Changing demographics force agents to adapt
GLITZY hotels, fancy
cars, delectable vestar
cuisine and butler
service will always be part
and parcel of the luxury travel
segment. However, ultimately,
material luxury is not enough
any more.
Luxury travel has evolved
greatly over the years, as true
wealth in South Africa has
started to cross the age, race
and gender barriers. Travel
agents have to adapt to the
changing demographics of
wealthy travellers and adjust
their offerings accordingly.
Luxury travel today is
very different to what it
was 20, 10 even ve years
ago, says Erin Woodward,
spokesperson for Small
Luxury Hotels of the World
(SLH). Guests now expect a
certain level of amenities to
be a given, such as marble
bathtubs, high-thread cotton
counts and plush towels.
“What is really luxurious
today are the added personal
touches as well as the ability
for the guest to choose what
is important to them. Luxury
is very personal.”
Themba Masheula, brand
marketing and communication
manager for The Blue Train,
says luxury travel is very
subjective. “To some it
includes doing something
on their bucket list and not
easily affordable; to others
it means doing an activity
with wow effect and not
necessarily for the rst time.
To those who’ve been there
and done that, luxury travel
could mean unquestionable
attention to detail. For the
intrepid traveller, luxury travel
could mean a trouble-free
experience where every detail
is taken care of.”
George Argyropoulos,
Cruises International md,
says nowadays luxury
clients are well travelled and
well educated. “We have
to provide services and
experiences that go beyond
what one can purchase.
Today’s afuent have moved
beyond amassing material
goods. This is one reason
why luxury cruising is growing
rapidly. Wealth is now chasing
life-enhancing, unique, ‘money
can’t buy’ experiences.”
According to George, one
important element that
has come to the fore as an
unforgettable experience is
the element of ‘giving back’.
“We see our guests taking
part in charity events that the
luxury cruise lines organise.
Our guests will spend a few
hours to a day working in
orphanages, animal clinics,
schools, hospitals and rural
clinics. And quite often
they will make sizeable
donations.”
Gaining a local perspective
of destinations is another
important element in a
trip for the wealthy. George
says the luxury cruise lines
have created a number of
services and experiences
to satisfy the need for local
insights to destinations. “In
many destinations we invite
a prominent personality
who lives in the city, town
or area, to come on board
and give guests a personal
perspective and insight to
the destination, share his
personal favourites, history
and culture. On almost every
cruise, we include overnight
stays to discover the ‘hidden
gems’ passengers on other
cruise ships have no time
to access. In fact, the
majority of excursions are
designed to go beyond the
touristic facade. Keep in
mind that most luxury guests
have visited a particular
destination more than once
in the past. It is imperative,
therefore, that we offer a
new, unique and different
experience and perspective.”
According to Bailey Gorst,
spokesperson for the Dubai
Department of Tourism
and Commerce Marketing,
travel goes beyond staying
in the top suite of a hotel.
“It’s about seeking the rare
experiences that represent
all that is authentic about
a destination. People
immerse themselves in
a new destination while
indulging in the very best
levels of personal and
attentive service, lavish and
sumptuous accommodation,
exquisite and unrivalled levels
of gastronomy and the perfect
climate.”
Joanne Visagie, sales
and marketing manager
for Beachcomber Tours,
says luxury travel must be
micro-managed. It’s about
personalised service,
attention to detail, choice,
good accommodation and topdrawer
cuisine. “Sometimes
when a special occasion
is being celebrated, out-ofthe-ordinary
requests would
include a tailor-made beach
barbecue with dedicated
chefs and servers and a
rework show thereafter.”
Carla da Silva, regional
manager: Southern Africa
& Latin America for Air
Mauritius, believes the airline
experience can play a major
role in the overall travel
experience. Wealthy South
African travellers, she says,
“expect the best because
they are in a position to
afford the best so exceptional
service has to be provided at
all levels of the value chain”.
Carla points out that it
is important that lounges
are comfortable and offer
a variety of value-added
services such as Internet,
library facilities and a vast
array of food and beverages.
“When seeking a lounge or
partner lounge, we ensure
that our luxury market’s
requirements in this regard
are addressed to the best of
our ability.”
