Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Africa Rising Vakantiebeurs 10 Jan 2018 (Slides Only)

177 views

Published on

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.

Published in: Travel
  • Be the first to comment

  • Be the first to like this

Africa Rising Vakantiebeurs 10 Jan 2018 (Slides Only)

  1. 1. 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
  2. 2. 2 0 1 8 T R AV E L T R E N D S A F R I C A R I S I N G
  3. 3. 2 0 1 6 T O U R I S M A R R I VA L S A F R I C A R I S I N G
  4. 4. 2 0 1 6 T O U R I S M A R R I VA L S A F R I C A R I S I N G
  5. 5. 2 0 1 6 T O U R I S M A R R I VA L S A F R I C A R I S I N G • Total Globally 1,235,000,000
  6. 6. 2 0 1 6 T O U R I S M A R R I VA L S A F R I C A R I S I N G • Total Globally 1,235,000,000 • Africa 58,000,000
  7. 7. 2 0 1 6 T O U R I S M A R R I VA L S A F R I C A R I S I N G • Total Globally 1,235,000,000 • Africa 58,000,000 • 5% of the total Tourist Arrivals
  8. 8. 2 0 1 6 T O U R I S M A R R I VA L S A F R I C A R I S I N G • Total Globally 1,235,000,000 • Africa 58,000,000 • 5% of the total Tourist Arrivals • YOY Growth of up to 10%
  9. 9. 2 0 1 6 T O U R I S M A R R I VA L S A F R I C A R I S I N G • Total Globally 1,235,000,000 • Africa 58,000,000 • 5% of the total Tourist Arrivals • YOY Growth of up to 10%
  10. 10. T O P T R E N D S F O R 2 0 1 8
  11. 11. T O P T R E N D S F O R 2 0 1 8
  12. 12. 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
  13. 13. 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 • Wildlife and Adventure are key themes
  14. 14. 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 • Wildlife and Adventure are key themes • African Experiences with a 1st World Twist
  15. 15. 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 • Wildlife and Adventure are key themes • African Experiences with a 1st World Twist • Connecting with the people and their causes
  16. 16. 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 • Wildlife and Adventure are key themes • African Experiences with a 1st World Twist • Connecting with the people and their causes • Africaness remains the essence that Travellers seek out to enrich their lives with
  17. 17. 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 ?
  18. 18. 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 ?
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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 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
  23. 23. 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 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 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
  24. 24. 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 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 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 L O C AT I O N S : J N B , C P T, D U R
  25. 25. 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 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 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 L O C AT I O N S : J N B , 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
  26. 26. 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 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 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 L O C AT I O N S : J N B , 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 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
  27. 27. 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 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 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 L O C AT I O N S : J N B , 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 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 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
  28. 28. 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 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 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 L O C AT I O N S : J N B , 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 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 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
  29. 29. 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 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 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 L O C AT I O N S : J N B , 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 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 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
  30. 30. 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
  31. 31. S O U T H E R N E T H I O P I A
  32. 32. M A K E I T A B O U T T H E P E O P L E #1
  33. 33. M A K E I T A B O U T T H E P E O P L E • People connect with people, places and stories #1
  34. 34. M A K E I T A B O U T T H E P E O P L E • People connect with people, places and stories • Make sure that you don’t loose the people in the marketing and the packaging #1
  35. 35. M A K E I T A B O U T T H E P E O P L E • People connect with people, places and stories • Make sure that you don’t loose the people in the marketing and the packaging • Make sure you are able to package with the key audience in mind before you get stuck on price or promotion or place #1
