • Build awareness with regard to the destination and educate them on our offerings • Build relationships with the local travel trade and continue building on our relationship with South African Tourism • Gain market insights to better understand specific needs and tailor make communication around this
  15. 15. An inspiring place to discover Insights and learnings Learnings: • There are huge opportunities to work with DMCs in educating them on product offerings as well as tourism authorities nationally for future business • Its important to position Cape Town and Western Cape as a luxury, but value for money (NOT CHEAP OR RIP OFF) destination – Market that travels from India is affluent • Language is not a barrier
  16. 16. An inspiring place to discover Insights and learnings • Indian travellers are heavily influenced by destinations that have been visited by family and friends – Word of mouth has a very strong influence on buying decision with regard to destinations – Positive experiences of a destination drives positive word of mouth amongst family and friends • Some groups prefer to travel with their own chefs and request hotels to accommodate this • The FIT (Frequent Independent Traveller) is a big opportunity and a fast growing market for us – Think about how and where we communicate to them – Group size is approximately 14 pax (2 – 3 families)
  17. 17. An inspiring place to discover Insights and learnings • South Africa has the 2nd largest Indian population in KZN outside India, KZN is fairly well know Destination: • Seen as a healthy place – clean water, air and beaches • Seen as a natural beautiful place • Seen as a place that offers a wide variety of things to do and see both during the day and at night • Seen as a family-friendly destination
  18. 18. An inspiring place to discover Insights and learnings • Seen as an ideal destination for business events, particularly incentive travel • Seen as an ideal wedding and honeymoon destination Insights: • There is an openness to travel during our low season, as their peak travel times are during Monsoon season (May – October) and over Dwali (November)
  19. 19. An inspiring place to discover Insights and learnings • They work exceptionally hard, and therefore want to cram as much as possible into their holiday (offer jam packed itineraries) • Time with family (while on holiday) is more important than meeting locals • Exceptional service delivery is paramount! Their culture is built on a strong service ethos and so this is expected • There is renewed interest in Mandela and tours / experiences relating to him
  20. 20. An inspiring place to discover Insights and learnings • There was a constant request for towns / places that offer wide open spaces (natural, scenic beauty) • Over and above the interest in Cape Town and the Garden Route and Klein Karoo, there is an active interest in other areas such as the Cape West Coast • Very high interest in a variety of adventure sports • There is also a demand for unique Western Cape offerings from designers, jewellery to off-the-beaten track experiences
  21. 21. An inspiring place to discover Insights and learnings • They are looking for bespoke / once-in-a-lifetime experience that give them a “bragging factor” when they get home • Shopping is a big draw card to them • Some segments of the market showed high interest in gambling • Film (where movies have been shot and the Western Cape as a location for shooting and production) was of high interest to them • Experiential tours are an emerging trend (relates to bespoke / adventurous approach to packaging itineraries)
  22. 22. An inspiring place to discover Concerns • Safety and security • Visa • Food: Requests for Jain meals which are strict vegetarian, prepared to an Indian style (does not contain onion, potato, garlic or root vegetables) • Cost of shuttles and transfers is perceived to be expensive in comparison to India
  23. 23. An inspiring place to discover Concerns • How some operators are marketing Cape Town
  24. 24. An inspiring place to discover What is SAT doing in India SAT is highly active in India, here are some of their activities • Campaign leveraging Jonty Rhodes as brand ambassador • 462 outdoor hoardings across 21 cities • 96 cinema screens across 7 cities flighted a 45” ad • Travel trade show: Fox Traveller • Ongoing media hosting and travel trade education
  25. 25. An inspiring place to discover Next steps • Each partner has a list of next steps and can be discussed directly with them • These include: – Fam trips with tour operators and media – Film promotion opportunities – Trade and Investment Promotion opportunities (specific to Wesgro) – Stronger working relationship with SAT – Business events (incentive travel)
  26. 26. An inspiring place to discover Next steps for Wesgro from road show • Hosting of inbound tour operators • Supplying of itinerary ideas based on insights developed from the trip and sent to database of Indian tour operators team met at show (over 250 operators where engaged with) • Film promotion division working closely with DEDAT around opportunities to use the Western Cape as a film location
  27. 27. An inspiring place to discover Next steps for Wesgro 14/15 • We are in the process of re-evaluating our approach to international markets with regard to marketing spend and resources and to bring it in line with the 5-year Growth Strategy that is currently being developed by Department of Economic Development and Tourism • The need for this has been driven by our diminishing budgets and decreasing measurable return on investment when attending international shows • Process, International Market Selection Analysis*, will ensure that we are focusing on the international markets that will show us the most growth
  28. 28. An inspiring place to discover *International Market Analysis GridCountry DSM YOY LowSeason RepeatVisit Language Visa AirAccess SATStrategy Demographics Lifestyle Trade, Investment Promotion and Tourism Tool we use as our first filter Year on Year Growth for the past 3 years Does this market show a propensity to travel in our low season? Does this market show a propensity to return? Is language a barrier? Does this is market need a visa to visit? Is the visa application a deterrant or easy process? Is there direct air access? If not, how many stops and is this a detterant? What is SAT's strategy with regard to this country and what are they doing there? Who is most likely to travel? What are their needs and interests when travelling?
  29. 29. An inspiring place to discover International Market Analysis • Once country has been selected through the analysis the following will then be done: – Clustering of countries – Market mapping of inbound tour operators and approach ideal partners for JMAs and educational tours – Better understanding of the FIT and how to influence their purchase decision and channels of communication – Media hosting
  30. 30. An inspiring place to discover Thank you | Dankie | Enkosi

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