Travellers won’t hesitate to pay
THE international luxury
travel market has grown
twice as fast as any
other type of travel, showing
48% growth over the last
five years, according to the
World Travel Monitor compiled
by IPK International and
commissioned by ITB Berlin
last year.
The largest source markets
for luxury travel are the US,
with 9,2m foreign luxury trips
last year, and China with
6,9m. Other major source
markets are Japan, Canada
and Australia. In Europe, most
luxury trips are taken by the
British, with 1,5m trips per
year, ahead of the French and
the Germans. According to tour
operators, South Africa is not
lagging far behind.
Although the economic
situation in South Africa might
seem dire, there has not
been a dip in enquiries and
sales for luxury travel, says
Pieter Beyers, gm of Insight
Vacations.
He says the company’s
bookings have remained
constant year on year.
“The luxury market seems to
be quite resilient.”
Lieria Boshoff, brand
manager for Uniworld,
attributes the market’s
resilience to the fact that the
wealthy do not compromise on
their much-needed down time.
World Leisure Holidays has
also seen a strong booking
trend over the past few
months, says national sales
manager, Cathie Bester.
“Some people are prepared
to pay that little bit extra for
the personalised service, they
want to be pampered and have
a holiday that caters for their
unique requirements,” she
says.
According to Pieter, when it
comes to the luxury market,
price is not the defining factor;
rather the experience is what
it’s all about.
Liezl Gericke, country
manager for Virgin Atlantic in
South Africa agrees and says
luxury is less about cost and
more about agents making
sure they understand what
the needs of their customers
are, ensuring that they give
them something that is unique
and better than what is out
there in the industry.
In line with this, sales
and marketing manager for
TravelVision, Annemarie Lexow,
says luxury suppliers try to
give superior service and the
customer knows it, as such
they will not hesitate to pay
the rates that come with luxury
travel.
Luxury cruise sales up
In terms of cruising, George
Argyropoulos, md of Cruises
International, says he has seen
a greater rise in luxury cruise
sales than mass-market sales.
“I think it is because the more
affluent are less affected by
the exchange rate fluctuations,”
he says, adding that South
Africa’s affluent class is one
of the fastest growing in the
world.
George says there are a
number of other reasons why
luxury travel, and specifically
luxury cruising, is growing
at a steady pace. He says
consumers have started
placing higher value on unique
and meaningful experiences
rather than on “collecting
stuff”. “A luxury cruise
experience, with the lifestyle
it offers on board and on land,
meets this requirement,”
he adds.
Mass-market travel has
become too “mass market”,
says George. “There is no
quality of experience, no
personalised attention, long
queues, a lot of hassle and
stress to travelling around.
A luxury cruise, on the
other hand, acknowledges
each and every guest as a
unique individual and offers
a high quality of service
and personalisation of the
experience.”
The all-inclusive nature
of luxury travel is another
significant reason why this
type of travel is popular in
South Africa. “Even though
a luxury cruise may require
higher payment upfront, the
all-inclusive nature of the cruise
often makes it a better valuefor-money
proposition than a
mass-market cruise, where you
are required to pay on board for
many items, services, activities,
entertainment, dining and other
amenities,” says George.
Lieria agrees and says
Uniworld introduced a fully
inclusive offering in 2014 in
response to guest feedback.
“This is a step towards creating
a seamless environment on
board where our guests’ only
cares are what to do and when
to do it.”
All-inclusive land packages
are also attractive for the luxury
traveller, says Joanne Visagie,
national sales and marketing
manager for Beachcomber
Tours. “Our forward bookings
for 2016 are looking veryips for
positive, although we don't
know yet what the effect will
be of the latest drop in the
rand. This we will only know
going forward. However, I
believe clients will choose the
all-inclusive options and rather
travel to Mauritius than to
Europe or the States.”
Pax want unique experiences, not just bling
THE luxury travel segment is,
without a doubt, a lucrative
niche for travel agents, but
tour operators warn that
agents should be aware that
the definition of luxury has
changed dramatically and is
now less about ‘bling’ and
more about ‘experience’.
“Luxury today means
unique experiences
combined with the highest
levels of comfort and
individual services. The real
luxury is having time,” says
Dr Martin Buck, Messe
Berlin’s director of Travel &
Logistics.
