The document discusses tourism trends related to Africa. It provides statistics on global tourism arrivals in 2016, with Africa accounting for 58 million arrivals or 5% of the total. Tourism to Africa saw year-over-year growth of up to 10%. Key trends for 2018 include Cape Town being a top travel destination, wildlife and adventure experiences, and travelers seeking to connect with local people and culture. The document emphasizes using data and research to better package tourism experiences and make them more people-focused by highlighting interactions with local communities.

2. T H E T R AV E L T R E N D S
TA K I N G U S T H E R E
A F R I C A R I S I N G

3. 2 0 1 8 T R AV E L T R E N D S
A F R I C A R I S I N G

4. 2 0 1 6 T O U R I S M
A R R I VA L S
A F R I C A R I S I N G

5. 2 0 1 6 T O U R I S M
A R R I VA L S
A F R I C A R I S I N G

6. 2 0 1 6 T O U R I S M
A R R I VA L S
A F R I C A R I S I N G
• Total Globally
1,235,000,000

7. 2 0 1 6 T O U R I S M
A R R I VA L S
A F R I C A R I S I N G
• Total Globally
1,235,000,000
• Africa 58,000,000

8. 2 0 1 6 T O U R I S M
A R R I VA L S
A F R I C A R I S I N G
• Total Globally
1,235,000,000
• Africa 58,000,000
• 5% of the total Tourist
Arrivals

9. 2 0 1 6 T O U R I S M
A R R I VA L S
A F R I C A R I S I N G
• Total Globally
1,235,000,000
• Africa 58,000,000
• 5% of the total Tourist
Arrivals
• YOY Growth of up to 10%

10. 2 0 1 6 T O U R I S M
A R R I VA L S
A F R I C A R I S I N G
• Total Globally
1,235,000,000
• Africa 58,000,000
• 5% of the total Tourist
Arrivals
• YOY Growth of up to 10%

11. T O P T R E N D S
F O R 2 0 1 8

12. T O P T R E N D S
F O R 2 0 1 8

13. T O P T R E N D S
F O R 2 0 1 8
• Cape Town remains the Top
Travel City to visit in Africa

14. T O P T R E N D S
F O R 2 0 1 8
• Cape Town remains the Top
Travel City to visit in Africa
• Wildlife and Adventure are key
themes

15. T O P T R E N D S
F O R 2 0 1 8
• Cape Town remains the Top
Travel City to visit in Africa
• Wildlife and Adventure are key
themes
• African Experiences with a 1st
World Twist

16. T O P T R E N D S
F O R 2 0 1 8
• Cape Town remains the Top
Travel City to visit in Africa
• Wildlife and Adventure are key
themes
• African Experiences with a 1st
World Twist
• Connecting with the people and
their causes

17. T O P T R E N D S
F O R 2 0 1 8
• Cape Town remains the Top
Travel City to visit in Africa
• Wildlife and Adventure are key
themes
• African Experiences with a 1st
World Twist
• Connecting with the people and
their causes
• Africaness remains the essence
that Travellers seek out to enrich
their lives with

18. A F R I C A :
W H Y A R E M O R E T R AV E L L E R S C H O O S I N G A F R I C A ?

21. C H A L L E N G E :
H O W D O W E U S E T H E R E S E A R C H A N D D ATA T O PA C K A G E B E T T E R ?

22. D ATA :
B I G D ATA , T H I C K D ATA A N D T H E D ATA T H AT W E N E E D

24. I N F O R M AT I O N ;
I N T E L L I G E N C E ;
I N S I G H T S
D ATA

25. I N F O R M AT I O N ;
I N T E L L I G E N C E ;
I N S I G H T S
D ATA

26. I N F O R M AT I O N ;
I N T E L L I G E N C E ;
I N S I G H T S
D ATA
F I R S T N A M E :
W I L L I A M
L A S T N A M E :
P R I C E
S E X : M A L E
A G E : 4 3
D O B : 2 5 / 0 3 / 7 4
N AT I O N A L I T Y:
S O U T H A F R I C A N
PA S S P O RT: S
A F R I C A N

27. I N F O R M AT I O N ;
I N T E L L I G E N C E ;
I N S I G H T S
D ATA
F I R S T N A M E :
W I L L I A M
L A S T N A M E :
P R I C E
S E X : M A L E
A G E : 4 3
D O B : 2 5 / 0 3 / 7 4
N AT I O N A L I T Y:
S O U T H A F R I C A N
PA S S P O RT: S
A F R I C A N
C R E D I T C A R D :
V I S A
P U R C H A S E :
F L I G H T, H O T E L ,
F O O D & B E V
T Y P E :
P R I VAT E T R AV E L

