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13 WELCOME & HIGHLIGHTS 22 04 Welcome to ATW: Virtual 2021 04 Host City of Cape Town Welcome 07 W hat to look out for at ATW: Virtual FEATURES 13 7 types of travellers in 2021 19 5 luxury trends in 2021 22 Embracing LGBTQ+ travel 25 The comeback of leisure travel 29 Covid-19 and the Africa diaspora travellers 25 33 Destinations and responsible tourism 36 How to use social media to rebulid trust 41 Virtual reality and hotels 42 How tech can boost hospitality in 2021 WHAT IS IN STORE 46 Connect in the City: Live 47 WTM Africa Travel & Tourism Awards 29 48 African Tourism Investment Summit: Virtual series Africa Travel Week: Virtual is Disclaimer: The 2021 Africa Travel Week: Virtual Official digital magazine is published by Reed Exhibitions Africa The copyright in organised by the design and content of the show catalogue is owned by the parties named and its licensors. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form, by any means – electronic, photocopying or otherwise - without Reed Place, Culross on Main Office the prior permission of the parties named above. While every effort has been made to ensure that the information contained in Park, 34 Culross Road, the show catalogue is accurate at the time of publication, no liability for damages is accepted by Reed Exhibitions or any other Bryanston, Johannesburg, South Africa organisation or person providing information, arising from any errors or ommissions that may appear however caused or from any Tel: +27 (0)11 549 8300 editorial alteration to submitted material. Neither the publishers nor the parties named are liable for any opinion expressed by a Email: info@reedexpoafrica.co.za third party in the editorial copy of this publication. Please be aware that by attending Africa Travel Week, you consent to your voice www.reedexpoafrica.co.za and likeness being used without compensation in programmes, films, tapes and print for exploitation in any and all media, whether now known or hereafter devised, and you release Reed Exhibitions, its successors, assigns and licensees from any liability, on account of such usage. AFRICA TRAVEL WEEK // WTM AFRICA // ILTM AFRICA | 03
AFRICA TRAVEL WEEK WELCOME TO ATW: VIRTUAL W e would have loved to have by 82% in 2021. The economic impact of present at the live 2019 event: Bangladesh, met in person in the Host COVID-19 on Africa’s tourism sector has Cameroon, Finland, Hong Kong, Lebanon, City of Cape Town, but we been devastating. In 2020, some 12.4 million Lesotho, Philippians, Sweden, Romania and assessed the changing jobs were lost, and African economies lost Zambia. situation and the needs of delegates. With US$87bn, with international tourism down our attendees’ safety our top priority, and in 63% and domestic tourism down 33%. It’s BEYOND VIRTUAL adhering to COVID-19 protocols, a decision time to reignite travel to Africa and this is the was taken to transcend the normal week- core focus of Africa Travel Week. With the world hungry for face-to-face long event to multiple digital opportunities connections and the value they hold, Africa followed by a series of intimate experiences Working together with the industry, Africa Travel Week will kick off South Africa’s live in the City in the latter part of the year. Travel Week strives to do this by We can Tourism Month with a series of intimate in- do this by providing business meeting person experiences from 1 – 3 September According to the latest statistics from World opportunities and valuable content. During 2021 in the Host City of Cape Town. Travel & Tourism Council, world inbound our virtual event, there are over 40 content tourism spending collapsed by 57% in 2020, sessions with 170 speakers from around the Looking ahead to 2022, we are looking with Euromonitor forecasting it to rebound globe will take place and will cover an array forward to hosting a live event, but there’s of pertinent topics from COVID recovery, value in bringing in virtual opportunities leisure, luxury, LGBTQ+ travel to diversity – the sum of both being greater than the and inclusion and investment in travel and whole as a rich experience for delegates. tourism. I would like to thank all our attendees for Looking at key stats for our virtual show, the their role in #MakingTravelHappenAgain industry is ready to reignite travel and tourism and wish you a phenomenal three days of in Africa. At the time of publishing, we have meetings and content sessions! 59 countries represented, more than 230 exhibitors and over 250 VIP Buyers. Our new virtual event also welcomes Buyers CAROL WEAVING from the following countries that were not MD: Reed Exhibitions Africa A frica Travel Week (ATW) events throughout the year, which include: • Speed networking sessions comprising of World Travel • E ducational content webinars from May to • The African Travel & Tourism Awards. Market Africa (WTM Africa) and International Luxury Market August. Attendees and industry professionals will Africa (ILTMA) has always strived to offer • Africa Travel Week: Connect in the City remain connected and informed throughout value beyond the show floor. Now more 2021 via atwconnect.com, ATW’s dedicated than ever, we recognise the need for a 365 Live from 1-3 September, including on-site resource hub jam-packed with free digital approach and have adapted our offering experiences in the official Host City of tools, industry news and updates. even further to offer a significant ROI. Cape Town. • A series of virtual masterclasses from Our industry is inspired to make travel happen In addition to our virtual show in April, September to November. again and we want to be a part of that journey ATW has lined up a collection of additional by being active with initiatives that help our Africa Travel Week 2021 has adopted a industry connect throughout the year. blended approach where travel trade professionals benefit from connecting with We need to keep the momentum up to their industry peers face-to-face later on ensure travel to Africa remains top of in the year. Safety and wellbeing remain mind, which is one of the reasons why I’m our number one priority and as such, this delighted that we’re able to create a element of our offering will be adapted 365-day initiative. accordingly. MEGAN OBERHOLZER The three-day Africa Travel Week: Connect Portfolio Director: Travel, Tourism and in the City Live which coincides with Tourism Creative Industries at Reed Exhibitions Africa. Month, will comprise: • Familiarisation tours • Travel and tourism conference • Destination and product training sessions 04 | www.atwconnect.com
Connecting business, deal makers and Enjoy the welcome, the African continent, Africa Travel Week the care, the hospitality. (ATW) comprising of WTM Africa and ILTM Africa, brings together leading inbound and outbound travel and tourism market professionals, delivering a proven mix of high-quality content and networking opportunities connecting hosted buyers, media, industry experts and operators to meet, engage and do business. AFRICA TRAVEL WEEK // WTM AFRICA // ILTM AFRICA | 05
Highlights 4 THINGS TO LOOKOUT FOR AT ATW: VIRTUAL 1-ON-1 A SUITE OF BUMPER MAKING CONTACT VIRTUAL CONTENT TRAVEL WITH SHOWS PROGRAMME HAPPEN EXHIBITORS AGAIN Headlining Africa Travel Week Some of the many highlights Connect with exhibitors – Virtual are World Travel Market of the 2021 ATW Speaker Beyond the virtual show, lodges, hotels, tour operators, Africa and International Luxury Programme include a series of Africa Travel Week provides experiences, etc – from Travel Market Africa, however Responsible Tourism panels, a platform for tourism across the continent on the visitors will also enjoy insights a panel discussing trends in stakeholders in Africa to virtual event platform called from ATW’s full suite of virtual destination marketing and connect, engage and learn ConnectMe. This is a powerful shows, including International influencer roles in shaping from each other throughout portal with robust search Business Tourism Market the tourism landscape led the year with the spirit of capabilities so that buyers, Africa (IBTMA), The Sports by iambassador CEO Keith #MakingTravelHappenAgain. exhibitors, trade partners and & Tourism Exchange (SETE), Jenkins, and a ministerial In addition to the virtual media can find and connect Africa Tourism Investment roundtable and full content show in April, ATW has lined with peers to schedule one- Summit (ATIS), Travel Forward programme hosted by the up a collection of events on-one meetings from 06h00 and EQUAL Africa. That African Tourism Investment throughout the year, to 19h00 CAT across the three means insights about trends Summit in partnership with which include Educational days to accommodate different in business travel, responsible the International Tourism and content webinars from time zones. You can even tourism, travel technology and Invesment Conference. View May to August; Connect search for contacts by time LGBTQ+ travel. the full programme here. in the City Live from 1-3 zone, among other criteria. September; and a series of virtual masterclasses from September to November. Attendees and industry professionals can remain connected and informed throughout 2021 via atwconnect.com, ATW’s dedicated resource hub jam- packed with free digital tools, industry news and updates. AFRICA TRAVEL WEEK // WTM AFRICA // ILTM AFRICA | 07