Paul Hansen, md of
Pure Travel Destinations,
agrees that the luxury travel
experience starts with the
airline. He says top-end
travellers often opt for the
Middle Eastern carriers as
they tend to offer impeccable
service.
On the accommodation
side, South Africans tend to
stay at the well-known vestar
hotels, according to Paul.
They tend to travel around
with a maximum of three
nights at a good ve-star
hotel in an area where there
is lots to see and discover,
such as Italy, before moving
on to the next ve-star hotel.
“South Africans like to have
some bragging rights. Daily
Facebook updates are
the norm,” says Paul.
Erin says wealthy travellers
are very much looking
for a new experience and
exclusivity, something only
they have access to. She
says many of the SLH hotels
are run by families and it’s
not uncommon for travellers
to check in and meet the
owner. Owners can tell guests
about special spots to see
and what experiences not to
miss.
Private residences are
also in high demand, as
wealthy clients also seek
out the freedom to enjoy the
trappings of wealth with their
loved ones in privacy.
Be it experiences, hotel
accommodation or ights,
the key to luxury travel is
‘service, service, service’
says Genevieve Cutts,
spokesperson for Premier
Hotels. “South Africans are
very service-focused. That’s
not to say that location and
luxury are not important
but they want the whole
package.” She says South
African travellers tend to
be loyal to hotels that
have provided them with
impeccable service. “We have
found that wealthy South
Africans who travel locally are
very loyal to the hotel that
understands their needs.”
Glitz and glamour specials...
Golf with Team Sports
Five nights at The Masters in
Augusta in the US from
R68 000pps, valid from
April 9-14. Includes
accommodation at Home2
Suites with breakfast daily,
hotel transfers, four rounds
of golf and full access to
the Masters third and nal
rounds.
Tanzania
Luxury, eight-day/sevennight
drive-in/y-out safari
with Rove Africa from
R43 130pps valid until
May 31. Includes ights
ex-JNB with taxes, private
4x4 safari vehicle, lodge/
camp accommodation and
meals as specied, fullday
or two half-day game
drives a day, all park/
conservancy fees. Visiting
Arusha, Lake Manyara,
Serengeti, Ngorongoro..
The Blue Train
The ‘Luxury Better When
Shared’ special includes a
complimentary night’s stay
in Pretoria or Cape Town
for the duration of this year
and next year, bookable
directly with The Blue Train.
Bed and breakfast and
a transfer to the station
are offered at Pretoria’s
Sheraton Hotel or Castello
Di Monte. The Cape Town
choice is the Taj Hotel or
The Westin.
Bazaruto
The Anantara Bazaruto
Island Resort & Spa
Honeymoon includes ve
nights from R28 800pps,
valid until December 22.
Included is return ight
between Johannesburg and
Vilanculos, departure airport
taxes, air transfers to the
resort, accommodation
in a Beach Villa, food
and beverage, scheduled
daily snorkelling trip to
Neptune’s Nursery, soft
drinks, house wine, local
beer and house spirits,
non-motorised activities/
equipment, national park
entrance fee, emergency
medical evacuation, a dhow
cruise, and free rasul spa
treatment for two.
Rovos Rail
The ‘two for one’ special
is offered to South African
residents. In March and April
it is available on specied
departures between Durban
and Pretoria, and in May and
June between Cape Town
and Pretoria.
The one-way discounted
rate of R10 800pps
includes two nights’
accommodation, all meals
on board the train, all
alcoholic and non-alcoholic
beverages, all off-train
excursions per itineraries
and limited laundry service.
Russian river cruises
Russian river cruises from
Moscow to St Petersburg
with Visit Russia from
R30 100pps from May
13-24. Includes ights to
Moscow ex-JNB, taxes, 11
nights on board in a middle
deck cabin, sightseeing and
private return transfers.
Combine luxury and nature at Cresta Mowana
CRESTA Mowana Safari
Resort & Spa on the banks
of the Chobe River in
Botswana, offers travellers a
once-in-a-lifetime experience
by combining pure luxury
with untouched nature. The
resort is one of southern
Africa’s sustainable tourism
destinations where luxury
exists in harmony with
nature.