28. I N F O R M AT I O N ;
I N T E L L I G E N C E ;
I N S I G H T S
D ATA
F I R S T N A M E :
W I L L I A M
L A S T N A M E :
P R I C E
S E X : M A L E
A G E : 4 3
D O B : 2 5 / 0 3 / 7 4
N AT I O N A L I T Y:
S O U T H A F R I C A N
PA S S P O RT: S
A F R I C A N
C R E D I T C A R D :
V I S A
P U R C H A S E :
F L I G H T, H O T E L ,
F O O D & B E V
T Y P E :
P R I VAT E T R AV E L
L O C AT I O N S : J N B ,
C P T, D U R

29. I N F O R M AT I O N ;
I N T E L L I G E N C E ;
I N S I G H T S
D ATA
F I R S T N A M E :
W I L L I A M
L A S T N A M E :
P R I C E
S E X : M A L E
A G E : 4 3
D O B : 2 5 / 0 3 / 7 4
N AT I O N A L I T Y:
S O U T H A F R I C A N
PA S S P O RT: S
A F R I C A N
C R E D I T C A R D :
V I S A
P U R C H A S E :
F L I G H T, H O T E L ,
F O O D & B E V
T Y P E :
P R I VAT E T R AV E L
L O C AT I O N S : J N B ,
C P T, D U R
H O T E L : O N E &
O N LY
A I R L I N E : B A ,
S A A , E M I R AT E S ,
K L M
I N S U R A N C E :
Z U R I C H

30. I N F O R M AT I O N ;
I N T E L L I G E N C E ;
I N S I G H T S
D ATA
F I R S T N A M E :
W I L L I A M
L A S T N A M E :
P R I C E
S E X : M A L E
A G E : 4 3
D O B : 2 5 / 0 3 / 7 4
N AT I O N A L I T Y:
S O U T H A F R I C A N
PA S S P O RT: S
A F R I C A N
C R E D I T C A R D :
V I S A
P U R C H A S E :
F L I G H T, H O T E L ,
F O O D & B E V
T Y P E :
P R I VAT E T R AV E L
L O C AT I O N S : J N B ,
C P T, D U R
H O T E L : O N E &
O N LY
A I R L I N E : B A ,
S A A , E M I R AT E S ,
K L M
I N S U R A N C E :
Z U R I C H
I N S TA G R A M :
W I L L I A M _ P R I C E
T W I T T E R :
@ W I L L I A M _ P R I C E
FA C E B O O K : W I L L I
A M D O T P R I C E

31. I N F O R M AT I O N ;
I N T E L L I G E N C E ;
I N S I G H T S
D ATA
F I R S T N A M E :
W I L L I A M
L A S T N A M E :
P R I C E
S E X : M A L E
A G E : 4 3
D O B : 2 5 / 0 3 / 7 4
N AT I O N A L I T Y:
S O U T H A F R I C A N
PA S S P O RT: S
A F R I C A N
C R E D I T C A R D :
V I S A
P U R C H A S E :
F L I G H T, H O T E L ,
F O O D & B E V
T Y P E :
P R I VAT E T R AV E L
L O C AT I O N S : J N B ,
C P T, D U R
H O T E L : O N E &
O N LY
A I R L I N E : B A ,
S A A , E M I R AT E S ,
K L M
I N S U R A N C E :
Z U R I C H
I N S TA G R A M :
W I L L I A M _ P R I C E
T W I T T E R :
@ W I L L I A M _ P R I C E
FA C E B O O K : W I L L I
A M D O T P R I C E
S E A R C H :
G O O G L E ,
A I R B N B ,
H O T E L S . C O M ,
T R AV E L S TA RT,
T R I PA D V I S O R

32. I N F O R M AT I O N ;
I N T E L L I G E N C E ;
I N S I G H T S
D ATA
F I R S T N A M E :
W I L L I A M
L A S T N A M E :
P R I C E
S E X : M A L E
A G E : 4 3
D O B : 2 5 / 0 3 / 7 4
N AT I O N A L I T Y:
S O U T H A F R I C A N
PA S S P O RT: S
A F R I C A N
C R E D I T C A R D :
V I S A
P U R C H A S E :
F L I G H T, H O T E L ,
F O O D & B E V
T Y P E :
P R I VAT E T R AV E L
L O C AT I O N S : J N B ,
C P T, D U R
H O T E L : O N E &
O N LY
A I R L I N E : B A ,
S A A , E M I R AT E S ,
K L M
I N S U R A N C E :
Z U R I C H
I N S TA G R A M :
W I L L I A M _ P R I C E
T W I T T E R :
@ W I L L I A M _ P R I C E
FA C E B O O K : W I L L I
A M D O T P R I C E
S E A R C H :
G O O G L E ,
A I R B N B ,
H O T E L S . C O M ,
T R AV E L S TA RT,
T R I PA D V I S O R
A D VA N C E D :
R E M A R K E T I N G ,
P R O G R A M AT I C ,
E X P E D I A , H O T E L
C R M , O TA

