INTERVIEW AFRICA COLLECTION
Perfect Collection
JAMES WESTRIP DIRECTOR, AFRICA COLLECTION UK LTD
Tell us a little about the history and development of Africa Collection. We started out in 2000 as the UK office for South Africa’s Portfolio Collection. However, we quickly realised that with our background in tour operating in Africa and the Indian Ocean we could offer a lot more. A decade on we now like to think that we are one of the leading specialist tour operators for sub-Saharan Africa and the Indian Ocean Islands in the UK.
You have recently ventured into East Africa. Is this a region where you see big potential? We certainly do. We have focused on Southern Africa previously but
of the other operators in our sector. We offer a broad range of product in all of the destinations that we sell, from B&Bs in South Africa to the traditional four- and five-star offerings in all areas to adventure overland trips across the whole region.
You are releasing your first dedicated ‘rackable’ brochure this month. Why now? Without wishing to blow our own trumpets, we have done too good a job of promoting ourselves as Portfolio in the UK! We want the trade to know that we are a genuine specialist operator to the whole region and we believe that this brochure will help us achieve this.
to highlight some of the more ‘unexpected’ aspects of tourism in South Africa. Everyone knows about Table Mountain
and safaris, but we wanted to inform agents about the massive variety that South Africa has to offer: it’s a real cliché but it really is a ‘World in One Country’. Our campaign ran until March 18. Via
e-mail flyers, mailings and adverts we highlighted the varied aspects of holidays in South Africa. We then gave travel agents the tools to promote South Africa to their clients via bulk e-mailings, direct mail and point-of-sale material, as well as the chance to win some great prizes including holidays to South Africa.
“We will be hitting the streets with our new brochure, spreading the word that we want to work with agents and that we appreciate the value they offer clients”
with our acquisition of Destinations for Africa in July 2010 we realised the potential for East Africa. Also our existing customer base wanted us to branch out into this region, which meant they could continue booking with Africa Collection.
What is Africa Collection doing to stand out from other Southern/East Africa operators? Through our association with the Portfolio Collection in South Africa we have always had a different product offering – a selection of B&Bs, guest houses, game lodges, etc. – to most
How are 2011 bookings shaping up? The first three months were great for new bookings, with real growth over the same period in 2010, and forward bookings are looking good with East Africa really pumping. Safari and beach combinations are selling well; they are popular with honeymoon couples but are a great holiday product for every type of client.
You won South African Tourism’s 2010 Ubuntu Awards. What was the marketing idea that landed you the £25,000 prize? We pitched a campaign
A microsite –
www.sa-unexpected.
co.uk – features 15 popular itineraries.
Do you have any plans, such as road shows, workshops, agency visits, fam trips, etc, to court travel agents in 2011? We continually visit agents, attend workshops and offer at least one great fam trip to the region each year. This year we are working very closely with one of the regional tourism boards in SA and will be holding a couple of large agent functions, in a workshop format. We will also be hitting the streets with our new brochure,
spreading the word that we want to work with agents and that we appreciate the value they offer clients.
Did hosting last year’s World Cup boost or hurt bookings to South Africa? It certainly didn’t hurt bookings, but it is also difficult to quantify any benefits. On the basis that trading conditions were pretty tough in 2010 but South Africa still held its own out of the UK, you could surmise that the World Cup had a positive effect. This year and 2012 will be the real test.
How much of an impact will rising taxes, including APD and an impending rise in landing fees, have on bookings to South Africa? Any increase in price with no benefit or value to the customer will affect business. Every extra pound takes another potential customer out of reach. I can definitely foresee a time when long-haul travel becomes the privilege of the wealthy again, as it was pre-1980. This will be particularly the case for families – four long-haul air tickets already cost a minimum £3,000.
What’s your own idea of the perfect African holiday? I’d go for the grand African tour! I love Cape Town and the surrounding area, so would start there, followed by some kind of walking safari, maybe in northern Kruger Park or Zambia or Botswana. And then either Likoma Island on Lake Malawi or Lamu Island off the Kenyan coast. Both are real chill-out places with interesting local culture.
www.sellinglonghaul.com • April 2011 45
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