Have money, will travel!

T
HE South African consumer is
serious about buying travel. But
make sure you give him a good
deal, offer him something exotic and
that your product knowledge is up to
scratch. This was the news at Flight
Centre’s annual Travel Expo, which was
held on February 11 and 12 at the
Coca-Cola Dome in Johannesburg.
Andrew Stark, ceo of Flight Centre
Travel Group SA (FCTG), says the
number of conversions was the best
it’s been in the five years FCTG has
hosted the expo. While the number
of attendees increased by 10%, sales
grew 30%. “This is a clear sign South
Africans are more upbeat about buying
travel,” says Andrew.
What’s more, about 20% of
attendees were booking holidays six to
18 months in advance, he says.
Of the people who came to Cruise
About’s stand this year, 80% were
genuinely interested in purchasing a
cruise, whereas 20% just came for a
brochure, says Jackie Adami, md of
Development Promotions, who spoke
on behalf of Cruise About.
Exhibitors agreed that this year’s
attendees were particularly well
versed. “We had lots of quality
enquiries,” says Tracey Krog, sales
manager of Cruises International.
“Visitors asked specific questions
about places they hadn’t been to
before, especially the Caribbean and
Antarctic. They were not particular
about the details regarding the when
and the how, but more importantly,
they want to feel like they are getting a
good deal.”
 “Last year, the favourite was Cape
Town, but this year we have had a lot
more requests for Zanzibar – I think
this shows the SA consumer wants to
explore,” says spokesperson of Mango,
Hein Kaiser.
Virgin noticed a lot more interest
in its exotic destinations, including
Cuba, Barbados and the Caribbean,
says Darrin Thomas, marketing and
communications manager of Virgin
Atlantic Airways.
Lesley Smith sales manager of
WLH says: “Consumers also want
something different. They wanted to
know what Mauritius offered other than
just sand and beach.”
The demographic has also shifted
and there is a greater interest from the
emerging market, says Hein.
Lesley says visitors’ enquiries ranged
from July school holidays to weddings
to what’s available for millennials.
Experts agree the expo is cultivating
an increasing commitment to buying
travel in the SA market. Darrin says
most visitors booked Virgin because
they were familiar with the product.
 “I think the expo has a lot to do with
creating awareness about the brands
available in the market,” says Jackie.
Andrew agrees: “FCTG is the only
travel company in SA that looks to
stimulate travel for the SA traveller.” He
says the event, which is “as popular as
boerewors”, helps FCTG capture new
clients and retain existing ones.