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New kinds of travellers willing to explore and discover the world emerge in a reshaped travel sector that keeps reinventing itself on its way to recovery. LEARN ADAPT E V O LV E ReAdifsrcicovaer AFRICA TRAVEL WEEK // WTM AFRICA // ILTM AFRICA | 11
TRAVEL TRENDS 7 TYPES OF TRAVELLERS IN 2021 Although we cannot travel as much as we used to do, travelling has not stopped. David Falcon unpacks the the most popular types of travellers that we will see throughout 2021. SOLO TRAVELLERS EARLY TRAVELLERS Solitude is the new trend. In the current Overall, people are willing to travel again. TRAVELLERS IN world where social distancing and other The combination of a raging wanderlust and BUBBLES restrictions keep affecting the way in which other factors, like the need to redeem travel different individuals and groups mix, going vouchers of cancelled trips from 2020, is Some surveys show that up to 60% of solo emerges as a suitable alternative for speeding bookings’ rates for the first half travellers think of traveling as the best way travelling. of 2021. Besides, the fear of missing out to reconnect with family and friends. To do more time and opportunities for travelling is so, traveling in pods or bubbles seems to These travellers have more freedom to driving demand for particular segments like be the best alternative as it combines the plan itineraries based on their own interests the cruise sector. Also, measures like the opportunity to spend time with your loved and passions. On top of that, they tend introduction of IATA’s travel pass, which will ones in a protected environment while to seek off-trail experiences for which be implemented on airlines like Etihad and enjoying a different vacation. For these they are willing to pay more due to the Emirates from March onwards, speed the pods or bubbles to work, safety must be a distinctiveness and personal meaning that sector’s recovery and give ‘early travellers’ priority for all the members taking part. these travels bring them. From the travel the chance to keep discovering the world companies’ perspective, these travellers offer a golden opportunity to collect and analyse data from their digital customer journey to design ultra-customised experiences. Protocols like wearing face masks, disinfecting common areas, or limiting contact with people who are not from these bubbles need to be followed during the whole experience. This type of travel is suitable for everyone, from couples to families with kids, to groups of friends. Besides, small bubbles can be combined to make bigger ones, yet this increases the risks of catching and spreading COVID-19 as more people is involved in the health and safety protocols. AFRICA TRAVEL WEEK // WTM AFRICA // ILTM AFRICA | 13
© Michel Denousse
TRAVEL TRENDS DIGITAL NOMADS The growth experienced LOCAL by remote work during EXPLORERS the pandemic is providing an opportunity for many The pandemic has made us professionals to find a new switch most of our travels ‘office’. Besides, many from global to local. Due to destinations are offering both the travel restrictions incentives that target remote worldwide and the levels of workers such as extended stress generated by COVID-19, visas, special travel discounts, travellers are aiming for more or tax exemptions. For example, relaxed vacations. By going Las Palmas de Gran Canaria on ‘staycations’, people can is catering for these travellers avoid crowded places and through a strategy based on the attractions while they enjoy city’s quality of life combined outdoor activities, stay in with beach activities and a private accommodations, well-established community and rediscover local heritage of remote workers who offer and culture. This poses an guidance to these travellers. It opportunity for destinations as seems that remote work has many of their citizens will decide come to stay, even after the to explore their own cities and COVID-19 era, so more and regions. Some of the strategies more people are expected to that DMOs can follow range join the trend of working far from promoting sustainable from home and having different practices for exploring to putting and even exotic workspaces in value ‘instagrammable’ across the planet. experiences and services. ‘RELAXURY’ PURPOSEFUL ABOUT DAVID FALCON TRAVELLERS TRAVELLERS David is a freelance Never before relaxation has These type of traveller travel writer and been so important. Travelling consciously make a positive consultant. For offers many benefits to contribution to local him, the best way individuals and communities, communities, as well as to their to tell stories is by one of which is providing natural environments immersing himself in the chance to give some and cultural heritage, while new cultures and adventures. Born rest to both our bodies and enriching themselves. in Gran Canaria, David’s journey minds from the daily bustle. Regardless of the destination, continues taking him to places he In the current context, a new there are many ways of used to read about in books as well travellers’ segment seeks practicing purposeful travel. as granting him experiences he could relaxation without neglecting From volunteering, to learning a have never imagined. As his list of some level of luxury. Businesses new language abroad, to taking destinations keeps growing, so does are starting to offer luxury to a a gap year. his passion to keep communicating wider spectrum of travellers, the perks of travelling. from daycations to by-the-hour On top of that, purposeful experiences at 5-star hotels. travel helps to fight beliefs Also, emerging destinations such as racism, homophobia, present isolated and hidden and sexism by experiencing spots where travellers can and understanding diverse find peace of mind, far away cultures and environments. So, from the crowds, and bask in purposeful travellers experience the extravagance provided by an accessible way of giving the brightest experiences and back to others while being the services. best version of yourself. AFRICA TRAVEL WEEK // WTM AFRICA // ILTM AFRICA | 15
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LUXURY TRAVEL 5 LUXURY TRENDS IN 2021 There is a light at the end of the tunnel for the travel and getaways for travellers. From deluxe tourism industry – the industry that has arguably endured the glamping cabins to fancy treehouses hardest knock as a result of the COVID-19 pandemic. with all of the bells and whistles, this is a COVID-friendly luxury trend that is here According to current surveys and travel trends that everyone can look to stay. studies, including one conducted forward to, in particular? Here are 5 to by IHG Hotels & Resorts, over watch out for. Exclusive-use property rental half of people claim to have Having a small, intimate, boutique property re-booked or are planning to re-book GLAMPING all to yourself can provide maximum peace trips that they were forced to cancel last of mind when travelling during the times year. Furthermore, countless hopeful Travellers are set to steer clear of close of COVID. This is because exclusive- jetsetters are keen to take advantage of quarters in an effort to reduce their risk of use property rental eliminates concerns the unmissable savings on offer by various coming into contact with the virus. Social surrounding mixing with other guests travel suppliers around the globe. distancing and plenty of fresh air are both outside of your travel party. Numerous guaranteed when spending a luxurious guesthouses and safari retreats are aware So, with leisure travel slowly on the road holiday in the great outdoors. As such, of these concerns and offering excellent to recovery, what are some of the luxury glamping is high up on the list of potential deals on exclusive-use rental should visitors feel more comfortable with this specific arrangement. AFRICA TRAVEL WEEK // WTM AFRICA // ILTM AFRICA | 19
