Currently, of all the market segments in the US, the luxury market is perhaps the most buoyant and there is a distinct trend to buy up due to the weakness of the rand. It is also maturing in certain respects: travelers are more adventurous in terms of experience and areas like Johannesburg have shaken off the negative connotations of a decade ago to become a destination rather than a transit point.
However, this has not translated into a greater geographical spread. Key areas, such as Cape Town, Kruger National Park and Victoria Falls continue to dominate overwhelmingly. This, in turn, suggests that, despite some maturation, there is limited repeat business, or that repeat business is re-visiting key areas. Areas like the Eastern Cape and KwaZulu Natal are hugely neglected and undersold. We have to ask ourselves why. Are they not perceived as offering something better than the core areas – or are they indeed not offering a luxury product good enough for the North American market, either in terms of property or experience? In this very time-conscious market, destinations must be seen to be offering big bang for their buck and time. Tswalu has done this well, having taken a little-known region of South Africa, made it accessible and sold it strongly on unique selling points not offered by other areas. Read more:
Craig Smith is the Managing Director of New Frontiers Tours & Travel
