Africa Rising Vakantiebeurs 10 January 2018

The Trends and research from the travel operators in Africa tell us that the numbers are rising and that the trends are towards more authentic experiences, but how can
the research and the data allow us to market and package better?

This talk will oﬀer some insights based on the research and the travel data we are seeing from OTAs in the region.

T H E T R AV E L T R E N D S
TA K I N G U S T H E R E
A F R I C A R I S I N G
Formerly of Man&Machine

2 0 1 8 T R AV E L T R E N D S
Photo Credit Vivek Bishun 500px Muizenberg Beach Huts

2 0 1 6 T O U R I S M
A R R I VA L S
5% of Total Tourist Arrivals

2 0 1 6 T O U R I S M
A R R I VA L S
• Total Globally
1,235,000,000

2 0 1 6 T O U R I S M
A R R I VA L S
• Total Globally
1,235,000,000
• Africa 58,000,000

2 0 1 6 T O U R I S M
A R R I VA L S
• Total Globally
1,235,000,000
• Africa 58,000,000
• 5% of the total Tourist
Arrivals

2 0 1 6 T O U R I S M
A R R I VA L S
• Total Globally
1,235,000,000
• Africa 58,000,000
• 5% of the total Tourist
Arrivals
• YOY Growth of up to 10%

T O P T R E N D S
F O R 2 0 1 8
Top 5 Travel Trends coming from Africa in 2018 in Brief

T O P T R E N D S
F O R 2 0 1 8
• Cape Town remains the Top
Travel City to visit in Africa

T O P T R E N D S
F O R 2 0 1 8
• Wildlife and Adventure are key
themes

T O P T R E N D S
F O R 2 0 1 8
themes
• African Experiences with a 1st
World Twist

T O P T R E N D S
F O R 2 0 1 8
themes
World Twist
• Connecting with the people and
their causes

T O P T R E N D S
F O R 2 0 1 8
themes
World Twist
• Connecting with the people and
their causes
• Africaness remains the essence
that Travellers seek out to enrich
their lives with

A F R I C A :
W H Y A R E M O R E T R AV E L L E R S C H O O S I N G A F R I C A ?
What’s driving the trend and how is Africa diﬀerent from other destinations and experiences

C H A L L E N G E :
H O W D O W E U S E T H E R E S E A R C H A N D D ATA T O PA C K A G E B E T T E R ?
Business Objectives and Bottomline

D ATA :
B I G D ATA , T H I C K D ATA A N D T H E D ATA T H AT W E N E E D
There is a diﬀerence!

So, how we can tell the diﬀerence between data and big data?

I N F O R M AT I O N ;
I N T E L L I G E N C E ;
I N S I G H T S
D ATA
What’s important to know and how to use it practically:

William Price, Male, 43 years old South African

Husband, Father of 4 - 2 daughters and 2 sons

Loves safaris

Has a 22 wedding anniversary coming up in May

Oﬀer his a package deal where kids under 16 stay free in a Safari lodge to celebrate his 22 wedding anniversary in South Africa

He also likes to travel with his mom, dad and sister

I N S I G H T S
D ATA
F I R S T N A M E :
W I L L I A M
L A S T N A M E :
P R I C E
S E X : M A L E
A G E : 4 3
D O B : 2 5 / 0 3 / 7 4
N AT I O N A L I T Y:
S O U T H A F R I C A N
PA S S P O RT: S
A F R I C A N



Loves safaris




I N S I G H T S
D ATA
F I R S T N A M E :
W I L L I A M
L A S T N A M E :
P R I C E
S E X : M A L E
A G E : 4 3
D O B : 2 5 / 0 3 / 7 4
PA S S P O RT: S
A F R I C A N
C R E D I T C A R D :
V I S A
P U R C H A S E :
F L I G H T, H O T E L ,
F O O D & B E V
T Y P E :
P R I VAT E T R AV E L