LUXURY TRAVEL WORKCATIONS Since lockdown was first implemented a year ago, work life and home life have become exceedingly blurred, and Since lockdown was first implemented 2021 will see workcations skyrocketing in popularity. a year ago, work life and home life have become exceedingly blurred, and 2021 will sightseeing tours are on the backburner around classic spa treatments but are see workcations skyrocketing in popularity. for now, with prospective travellers scoping also complemented with science-backed They involve booking a getaway at a out secluded escapes instead. therapies. For example, holidaymakers luxurious destination and firing up your might enjoy a soothing facial in the laptop in a much more relaxed setting Travellers have their eye on exploring morning, followed by a visit to the – possibly with a cocktail in hand – and hidden gems and venturing off of the onsite physiotherapist, dermatologist, or enjoying deep tissue massages in between beaten path – fantastic news for smaller psychologist in the afternoon. Zoom meetings. It is quickly becoming travel suppliers that could really do with the a solution for professionals to cope with additional support right now. In short, ultra-luxe holidays that prioritise mental health concerns and stress brought safety, social distancing, and optimal about as a result of the pandemic and its MEDICAL SPA mental and physical health are getting the various restrictions, without necessarily RETREATS attention of prospective travellers from far having to take extra time off work. and wide. It is no secret that the pandemic has taken SECLUDED ESCAPES its toll on people’s health, both from a While the pandemic is still very much physical and an emotional perspective, upon us, it is reassuring to know that safe, Tourist hotspots are no longer as popular which is why medical spa retreats are now COVID-friendly travel is indeed achievable. as they used to be, primarily due to the fact taking centre stage. These retreats revolve After all, for many, never has a holiday that they are often bustling with tourists, been more needed. thus making social distancing practically impossible. Because of this, classic 20 | www.atwconnect.com
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EMBRACING LGBTQ+ TRAVEL Jean Carmela Lim explores ways how travel and luxury brands can embrace the rise of LGBTQ+ travel. One of the fastest growing In addition, LGBTQ+ travellers in general tourism sectors is LGBTQ+ have a relatively high spending power. travel. According to American LGBTQ+ couples often have a dual and market researcher Forrester, above average income with no children. the LGBTQ+ market is worth £6 billion in Because school holidays (or holidays the United Kingdom, and USD 85 billion in general) does not affect their travel in the United States. The rapid increase of decision, LGBTQ+ couples are able to travel LGBTQ+ travel will only benefit travel and more often, spend more on travel, and still luxury brands, so it is essential to take care travel on off-season. (The LGBT market and get buy-in from this clientele. travels an average of 4-6 times annually). Here are five ways travel brands can better Having said the above, do keep in mind help as these countries will unsurprisingly cater to this growing market that spends 33 that LGBTQ+ family travel is also on the see an increase in LGBTQ+ tourism. percent more on travel than non- LGBTQ+ rise. The growth of equal rights for LGBTQ+ For example, with same-sex marriage travellers. also means that the options for LGBTQ+ being legal in countries such as Mexico, to either become parents, or to expand Portugal, Brazil and Spain, it is little surprise LUXURY TRAVEL FOR their families is increasing. Therefore, both that LGBTQ+ couples are gravitating THE LGBTQ+ MARKET family-friendliness and LGBT-friendliness are towards Spanish and Portuguese speaking a requirement for this growing sector. destinations. Research from the UNWTO (United Nations World Travel Organisation) has shown that KEEP UP WITH PAY ATTENTION the LGBTQ+ market is growing rapidly THE TIMES TO DETAILS and that by 2030, there will be 180 million LGBTQ+ travellers worldwide. Also, a Travel advisors and agents are advised to When it comes to luxury and family travel, staggering 31 percent of Centennials (those keep abreast of the latest news that affect travellers may have similar needs and born after 1995), identify as LGBTQ+. LGBTQ+ travel. For instance, Bermuda, a wants, be it LGBTQ+ or non- LGBTQ+ popular honeymoon destination (a quick travellers. From generational to experiential Luxury travel brands should welcome and 90-minute non-stop flight from New York, travel, these trends tend to have a pretty embrace this growth because 43 percent of and seven hours from London, Gatwick), universal appeal that transcends across over-40 gay and lesbian travellers, and 63 has overturned a gay marriage ban that was percent of their younger counterparts tend signed into law in 2018. to prefer custom-made holidays booked through a travel agency. This is good news for British-American cruise operator Carnival Corp., which is registered There is no need to put in Bermuda. For the period that Bermuda’s too much emphasis on the government reversed the legalisation of rainbow. For instance, simply same-sex marriage, it created a significant stating on your company issue for Carnival Corp. The ban meant website that you specialise that Carnival’s subsidiaries, Cunard and in LGBTQ+ travel, or that you P&O Cruises couldn’t conduct same-sex are a member of IGLTA is marriages regardless of where the ships are helpful enough. in the world. Being aware of governments that make history and legalise same-sex marriage will 22 | www.atwconnect.com
LGBTQ+ TRAVEL An article by The Guardian lists seven countries where LGBTQ+ rights are most under threat. Honduras, Egypt, and Russia are on this list, countries that are relatively popular tourism destinations. Travel agents and operators with existing partnerships and alliances with hotels and other travel brands are advised to check what these brands’ stances are on LGBTQ+ travel. For instance, should you inadvertently book them in a hotel that discriminates or is unwelcoming to LGBTQ+ travellers, this will reflect on your brand, even if you yourself or your brand is gay friendly. This is when agent family trips are helpful, as it is essential to feel and see for yourself how a hotel welcomes their guests. This way you can relay customer service experiences to clients and effectively recommend. It pays to know that for most LGBTQ+ travellers, comfort is the main priority, and not necessarily price. Comfort includes making one feel accepted and LGBTQ+ travellers are happy to spend more for products, experiences, and brands that make them feel welcome. all travel niches. However, travel brands relay this to suppliers in their trip, such as ALWAYS KEEP and agents who are catering to LGBTQ+ the hotel or tour operator. Nothing is more IT SIMPLE travellers are advised to think about details frustrating to a traveller (any type of traveller that matter (but sometimes may not be at that) than to have key information missed LGBTQ+ travellers should be treated just too obvious). Small things like bedding or not relayed to the concerned suppliers like every other luxury travel client. When it configuration, and how to address a couple and finding this out during the time of travel. comes to tapping into the LGBTQ+ market, may not be given a second thought when a marketing agency needs to keep it simple dealing with non- LGBTQ+ clients, but it and straightforward. There is no need to pays to be sensitive and conscious about put too much emphasis on the rainbow. For these small details. instance, simply stating on your company website that you specialise in LGBTQ+ When it comes to this, communication is travel, or that you are a member of IGLTA key. It will never hurt to politely ask your (International Gay and Lesbian Travel clients for details that you think may be Association) is helpful enough. essential in making their trip as seamless and as comfortable for them as possible. GAY FRIENDLY ABOUT JEAN CARMELA LIM BRANDS A tip for travel agents: Once you have your Jean Carmela Lim is the voice client’s pertinent information, remember to There are still more than 70 countries (34 are behind luxury and adventure in Africa) where homosexuality is criminalised, travel blog, Holy Smithereens. and in some instances punishable by death. Since a childhood trip to Hong Popular honeymoon destinations such as Kong and her first typewriter, the Maldives and Bali, for instance, practice Jean has spent a lifetime Islamic and Balinese faith respectively. It pays pursuing her passion of travel to know what these destinations’ stances are writing. With a background on gay relationships. in the airline industry and government travel, Jean now creates travel content full-time on blogs and social media, exploring life’s unforgettable moments through luxurious travels both near and far. AFRICA TRAVEL WEEK // WTM AFRICA // ILTM AFRICA | 23
