COLLABORATION, SKILLS DEVELOPMENT, UNIQUE EXPERIENCES – KEY TO CAPE WINELANDS TOURISM GROWTH

11. Lunch enjoyed at Spier by the speakers and delegates (HR) The recent edition of The Business of Wine & Food Tourism Conference saw those operating in the Cape’s wine, food and hospitality industries gather at Spier in Stellenbosch to glean insights from local and international specialists, and engage in informative discussions focused on growing revenue and loyalty for tourism in the Cape Winelands.

 

1. Margi Biggs, convenor of The Business of Wine & Food Tourism Conference 2017 (HR).jpg

Margi Biggs

Now in its second year, the annual conference is convened by seasoned travel and tourism specialist, Margi Biggs.  She believes that travel and tourism can potentially contribute significantly more than it currently does to South Africa’s national GDP.  The World Travel and Tourism Council (WTTC) has calculated that last year, the direct contribution of the travel and tourism sector to the South African economy was worth R127,9bn, accounting for 3% of the country’s GDP.  The indirect contribution was approximately 9%, according to South African Tourism.

 

6-rico-basson-ceo-of-vinpro-hr.jpg

Rico Basson

Rico Basson, executive director of Vinpro, the non-profit organisation that represents around 3 500 South African wine producers and cellars, used the example of the Wine Industry Strategic Exercise (WISE) initiative, launched in 2015, to illustrate how collaboration is paramount to unlocking value and stimulating growth.  WISE was developed by the South African wine and brandy industry to help it reach a desirable future state by 2025. Its robust and adaptable approach is geared towards driving profitability, global competitiveness and sustainability. It is a collaborative effort driven by Vinpro, SALBA (South African Liquor Brandowners Association), SAWIS (South African Wine Industry Information and Systems), WOSA (Wines of South Africa) and Winetech (Wine Industry Network of Expertise and Technology). 

Basson mentioned key targets for the industry towards 2025, such as building a greater presence in strategic markets, specifically in the US and Africa; growing Cape wine tourism to increase visitor numbers by 25%; and increasing Cape wine tourism’s annual direct contribution to South Africa’s national GDP from R6 billion to R16 billion. He also highlighted the use of technology and research in continuing to create a sustainable future for the overall industry.

19. Tim Harris, CEO of Wesgro (HR)

Tim Harris

Tim Harris, head of Wesgro, the Western Cape’s trade and investment promotion agency, foresees continued growth potential in tourism for the region. He referenced the Fourth Industrial Revolution, its disruptive effect on all economies, and especially the necessity for Africa to adapt in terms of digital skills development, changing business models and public-private partnerships to advance its ‘Africa rising’ narrative.

 

 

8. Speaker, Linda d'Holt Hacker getting more insight from the speakers (HR).jpg

Linda D’Holt-Hacker

“The Cape Winelands offers a high quality slow product in a world where time is seen as increasingly rare and valuable. The Business of Wine & Food Tourism Conference provides an incredible opportunity to celebrate this,” Harris said.    

5. Amanda Kotze-Nhlapo from South African Tourism (HR).jpg

Amanda Kotze-Nhlapo

Representing South African Tourism, Amanda Kotze-Nhlapo explained how the entity is rallying South Africans and the economic sector to fully support tourism growth with the launch of the ‘We Do Tourism’ movement, on 29 September 2017. “Every citizen of South Africa plays a role in local tourism. We are in a crisis if we don’t support tourism. It creates jobs, enriches lives and brings people together.”

 

 

 

18-jerry-mabena-ceo-of-thebe-services-hr.jpg

Jerry Mabena

Jerry Mabena, CEO of Thebe Services that owns the Thebe Tourism Group surmised that South African Afropolitans could boost the annual South African economy by more than R2 billion and grow tourism. That is if they are given appealing reasons to travel to the Cape Winelands.  He described Afropolitans as cosmopolitan Africans; global in their outlook, straddling the divide between African and Western cultures, and having the disposable income for travel. Yet they are not really targeted by the local travel and tourism industry.