33. I N F O R M AT I O N ;
I N T E L L I G E N C E ;
I N S I G H T S
D ATA
F I R S T N A M E :
W I L L I A M
L A S T N A M E :
P R I C E
S E X : M A L E
A G E : 4 3
D O B : 2 5 / 0 3 / 7 4
N AT I O N A L I T Y:
S O U T H A F R I C A N
PA S S P O RT: S
A F R I C A N
C R E D I T C A R D :
V I S A
P U R C H A S E :
F L I G H T, H O T E L ,
F O O D & B E V
T Y P E :
P R I VAT E T R AV E L
L O C AT I O N S : J N B ,
C P T, D U R
H O T E L : O N E &
O N LY
A I R L I N E : B A ,
S A A , E M I R AT E S ,
K L M
I N S U R A N C E :
Z U R I C H
I N S TA G R A M :
W I L L I A M _ P R I C E
T W I T T E R :
@ W I L L I A M _ P R I C E
FA C E B O O K : W I L L I
A M D O T P R I C E
S E A R C H :
G O O G L E ,
A I R B N B ,
H O T E L S . C O M ,
T R AV E L S TA RT,
T R I PA D V I S O R
A D VA N C E D :
R E M A R K E T I N G ,
P R O G R A M AT I C ,
E X P E D I A , H O T E L
C R M , O TA

34. T I P S T O H E L P Y O U
PA C K A G E B E T T E R
#5

35. S O U T H E R N E T H I O P I A

36. M A K E I T A B O U T T H E P E O P L E
#1

37. M A K E I T A B O U T T H E P E O P L E
• People connect with people, places and stories
#1

38. M A K E I T A B O U T T H E P E O P L E
• People connect with people, places and stories
• Make sure that you don’t loose the people in
the marketing and the packaging
#1

39. M A K E I T A B O U T T H E P E O P L E
• People connect with people, places and stories
• Make sure that you don’t loose the people in
the marketing and the packaging
• Make sure you are able to package with the key
audience in mind before you get stuck on price
or promotion or place
#1

40. M A K E I T A B O U T T H E P E O P L E
• People connect with people, places and stories
• Make sure that you don’t loose the people in
the marketing and the packaging
• Make sure you are able to package with the key
audience in mind before you get stuck on price
or promotion or place
• Culture is what you want to use to connect the
experiences to for the traveller
#1

41. Humanize before you monetize!
TIPDutch Travellers prefer to be
immersed into a culture to
experience it. German Travellers
prefer to not to get too close for
comfort.
Remember to find practical ways to
get your client to be able to picture
themselves in this story that you are
trying to sell to them. Make it easy for
them to share and feel a part of.

42. S A H A R A D E S E R T

43. M A K E I T A B O U T T H E E X P E R I E N C E
#2

44. M A K E I T A B O U T T H E E X P E R I E N C E
• Travellers are wanting enriching
experiences when they travel
#2

45. M A K E I T A B O U T T H E E X P E R I E N C E
• Travellers are wanting enriching
experiences when they travel
• The experience is everything and that’s
what you want to try and keep focus on
#2

46. M A K E I T A B O U T T H E E X P E R I E N C E
• Travellers are wanting enriching
experiences when they travel
• The experience is everything and that’s
what you want to try and keep focus on
• Use video and big imagery to ensure that
you keep the experience the hero of the
communication piece
#2

47. M A K E I T A B O U T T H E E X P E R I E N C E
• Travellers are wanting enriching
experiences when they travel
• The experience is everything and that’s
what you want to try and keep focus on
• Use video and big imagery to ensure that
you keep the experience the hero of the
communication piece
• Make the experience the focal point
#2

48. Experience is the point!
TIPThe data may tell you what the
number one destination or product
offering is, but it is the experience
or the feeling that the Travellers
gets when they are there that will
give you the magic to package.
Travel is made up of strong
experienceial stimuli and needs to be
used in your maketing and packing
communication so use sensory words
and sell the feelings and smells and
sights more in your communication.