Loves safaris




I N S I G H T S
D ATA
F I R S T N A M E :
W I L L I A M
L A S T N A M E :
P R I C E
S E X : M A L E
A G E : 4 3
D O B : 2 5 / 0 3 / 7 4
PA S S P O RT: S
A F R I C A N
V I S A
P U R C H A S E :
F O O D & B E V
T Y P E :
L O C AT I O N S : J N B ,
C P T, D U R



Loves safaris




I N S I G H T S
D ATA
F I R S T N A M E :
W I L L I A M
L A S T N A M E :
P R I C E
S E X : M A L E
A G E : 4 3
D O B : 2 5 / 0 3 / 7 4
PA S S P O RT: S
A F R I C A N
V I S A
P U R C H A S E :
F O O D & B E V
T Y P E :
C P T, D U R
H O T E L : O N E &
O N LY
A I R L I N E : B A ,
S A A , E M I R AT E S ,
K L M
I N S U R A N C E :
Z U R I C H



Loves safaris




I N S I G H T S
D ATA
F I R S T N A M E :
W I L L I A M
L A S T N A M E :
P R I C E
S E X : M A L E
A G E : 4 3
D O B : 2 5 / 0 3 / 7 4
PA S S P O RT: S
A F R I C A N
V I S A
P U R C H A S E :
F O O D & B E V
T Y P E :
C P T, D U R
H O T E L : O N E &
O N LY
K L M
I N S U R A N C E :
Z U R I C H
I N S TA G R A M :
W I L L I A M _ P R I C E
T W I T T E R :
@ W I L L I A M _ P R I C E
FA C E B O O K : W I L L I
A M D O T P R I C E



Loves safaris




I N S I G H T S
D ATA
F I R S T N A M E :
W I L L I A M
L A S T N A M E :
P R I C E
S E X : M A L E
A G E : 4 3
D O B : 2 5 / 0 3 / 7 4
PA S S P O RT: S
A F R I C A N
V I S A
P U R C H A S E :
F O O D & B E V
T Y P E :
C P T, D U R
H O T E L : O N E &
O N LY
K L M
I N S U R A N C E :
Z U R I C H
I N S TA G R A M :
T W I T T E R :
A M D O T P R I C E
S E A R C H :
G O O G L E ,
A I R B N B ,
H O T E L S . C O M ,
T R AV E L S TA RT,
T R I PA D V I S O R



Loves safaris




I N S I G H T S
D ATA
F I R S T N A M E :
W I L L I A M
L A S T N A M E :
P R I C E
S E X : M A L E
A G E : 4 3
D O B : 2 5 / 0 3 / 7 4
PA S S P O RT: S
A F R I C A N
V I S A
P U R C H A S E :
F O O D & B E V
T Y P E :
C P T, D U R
H O T E L : O N E &
O N LY
K L M
I N S U R A N C E :
Z U R I C H
I N S TA G R A M :
T W I T T E R :
A M D O T P R I C E
S E A R C H :
G O O G L E ,
A I R B N B ,
H O T E L S . C O M ,
T R AV E L S TA RT,
T R I PA D V I S O R
A D VA N C E D :
R E M A R K E T I N G ,
P R O G R A M AT I C ,
E X P E D I A , H O T E L
C R M , O TA



Loves safaris




T I P S T O H E L P Y O U
PA C K A G E B E T T E R
#5

S O U T H E R N E T H I O P I A
People

Agnieszka Nowak - Southern Ethiopia

M A K E I T A B O U T T H E P E O P L E
#1
#MeetSouthAfrica Insight meeting the people before the iconic destinations or experiences

• People connect with people, places and stories
#1

• Make sure that you don’t loose the people in
the marketing and the packaging
#1

• Make sure you are able to package with the key
audience in mind before you get stuck on price
or promotion or place
#1

• Make sure you are able to package with the key
audience in mind before you get stuck on price
or promotion or place
• Culture is what you want to use to connect the
experiences to for the traveller
#1

Humanize before you monetize!
TIPDutch Travellers prefer to be
immersed into a culture to
experience it. German Travellers
prefer to not to get too close for
comfort.
Remember to find practical ways to
get your client to be able to picture
themselves in this story that you are
trying to sell to them. Make it easy for
them to share and feel a part of.