Mabena suggested that wineries rethink and refocus their marketing efforts, and create events around wine drinking, activated in spaces that Afropolitans can relate to. “Make wine drinking accessible – take away the snob value and mystery but leave some ‘upmarket’ attributes.  Encourage Afropolitans to meet the owners and/or winemakers at cellars – make them feel like they are guests, not just random customers.

“Big events such as the annual Soweto Wine Festival have and continue to play a major part in bringing wine and wine-related experiences into the consideration sets of Afropolitans. Create more of these and combine wine with whisky, cognac and other spirit experiences. Experiences create stories. Polo and wine festivals seem to attract Afropolitans – expand those.”

 

10. Dr Robin Back (HR)

Dr. Robin Back

Dr Robin Back, a South African-born, US-based academic who conducts wine tourism research in both South Africa and the US, shared the findings of his recent research study that looked specifically at the effect of a winery visit on brand loyalty and purchasing behaviour. He explained that the results indicated that winery tourism does in fact have a positive long-term effect on brand loyalty and purchasing behaviour, but that the strongest effect of positive winery visitation appears to be on brand loyalty, which is shown not to diminish over time. He also mentioned the significant role of frequent and continuous communication with those who have visited, to further strengthen the bond between the brand and the consumer. Back added that wine tourism should be incorporated into overall winery marketing plans.

4. Delegates listening to Don Shindle (HR)

Conference delegates learned about the art of impeccable service from Don Shindle, an expert in customer service from Napa, California’s renowned wine tourism epicentre. He explained the importance of expertly and thoroughly trained staff, empowered to act with confidence, in achieving top service standards.  “Everything communicates, so engage your workers and enable them to perform.  Be agile in practices to create loyalty beyond reason, and delivery your brand promise. Teamwork means I am you, and you are me.”

3. Don Shindle general manager of The Westin Verasa Napa (HR)

Don Shindle

Shindle’s thinking was echoed by Linda d’Holt-Hacker of South Africa’s The Touch Company, that assists large and small organisations in developing and fine-tuning outstanding customer journeys and brand experiences. Showcasing a model she calls ‘The Hosting Paradigm’ as a tool for effective decision-making, she also outlined how crucial it is for employees to understand very clearly why they do what they do – in other words, to have a sense of real purpose aligned with the brand they represent. In addition, she shared insights on how to align guest experiences with a brand’s core values, and highlighted the need for a shift in how service staff are perceived and think about themselves. 

 

16. Kevin Arnold, cellar-master & managing partner of Waterford Wine Estate (HR).jpg

Kevin Arnold

Waterford Estate’s Kevin Arnold outlined best practice for winery tasting centres. He believes that wine brands are built in the tasting room and that unique, innovative and personal tasting experiences are paramount to creating memorable value. “At Waterford, we’ve found that we sell more wine and build greater loyalty when offering guests not only a tasting, but an experience such as a vineyard safari where they get to taste our wines outside, in the vineyards. Personalised experiences help us form real connections with our guests. Wine brings them through the door, experience brings them back.” Arnold views visitors as guests, not customers.  He also believes in in-depth training and development of staff, mentorship, building confidence and ensuring that employee aspirations fit with those of the brand.

 

15-kelly-jackson-general-manager-of-contiki-sa-hr.jpg

Kelly Jackson

General manager of Contiki in South Africa, Kelly Jackson, presented ways in which virtual reality could be very effectively used as a strategic marketing tool to bring a product or service to life. She however cautioned against using virtual reality as a gimmick, and suggested that brands use it only if it fits with the experience they aim to promote.

 

 

7. Andrea Robinson, master sommelier for Delta Air Lines (HR)

Andrea Robinson

Meanwhile, world-renowned US lifestyle TV personality, Andrea Robinson, one of only 23 female Master Sommeliers in the world, covered the process of choosing wines for Delta Air Lines and showed how the airline uses its marketing and media properties such as its in-flight magazine and on-board entertainment system to highlight specific wines and wine routes.  She also elaborated on other marketing activities including sponsorships and partnerships, themed wine region promotions in strategically located hubs, and the up-skilling of flight attendants in terms of wine knowledge and service.

