CAPE TOWN – Online travel bookings have exploded over the past year, growing 29% in 2014, reports Expedia, Inc., one of the world’s largest travel companies with an extensive brand portfolio that includes leading online travel brands such as Hotels.com and Travelocity.
In South Africa, cities like Johannesburg and Cape Town have enjoyed phenomenal growth in net room nights sold in 2014. Johannesburg has seen 26% growth in 2014, three and a half times that seen in 2011, while Cape Town enjoyed 31% growth. Interestingly, the reach of mobile has expanded almost seven times since 2012.
Growth from the German, Indian and American markets far exceeded other international source markets for South Africa in terms of online travel bookings, with 50% year-on-year growth in net room nights sold from the German market, 41% from India and 44% from the United States.
Expedia, Inc. Area Manager Ross Kata attributes this growth, among other factors, to the favourable exchange rate for inbound travellers visiting South Africa. “The Rand exchange rate has certainly acted as a tailwind for Expedia, making South Africa a far better value-for-money prospect for international travellers, which still comprise 90% of our online bookings,” says Ross.
“The international traveller profile Expedia, Inc. offers our hotel, guesthouse and lodge partners in Southern and Eastern Africa is unrivalled. Not only are the longer lengths of stay more favourable for our partners, the booking window of an average of over 30 days and lower cancellation rates ensure properties can yield their rates up and not down for last-minute bookings.”
Expedia, Inc. has set set its sights on increasing its partnerships across Southern and East Africa in 2014. As such, the recently awarded South African Tourism Top Producing Online Tour Operator will be hosting a summit for existing and prospective partners on May 8 in Durban, providing key insights into local hospitality and online booking trends, a platform for networking, and tips and tools on how to reach the coveted international traveller through its innovative marketing solutions.
“What differentiates us further and what we will introduce further at our summit is Expedia, Inc.’s package facility which automatically draws best-priced elements into a package that can be customised by our partners, as well as our multiple brands and over 7 500 affiliates.
“We also pride ourselves on the personal attention to each of their partner’s specific business goals every step of the way,” explains Ross.
Newmark Hotels and Lodges Group Business Optimization Manager Ryan Roach says Expedia finds unique solutions that other distribution channels have not pursued or even thought of. “Expedia is hands-on, giving us specific advice on marketing campaigns for every property on our portfolio. It is far superior to any of the other channels with which we work.”
Expedia, Inc. also partners with properties hailing from all destinations and portfolios, from hotel chains and lodges to guesthouses and apartments.
As a small establishment, Hide Away Guest House’s Cecil and Colleen Harding say they feel very important for Expedia. “We are competing with huge hotel chains and we get treated just the same as the big hotels.
“Expedia keeps us up to date continually, whereas other distribution channels often keep us in the dark. We receive excellent support from Expedia in South Africa. No question is too small. It far exceeds any of the other channels,” says Colleen, who adds that the summits provide useful insight into new tools properties should be using to reach their markets.
