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Africa Rising Vakantiebeurs 10 January 2018

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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.

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Africa Rising Vakantiebeurs 10 January 2018

  1. 1. 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.
  2. 2. 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
  3. 3. 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 Photo Credit Vivek Bishun 500px Muizenberg Beach Huts
  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% of Total Tourist Arrivals
  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 5% of Total Tourist Arrivals
  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 5% of Total Tourist Arrivals
  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 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 5% of Total Tourist Arrivals
  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% 5% of Total Tourist Arrivals
  10. 10. 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% 5% of Total Tourist Arrivals
  11. 11. 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
  12. 12. 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
  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 Top 5 Travel Trends coming from Africa in 2018 in Brief
  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 Top 5 Travel Trends coming from Africa in 2018 in Brief
  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 Top 5 Travel Trends coming from Africa in 2018 in Brief
  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 Top 5 Travel Trends coming from Africa in 2018 in Brief
  17. 17. 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 Top 5 Travel Trends coming from Africa in 2018 in Brief
  18. 18. 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
  19. 19. 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
  20. 20. 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!
  21. 21. So, how we can tell the difference between data and big data?
  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 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
  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 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
  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 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
  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 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
  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 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
  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 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
  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 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
  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 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
  30. 30. 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 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
  31. 31. 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 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
  32. 32. 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
  33. 33. S O U T H E R N E T H I O P I A People Agnieszka Nowak - Southern Ethiopia
  34. 34. 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
  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 #1 #MeetSouthAfrica Insight meeting the people before the iconic destinations or experiences
  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 #1 #MeetSouthAfrica Insight meeting the people before the iconic destinations or experiences
  37. 37. 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 #MeetSouthAfrica Insight meeting the people before the iconic destinations or experiences
  38. 38. 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 #MeetSouthAfrica Insight meeting the people before the iconic destinations or experiences
  39. 39. 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.
  40. 40. S A H A R A D E S E R T Experience Radu Dumitrescu-Elian Sahara Desert Caravan
  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 #2 Experiences are what Travellers tell stories about
  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 #2 Experiences are what Travellers tell stories about
  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 #2 Experiences are what Travellers tell stories about
  44. 44. 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 Experiences are what Travellers tell stories about
  45. 45. 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 Experiences are what Travellers tell stories about
  46. 46. 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.
  47. 47. K O L M A N S K O P N A M I B I A Place Mika Dessagne Kolmanskop
  48. 48. M A K E I T A B O U T T H E P L A C E #3
  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 #3
  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 #3
  51. 51. 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 #3
  52. 52. 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 #3
  53. 53. 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
  54. 54. G O L D D U S T Not the Price Roberto Rivera
  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 #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 #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 #4
  58. 58. 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
  59. 59. 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
  60. 60. 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
  61. 61. A N G O L A Timing Ernanio Mandlate
  62. 62. M A K E I T A B O U T T H E T I M I N G #5
  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 #5
  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 #5
  65. 65. 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 #5
  66. 66. 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 #5
  67. 67. 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.
  68. 68. #IamJoburg Case Study https://iamjoburg.africa
  69. 69. #IamJoburg Case Study https://iamjoburg.africa
  70. 70. #IamJoburg #IamJoburg Case Study https://iamjoburg.africa
  71. 71. #IamJoburg Twitter #IamJoburg Case Study https://iamjoburg.africa
  72. 72. #IamJoburg Twitter Facebook #IamJoburg Case Study https://iamjoburg.africa
  73. 73. #IamJoburg Twitter Facebook Youtube #IamJoburg Case Study https://iamjoburg.africa
  74. 74. #IamJoburg Twitter Facebook Youtube Instagram #IamJoburg Case Study https://iamjoburg.africa
  75. 75. #IamJoburg Twitter Facebook Youtube Instagram Website #IamJoburg Case Study https://iamjoburg.africa
  76. 76. S T E V E J O B S “Consumers don’t know what they want until you show them.” Saravut Whanset
  77. 77. S T E V E J O B S “Consumers don’t know what they want until you show them.” Saravut Whanset
  78. 78. Summary of the 5 key points: People Experiences Place Value Timing
  79. 79. Summary of the 5 key points: People Experiences Place Value Timing
  80. 80. Summary of the 5 key points: People Experiences Place Value Timing
  81. 81. Summary of the 5 key points: People Experiences Place Value Timing
  82. 82. T H A N K Y O U @william_price www.microagency.co.za

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