Facilities at the resort
include 112 luxury airconditioned
bedrooms and
four suites, all with river
views. Each guest room
has a private balcony. The
resort also features a ninehole
golf course and fully
equipped spa. Open-air
pampering sessions are
available on a dedicated
raised deck overlooking the
river. Menus are African
inspired.
Wow your clients with a meeting on The Blue Train
THE Blue Train has started
offering corporates the
opportunity to charter the
luxury train for strategic
meetings, product launches,
VIP breakfasts, lunches,
dinner and cocktail parties,
weddings and more.
They can also book a
charter with a difference,
such as a golng or safari
trip through the unique
beauty of the Valley of the
Olifants along the Kruger
National Park, or to other
attractions in Mpumalanga
or KwaZulu Natal provinces.
The Blue Train’s
conference facility offers
a venue for up to 22
delegates and is equipped
with audio-visual and
technical equipment.
The Blue Train has been
synonymous with luxury
hospitality, tourism and
leisure since 1946. It has
been referred to as ‘a
palace on rails’ a ‘ve-star
hotel on wheels’ and even
‘the Rolls-Royce of the
railway tracks’. Around-theclock
personal butlers see
to the guests’ every need
for the duration of their
experience.
The De Luxe suites offer
a choice between twin beds
with shower or double beds
with bath. Luxury suites are
more spacious and offer
twin or double beds with
bath facilities. All suites
have a writing desk ideally
positioned next to the
window, where travellers
can enjoy the view. Each
suite is a world on its
own, with an individually
controlled air-conditioning
system and a private
entertainment centre with
a choice of movie channels
and radio stations.
Lufthansa launches hotline for first-class passengers
LUFTHANSA recently
launched a dedicated
hotline for rst-class
passengers to keep them
better informed on travel,
bookings, travel planning
and special requests.
Specially trained staff
answer questions about
the product. They can be
reached on:
0800 627 0508 (from
Germany, free on landline);
+49 69 86 799 444
(from outside Germany,
at charges levied by
local provider for calls to
Germany).
In other news, the airline
recently unveiled its
branded premium lounge
at New York’s Newark
Liberty International
Airport, an investment
of US$3,7m (R39,9m).
The new Business and
Senator Lounges will cater
for Lufthansa’s premium
passengers and Miles &
More status members,
as well as SWISS and
other Star Alliance status
customers. A common
reception area leads to
the Senator Lounge, which
accommodates 69 guests,
and a business-class
lounge that can cater for
60 passengers.
Did you know?
Book family packages with Cruises International
Intergenerational, or family travel, has become very popular
with the rich and famous. George Argyropoulos says often
the matriarch and patriarch will invite their children with their
spouses and grandchildren on a luxury cruise. To meet this
need, Cruises International offers a variety of family packages
with great complimentary amenities, including, in many cases,
children and teenage activities and entertainment.
Air Mauritius offers meal upgrades
Air Mauritius will shortly be implementing an option, at a fee,
to upgrade or order a special meal for guests whose tastes
include prawns, caviar and French Champagne.
LH offers Premium Class all the way
Lufthansa has begun installing its new business class
throughout its eet. Axel Simon, director Southern Africa
for Lufthansa, says: “This will enable Lufthansa to offer
its passengers an end-to-end ve-star product in the near
future, not only in terms of service but also with regard to
furnishing.”
Tips for selling luxury travel
1.Get to know your clients
Attention to detail is critical,
according to Paul Hansen, and is
why travel agents have to get to
know their clients.
“I have clients at the moment
who have spent over R400 000
on a 12-day holiday. We had lunch
yesterday and they want me to
go and stay with them overseas
in some of the many properties
they own.” He also advises travel
agents to always think out of the
box.
“I believe a good travel agent is
one that knows the client well and
understands what they are looking
for in a hotel and experience,”
agrees Erin Woodward.
Joanne Visagie says it is
important to know your client to
be able to offer the right product.
“Always seek a hotel that will suit
their lifestyle. Don't recommend
a quiet hotel to people who enjoy
lots of company and buzz around
them.”
George Argyropoulos says
Cruises International works very
closely with agents and often
together with the clients to
establish their lifestyle, aspirations
and special needs. “The more
information we have on them,
their habits, past travel and
cruise experiences, their budget
and so on, the more we are able
to provide the right product and
experience.”