 

9. Panel discussion headed by Dr Jaisheila Rajput, Jessica Shepherd, Luke Grant & Joe Stead (HR)

Dr Jaisheila Rajput, founder and CEO of Tomorrow Matters Now (TOMA-Now), an independent consultancy focused on developing the green economy with special emphasis on value chain management and growth, together with Joe Stead of the Spur Corporation and Luke Grant and Jessica Shepherd of The Table at De Meye in Stellenbosch, winner of the Eat Out Sustainability Award in 2016, presented a panel discussion focused on the role hotels, wineries, restaurants and consumers can play in promoting a sustainable future, particularly addressing the issue of food waste management.

 Rajput said that the sustainability movement had already started in South Africa, with clear examples provided by Stead, Grant and Shepherd. Stead mentioned that although waste management is a complex issue, the Spur Corporation has had major successes, from Spur restaurants recycling cooking oil to produce biodiesel, to John Dory outlets eliminating all plastic packaging in a bid to tackle the issue of ocean pollution.   

 

14-wendy-masters-educating-delegates-on-pr-trouble-shooting-in-tough-times-hr.jpg

Wendy Masters

Reputation management and strategic communication specialist Wendy Masters of The Phoenix Partnership, based in Cape Town, educated delegates on the key phases of crisis communication: prepare, respond and recover. She believes that reputation is about delivery, not promise, and described how pro-active approaches to crisis situations could actually strengthen brand reputation, citing the example of The Vineyard Hotel in Newlands, Cape Town.  “When the water shortage crisis in the Western Cape became evident, immediate action was taken to remove plugs from bath tubs and install low-flow shower heads in all guest bathrooms. These efforts clearly demonstrated the hotel’s commitment to sustainability, recognised and applauded by guests and other stakeholders such as local government,” Masters said.  

 

Advertisements

Desert Destinations

With all the possible holiday destinations, it can be quite overwhelming when planning your travels. Since we are entering warmer temperatures again, Travelling Mystery Guest took a look at some interesting desert destinations to visit. Some are in our neighbouring countries and some are very far, never the less, they do not disappoint:

  1. Canyon Lodge, Namibia

Located near the Fish River Canyon, not only does this lodge provide activities for all visitors, but their unique stone chalets will make you feel part of the beautiful Namibian desert. For South Africans, this lodge is not too far from home and for international travellers, this oasis is worth the distance.

  1. Alto Atacama Desert Lodge and Spa

Located in the lush Catarpe Valley of the Salt Mountain Range (in Chile, South America), this destination is for those looking to travel further than South Africa’s neighbouring desert. Similar to the architectural design of the Canyon Lodge, the Alto Atacama Desert Lodge blends in with its surroundings, making you feel part of the terracotta ridge that rises behind it.

  1. Kubu Island
botswana-694485_1920

Baobab in Botswana

Though this island’s location may not be defined as desert, the Kubu Island in Botswana (in the Makgadikgadi Pan area), consists of dry granite rock that features some beautiful Baobabs. An interesting fact about this destination is that the entire island is a national monument and it is considered sacred by the natives living in the area.

  1. Salvador Dali Desert, Bolivia

bolivia-1674148_1920

The name of this desert, originating from the environment’s resemblance to Salvador Dali’s landscapes, already paints a picture in our minds of what to expect from this desert destination. It consists of long stretches of rocky hills, sand dunes and lagoons. So if it’s really desert that you’re after, you’ll find it here. This desert is in South America (close to Chile).

  1. Luxury Desert Camp in Erg Chebbi

Erg Chebbi is one of Morocco’s two Saharan ergs (a sand sea), the other is Erg Chigaga. The Luxury Desert Camp provides a true Moroccan experience in the desert, with the culture adding to every aspect of this camp. Camping in tents completed with Moroccan décor whilst surrounded by camels and the sun setting behind a dune would be an amazing experience!