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LEISURE TRAVEL THE COMEBACK OF LEISURE TRAVEL Although travelling remains constricted in most of the global regions, there are ways to get travels going and new leisure experiences that destinations can offer, writes David Falcon. We need to bring travel back way we approach travelling. Now, due to remain as a suitable alternative for those again. Not just for the survival both the safety protocols and the levels of travellers who want to get away and explore of the sector but for the stress generated by COVID-19, travellers are the routes which they like the most. And wellbeing of the people aiming for more relaxed vacations where is there really a better way to do so than behind it. The pandemic keeps taking a leisure is the ultimate goal. travelling in a van? The pandemic boosted toll on global society, including travellers. the demand for this type of vehicle which Closed borders, prohibiting prices for PCR NEW EXPERIENCES: offers not just the chance to ‘create’ your tests, spread uncertainty regarding what FROM TRAIN TRAVEL own travel space but to be your own travel restrictions are in place at international TO CAMPER VANS guide. This particular way of discovering destinations… the list of factors that restrict new places is especially suitable for global travel seems endless. Leisure travel, With flights threatened by the reduction younger travellers. Digital nomads find the most embraced kind of travel before of both frequencies and routes due to themselves working from ‘offices’ with sea COVID-19 and the most impacted by this the impact of COVID-19, and additional views or spending their holidays travelling disease, is set for its restart. factors like the ‘Flight Shame’ movement, from one state to another. several alternatives are emerging not just LIFTING RESTRICTIONS for transport but as travel products and WHAT’S NEXT? experiences themselves. Luxury travel Leisure travel’s comeback will not train experiences seem to be gaining We need to get people rediscovering their happen overnight. Restrictions need to popularity at a fast pace. These kind of cities, villages, and countries first so in the be lifted progressively while stressing the travels combine the trend of seeking nearest future they can go back to enjoying importance of keeping in place key health relaxation without neglecting some level of new cultures and places. In the same way, and safety measures such as wearing luxury with the chance of visiting numerous DMOs need to cater for the emerging face coverings and using hand soap. By destinations in the same itinerary. types of travellers and therefore the doing so, crucial players like hospitality, new ways of travelling. Together we can events, and attractions’ venues will be But it is not all about trains. Road trips, the continue the sector’s recovery and fulfil our able to reopen and expand the range of most popular type of travel in 2020, will mission of helping people to create good experiences available for both locals and memories and find peace when discovering travellers. Parallel to this, there will be socio- the world. economic benefits for communities and, particularly, for small businesses. For millions of people travelling is both a lifestyle and a necessity. This factor, combined with the choice reduction for international destinations, make staycations the most valid way to keep exploring within the new normal context. The rise of this kind of holiday means a transformation in the AFRICA TRAVEL WEEK // WTM AFRICA // ILTM AFRICA | 25
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DIVERSITY & INCLUSION COVID-19 AND THE AFRICAN DIASPORA TRAVELLERS African American travel represents a $63 billion opportunity for destinations, according to the 2018 Mandala Research. Emily Djock explores ways to tap into this diverse market. However, for far too long this Naledi K. Khabo, CEO of Africa Tourism REPRESENTATIVE conversation has been about Association and moderator of this VOICES AND VISUALS opportunity and potential— masterclass session, says of the African without action, and often Diaspora, “We are all things. We enjoy It is absolutely essential to review the singularly focussed on the US market cultural activities; we are luxury travellers; visuals and content used reach the African which, large as it may be, is not wholly we are adventure travellers; we have Diaspora traveller—and then ask the tough representative of the geographically- accessibility needs; we are members of the questions as to why current marketing may distributed Diaspora. LGBTQ+ community; we are baby boomers; not be resonating. we are millennials; and the list goes on And herein lies one of the central messages and on.” Mainstream media and traditional travel highlighted in Africa Travel Week’s virtual marketing on television and in magazines masterclass, Better understand and reach This emphasis on diversity amongst the have historically underrepresented black the African Diaspora traveller. The African African Diaspora was both echoed, as well voices and interests. Consider also that only Diaspora is not a monolith. It encompasses as represented by the panel of five leading 6% of the over 66 000 travel advisors in the people from all over the world, with diverse experts who joined Khabo to discuss US are Black, according to DataUSA. backgrounds, and a vast spectrum of practical ways to make travel experiences preferences and interests. more inclusive for the African Diaspora. Travel marketing originating from Black AFRICA TRAVEL WEEK // WTM AFRICA // ILTM AFRICA | 29
TRAVEL KNOWLEDGE voices, writers, and advisors is so [image].” She acknowledges that while this e.g. church congregations, university important because the travel experience may be the reality in some places, tourism alumni associations. Word-of-mouth travel is inextricably linked to the identity and needs to allow different perspectives to recommendations found in these groups perspective of the traveller. Whether they’re tell the story of a destination. And visuals are often deemed reliable and pre-vetted male or female, able-bodied or differently- are key. “Throw some colour into your by travellers who share not only interests abled, extrovert or introvert, and indeed, marketing material. Advertise in a few Black- but also perspectives and importantly, Black or any other race—you are going to owned media companies. Pay a few Black concerns around how they’ll be welcomed experience a destination differently. influencers.” She says that it doesn’t actually when visiting a new destination. need to take a lot of effort, just a more Paula Franklin, Co-founder of Franklin considered approach. But having a presence on social media Bailey, says that more travel writing needs doesn’t absolve traditional media of its to address the fact that not everyone shares CONNECT THROUGH responsibility to be more inclusive of people the same travel experience. She gives one THE RIGHT CHANNELS of colour and other marginalised voices, such example from travel writer Sebastian including LGBTQ+ and differently abled. Modak, who is Indian and Colombian. “He Marketers must also look at the channels writes a lot about how his perspective is just through which they intend to reach the White is also the producer and host of different. For instance, when you read about African Diaspora traveller. Again, it comes the show Fly Brother with Ernest White II, Morocco, the market is hectic and you’re down to a lack of Black voices in traditional a travel docu-series about friendship and going to get badgered by the shop owners. travel marketing and media—meaning connection around the world. What makes But if you look like us, it’s not the same Black travellers have turned their attention it special, besides White’s charismatic style experience,” she says of Modak’s insights. elsewhere. And it has largely been of storytelling and 100-watt smile, is that this captivated by the world of social media. is a show hosted by a Black, gay man, aired In another example, Franklin points to on public television (Public Broadcasting marketing materials which can often be Here, on platforms like Instagram, Facebook Station in the US). visually alienating towards the African and even Twitter, it’s easier to find images Diaspora. “Especially in the African and content that reflect what Black “Engaging with visual storytellers who are safari space, if we could just move away travellers want to see. But, of course, there working with public television or mainstream from Black waiter, older white couple is differentiation across these platforms as television—that’s another way to really blast well. Instagram and its cohort of influencers the message out there to a market who may Again, it comes down trend younger, while Facebook and its not necessarily be on social media,” says to a lack of Black voices group magnetism attract an older crowd. White. And for a prospective traveller to in traditional travel see a personality with whom they identify marketing and media— Ernest White II, an influencer and content on television, sharing travel experiences, meaning Black travellers producer, points out that Baby Boomers is powerful. have turned their in particular use Facebook to amplify their attention elsewhere. engagement with groups they’ve already Crucially, 2020 has been a year of formed deep connections to in ‘real life’, reckoning for much of the African Diaspora—in the US especially but also 30 | www.atwconnect.com