S A H A R A D E S E R T
Experience

Radu Dumitrescu-Elian Sahara Desert Caravan

M A K E I T A B O U T T H E E X P E R I E N C E
#2
Experiences are what Travellers tell stories about

• Travellers are wanting enriching
experiences when they travel
#2

• The experience is everything and that’s
what you want to try and keep focus on
#2

• Use video and big imagery to ensure that
you keep the experience the hero of the
communication piece
#2

• Use video and big imagery to ensure that
you keep the experience the hero of the
communication piece
• Make the experience the focal point #2

Experience is the point!
TIPThe data may tell you what the
number one destination or product
offering is, but it is the experience
or the feeling that the Travellers
gets when they are there that will
give you the magic to package.
Travel is made up of strong
experienceial stimuli and needs to be
used in your maketing and packing
communication so use sensory words
and sell the feelings and smells and
sights more in your communication.

K O L M A N S K O P N A M I B I A
Place

Mika Dessagne Kolmanskop

M A K E I T A B O U T T H E P L A C E
#3

• Places are significant and bring together the people
and the experiences in unique ways
#3

• Places can be iconic and can also be totally obscure
until you connect people and experiences to them
#3

• Places need to have more meaning than just a pi on
a map or location on a photograph posted via social
media
#3

• Places need to have more meaning than just a pi on
a map or location on a photograph posted via social
media
• Make sure that you have enough information for the
Travellers to make a meaningful connection to
people and experiences once they have been there
#3

Place the exerience properly!
TIPThere are many places that travel
companies will promote to sell, but
Travellers who have had a
signifycant experience will share
much more than just the location of
the place where this took place.
When you make a significant
connection with people and an
experience, the place where this takes
place will be the meaning and
physical connection point for the
Travellers to come back to.
Give them reason to come back and want to share that place with their friends and loved ones

G O L D D U S T
Not the Price

Roberto Rivera

D O N ’ T M A K E I T A B O U T T H E P R I C E
#4

• Price is only up for debate if you have not been
able to clearly communicate the value
#4

• Travellers today who are seeking enriching
experiences are more tuned in to value than price
#4

• Being cost sensitive is a consideration in the
packaging of your travel experiences but it
should not be the primary focus
#4

• Being cost sensitive is a consideration in the
packaging of your travel experiences but it
should not be the primary focus
• Try not to lead with a price point but a stronger
value proposition
#4

Price only becomes a
problem when the
value is
missunderstood!
TIPToday many consumers are willing
to pay more that the expected
price for a service or offering if they
perceive the intrinsic value to be of
such a value that it should cost
more.
Make sure that your packaging does
not consist of price driven
propositions that cannot cleary
communicate the real value of the
experience you are trying to sell

A N G O L A
Timing

Ernanio Mandlate

M A K E I T A B O U T T H E T I M I N G
#5

• Timing may be one of the most important
marketing opportunities missed today
#5

• An annual vacation or anniversary or special life
event could be the best opportunity available
#5

• The ability to package according to what you know
about your Client or Prospect in terms of timing
needs to be a priority
#5

• The ability to package according to what you know
about your Client or Prospect in terms of timing
needs to be a priority
• Many Operators have a wealth of untapped data
to help them use time specific marketing far better
#5

Timing is everything
today!
TIPBuying decisions can be promoted
and triggered through time specific
communications which should be
managed through simple CRM and
other marketing information
systems that are inexpensive to use
today.
By getting into the mind of you
customer or prospect, you should be
able to package an experience based
on their life stage or age or a few
other time specific triggers available
to you.

#IamJoburg Case Study

https://iamjoburg.africa

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S T E V E J O B S
“Consumers don’t know what they want until you
show them.”
Saravut Whanset

Summary of the 5 key points:

People

Experiences

Place

Value

Timing

T H A N K Y O U
@william_price
www.microagency.co.za

Africa Rising Vakantiebeurs 10 January 2018

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