2. Be effective and efficient
Carla da Silva says it
is important to ensure
that bookings are done
effectively and efciently.
“All relevant information
needs to be incorporated
in the booking, including
specic requirements – be it
meals or services required.”
George agrees: “A
cruise starts from the rst
encounter between agent
and client and honestly, it
doesn’t end at that point
either. An agent needs to
provide service and share
knowledge in a way that is
engaging, professional and
enriching. Treat clients as
if they are on the cruise
already. All other auxiliary
services must be of the
same standard as the
cruise.”
Says Joanne: “Be sure to
take note of any birthdays
or wedding anniversary
celebrations falling within
travel dates. Check whether
passengers are repeaters.
Ascertain whether there are
special requests in terms
of room location, oor and
the like.”
3. Include a ‘surprise’
Value is important whether
for budget or high-end luxury
travellers. George explains:
“A cruise, whether luxury,
premium or mass market, is
not primarily a question of
budget. It is a question of
lifestyle and aspirations.”
He says it’s important
to include a ‘surprise’ in
the package, such as an
invitation to the spa, a rare
wine, a reservation in a
restaurant at one of the
ports of call, or a private visit
to a gallery or lesser known
museum. “It is a great way
for the consultant to show
they care, went the extra
mile and understood clients’
special requirements or
interests.
4. Add extra services
According to Larry Pimentel, ceo
of Azamara Club Cruises, travel
agents need to use a poker face with
their clients when discussing high
prices. “Don’t think with your own
pocketbook. When moving into selling
luxury travel, keep in mind that there
is a higher cost associated with it,
and the clients who want this type
of experience are prepared to pay
the price for it. You can’t be timid or
act shocked at the price of high-end
hotels and luxury travel. The sooner
you are comfortable with the higher
price points the sooner you will be
able to close sales in this segment.”
Carla says travel agents shouldn’t
be shy to offer value-added services
such as an Air Mauritius helicopter
transfer to the hotel.
5. Know your product
George says, though rewarding,
selling luxury cruises isn’t easy.
“One is dealing with a client who
knows what he wants and is very
well informed. Consultants must
be very well read on the product
offering and the destinations.”
Agents must brush up on luxury
products in depth, learn how
to engage with the ‘high end’
educated consumer and how to
retain these clients. “We offer a
number of luxury training modules
electronically and in person.
Investing some money and time
to sail on a luxury cruise or two
is an excellent idea to gain a very
personal and real understanding
of the product, which also
becomes so much more tangible
when selling to a customer.”
Communicate your product
knowledge with your client,
suggests Carla. She says
information about weather and
any changes need to be shared in
detail with luxury travellers. She
says it is important to give clients
a handout with suggested items
to pack, based on the weather
predictions. For Mauritius, travel
agents should suggest where
to shop, what do on the island,
availability and accessibility.
6. Follow up
Impeccable service after the trip
is key, according to Carla. She
advises clients to obtain feedback
on the travel experience to be
able to cater better for any future
requirements. Agents should
communicate this feedback to
service providers in order for
them to make the necessary
improvements or enhancements.
7.Don’t just focus on the millionaires
According to Larry, travel agents
need to look beyond the uberwealthy,
as the super rich make
up only a relatively small share of
the market. Upscale customers,
on the other hand, might not be
able to afford the super deluxe
but they tend to be open to
upselling.
Themba conrms that the same
is true in South Africa. “From
a Blue Train perspective, we
have shifted our posts from just
catering for the ‘wealthy’ market.
This market is shrinking and, by
this, I don’t mean that there are
not more millionaires emerging
but rather that there are fewer
rich people visiting us. Why?
Because once they have done
The Blue Train then they move to
something else.”
The Blue Train has started
targeting middle- and upper-class
South Africans. She says: “The
recently-acquired-wealthy, the
so-called ‘black diamonds’, are
looking to do something new.
They want to experience what
the wealthy have been doing over
the years. This makes a huge
statement for their lives and
status. It solidies the ‘I have
arrived’ notion.
At Leisure with Trafalgar
TRAFALGAR’S ‘At Leisure’
programme is a popular
option for South African luxury
travellers as it allows them
to stay two to three nights
in each location and even
up to six nights in some
destinations.
