An aerial view of hotels and holiday accommodation on the seaside coast of Durban. Picture: Unsplash
During summer, South Africa sees a peak in domestic and international tourists alike. According to Michelle Cyster, the front office manager at Radisson Blu Hotel Waterfront, with a greater number of travellers exploring the country by road, air and sea, the hospitality sector is also set to gain.
For local travellers, it’s a chance to unwind after a long year of hard work and many international visitors choose to visit the country at this time to escape the harsh cold of the Northern Hemisphere winter.
Whatever a traveller’s reason for visiting a destination, their experience of the hospitality sector once they arrive will play a significant role in whether they return in the future or recommend that destination to others,“ said Cyster.
As the country prepares to host visitors this festive season, Cyster shared four trends that South Africa’s hospitality players be on the lookout for.
Personalised stays
Cyster highlighted that not long ago, hospitality providers offering personalised experiences to their guests was a way to surprise and delight them, however, today it’s increasingly expected.
She said that a 2021 study found that 78% of travellers are more likely to book with properties that offer personalised experiences therefore it is in the best interest of the hospitality provider to offer personalized stays and services.
“Of course, personalisation is about more than simply providing some crayons and colouring books to a family that’s travelling with small children, for example.
“It should extend to the hospitality provider’s communications and marketing as well as the offers and services it provides to each of its guests,” said Cyster.
She added that hotels can create initiatives to empower guests to personalise their stays with things like online check-ins and instant messaging options, which allow guests to easily make requests and queries in the run-up to, and during, their stay.
“Whether it’s queries about parking, room service, and restaurant bookings or requests for things like fresh towels or an extra toothbrush, everything can and should be done in the ways that guests are most comfortable with,” said Cyster.
Immersive and experiential travel take off
The hospitality expert noted that while there are still travellers who are happy to spend whole days lounging at a hotel’s pool, venturing out only when they’ve grown tired of the in-house restaurant, most now look for something more fulfilling.
“They want to immerse themselves in the culture of the destination they’re visiting and have unique experiences that they can look back on fondly for years to come.
“It’s critical, therefore, that players in the hospitality industry facilitate those experiences wherever possible,” she said.
In order to do so, Cyster recommended that hotels partner with local experience providers to offer packages that are available during the booking process and once the guests have arrived.
More than just a hotel room
“While it’s been a long time since hotels were simply places for people to sleep and eat while on holiday, they now need to really embody the idea that they offer more than just a hotel room. Themed stays, for example, are becoming more common,” said Cyster.
She noted that whether it's for yoga, surfing, or safaris, hospitality providers can, and should cater to guests' desires as well as their needs.
“Another example of how they can adopt this trend is in the wellness space. Rather than simply offering a spa and gym, the accommodation provider could hold dedicated classes, offer healthy food options, and empower guests to make healthy, mindful choices,” she said.
Meaningful sustainability
Lastly, the hospitality expert noted that while sustainability has been important to the hospitality sector for some time now, it’s only becoming more so.
She highlighted that the latest edition of Booking.com’s “Sustainable Travel Report” found that 83% of travellers view sustainability as important.
“But sustainability initiatives cannot just be token efforts. They must be meaningful too. That means taking care of things like energy efficiency, carbon reduction, water stewardship, reducing food waste, and uplifting local communities,” said Cyster.
She said, ultimately, it doesn’t matter how big a player is in the hospitality space, it must keep evolving.
“Summer in South Africa is a boom time for the local hospitality sector but that doesn’t guarantee a full load of bookings for accommodation providers and other players.
“By staying on top of the latest travel trends, they can ensure that they have a good summer this year and for many years to come,” said Cyster.
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