Written by: Alicia Redelinghuys

 

 

Wine and Food Conference to show how to grow Loyalty and Revenue for Cape Tourism

 

The World Travel and Tourism Council (WTTC) has calculated that last year, the direct contribution of the travel and tourism sector to the South African economy was worth R127,9 billion, accounting for 3% of the country’s GDP.

Margi Biggs

Commenting on the WTTC findings presented in its recent 2017 Economic Impact Report, Margi Biggs, convenor of the upcoming The Business of Food and Wine Tourism Conference, set to take place in Stellenbosch in the spring, said:

“The good news is that the council has projected the sector’s contribution to domestic GDP will rise by 2,7% in 2017, a very welcome increase given the subdued state of our local economy.”

A seasoned travel and tourism specialist, Biggs contends that travel and tourism can contribute still further to the national GDP, “provided we, as an industry, take note of new trends in consumer spending, behaviour and priorities to make our food and tourism offerings more compelling and more competitive, while upping the standard of our execution and service delivery.”

“If we get it right, the impact will be substantial.  It will help to build skills, create economic opportunities and reduce unemployment, generating greater prosperity for more South Africans.  We have all the right ingredients: beautiful locations, a growing reputation for world-class food and wines, and friendly and welcoming hospitality staff.  We just have to finesse what we are doing with the technology and research we now have at our disposal, while applying new thinking to marketing and problem-solving.”

 

She said the annual conference, now in its second year, would be presented by a selection of international and local tourism specialists and would focus on best practice and how to improve the customer experience. An important feature of the forum would be the various ways in which wine and food impact customer loyalty.

“There is a growing view internationally that customer experience will ultimately drive more loyalty than complicated point-based programmes and schemes. We need to take note.”

Amongst this year’s keynote speakers is CEO of SA Tourism, Sisa Ntshona. His address will explore how the food and wine experience can promote South Africa’s competitive advantage as a tourist destination. Included in the line-up of international speakers are Don Shindle, an expert in customer service and GM of the Westin Verasa Napa in California’s renowned wine tourism epicenter. World-renowned TV personality, Andrea Robinson, one of only 23 female master sommeliers in the world will also be there. Dr Robin Back, a South African-born, US-based academic who conducts wine tourism research in both South Africa and the US will be looking specifically at the impact on loyalty of cellar door visits. The programme will also cover such topics as virtual reality, attracting new markets, and PR trouble shooting.

The conference takes place at Spier on Wednesday, 20 September.

For more information on the conference, or to register online, visit www.wineandfood.co.za.

Early Bird registration is now open at a fee of R2 950 (excl. VAT) per delegate, and ends on 12 June. The standard cost per delegate is R3 950 (excl. VAT), and ends on 18 August.  If you register and pay after 18 August, the cost rises to R4 500 (excl. VAT) per person.

Anywhere is an adventure

Some people are born with wanderlust and they will explore all the places on this beautiful earth before a single grey hair appears on their head.  Other people are afraid to take the risk of experiencing the unknown abroad. Being any one of these two people is perfectly fine. Adventure can be found anywhere. Travelling Mystery Guest assists hotels, lodges, guesthouses and even restaurants to identify the type of people to attract.

Adventure is defined as an unusual and exciting or daring experience. But a customer doesn’t always have to go to the ends of the earth to awaken the joy of discovering the unknown. Something new and interesting can be found right around the corner of where they are. Taking only South Africa into consideration, the Northern Cape and the Western Cape lies right next to each other on a map but they present a traveller with two different worlds.

There is not a place on this planet not worth exploring. Every new destination they visit and everything you do for your customer can change them. People get caught up in work and routine and sometimes they forget to look up and enjoy their surroundings. Unexpected places and people can provide us with a new experience.

The cultures of the world can now be found almost everywhere. Different restaurants provide entirely unique experiences. Guests tend to create bucket lists of things they would like to do and see. Destinations must find ways to become one of the top 10 attractions customers want to experience. Identify methods through which your destination can offer customers trendy food experiences or exciting events that they would like to add to their calendars.