Luxury as a lifestyle has
changed dramatically, agrees
George Argyropoulos of
Cruises International. “From
the accumulation of luxury
goods, houses, cars and
jewellery, we have seen
a move towards unique
experiences, voyages of
discovery, internal growth
and development, charitable
work and a more subtle and
discerning enjoyment of life.”
“While luxury décor and
facilities are a priority with
luxury travelers, their true
needs are fulfilled through
the specialist individual
service offered, choice of
dining and excellent food,”
agrees Beachcomber’s
Joanne Visagie. She says at
Royal Palm Mauritius there
is a ratio of four staff to one
suite.
According to George,
luxury brands such as
Crystal, Seabourn, Azamara,
Oceania and Seadream, have
dramatically evolved over
the years to adapt to this
changing trend. “Gone are
the large portions of food,
the midnight buffets, the
heavily decorated staterooms
and public areas. Instead,
the fitness areas have been
turned into oases, with the
latest equipment including
Pilates, yoga and Tai-chi.”
What customers want
Virgin Atlantic’s Liezl Gericke
says it is important to
understand the customer’s
wants and needs and
to make sure that there
are some pioneering
differentiating factors to the
product. “So with Virgin,
for instance, we were the
first airline to have seatback
TV screens, we were
the first to introduce a
premium economy cabin,
and more. She adds that
those passengers who want
to have a little bit of luxury
will rather book premium
economy than economy class
because it is a little bit more
exclusive, it is a smaller
cabin and is a bit more
private.
Any company can offer
five-star hotels and call
themselves luxury, comments
Insight Vacations’ Pieter
Beyers. Key for agents in
choosing the right luxury
provider is to opt for a
company that provides
experiences that are original
and not easily obtained.
“For example dining in a
Michelin-starred restaurant
or exclusive inclusions such
as after-hours visits to the
Vatican will be features most
operators cannot offer.”
When it comes to
accommodation, travellers
also want something more.
“We’ve seen more of a
demand for sophisticated
five-star boutique properties
and those that are steeped
in history and culture,” says
Pieter.
What’s more, length of stay
has increased in the luxury
travel market, according to
Uniworld’s Lieria Boshoff.
She says travellers are
willing to pay more to extend
their holiday in order to
get the experience they’re
looking for.
Tips for selling luxury travel
THE role of the travel
agent in the sale of a
luxury product is absolutely
crucial. Affluent travellers
usually don’t have the time
or the interest to do all
the research themselves,
says Cruises Internationals’
George Argyropoulos.
“More and more travellers
are valuing the personal
element experienced on
their travels and this begins
with the travel agent and
the service they receive,”
agrees Beachcomber Tours’
Joanne Visagie.
Know your client
Affluent travellers cherish
the opportunity to sit with
an expert who understands
their needs, aspirations,
lifestyle and reasons why
they want to embark on a
luxury trip, says George.
Joanne also points out
that different people’s
perceptions of what makes
travel luxurious can vary
wildly. However, every
traveller wants to deal
with an experienced sales
person who cares. “Travel
agents require more depth
of understanding and a
sophisticated level of
knowledge and confidence
in the sales process –
delivering a seamless
personal service,” she says.
Match client to
product
Uniworld’s Lieria Boshoff
advises travel agents to
develop their knowledge
of the different choices in
the market to give clients
the best possible options.
“For agents to book a
luxury holiday they need
to be able to ensure their
client will find that the trip
is worth the money. This is
where product knowledge is
vital as the agent needs to
be able to articulate what
makes the product unique.”
Insight Vacations’ Pieter
Beyers says agents have
a key role in defining their
top-end guests and pairing
them with the holidays that
will best suit them. “It’s
also up to the agent to
explain the value in these
packages and point out
the great opportunities
and experiences clients
will have.”
Travel agents need to
be good “profilers” and
not just audit takers.
They should not try to sell
a product because the
majority of the market is
travelling to that destination
or because they earn
higher commissions in
selling certain products
or destinations, adds
TravelVision’s Annemarie
Lexow.
Seek tour ops’ advice
Listen to your clients’
requirements and offer
great travel solutions for
them, says WLH’s Cathie
Bester. “Anything is
possible,” she says, adding
that the tour operator
can very often assist the
travel agent with offering
something special to the
client.