DIVERSITY & INCLUSION stretching far beyond the states with help manage expectations prior to travel sadly sometimes overlooked. growing global awareness of the Black is crucial. This also serves to expand “The only commonality is that we don’t want Lives Matter movement. And Franklin expectations and break down stereotypes to feel uncomfortable when we travel—as believes that media and travel will likewise about African destinations. long as there is a reassurance that when need to come to grips with this long-time- you go to that property, you’re not going to coming shift. David Elikwu, Founder of Democratic feel strange. Apart from that, the interests Republic of Coffee and Baba’s Flight Club, are just as vast as any other traveller group.” “I find it just fascinating how this ripple says that travellers are often set in their effect is hitting every industry. I think a lot of views of what travel in Africa means. So, how do you design a travel experience the mainstream media has been forced to “If you only internalise what you’ve been that not only makes Black travellers feel realise that they’re not being inclusive in their told about a particular African country, comfortable, but truly welcomed? You do so coverage and who’s writing it. So, you’re you can miss out on a lot,” says Elikwu. with intention. seeing a lot more stories by Black writers He believes there is important work to in travel magazines,” says Franklin, whose do in showing the immense diversity When planning tours to Africa for US company specialises in brand development that the continent has to offer in terms of travellers, Lorna K. Johnson, Principal at and communications in travel, conservation experiences, and it begins with building Global Linkages, Inc., weaves this thread and culture in sub-Saharan Africa. a local network on the ground in these of intention through the entire itinerary, destinations. seeking out Black-owned and operated EXPANDING businesses. She admits it’s not always easy— EXPECTATIONS Likewise, Franklin, who is a mother of two, as a tour broker or DMC, you have to ask emphasises that especially for families the right questions and do more research Resonating with the African Diaspora travelling, it is important to explain to in some countries. But this, again, can help traveller with visual representation and children beforehand what to expect. She to challenge travellers’ expectations in a storytelling is about more than just prepares her own daughters with context positive way, like when they bring tours to marketing though. This is because the first around the history, culture and people in South Africa’s few black-owned wineries, of images or accounts of a destination to a destination before they travel. But she which many people are unaware. which a prospective traveller is introduced, also has to be prepared for the inevitable already begin to shape their expectations questions as her daughters get older Mimi Mmabatho Selemela, Curator and about the place, its culture, people, and how around why they’re the only Black family at Director at MM CONNECT and designer of they will be welcomed there. a hotel or on a tour. the Johannesburg Experience for Travel Noire, affirms that working with Black-owned Here is where the travel experience actually TRAVEL WITH businesses throughout the value chain does begins, and the problem lies in the fact INTENTIONALITY matter to some clients and being intentional that these first introductions may not be with travel spend can make a big difference representative of how a Black traveller While it’s impossible to generalise the in the long run. would experience the destination. African Diaspora traveller, Franklin calls out Having the right resources and outlets to one shared desire, that is both obvious and While supporting Black-owned businesses is one way that the African Diaspora can travel with intentionality, it really comes down to delivering on that fundamental aspect of travel—connection. This will mean different things for different people, but the travel industry can take steps towards making the African Diaspora traveller feel more connected to Africa, its destinations, people and experiences. ABOUT EMILY DJOCK Emily is an Account Manager for Big Ambitions. Her background in scientific publishing has stoked her passion for distilling complex information into compelling stories. She loves to deep dive into research and write about emerging trends, technologies and innovations. You’ll find her at her happiest when she’s got her analytical cap on or when she’s promoting (and engaging in) sustainable travel. AFRICA TRAVEL WEEK | 31
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RESPONSIBLE TOURISM DESTINATIONS AND RESPONSIBLE TOURISM For David Falcon, in the new normal, destinations should place responses to climate change. Sustainability sustainability at the core of their strategies as it is the main also tackles other issues such as over- element that underpins their resilience and tackles impacts. tourism while aligning with the Triple Bottom Line and making a positive contribution to COVID-19 has shaken the • Contribution to improve the wellbeing of communities worldwide. foundations of the global local communities travel and tourism sector, from Tourist destinations have the opportunity an economic to a social one. • Positive impacts on local economies to extract precious information from the However, there are always opportunities • Conservation of natural and cultural current halt within international travels amid among crises. The pandemic has shed light the pandemic. Now is time to revise aspects on the negative impacts our sector has, heritage such as the desired markets to cater such as over-tourism or wildlife exploitation. • Meaningful connections between to, the relationships between industry’s Now it is time to transit to a truly sustainable businesses, or the hidden resources that way of travelling that fits the conditions of travellers and local communities can lead destinations to a sustainable the ‘new normal’. recovery. When planning these strategies, SUSTAINABILITY the destination criterion A1 from the Global From DMOs to travellers, we all need AT THE CORE OF Sustainable Tourism Council should be to embrace a new role which does not STRATEGIES followed while considering the local jeopardize the industry nor the natural communities point of view. and cultural resources that nurture it. This Tourist destinations should place transition brings changes with it, especially sustainability at the core of their strategies. SUSTAINABLE in the way we travel and our concept of It is the main element that underpins the TOURISM it. To support this, the World Travel and resilience of destinations through recovery DEVELOPMENT Tourism Council has highlighted the benefits plans and the drive to achieve objectives of travelling responsibly: such as the Sustainable Development Sustainable travel has gained importance Goals. By investing in sustainable travel, the over the years to the point of becoming a • M inimisation of negative economic, global industry assures a better efficiency must. Emerging destinations have the best environmental, and social impacts within natural resources’ use, waste positions to take advantage of the current management, protection of biodiversity, and AFRICA TRAVEL WEEK // WTM AFRICA // ILTM AFRICA | 33
RESPONSIBLE TOURISM halt in the global travel industry by planning environments in England, resort islands offsets, increasing the prices of business a sustainable tourism development aligned managed by local families in the Caribbean, class tickets, and developing sustainability with proper marketing campaigns and and ranches in California are just a few plans. engaging all the stakeholders involved. examples of the increasingly growing trend of developing sustainable accommodation Recently, I had the opportunity to travel to Some destinations are examples of effective sites for travellers. Tenerife while researching this article. In the policies and responses to gain resilience. In destination, I visited different places in the African destinations such as the Democratic During lockdown periods, many of these south of the island where the main tourist Republic of Congo and Rwanda, national businesses turned a blow to the travel centres are located. There, the balance parks like Virunga (Congo) or Gishwati- industry into an opportunity to gain a between different stakeholders to boost Mukura (Rwanda) banned access to tourists competitive advantage in the market before sustainable travel was outstanding. to protect endangered species, such as the resumption of travels while making a gorillas and chimpanzees, from potentials positive contribution, particularly to local Whale and dolphin watching is a popular effects of COVID-19 caused by interactions communities. Investing in companies activity among both travellers and locals. with humans. Fiji, the country located in the aligned with responsible practices then is I had the chance to go on a boat trip Pacific, started to target small groups of an effective step to promote sustainable organised by a local company in which wealthy travellers who can restart the travel destinations. I appreciated the efforts made to preserve industry, the main