The tours are laid-back and
relaxed, with no departures
earlier than 09h00, in-depth
sightseeing in smaller, more
intimate groups as well as
plenty of time for personal
exploration. Each At Leisure
itinerary also provides guests
with a choice of authentic
discoveries through Trafalgar’s
‘Hidden Treasures’, ‘Highlight
Dinners’, ‘Unique Insights’ and
the exclusive ‘Be My Guest’
dining experiences.
An interesting itinerary for
luxury travellers is Trafalgar’s
‘Best of Holland, Belgium and
Luxembourg’ tour. This trip
reveals the treasures of three
of Europe’s smallest nations
– from the canals, picturesque
towns and fairytale castles to
Rembrandt and Royal Delft.
Travellers can enjoy a
spectacular ‘Be My Guest’
experience in a pretty 18th
century farmstead, Hofstede
de Stamper, where the owner
will await them, aperitif in
hand, in his courtyard.
Priced from R24 900pps
this ‘At Leisure’ guided
holiday includes nine nights’
accommodation with breakfast
daily, four dinners, later starts,
longer stays and the perfect
balance of free time and
included sightseeing, along
with a range of authentic
‘Insider Experiences.
Beachcomber Mauritius specials
BEACHCOMBER has
some amazing Mauritius
specials for bookings
made before the end of
March.
The tour operator is
offering packages for six
nights from R13 990pp,
including ights and
taxes. An all-inclusive
option is available from
an additional R410pppn.
This special includes the
25% early-bird discount.
One child under six years
can share free with
parents when staying
at Le Mauricia, Le
Canonnier or Shandrani.
At Le Victoria, Paradis,
Dinarobin and Royal Palm,
one child under 18 can
share free with parents.
Children over six staying
in their own room will
receive a 50% discount.
Two children under 12
will also y free of charge
during the August to
October season. For
more information, see
Travelinfo.
Le Touessrok Villas – affordable luxury
LE TOUESSROK, one of the Leading
Hotels of the World, is a popular choice
for South African luxury travellers.
The resort lies on a beautiful stretch
of sandy coast, with magnicent views
of the tranquil Trou d’Eau Douce Bay.
Out in the lagoon are two beautiful
islands that are part of the hotel – Îlot
Mangénie and Ile aux Cerfs.
Ile aux Cerfs is home to the resort’s
18-hole signature Bernhard Langer golf
course. Îlot Mangénie, a seemingly
uninhabited little island, offers hotel
guests the possibility to dine at
Crusoe’s. The little island also features
the Robinson’s Bar, where the mayor
of Îlot Mangénie, Mr Robinson himself,
concocts avoured rums from his
secret recipes.
However, what makes Le Touessrok
really stand out for South African
luxury travellers, according to
Johann Strydom, md World Leisure
Holidays, is the hotel’s three private
villas. Private residences are in high
demand with wealthy clients, who are
often looking for the freedom and
privacy to enjoy a unique experience.
Le Touessrok Villas are the epitome
of luxury with private swimming pools,
gardens and separate entrances. The
living areas are light and relaxed, with
high, vaulted wooden ceilings and tall
windows. Each luxury villa has two
master king bedrooms, with a third
queen bedroom behind.
Bathrooms have sculpted stone
bathtubs and lead out to private walled
gardens with outdoor waterfall
showers and daybeds.
Johann says Le Touessrok villas
offer affordable luxury for South
African travellers, as the hotel is
competitively priced to offer exceptional
value for money.
Did you know?
The European Whirl is one of
Trafalgar’s top-selling guided
holidays.
This journey around six of Europe’s
most popular countries and cities
brings together the best of the
region’s history, scenery, legends
and locals.
It offers ‘Insider Experiences’
such as staying at the historic
Grand Europe hotel in Lucerne in
Switzerland.
The hotel was built more than
140 years ago and guests get an
authentic taste of life in the city in
the 19th century. They get a similar
feel of the past as they walk over
the town’s 14th century Chapel
Bridge or stand in front of the
Lion Monument, eating real Swiss
chocolate, rst created in the 17th
century.
Priced from R30 950pps, the
trip includes 11 nights’ hotel
accommodation with breakfast
daily and six dinners. Clients who
book and pay deposits before
March 31 can expect a 7,5% early
payment discount.