Set up a list of local places and visit a different one each month. Join events that are presented in your location, especially if it is something you wouldn’t normally do, like going to acoustic music concert or a book reading, to learn what your guests will be experiencing when visiting there.

There is a certain magic that happens when the earth awakens. Getting up early and watching the sun rise holds the promise of a new day. Guide your guests to put on their adventure goggles and break your routine. Encourage them to eat ice cream for lunch just because they can. Do something out of the ordinary to make yourself also realize there’s more to life than just living.

Customers  don’t need a reason to go anywhere. You need to create the need. Be the one thing they need to see before they head back to their home. Create memories that will make them want to come back.

 

Catering for different ages

Travelling is not limited to age, anyone who wants to travel are free to do so. But different ages have different habits when travelling and different reasons for visiting certain places. Travelling Mystery Guest takes you through the decades to see what various age groups look for in their travel experience.

  1. In your 20’s:

In your twenties, you don’t really know much of the world. When travelling, it will be a whole new experience for you. You don’t really have anything to compare this experience with, so it will put you completely out of your comfort zone, which is ultimately the best way to learn the lessons of life.

Younger people also have the time to dwell abroad; they might even look for job opportunities and decide to settle in a foreign country, because they don’t have a job at home tying them down. With today’s economy, many young adults research job opportunities abroad.

Millennials often travel solo with the goal of meeting new people. This can lead to a long period of travelling where they continue to visit new places with the friends they meet at each new destination. They usually don’t have family responsibilities yet, which gives them the freedom to travel for a longer time.

  1. In your 30’s:

They will mostly be settled with a job and a steady income, making their travelling time shorter, but their trips more affordable and luxurious.

This age group includes a lot of newlyweds on their honeymoon or young couples exploring the world together. They will probably stay at more exclusive hotels and would have some plans of what they would like to explore.

This age group might have more to compare their current experience with. Unlike those in their 20’s, they might be more interested in cultural experiences than clubs.

They may also be travelling with small children, adapting their accommodation and entertainment plans according to the kids.

  1. In your 40’s:

They do thorough planning and their knowledge of travelling is a lot better. They make an effort to have a comfortable stay and more convenient transport options.

They might have more spending money and they will pay more to have a memorable experience. Travelling for work is also quite common in this age group, as well as family trips.

There are also a few travellers in this age group who believe they are getting old, so they will still plan some extreme and adventurous holidays, while it is still physically possible.

  1. In your 50’s:

They might choose destinations with a rich and exotic culture. They have the money and mostly the time to a take a long holiday to experience things they have planned thoroughly.

A frequent occurrence is that their children live abroad and they are visiting, which can also be for a long period of time at once.

Family holidays are still present in this age group, the children being older and often paying for themselves. People in their 50’s are usually quite knowledgeable about travelling and would guide their children in possible activities.

Destinations must find ways to cater for all the different age groups. This will not only keep customers happy, but it will also enlarge your customer segment, which eventually will increase profits.

Written by: Alicia Redelinghuys

Different types of Tourists

In the hospitality industry, you will be introduced to a lot of different people. As tourists, they become your customers. Certain businesses cater for certain types of tourists. Travelling Mystery Guest helps you to identity the different tourist types, which assists you in understanding the requirements.

  1. Incentive tourists:

This group includes people who didn’t initially plan on visiting your destination For example, a worker has accomplished his sales target and he is rewarded with a dinner for two. Since they had no intention of coming to you, they won’t particularly have a set expectation. This is a good opportunity to wow a customer. These people view this rewards as inspiration to work harder, and therefore it could be a good idea to build customer loyalty by adding a personal sentiment to their experience. Example: a bottle of wine with a personalized congratulations message.

  1. Business tourists:

These people travel purely for business reasons. If you manage an accommodation service and you want to lure business travelers, providing them with conference rooms is probably the best way. Bring their work place to where they are staying rather than being dependent on meeting facilities near you to bring in customers. When you have facilities available, offer them everything they may need. Water and juice in the room, lunch at a specific time and any other service they might require. These people are not specifically there to enjoy luxury but they don’t want to struggle while they are busy working. Try and provide as much as possible, especially transport and internet services.