sector within its economy, the abundant marine fauna that inhabits the as well as supporting the struggling local CHANGING TRAVEL coasts of the Canary Islands. From community. HABITS research centres to the island tourism board to local fishermen and biologists, Fiji tourism board aims to manage a balance DMOs should also appeal to travellers all were aware of the importance of the between health risk and travelling along to modify their travel habits in the ‘new conservation of marine species. Particularly with negotiating to establish travel bubbles normal’. From taking less but longer trips to now in the post-COVID era when the which allow tourist flows from and to New reduce their carbon footprint to choosing number of travellers to the island has Zealand and Australia in an attempt to save sustainable activities to travel locally. The plummeted. the country’s battered industry. list of measures is endless, especially in the transport sector. While airlines keep This is just one of the many examples of On a small scale, businesses are embracing developing alternative biofuels, they destinations that invest in ways of travelling innovative eco-friendly approaches. Organic should keep implementing actions such that are sustainable and that aim to coffee farms in Tanzania, ecological cabins as promoting customers to acquire carbon transform a sector that benefits both those in Alaska, farmhouses located in non-city who travel and those who welcome them. 34 | www.atwconnect.com
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HOW TO USE SOCIAL MEDIA TO REBUILD TRUST Now, more than ever, trust When it comes to make far more of an impression on your is key for travel brands communicating hygiene audience, and will allow you to showcase protocols and safety more stringent health and safety measures. and destinations. Whether measures, it’s important to Travellers may me more likely to watch a it’s booking a hotel room talk directly to your target audience. Social video than read an article, so a great video or finding budget-friendly media gives you that opportunity, if you get is the best way to ensure they are fully it right you’ll quickly rebuild trust with future educated on the changes you have made. flights, consumers want to travellers. know that their health and If you have the resources available, an safety is the most important USE VIDEO immersive video could be the best way to showcase health and safety measures. This thing to you, writes When done right, video can be the most could take the form of a virtual walk through Albertine Brandon. effective way to communicate with your of your hotel rooms, or airplane cabin. A audience via social. An engaging video will virtual tour, with information on hygiene 36 | www.atwconnect.com
SOCIAL MEDIA protocols, will allow travellers to fully will help to rebuild trust in your brand or After all, people are more understand what their experience with you destination as more people begin to book likely to trust an individual will be like. It will also build their confidence holidays. than a faceless company. in the safety measures you are taking. GO LIVE TO SHARE regular Live sessions, will build your brand’s These videos can be shared on platforms UNIQUE CONTENT online presence. This means that when like YouTube, Instagram, Facebook people are ready to travel, your company and Twitter (make sure you resize them Live streams have become increasingly will be at the top of their mind and they’ll for each platform). If you do share to popular during lockdown. Many travel and be more likely to book with you than your YouTube, make sure you apply SEO to wellness brands have taken to Instagram competition. your title and description to make it easier Live to share yoga, fitness, cooking and for people to find. You could also embed meditation sessions hosted by their If you are going to make Lives a regular part the video on your website, enhancing any employees. These Live sessions can be a of your content strategy, make sure you health and safety information already on great way for travellers to ‘get to know’ the plan them out fully. Decide on 2-3 concepts the page. personalities behind your brand and build a and turn them into a series (Instagram relationship with them. actually allows you to save your Lives as If you share on Instagram, it may be worth IGTV videos that can be added to ‘series’ creating a ‘health and safety’ Story Highlight Building these relationships will in turn so your audience can watch them all in one where you save the videos so people can rebuild their trust in your brand. After all, place). Plan out the format and content for easily find them and refer back to them. people are more likely to trust an individual each Live in advance so you can prepare than a faceless company. Having a few for them and do them regularly. Making your videos engaging, educational familiar faces on social media, and hosting and easily accessible on social media AFRICA TRAVEL WEEK // WTM AFRICA // ILTM AFRICA | 37
SOCIAL MEDIA ASK YOUR AUDIENCE One of the great things about social media is how interactive it is. Each platform allows you to connect with your ideal audience and find out exactly what they want from your brand or destination. It also allows you to stay tuned into how travel trends are changing and what each demographic values. Platforms like Twitter and Instagram have tools, like polls, question stickers and quizzes. You can use these to find out what your audience thinks and learn more about what is important to them. Being more tuned in to how your audience’s preferences are changing, and then catering to them, is a great way to rebuild trust. Make sure you’re also regularly checking as the audience will know you have put with them so you can use their video in your your DMs for any comments and queries thought into how you communicate with marketing campaigns for a more relatable from your audience. Pay attention to them and what their wants and needs are. way communicate with consumers. constructive criticism and specific praise you get from your customers. This should WORK WITH If you are going to work with influencers, help you to adapt your business to the INFLUENCERS make sure they are a good fit for your needs of future travellers. brand or destination and that their audience As well as organic and paid social content, matches up with yours. It’s also worth looking MAKE THE MOST working with influencers can be a great way into how trustworthy the influencer you work OF PAID SOCIAL to quickly rebuild trust with your ideal traveller. with are. Take a look at the comments on Influencers have a direct relationship with their content to see how ‘real’ they look. It Paid social posts are arguably the best consumers, and engage in a more relatable may also be worth googling their name or way to reach your target audience and way with their followers. Working with them as social media handle to see what comes up. communicate with them in an effective way. a travel brand or destination can be a great Platforms like Facebook and Instagram way to showcase the traveller experience, The main thing to remember with social allow you to be really specific with who rather than just telling consumers why you media is that it is social. Instead of seeing at you want to reach, and you can tailor the want them to buy from you. as a way to promote your brand, view it as content in your paid social posts to the a place to connect with your customers and target audience. You can work with influencers on a gifting or build a genuine relationship with them. If paid basis. Gifting will mean you have little you are able to do this with a combination of Instagram and Facebook allow you to to no control over the content they produce. organic content, paid social and influencer target audiences based on their location, If you have specific messaging you want marketing then you will quickly rebuild trust age, gender and interests. Matching these them to include, then a paid campaign with travellers. demographics up with specific content would be best. can be a great way to appeal to potential customers, and ensure you’re getting a For example, if you were an African city ABOUT ALBERTINE BRANDON great ROI. who wants to encourage people to take weekend breaks with you, then inviting a Albertine Brandon is a style For example, if you were an airline that group of vloggers for a weekend trip could and beauty influencer with wanted to promote more stringent hygiene be a great way to advertise that you are expertise in social media, protocols on your London to Johannesburg open for business once again. They could influencer marketing and route, then targeting a millennial audience film their entire trip, sharing the health and content strategy. She has who are based in Londin with an interest safety measures in place and how much created content for her in South Africa would be the best thing to they enjoyed their time in your city. After own channels for close to a do. If you also make sure your content uses the trip you could negotiate usage rights decade and has interviewed visuals and sound that resonates with this some of the UK’s top social media talent, including audience, then you’re on to a winner. Suzie Bonaldi (Hello October), Dodie, Stephanie Yeboah and Emma Blackery. Ensuring that the content and targeting are right will help you to quickly rebuild trust 38 | www.atwconnect.com