Go the extra mile
Affluent travellers are
looking for travel agents
who will stand by their side
from their initial meeting all
the way until they are safely
back home, comments
George. “This engagement
comes with huge rewards:
very high commission
earnings, repeat business
and great referrals! We
have some very successful
consultants in south
Africa who have created a
business solely on selling
luxury cruises.”
Don’t undersell
Don’t sell an entry-level
category hotel or room
straight off the bat without
getting to know the clients’
requirements first and
where they have stayed
prior and what they are truly
looking for, advises Joanne.
Did you know?
On KLM flights, travellers
can opt for more comfort
in the airline’s economy
comfort zone; choose a
seat with extra leg-room
or a preferred seat online,
up to 48 hours before
departure. They can do
this via My Trip or when
booking on KLM.com.
Popular places for SA travellers
India
India is a top destination to
consider for affluent South
African travellers.
Although Europe will
always be a wonderful
choice, says Insight
Vacations’ Pieter Beyers,
the company has received
more enquiries for India
over the past few months.
“India is on many people’s
bucket lists but it is also
a country that you want
to do in style. You want to
visit the Taj Mahal at dawn
before the crowds and
savour the tropical beauty
of the Kerala backwaters
as you cruise by traditional
houseboat – and we do this
in superb style.”
TravelVision agrees that
India is a destination well
suited to luxury travel.
“The most luxurious
product we offer is our
luxury rail offering in India,”
says Annemarie Lexow.
“Travellers are treated
like royalty, the service is
outstanding and all the
excursions are included in
the package.”
Mauritius
Mauritius has long been a
popular option form
travellers from South Africa.
“It is free from political or
natural disasters and is
a safe choice for families
or luxury travellers,” says
Beachcomber’s Joanne
Visagie.
She says a big drawcard
is that the waters are
safe and that the island
is surrounded by a coral
reef. It is also a convenient
holiday destination as
travellers don’t need taxis to
go to the beach or to dine,
and they don’t pay for most
water or land sports.
Due to the popularity of
the destination, Cathie
Bester, says WLH has
increased its portfolio
in Mauritius to include a
number of five-star superior
properties.
Abu Dhabi
Despite SAA stopping
its service to Abu Dhabi,
the Emirate has become
an attractive destination
for SA luxury travellers.
Since opening a dedicated
Abu Dhabi Tourism and
Culture Authority office in
Johannesburg last year, the
office says tourist arrivals
from South Africa have
grown over 50%.
WLH has also recognised
the potential of Abu Dhabi
with the South African
public and has increased its
portfolio of hotels in
the emirate.
Victoria Falls
Victoria Falls remains a firm
favourite with South African
luxury travellers, says
Lindi Mthethwa, regional
manager for African Sun
Hotels.
She says the Victoria Falls
Hotel, known as “the grand
old lady of the Falls” is a
particularly popular choice,
as the hotel is a member of
the exclusive Leading Five
Star Hotels of the World
group. The Victoria Falls
Hotel was also recently
refurbished to combine the
charm of the past with all
the modern conveniences.
South Africa
Luxury travel doesn’t
necessarily need to take
place internationally.
Close to home, Legend
Golf & Safari Resort is
one of the world’s most
renowned resorts.
It is home to the unique
‘world-in-one’ Signature
Course, where each of the
18 holes has been designed
by a world golfing legend.
In addition, guests can take
up the challenge of the
world-famous par three, the
Extreme 19th, where the
tee has to be accessed by
helicopter.
Inside Thornybush’s
newest lodge
TUCKED in the far
south of Thornybush
Private Game Reserve,
nestled between the thorn
trees, marulas, mopanes
and medlars, lies the River
Lodge, the newly acquired
property that forms part of
the four- and five-star luxury
safari properties that together
comprise the Thornybush
Luxury Game Lodge
Collection.
Thornybush acquired the
property in April last year,
turned it from a private lodge
and introduced it into the
commercial market.