  36. 36. M A K E I T A B O U T T H E P E O P L E • People connect with people, places and stories • Make sure that you don’t loose the people in the marketing and the packaging • 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
  37. 37. 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.
  38. 38. S A H A R A D E S E R T
  39. 39. 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
  40. 40. M A K E I T A B O U T T H E E X P E R I E N C E • Travellers are wanting enriching experiences when they travel #2
  41. 41. M A K E I T A B O U T T H E E X P E R I E N C E • Travellers are wanting enriching experiences when they travel • The experience is everything and that’s what you want to try and keep focus on #2
  42. 42. M A K E I T A B O U T T H E E X P E R I E N C E • Travellers are wanting enriching experiences when they travel • The experience is everything and that’s what you want to try and keep focus on • Use video and big imagery to ensure that you keep the experience the hero of the communication piece #2
  43. 43. M A K E I T A B O U T T H E E X P E R I E N C E • Travellers are wanting enriching experiences when they travel • The experience is everything and that’s what you want to try and keep focus on • 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
  44. 44. 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.
  45. 45. K O L M A N S K O P N A M I B I A
  46. 46. M A K E I T A B O U T T H E P L A C E #
  47. 47. M A K E I T A B O U T T H E P L A C E • Places are significant and bring together the people and the experiences in unique ways #
  48. 48. M A K E I T A B O U T T H E P L A C E • Places are significant and bring together the people and the experiences in unique ways • Places can be iconic and can also be totally obscure until you connect people and experiences to them #
  49. 49. M A K E I T A B O U T T H E P L A C E • Places are significant and bring together the people and the experiences in unique ways • Places can be iconic and can also be totally obscure until you connect people and experiences to them • Places need to have more meaning than just a pi on a map or location on a photograph posted via social media #
  50. 50. M A K E I T A B O U T T H E P L A C E • Places are significant and bring together the people and the experiences in unique ways • Places can be iconic and can also be totally obscure until you connect people and experiences to them • 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 #
  51. 51. 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.
  52. 52. G O L D D U S T
  53. 53. D O N ’ T M A K E I T A B O U T T H E P R I C E #4
  54. 54. D O N ’ T M A K E I T A B O U T T H E P R I C E • Price is only up for debate if you have not been able to clearly communicate the value #4
  55. 55. D O N ’ T M A K E I T A B O U T T H E P R I C E • Price is only up for debate if you have not been able to clearly communicate the value • Travellers today who are seeking enriching experiences are more tuned in to value than price #4
  56. 56. D O N ’ T M A K E I T A B O U T T H E P R I C E • Price is only up for debate if you have not been able to clearly communicate the value • Travellers today who are seeking enriching experiences are more tuned in to value than price • Being cost sensitive is a consideration in the packaging of your travel experiences but it should not be the primary focus #4
  57. 57. D O N ’ T M A K E I T A B O U T T H E P R I C E • Price is only up for debate if you have not been able to clearly communicate the value • Travellers today who are seeking enriching experiences are more tuned in to value than price • 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
  58. 58. 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
  59. 59. A N G O L A
  60. 60. M A K E I T A B O U T T H E T I M I N G #
  61. 61. M A K E I T A B O U T T H E T I M I N G • Timing may be one of the most important marketing opportunities missed today #
  62. 62. M A K E I T A B O U T T H E T I M I N G • Timing may be one of the most important marketing opportunities missed today • An annual vacation or anniversary or special life event could be the best opportunity available #
  63. 63. M A K E I T A B O U T T H E T I M I N G • Timing may be one of the most important marketing opportunities missed today • An annual vacation or anniversary or special life event could be the best opportunity available • The ability to package according to what you know about your Client or Prospect in terms of timing needs to be a priority #
  64. 64. M A K E I T A B O U T T H E T I M I N G • Timing may be one of the most important marketing opportunities missed today • An annual vacation or anniversary or special life event could be the best opportunity available • 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 #
  65. 65. 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.
  66. 66. #IamJoburg
  67. 67. #IamJoburg Twitter
  68. 68. #IamJoburg Twitter Facebook
  69. 69. #IamJoburg Twitter Facebook Youtube
  70. 70. #IamJoburg Twitter Facebook Youtube Instagram
  71. 71. #IamJoburg Twitter Facebook Youtube Instagram Website
  72. 72. S T E V E J O B S “Consumers don’t know what they want until you show them.”
  73. 73. S T E V E J O B S “Consumers don’t know what they want until you show them.”
  74. 74. T H A N K Y O U @william_price

×