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TRAVEL TECHNOLOGY VIRTUAL REALITY AND HOTELS When travel demand returns, the competition between hotel direct, OTAs and retail agents will be even more intense. VR and other rich content tools could be the means to turn lookers into bookers. Traveling became virtual for many people during lockdown and social isolation. Virtual tours of popular destinations, museums and galleries were viewed widely as people engaged with 360-degree videos and immersive content in great numbers. ARMCHAIR TRAVEL process to those who have the hardware prompting many leisure hotels to additional at home synchs with the experiential trend rich content, highlighting off-property For hotels and destinations, the consumer in travel. Many hotels no longer talk about options in the neighbourhood or further acceptance of digital armchair travel as “guest stays” preferring the on-trend “guest afield. a short-term stopgap has opened up experiences”. Offering guests a VR option some new and immediate promotional reinforces a hotel’s credentials as more than OTAs and retail agents are also aware that opportunities based around augmented and just a room. 360-degree video and VR can increase virtual reality-based campaigns. engagement and conversion. Brands Oracle Hospitality’s Hotel 2025 research owned by Booking Holdings and Expedia The Faroe Islands, again, won many plaudits shows that more than half the sample – 2 Inc have been adding rich content across for its innovative use of human tour guides 700 customers and 150 hoteliers – believe their points of sale for some time, but this is and G-PRO cameras to allow visitors to that VR will be used in the booking process one area where smaller and niche agents explore the islands remotely. by 2025 and nearly half the customers can catch up – the hardware needed to (45%) said they would visit hotels more produce VR content, better 360-degree Marketing departments still at work could often if they offered that service. tours and razor-sharp video is more think about raising awareness and brand affordable. positioning, rather than having to focus their In the corporate space, hotels have efforts on actual bookings. replaced the traditional site for planners Specialist tech providers in this sector visit with a virtual equivalent. 360-degree talk about a double-digit increase in web Hotels are facing an uncertain short- and tours of the rooms and amenities have engagement and conversion for hotels medium-term future. Demand for business been an option for a few years but are now offering these options. and leisure travellers will return but will be being updated with tours via virtual reality influenced by a constantly changing global headsets and 3D walkthroughs. The future for hotels is uncertain, and there set of travel advisories, over which hotels could be long-term changes to operations, have no say. 3D TOURS sales, marketing and distribution. Traveller trends will change too, in response to Despite the lack of future bookings, hotels Leisure-focused hotels can use this type changes in their own circumstances and in need to continue to engage with existing of technology to help increase direct the wider world. and potential guests, and VR is one way of sales by giving holidaymakers 3D tours or doing this. 360-degree views of the rooms and on- The competitive nature of the sector will property amenities. not change, and a well-executed VR/AR MORE THAN A ROOM component to the search and shopping The ‘live like a local’ trend has a strong phase could be the clincher that secures By offering VR options during the search cross-over with the experiential trend, the booking. AFRICA TRAVEL WEEK // WTM AFRICA // ILTM AFRICA | 41
HOW TECH CAN BOOST HOSPITALITY IN 2021 An area where hospitality businesses have already adjusted well is using technology to address changing environments to remain competitive, writes Niels Verspui. Suffering a loss of over R68bn, the positively responding to the crisis have THE TOURISM RESET hospitality industry was annihilated deployed more advanced technologies, by the inability to trade in the early digital products, and tech talent to speed up When the borders open, last-minute travel stages of the lockdown, and while innovation — and they expect most of these is going to be critical for hotels. That is the easing of restrictions has shown an changes to outlast the pandemic. when the right technology is going to be improvement of trade in the accommodation crucial for business. Most establishments sectors, those who have survived remain For the hospitality space, technology can be may still be using older legacy systems that cautious about the status quo. easily integrated to streamline the booking — because they are manual and work on process, eradicate paper trails and the static rates — aren’t as effective as real- An area where hospitality businesses have administration process, manage occupancy time, all-in-one solutions. It is for this reason already adjusted well is using technology to and revenue in real-time, and provide that tech-led, automated yield management address changing environments to remain instant access to customer data for future serves as an important, intelligent asset competitive. Hospitality brands that are sales and marketing. for accommodation property management 42 | www.atwconnect.com
TRAVEL TECHNOLOGY of varying sizes. The first step in adopting small and medium-sized accommodation recovery, we will most likely see an increase technology is to transform and simplify the establishments are finding ways for people in local competitive pricing. Establishments labour-intensive management function to to work in concert with new technologies. should consider solutions that will help with ensure business is ready and prepared for Tech functionality creates direct engagement on-the-go changes to create quicker, more the next normal. between properties and their guests, relevant pricing. allowing them to: As lockdown restrictions change, Tech can assist by flagging a last-minute establishments need to be as agile as • V iew real-time availability, pricing and cancellation in property management possible to manage and adjust availability generate special packages. systems and update and reflect across all and rates in real-time, even down to the hour. the accommodation platforms and OTAs. By implementing up-sell offers, effectively • Implement contactless online check-in increases the total revenue per available and key-card activation (effective for social What is important is to provide 360 degree room (TrevPAR). Technology that underpins distancing measures). functionality in the hands of property real-time, all-in-one solutions automatically managers, so that they can make the most puts these dynamic possibilities in place. • F urther support health and safety of new opportunities in a quick and speedy measures by booking and paying for manner and deliver a safe and memorable When it comes to partnerships with online reservations via online credit card or experience for guests to remember — even travel agencies (OTAs) such as Expedia, instant EFT. in today’s extraordinary times. Booking.com, Airbnb, Google Hotel Ads and others, property managers should Transmit instant communications regarding ABOUT seek solutions that result in more, accurate booking and payment confirmations, pre- NIELS VERSPUI visibility that ultimately translate into direct arrival (online check-in) as well as post-stay, bookings based on smart, competitive, real- follow-up communications. Niels Verspui is the SA time pricing. The appetite for automation has Country Manager at not dimmed, but — moreover — the factors While cancellations are no stranger to the RoomRaccoon for success are shifting. More and more hospitality industry, advancements in tech show great promise in dealing with this. As South African tourism starts its journey to AFRICA TRAVEL WEEK // WTM AFRICA // ILTM AFRICA | 43
Shining a light on female wildlife rangers in Africa How Many Elephants (HME) is launching World Female Ranger Day on June 23 2021. This ground-breaking global awareness day will celebrate and support female anti-poaching rangers, spotlighting Africa in its first year. World Female Ranger Day will allow female anti-poaching rangers across the globe to come together, to access peer support, to offer and receive advice, and to share their stories so that they can continue to do their important work. HME is building a platform that enables female anti- poaching rangers across the world to come together, access peer support, offer and receive advice, and share their stories. This will be launched in the coming weeks. HME is seeking out long term strategic partnerships with companies, associations and global citizens to expand the reach of the campaign to ultimately strengthen the support of female rangers. In May, businesses and individuals will be ableto set up their own fundraising pages via www.worldfemalerangerday.org #worldfemalerangerday
