ENTERPRISE PROGRAMME BACKGROUND INFORMATION FOR TRAVEL AGENTS.

ENTERPRISE PROGRAMMEBACKGROUND INFORMATION FOR

TRAVEL AGENTS

Sho’t Left Enterprise Programme

About the Enterprise Programme

• Launched in 2005• To support Travel Agencies in developing a greater

domestic leisure tourism focus• Forms part of the Domestic Tourism Growth

Strategy from Government• Will help the industry with transformation and BEE

charters • Is a joint partnership between SA Tourism and

ASATA• Open to PDI travel agents (and students as part of

practical training) in the country


Aims of the Enterprise Programme

1. To have 100 Sho’t Left Travel Specialists in the field by the end of 2006

2. To make travel more accessible to all South Africans – by having travel agents who understand the unique needs of the emerging local market and are able to sell accordingly

3. To provide knowledge and insight to travel agents to equip them to build enterprises around the domestic travel market in future


Domestic Tourism Growth Strategy

• Developed by DEAT (Department of Environmental Affairs & Tourism) and SA Tourism

• Based on extensive research – local research and internal case studies

• Designed to help the industry focus on drivers for growth


Strives to contribute

to …

Sustainable GDP Sustainable GDP growthgrowth

Sustainable job Sustainable job creationcreation

Redistribution and Redistribution and transformationtransformation

… through delivering

sustained ...

Increases in tourist Increases in tourist volumevolume

Increases in tourist Increases in tourist spendspend

Increased length of Increased length of staystay

Improved geographic Improved geographic spreadspread

Improved seasonality Improved seasonality patternspatterns

… by acting in a focused

way to …

Understand the marketUnderstand the market Choose the attractive Choose the attractive segmentssegments Market the DestinationMarket the Destination

Facilitate the removal Facilitate the removal of obstaclesof obstacles

Facilitate the product Facilitate the product platformplatform

Monitor and learn from Monitor and learn from tourist experiencetourist experience

Promote transformationPromote transformation


The Domestic Tourism Growth Strategy is based on four areas of focus

1. Increasing volumes2. Increasing expenditure 3. Reducing seasonality

4. Improving geographic spread


In 2003 the Tourism market value in South Africa was just over R100 Billion – almost half of that was domestic

53%

47%

International Domestic


In 2003 the tourism industry hosted 6.5 million international visitors and 8.1 million domestic holiday trips

45%

55%

International Domestic


46.3

27.88

15.1

0.0

20.0

40.0

60.0

Popu

latio

n - M

illio

ns

2003

SA pop.

universe (adults 18yrs and over)Travelling pop.

The South African Domestic Travelling Population has room for growth


Nearly two thirds of trips are for VFR (Visiting friends and relatives). Although Leisure travel accounts for only 16%

of all trips, it accounts for 44% of all expenditure

0

5000000

10000000

15000000

20000000

25000000

30000000

35000000

No

of T

rips

05101520253035404550

% o

f tot

al v

alue

No of Trips 8100000 5300000 3100000 800000 32000000% Value 44.5 4 12.8 1.4 37.2

Holiday Religious Business Medical VFR

The opportunity to improve the GDP

contribution from domestic tourism is in the holiday or

leisure segment


Many South Africans do not

have a culture of holiday travel

• No weekend trips 96%• No trips at all 84%• Of those who do travel

– 83% take one trip a year

Total 29773126100%

One W/E Trip 684837

2% Two W/E Trips 283054

1% Three Or More W/E Trips 259020

1% No W/E Trips 28546215

96%

Total 29773126100%

One Trip 25834589%

Two Trips 12387344%

Three Or More Trips 796207

3% No Trips 25154728

84%

%

%

%

%

%

%No. Of Trips (Not W/Ends):Past 12 Months

Row %

No. Weekend Trips:Past 12 Months

Row %

%

%

Taken from AMPS 2004


Most trips are taken during school holidays with a notable decline in the number of trips taken

between August and November (2003 figures)

1.4

2.2 2.2

2.9

9.4

4.8

2.53.1

5.5

3.7

5.3

6.3

0

1

2

3

4

5

6

7

8

9

10

Trip

s ta

ken

(Mill

ions

)


KZN in both the biggest source of domestic travel and the biggest receiver of domestic travel (Note this is all travel

not only leisure)

