ILTM Africa was the first event of Africa Travel Week which opened on Monday in Cape Town. Playing host to African suppliers of luxury travel experiences, products and services and international buyers from 31 countries over 3 days, the second ILTM Africa was considered to be of such great value that next year’s event (13-15 April 2015) is already on its way to being a sell out.
The buyer community was deliberately hand-picked from key target markets around the world with more than 30% new faces from both emerging and recognised markets. Michael Lutzeyer, owner of private nature reserve Grootbos said: “I had 2 meetings in succession today where both myself and the buyer were not very excited before we met. Both of us realised within a short time that we had a perfect fit, him for his client and me for their business. These were extremely high-end clients of his and I was never going to have met either of them without ILTM. I will be back next year.”
Lianne Kelly Maartens, International Marketing Manager, SUNLUX Collection commented: “We have had a great response to our new brand launch. We have seen buyers from Poland, Latvia, and Russia with serious high net worth clients. We always meet new buyers at ILTM shows and we know that ILTM ensures we meet the vital emerging markets, which certainly doesn’t happen at other events in Africa.”
Joelle Edwards-Tonks of Oetker Collection was also looking to meet new buyers from similar markets and commented: “We have been really impressed with the quality of the buyers. We have discussed business with those from Poland, Denmark and the Eastern bloc, all new for us. It’s fantastic, we will be back.” Tour D’Afrique’s Craig Van Rooyen agreed saying, “It’s very interesting to be here as we are being exposed to new markets we haven’t tapped into before like Russia, Asia and Eastern Europe,” as did Llanga Travel’s Gaby Gramm who was also looking to do business with some new clients. “This is our second ILTM Africa and this time we have met new buyers from India and China.”
ILTM Africa was also the place for new product announcements with Virgin’s Natalie Odenbreit and Vanessa Rothery talking about the 90 acre, 22 room Mont Rochelle estate in Franschhoek and Silversea Cruises promoting the Silver Cloud’s 2015 round-Africa itinerary.
In a country where 5 star hotels account for only 5% of available hotel rooms but generated 12% of total hotel room revenue in 2012 and an increase in foreign overnight visitors in the same year staying in luxury rising by 18.7% to R1.2billion, 5* hotels continue to be the fastest-growing hotel category.
Avsar Koc, Regional Sales & Marketing Director for Kempinski Hotels – India, Middle East & Africa attending for the first time said; “I already regret not being here last year. Africa is THE region for Kempinski’s growth right now, and ILTM brings the best buyers in this market to this event. It’s obvious that the organisers have hand-picked the most knowledgeable and passionate participants for the event to ensure that not a moment is wasted during the three days. We will definitely be back next year.”
Also looking to prove the growth in luxury travel to Africa, Rosemary Brossy from The Vineyard Hotel & Spa, agreed that ILTM Africa was the event to attend: “It is wonderful to have an ILTM on our doorstep, it’s been great”. Matt Biden of The Royal Portfolio added, “It’s been better than we expected. We have seen new faces and the buyers are a very high quality. We love the international aspect to the buyer programme. It has even allowed us to put names to faces and after all, being at ILTM Africa saves us on flights to go and see them!
Olivia Desmosthenous from The Saxon added: “It’s our second year at ILTM Africa, and we will definitely return.” Martina Barth representing the Kurland Hotel was overwhelmed by the success of the show. “It’s absolutely outstanding – the interest from US buyers is amazing and not what we expected. I love the intimacy of ILTM because at other events here you don’t get that interaction. Without doubt we will be back”.
With buyers from emerging markets on the floor looking to find unique products for their clients, Helen Zhang CEO of Farers in Beijing China said “90% of my client’s are the clients of private banks who want an elegant lifestyle with some culture, cuisine and real experiences. I have found it all at ILTM Africa and have also found partners and DMC’s who can help me with experiential travel on another level”.
Anait Khudoyan of Club At in Moscow chose ILTM Africa as her first time event in the country. With some 15 years as a specialist in the region, she was focused on finding partners for regions outside of South Africa as well as looking for unique experiences that she can offer her clients in the future. “I need to know more than my clients and ILTM Africa has absolutely given this knowledge to me. I have already spent 20 days on site inspections before I came to the show and have found many new luxury experiences for my clients in the future”.
Trevor Fernandes Managing Director of Wildlife Safari in Australia either attends or sends his teams to ILTM Shanghai and ILTM in Cannes, so this was his first visit to ILTM Africa. “The show was very good, simple and easy to negotiate and great quality of suppliers and there is always room for more! This will be the only event I attend in Africa, and I love the location!”
ILTM Africa is one of three co-located travel industry events that form Africa Travel Week 2014 (www.africatravelweek.com: 28 April – 3 May) in Cape Town. The other events are IBTM Africa (Incentive, Business Travel & Meetings) 28 – 30 April, and WTM Africa (World Travel Market), which will take place from 2 – 3 May.