ATW has taken a blended approach where travel trade professionals benefit from connecting with their industry peers at face-to- face meetings in September 2021. CONNECT IN THE CITY & BEYOND Winhsattories AFRICA TRAVEL WEEK // WTM AFRICA // ILTM AFRICA | 45
SEE YOU IN PERSON CONNECT IN THE CITY LIVE Host City of Cape Town, 1 – 3 September 2021 Anexus for travel professionals PROGRAMME OF EVENTS across South Africa, the continent and the globe, Africa WEDNESDAY, 1 SEPTEMBER Travel Week plays hosts to various shows, conferences and award 12h30 -17h00 FAM Tour in the City ceremonies focusing on leisure tourism, Half day experience luxury travel, LGBTQ+ travel, MICE/ business events, sport tourism as well 18h30 - 22h00 Open to Hosted Buyers and Media as travel technology and investment. It comprises two key events, World African Travel & Tourism Awards Travel Market Africa (WTMA) and the GOLD Restaurant International Luxury Travel Market Africa (ILTMA). Open to Award Winners, Nominees, Sponsors, Buyers, Media and Exhibitors As the world adapts to our new reality at a rapid rate, Africa Travel Week: Connect NOTE: Should an Exhibitor wish to attend, tickets are available in the City LIVE was born with a passion to for purchase. connect people face-to-face after months of existing in a virtual world. We recognise THURSDAY, 2 SEPTEMBER the benefits of networking in person and the opportunities that it creates. 08h30 - 11h00 Speed Networking morning GOLD Restaurant A series of intimate events during South Africa’s Tourism month will welcome 13h00 - 17h00 Open to Buyers, Exhibitors & Sponsors 80 Hosted Buyers and several International Media. Over the three days, African Travel & Tourism Conference we will be inviting our Africa Travel Week: Venue TBC Virtual exhibitors to the Host City of Cape Town to connect LIVE, share experiences, Open to Buyers, Media, Exhibitors & Sponsors network and engage in business; while taking in the beauty Cape Town has to FRIDAY, 3 SEPTEMBER offer. 09h00 - 12h00 Product and destination training COVID-19 protocols will be observed by Exhibitors to Buyers throughout all in-person events. Venue TBC For more information, click here. 12h30 - 17h00 Open to Buyers, Media, Exhibitors & Sponsors FAM Tour in the City Half day experience Open to Hosted Buyers and Media Programme subject to change 46 | www.atwconnect.com
AFRICAN TRAVEL & TOURISM AWARDS ENTRIES ARE OPEN FOR NEW CATEGORY IN THE WTM AFRICA TRAVEL & TOURISM AWARDS Entries are open for ‘Reigniting Africa’, a new award category • Brand experts in the inaugural WTM Africa Travel & Tourism Awards to • Digital experts acknowledge the most impactful, story-driven COVID-19 campaign. Entries close on 30 June 2021 with the winner being announced at a special “The Reigniting Africa Award is about “We are looking for a campaign that awards evening during Africa Travel recognising those in the African uses an authentic and creative narrative Week at partner venue, GOLD Restaurant, travel and tourism sector who have reflecting a positive image of Africa as in the Host City of Cape Town on 1 worked valiantly to address the a tourism destination,” adds Oberholzer. September. impacts of COVID-19, using their resources “It must tell the many positive stories and facilities to keep us connected, and about Africa, enticing visitors back to the “Winning this award offers individuals engaged,” says Megan Oberholzer, Portfolio continent.” and teams a chance to see their hard Director: Travel, Tourism and Creative work celebrated as a source of best Industries at Reed Exhibitions. The following stakeholders along the value practice for industry peers to be inspired chain are encouraged to participate: from, and to learn from. It will stand as a The winning story-driven consumer or trade lifetime accolade which demonstrates campaign must bring the Africa destination • Destination Marketing Companies their perseverance and ability to to life, giving viewers a taste of the • Tourism Boards deliver great ideas geared towards destination’s culture, natural beauty, history, • M arketing, public relation, communication, #MakingTravelHappenAgain,” she and vibrancy. Submissions will be judged by concludes. an independent panel of industry experts advertising and branding firms with the criteria focusing on tone, visibility, • Start-ups and innovators TO ENTER messaging, and brand perception. • Marketers For more information and to downlaod the entry form, click here. AFRICA TRAVEL WEEK // WTM AFRICA // ILTM AFRICA | 47
TOURISM INVESTMENT AFRICAN TOURISM INVESTMENT SUMMIT: VIRTUAL SERIES ITIC Ltd – International Tourism and Investment Conference professionals, policy makers and public and – has formed a strategic alliance with WTM Africa leveraging private project owners and developers to each companies’ strengths and commitment to propel achieve mutually beneficial outcomes. growth in travel and tourism through innovation in products, This series of virtual and live conferences destination marketing and investment in sustainable are designed to stand out as a sought-after development and infrastructure. platform to stimulate a new thought process focusing and discussing key global tourism ITIC and WTM Africa will host the virtual financing, travel and health in the post challenges, business and investment African Tourism Investment Summit, which COVID-19 era and new project investment opportunities in the sector with a special forms part of Africa Travel Week from the opportunities. Each session in April will be focus on Africa and its island destinations. 7 – 9 April, and a further virtual event on a teaser and introduction for the Second 24 June 2021 to assist African countries, as Africa Virtual Tourism Investment Summit to The conferences will also help drive well as worldwide delegates and clients, in be held on the 24 June 2021. international awareness and investments in their ambition to achieve their objectives Africa and surrounding Island destinations and future growth potential. As part of Africa Travel Week Connect in as well as act as a catalyst for growth. the City, which will be an in-person event These will attract private equity firms, The overall theme for the Conference from 1 to 3 September in Cape Town, institutional investors, fund managers series will be Africa: Post COVID-19 Africa Tourism Investment Summit and ITIC and influencers, who have the power to Investment Opportunities in Sustainable will host a deal room. On 2 September, channel capital and to raise funds by using Tourism,covering the major aspects of project owners, investors and financiers key regional Stock Exchanges to raise the sector with an approach of ‘THINK will have the opportunity to meet in person and structure funds to invest in live and TOURISM 360°’. with selected participants to showcase bankable tourism projects. their development projects and funding The Conference is designed to be the requirements to prospective funders. Ibrahim Ayoub, Group CEO of ITIC and first in a series of virtual summits starting Organiser of the Summit with WTM Africa, on 7 April and will feature a Ministerial ITIC is a leader in providing B2B travel said: “ITIC working in partnership with Roundtable with senior government investment conferences and has developed WTM Africa provides an unique platform speakers representing African nations in a as a specialised global tourism investment uniting a broad spectrum of stakeholders one-hour session from 12h30 to 13h30 CAT. platform that brings together investors, of the African and global tourism industries: The session on 8 April will run for two-and- financial and legal services, technology tourism ministers, policy makers, tourism a-half hours, from 10h30 to 13h00 CAT, experts, government tourism ministers, experts, tourism project owners, funding featuring topics covering re-setting business tourism and travel industry leaders and agencies, high-net-worth investors, bankers, private equity firms, fund managers, venture capitalists, family offices and law firms in order to tackle key global tourism challenges and investment opportunities in African and Island economies.” “ATIS is focused on stimulating the continent’s economic growth through one of our most valuable assets,” says Megan Oberholzer, Portfolio Director: Travel, Tourism & Creative Industries Portfolio for Reed Exhibitions Africa. A post conference Concept Paper as a guideline to tourism investment will be made available to delegates and key tourism stakeholders. For more information, please contact the Organiser of ITIC Ibrahim Ayoub at ibrahim@itic.uk 48 | www.atwconnect.com
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