02468

101214

Mill

ions

of T

rips

KZN

Gauten

g

E Cap

e

W Cape

Limpo

po

F Sta

te

N Wes

t

Mpuma

N Cape

Travel From Travel To


Domestic Tourism Summary1. Domestic tourism is as valuable as international

tourism 2. Domestic tourism is not developed in SA – there still a

lot of room for growth3. Holiday travel has the best potential to grow the GDP of

South Africa – so this is where the focus is4. There is a need to develop a culture of leisure travel –

the few who do take holidays mostly take only one trip a year – we can convert people to take more trips more often

5. Domestic tourism is mainly in four provinces and follows a seasonal pattern – we need to direct tourism to lesser visited provinces and at different times of year


Who is the South African Domestic Holiday traveller?

• There are three main groups which have been identified through research

1. Established2. Emerging3. Untapped


Established Travellers – 0.9 million people who generate R8.9 billion tourism spend

• This market are already travelling for leisure purposes and have knowledge and understanding about tourism products around the country

• They can still be enticed to go on more trips and spend more in low season

• Two groups here are:– Independent Young

Families and Couples– Golden Active Couples


Untapped Travellers – 5.9 million people who generate R1.7 billion tourism spend

• This market are low income travellers and are currently spending money on basic living necessities. When they travel it is for religious or family reasons

• They can be encouraged to travel more, but this will be a much harder sell than to the Emerging market

• Two groups here are:– Home based families– Basic needs older

families


Emerging Travellers – 6.3 million people who generate R7.5 billion tourism spend

• This market includes South Africans who are already travelling – some may have even been on a holiday – but they are not very knowledgeable about tourism offerings, the value of holidays, how to book, plan and budget for a holiday.

• This market represents the biggest opportunity for growth in domestic tourism – and it is here that Sho’t Left is focussed.


0

1

2

3

4

5

6

7

Mill

ions

0

1

2

3

4

5

6

7

8

9

10

Bill

ions

No of people 0.9 6.3 5.9No of Trips 2 4.2 1.2Holiday Value 8.9 7.5 1.7

Established Emerging Untapped

The holiday leisure traveller in the emerging market can be increased both in terms of

volume (no of trips) and value (holiday spend)


Emerging Travel Target Market comprises of three segments – the biggest being the young & upcomings

Market Demographic Size & Value Package Fit

Young & Upcoming Age 18-30Middle income – R5000 to R10000

5.1 millionR3.1 Billion

Fun, vibrant, full of life, exciting & challenging

Striving Families Age 25 to 45Middle incomeR5000 to R10000

0.4 millionR2.0 billion

Relaxing, family fun, friends, memories

Well-off Homely couples

Age 30+Middle to upper incomeR10000 to R20000

0.8 millionR2.4 billion

Enriching, inspiring, unique, fulfillment


Domestic Leisure TourismStrategic overview

Overall objective: Develop and stimulate a culture of holiday travel by demonstrating

that the doors of travel are open to all

Market:Emerging Travellers with a focus on the Young & Upcoming segment

Message: Holidays are affordable, do-able and good for you

Action: Take more short breaks, more often

Vehicle:New tourism brand: Sho’t Left


An introduction to Sho’t Left


• Conceptualised in early 2004 and launched in June 2004

• Sho’t Left is a marketing campaign designed to1. Create awareness of what

is available to see and do in SA

2. Demonstrate that the doors of travel are open to all

3. Encourage people to take action – make an enquiry, make a booking


Sho’t Left• Term taken from Taxi-Lingo• Means – “drop me off just

here”• Alludes to the fact that it is

easy to travel, it is “just around the corner”

• Uses the Welcome Icon – internationally and locally recognised symbol of tourism

• Has strap line: “Affordable Mzansi (SA) Holidays” to clearly position the brand

• Is always promoted with the SA Tourism Help-line and web-site addresses to prompt action