49. K O L M A N S K O P N A M I B I A

50. M A K E I T A B O U T T H E P L A C E
#

51. M A K E I T A B O U T T H E P L A C E
• Places are significant and bring together the people
and the experiences in unique ways
#

52. M A K E I T A B O U T T H E P L A C E
• Places are significant and bring together the people
and the experiences in unique ways
• Places can be iconic and can also be totally obscure
until you connect people and experiences to them
#

53. M A K E I T A B O U T T H E P L A C E
• Places are significant and bring together the people
and the experiences in unique ways
• Places can be iconic and can also be totally obscure
until you connect people and experiences to them
• Places need to have more meaning than just a pi on
a map or location on a photograph posted via social
media
#

54. M A K E I T A B O U T T H E P L A C E
• Places are significant and bring together the people
and the experiences in unique ways
• Places can be iconic and can also be totally obscure
until you connect people and experiences to them
• Places need to have more meaning than just a pi on
a map or location on a photograph posted via social
media
• Make sure that you have enough information for the
Travellers to make a meaningful connection to
people and experiences once they have been there
#

55. Place the exerience properly!
TIPThere are many places that travel
companies will promote to sell, but
Travellers who have had a
signifycant experience will share
much more than just the location of
the place where this took place.
When you make a significant
connection with people and an
experience, the place where this takes
place will be the meaning and
physical connection point for the
Travellers to come back to.

56. G O L D D U S T

57. D O N ’ T M A K E I T A B O U T T H E P R I C E
#4

58. D O N ’ T M A K E I T A B O U T T H E P R I C E
• Price is only up for debate if you have not been
able to clearly communicate the value
#4

59. D O N ’ T M A K E I T A B O U T T H E P R I C E
• Price is only up for debate if you have not been
able to clearly communicate the value
• Travellers today who are seeking enriching
experiences are more tuned in to value than price
#4

60. D O N ’ T M A K E I T A B O U T T H E P R I C E
• Price is only up for debate if you have not been
able to clearly communicate the value
• Travellers today who are seeking enriching
experiences are more tuned in to value than price
• Being cost sensitive is a consideration in the
packaging of your travel experiences but it
should not be the primary focus
#4

61. D O N ’ T M A K E I T A B O U T T H E P R I C E
• Price is only up for debate if you have not been
able to clearly communicate the value
• Travellers today who are seeking enriching
experiences are more tuned in to value than price
• Being cost sensitive is a consideration in the
packaging of your travel experiences but it
should not be the primary focus
• Try not to lead with a price point but a stronger
value proposition
#4

62. Price only becomes a
problem when the
value is
missunderstood!
TIPToday many consumers are willing
to pay more that the expected
price for a service or offering if they
perceive the intrinsic value to be of
such a value that it should cost
more.
Make sure that your packaging does
not consist of price driven
propositions that cannot cleary
communicate the real value of the
experience you are trying to sell

63. A N G O L A

64. M A K E I T A B O U T T H E T I M I N G
#

65. M A K E I T A B O U T T H E T I M I N G
• Timing may be one of the most important
marketing opportunities missed today
#

66. M A K E I T A B O U T T H E T I M I N G
• Timing may be one of the most important
marketing opportunities missed today
• An annual vacation or anniversary or special life
event could be the best opportunity available
#

67. M A K E I T A B O U T T H E T I M I N G
• Timing may be one of the most important
marketing opportunities missed today
• An annual vacation or anniversary or special life
event could be the best opportunity available
• The ability to package according to what you know
about your Client or Prospect in terms of timing
needs to be a priority
#

68. M A K E I T A B O U T T H E T I M I N G
• Timing may be one of the most important
marketing opportunities missed today
• An annual vacation or anniversary or special life
event could be the best opportunity available
• The ability to package according to what you know
about your Client or Prospect in terms of timing
needs to be a priority
• Many Operators have a wealth of untapped data
to help them use time specific marketing far better
#

69. Timing is everything
today!
TIPBuying decisions can be promoted
and triggered through time specific
communications which should be
managed through simple CRM and
other marketing information
systems that are inexpensive to use
today.
By getting into the mind of you
customer or prospect, you should be
able to package an experience based
on their life stage or age or a few
other time specific triggers available
to you.

72. #IamJoburg

73. #IamJoburg
Twitter

74. #IamJoburg
Twitter
Facebook

75. #IamJoburg
Twitter
Facebook
Youtube

76. #IamJoburg
Twitter
Facebook
Youtube
Instagram

77. #IamJoburg
Twitter
Facebook
Youtube
Instagram
Website

78. S T E V E J O B S
“Consumers don’t know what they want until you
show them.”

79. S T E V E J O B S
“Consumers don’t know what they want until you
show them.”

84. T H A N K Y O U
@william_price