  1. Leisure tourists:

This group is on holiday purely for relaxation and luxury. When accommodating some of these travelers, it would be a golden opportunity to up sell all the services your business provides. If you don’t have a spa or relaxation facilities, be sure to equip these visitors with enough information of where they can find them. Don’t fuss around these customers, but be sure to provide them with everything they might need. It would be good to offer them something extra, for example, drinks served by the pool.

  1. Sport or recreation tourist:

These tourists either take part in sports or they are there to watch sports. When you are aware of a sports event near you and the customers have informed you that they will be attending, it could be a good opportunity to provide some extra services. They might be returning at a late hour or leaving early in the morning. Ask them if they have any special preferences, for example food at a certain time. Also try to take part in their experience by wishing them luck or saying you hope they enjoy the event.

  1. Special Interest Tourist

This group is visiting because of a certain passion. It will be good to stay informed about events near your destination and interests in your location. For example, people who are staying at your lodge during a bird watching trip. This tourist type often plans their travelling very well, so you might be informed about their activities before they arrive. Always accommodate their arrival time and the reason they are visiting. As with sport tourists, you can take part in their trip by asking about their experience.

Written by: Alicia Redelinghuys 

Resources:

The different types of tourists in tourism industry, online, accessed 10/02/2017, also available at www.hotelresortinsider.com

 

Travel Trends for 2017

I love watching things change in the travel and hospitality industries. Never a dull moment. Whether it is decor trends that change, or the plating of food, every year has some new, evolving trends that either shock us or surprise us. Wall colours, ways of travel, types of accommodation preferences, types of travellers and their expectations…here is what is being predicted for 2017:

Travel experiences

Travel experiences (Image cred: pixabay.com)

  1. EXPERIENCE. More and more travel experts say that travellers want experiences with some kind of purpose, especially when it comes to wellness and cultural education. Travellers want to have digital detox options and they want to experience different indigenous cultures. When I say experience, I mean travellers really want to experience certain things like working on farms, taking lessons from local artists and trying out local cuisines.
  2. CONSERVATION. Another trend that is growing quite quickly, is the trend of travelling with the purpose of conservation. Conservation of not only the planet, but also cultures, wildlife and more.
  3. MORE DESTINATIONS IN ONE TRIP. Travellers don’t go to one destination and stay there for two weeks anymore. Instead, they make the most of their time away from home and fit in as many destinations and experiences as possible. In South Africa, this is a huge trend as travellers want to see, for example, Cape Town and the Kruger National Park all in one trip.
  4. EXPERIENCE DRIVEN TOURS. Tour operators say that travel to Africa is booming. Travellers now want the true African Safari experience and less luxurious spa experiences. Things like walking safaris, canoe trails and fly camping should do the trick. Experience driven tours that encourage travellers to move at a slower pace while on holiday are a must in your planning for 2017 if you want to “wow” your customers.
  5. COMBINATION TRIPS. “High-low” safaris are also becoming very trendy in the travel industry, where travellers rough it with walking trails or canoeing and then end off their trip with a few days at a luxury lodge. Combination trips are definitely something to look into. Gosh PR also mentioned this at the THINC Africa Conference, hosted by HVS earlier this year, where they explained that UK travellers want something from both worlds in one trip. With South Africa having so many stunning beaches, we need to tap into this travel market, providing tours that combine safaris and beach holidays to travellers from around the world.
  6. LIVING ROOM-LIKE SPACES. With regards to decor, hotels have living room-like spaces to look forward to – moving away from the traditional front desk.
  7. CULTURE INSPIRED DESIGNS. Culture-centered designs where there is not much difference visible from the indoor spaces to the outdoor spaces is not necessarily a new trend, but it has increased in popularity.
  8. BOHEMIAN FOR BUDGET. Bohemian simplicity has become a popular design trend to follow, especially for budget hotels, with high-touch furnishings, but simple, environmental finishes.

References:

http://www.greenspot.travel

http://www.hotelnewsnow.com

http://www.travelweekly.com

http://www.goshpr.co.uk