Sho’t Left Campaigns are run in three periods through the year

• Off-peak season focus• Majority spend in

winter months1. Feb to Apr2. May to Aug3. Sept to Nov

– Investment 2004 R7 million– Investment 2005 R20 million 0

10203040506070

Jan Feb

Mar Apr

May Jun Jly Aug

Sep

Oct

Nov

Dec


Stimulate Domestic market

to take more short

breaks, more often

TV ProgrammesSABC 2

2004 Inserts2005 Chalenj Reality Show

2006 Repeat of Chalenj

Advertising & PRIncluding newspaper, taxi advertising, radio, cinema,

billboards, lots of PR – articles, interviews and

media events

Sho’t Left Campaigns

OutreachRoad shows to large

employers, events, expos, Shopping centres etc


Print Advertising


Has it worked?• Sho’t Left is already a known brand amongst the

target market • Response to the TV programmes and competitions

has been excellent• Media support and PR coverage has been excellent

– showing interest of the public in the concept and idea

• Call centre numbers have more than tripled• Web-site hits have increased 3000%• In the last nine months (Jul 04 to Mar 05) just over

6 million holiday trips were taken domestically


More than 65 calls a day

Note: call centre enquiries include all telephone calls, emails, faxes and exclude online brochure requests

South Africa: total enquiries handled by call centre by month from October 2004

0

500

1,000

1,500

2,000

2,500

2004 309 921 5272005 396 660 1,074 1,159 1,558 1,794 1,962 1,996

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Sho‘t Left


Web-site hits increased 3000%

Unique Visits and Total Page Views per month for South Africa 2005

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

Campaign Site Visits 3,686 4,252 3,629 1,085 13,579 30,507 25,934 23,758

January February March April May June July August

Sho‘t Left


Total number of domestic trips - Jul '04 to Mar '05

4.29

5.54

4.164.41

2.68

4.25 4.13

2.07

4.46

0.0

1.0

2.0

3.0

4.0

5.0

6.0

Jul-0

4

Aug

-04

Sep

-04

Oct

-04

Nov

-04

Dec

-04

Jan-

05

Feb-

05

Mar

-05

Latest statistics are already showing a change in seasonal patterns following the launch of Sho’t left

in May 2004


Sho’t Left and SADC

• The campaign has been adapted for SADC countries

• Similar markets and needs• Mozambique, Botswana, Swaziland, Lesotho and

Zambia are being targeted• Campaign starts Sept 2005


Domestic TourismIndustry Activation

Activating off-peak periods

ASATA TRAVEL AGENTSTo sell Sho’t Left Packages – brochure & POS delivered to

1200 outlets

ASATA SHO’T LEFT ENTERPRISE PROGRAMME

Employment and training of new staff to be Sho’t Left agents –

focusing on the domestic leisure market


ASATA Travel Agencies Kit

Hanging Mobile

Mouse pad

A1 Posters/Window Decals

Wobbler

Sandwich Board


Package brochure


Affordable Holidays

• SA Tourism is not in the business of developing packages for the industry

• SA Tourism have asked and guided the industry to select and develop packages which will appeal to the emerging travel market

• SA Tourism are happy to work with any credible supplier who is committed to growing the domestic leisure tourism market

• Selected packages are listed in a Sho’t Left brochure

• Many more are listed on the web-site


What is a good domestic package?

• City Breaks & Coastal getaways popular• Resorts with activities• All inclusive – meals and transport• Under R1000 per person sharing• Added value – tours, vouchers, tickets to an event• Weekends and short breaks • Bush retreats gaining in popularity


SHO’T LEFT PACKAGES ARE ALL COMMISSION BEARING TO THE INDUSTRY

7 % commission

10 % commission

10 % to Retail

SHO’T LEFT PACKAGES ARE PROCURED FROM ESTABLISHED AND EMERGING TOUR OPERATORS


Educational Leaflet – for clients who have never booked a holiday before or who are apprehensive

and unaware of what to expect


Sales Tools

• Use the Sho’t Left Brochure and Education leaflet• Use the Sho’t Left web-site• Use the TGCSA Accommodation Guide• Use the AA Accommodation Guide• Use the Country Life magazine, Getaway and other

publications• Contact and be aware of Local Tourism Authorities

and Tourism Associations • Bus, train and low cost airline bookings to get

people there and back are important add-ons – have these handy


IMPORTANT1. You don’t have to only sell Sho’t Left Packages2. Find your own affordable Mzansi holidays to market3. Work with your suppliers to come up with great offers 4. The big objective is to increase domestic leisure travel


Enterprise Cadets – next steps

• Go out and sell!!• Feedback session to be set up for late

Jan 2006• You will be the first to experience the

new Sho’t Left Fundi programme – now in development

Thank-you

ENTERPRISE PROGRAMME BACKGROUND INFORMATION FOR TRAVEL AGENTS.

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