The group now manages
and markets the property
along with another eleven
properties that form part of
the collection. “River Lodge
is owned by a consortium
of three gentlemen, one of
whom is now a shareholder
in the Thornybush Collection,”
says Nic Griffin, ce of
Thornybush. The lodge was
originally built for syndication
says Nic, with people able
to buy periods of time as an
investment.
River Lodge is a secluded
intimate lodge with a warm,
inviting atmosphere. The
luxury five-star property
reminds one of home; with
an open-plan kitchen, homely
reception and comfortable
dining area that extends on
to a deck with a pool – all
completely surrounded by
bush.
However this was not always
the case. Nic says that when
the group had first acquired
the lodge it was “soulless”
and took some work to get to
the standard it is now.
“Being new to our offering
and young on the lodge
market, the property is still
in the process of acquiring
its own character,” comments
Andre Celliers, national sales
manager for Thornybush,
adding that as the lodge
gains popularity its reputation
will grow.
Nic describes River Lodge
as the game reserve’s
“best kept secret”, most
appropriately suited to the
guest who prefers an intimate
environment. He also says
that, as with all properties in
the Thornybush Collection,
the lodge aims to provide
very good value.
The lodge has four suites,
comprising three separate
luxury suites and the Royal
Suite. Ideally, the lodge
provides accommodation for
eight people.
Each suite at the River
Lodge has a private plunge
pool and balcony with a view
of the seasonal Monwana
River. The lodge also offers
free WiFi in all rooms,
including the main lounge and
reception, where the main
swimming pool can be found.
Meals can either be enjoyed
communally or, on request,
brought to the guests’ suite.
Thornybush Game Lodge
undergoes major refurb
AMONG the other eleven
properties grouped in the
Thornybush Collection, is
the Thornybush Game Lodge
situated in the north on the
opposite end of the reserve.
The main lodge recently
began an almost R1m
upgrade to its entire front
deck and walkway.
“All the suites at the Game
Lodge will be undergoing a
complete renovation over the
next twelve months, where
all the rooms will be gutted,
replastered and repainted,”
says Melanie Parker general
manager of the Game Lodge.
The wooden deck was
also replaced with siliconetreated
pinewood designed
to withstand greater humidity
and moisture.
Changes to the bathroom
will include restructuring
of the showers and the
replacement of the cement
screed floors with wooden
floors. The upgraded Game
Lodge will also offer USB
and international plug
points in all rooms, to
accommodate the strong
market of international
visitors at the lodge, but
also to cater for the type
of traveller that would need
to bring their electronic
equipment into the bush.
The Thornybush Game
Lodge is much larger than
the River Lodge and is
designed to accommodate
bigger groups of guests.
It is a more family-friendly
property, which, unlike the
River Lodge, offers a kids’
programme.
When asked what makes
the Thornybush Luxury
Game Lodge Collection
different from other lodges,
Andre Celliers said: “The
stability and trust offered
in our service is how we
give the client the best
experience.” He adds that
a lodge can offer the most
beautiful product, but if the
management is unstable
then operations begin to
crack, ultimately affecting
whether the service offered
is luxurious or not. Most
of Thornybush’s staff have
been around for years,
with Melanie having been
manager at the Game Lodge
for five years.
Looking to the future, Nic
says there is the possibility
of Thornybush exploring
building a very comfortable
luxury tented camp in the
north of the Thornybush
reserve. He says the
Thornybush Collection sees
a gap in what it deems
the “six-star market”, and
would like to investigate the
possibility of developing a
“super-deluxe, tented camp”
that operates using green
energy, adding that there
is a growing demand for
luxury accommodation that
offers modern and up-to-date
ecological energy facilities.
Newsflash
Air Mauritius business-class fares are not being
increased this year on the airline’s ‘beyond routes’.
The airline offers a lie-flat product on its A340
and A330 aircraft beyond Mauritius and from
Johannesburg four times weekly. Business-class
fares (excluding taxes) departing from Johannesburg,
Cape Town and Durban are listed here:
Perth: R18 400
China: R22 450 (Beijing, Shanghai and Chengdu)
Hong Kong: R18 800
India: R18 100 (Mumbai, Delhi, Bangalore and
Chennai)
Singapore/Kuala Lumpur: R18 990
Air Mauritius also offers a free stopover in
Mauritius on all non-connecting flights, including
accommodation, meals and transfers.
