The Emerging Market. Attractions Africa 2016 Presented by Jerry Mabena

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Eileen Sylvia Wood
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1 The Emerging Market Attractions Africa 2016 Presented by Jerry Mabena

2 THE PROBLEM: Many South Africans (Blacks in particular) do not visit their country. WHY?

3 DEFINING THE MARKET

4 on Instagram

5 SOUTH AFRICAN STATS 54 million people in the South African Population =1% source: South African Tourism

6 SOUTH AFRICAN STATS 34.7 million adults (18yrs+) living in South Africa =1% source: South African Tourism

7 SOUTH AFRICAN STATS 21.7 million adults have a source of income =1% source: South African Tourism

8 SOUTH AFRICAN STATS 3.6 million adults have an income of R5000+pm =1% source: South African Tourism

9 SOUTH AFRICAN STATS 1.5 million adults already travel (not holiday specific) =1% source: South African Tourism

10 SOUTH AFRICAN STATS million adults travel for holiday purpose Convert =1% Build Defend source: South African Tourism

11 THE AFROPOLITAN

12 AFROPOLITAN: A new generation of African; the creative, politically aware, multicultural African with roots on the African continent and bodies and minds in the world.

13 AFROPOLITANISM: A state of mind that identifies Africans who straddle two or more distinct cultures, identities, set of friends, languages and levels of awareness

14 AFROPOLITANS

15 source: Kaya FM AFROPOLITAN SEGMENTS 1. The Forerunner 2. The Born Affluent 3.The Shape Shifters 4. The Kasi Certified

source: Kaya FM AFROPOLITAN SEGMENTS Forerunner Born Affluent Shape Shifters Kasi Certified Lived through apartheid, some even fought in the struggle; Had an education before 1994 so it was easier

16 source: Kaya FM AFROPOLITAN SEGMENTS Forerunner Born Affluent Shape Shifters Kasi Certified Lived through apartheid, some even fought in the struggle; Had an education before 1994 so it was easier for them to take advantage of the political change in SA; Some were freedom fighters and later became public servants in government. 2 nd /3 rd generation money. Likely to be the children of Forerunners.; Attended some of the best schools locally or internationally; Grew up in the suburbs of South Africa or grew up abroad and have returned home ; Driven by the need to define themselves as their own person and believe that the world is their oyster. Highly driven by the need to succeed, to make something out of themselves; Believe in doing the necessary in order to do what one wants; Social chameleons, meaning they can work and play in different social circles freely; Highly connected movers & shakers. They have wealth and can afford to move to the suburbs and live comfortably but choose to reside or spend most of their free time in the townships; Born and bred in the townships, they are comfortable with the culture; They are focused on living their best life without being pretentious. They are generally well-known in their neighbourhoods

source: Kaya FM SEGMENTS INSIGHTS Forerunner Born Affluent Shape Shifters Kasi Certified LIFE STAGE 45 + 24-40 24-40 yrs VAR IOUS TOUCH POINTS

Strong sense of entitlement & responsibility Confident & certain about future.

17 source: Kaya FM SEGMENTS INSIGHTS Forerunner Born Affluent Shape Shifters Kasi Certified LIFE STAGE yrs VAR IOUS TOUCH POINTS PSYCHO GRAPHICS MEDIA Feel that younger generation owes them life free of oppression. Strong sense of entitlement & responsibility Confident & certain about future. Driven by need for self-discovery and need to reconnect with their people Driven by need to succeed. Personal backgrounds drives them to make difference in communities. Believe in honest, hard work Strong sense of self. Not easily excited by mainstream trends many similarities

source: Kaya FM SEGMENTS INSIGHTS Born Affluent Shape Shifters Kasi Certified Doing what I love is success to me and being able to make my own money is important Travel: an escape from stress

18 source: Kaya FM SEGMENTS INSIGHTS Born Affluent Shape Shifters Kasi Certified Doing what I love is success to me and being able to make my own money is important Travel: an escape from stress overseas for extended periods & weekend getaways. Love exploring and learning new cultures. Personal growth through travel. Back to roots: Understanding my culture & family traditions Brand choices: quality and define who they are brand story and emotional connection important. Highly driven by the need to succeed. Not making a success in life is a fear. Need to do more than a 9-5: driven to find more ways to make an income. Travel: I want to be able to see the world with my family and friends the desire to learn about new cultures. Fun and inspiring experiences. Brand choices: affordable but good quality. Stories and values that resonate and reinforce drive to succeed. I have nothing to prove I ve lived my life, pushed the boundaries & achieved more than most my age; I do what I want not what others expect Being able to maintain living standards and educating their family is key. Life-long learning: learning new skills and finding ways to monetise them. Brand choices: No one wants poor quality products, that says a lot about you. Unpretentious brands that deliver on promises.

Since it s success, they ve been exploring more options such as the

19 source: Kaya FM KAYA TRAVEL Kaya FM starting experimenting travel with their target audience through the Kaya Cruise. Since it s success, they ve been exploring more options such as the annual Jazz festival trips to Cape Town a sold out initiative every year. Cruise video

20 source: Kaya FM KAYA TRAVEL Ski video This year they hosted the first Kaya Ski trip in the South of France.

21 source: Kaya FM AFROPOLITAN TRAVEL INSIGHT REASONS FOR TRAVELLING GENDER PREFERENCE = RECENT TRAVEL = IDEAL TRIP = = = 7-10 DAYS = R15-30K TRAVEL BOOKINGS & BUYING INSIGHTS

source: Kaya FM Our role is to change behaviour and

The key insight is to make the experiences and

The current economy has presented an opportunity for

We don t know how beautiful our backyard is.

22 source: Kaya FM Our role is to change behaviour and create markets. The key insight is to make the experiences and packages aspiration but attainable. The current economy has presented an opportunity for local travel. We don t know how beautiful our backyard is. We have everything that can appeal to all segments: from city slickers, academics, outdoor enthusiasts and nature enthusiasts. Conversation Starter Mentor Source of Inspiration

source: Kaya FM AFROPOLITAN TRAVEL INSIGHT Forerunners CURRENT REALITY They were the first to taste travelling through business travel.

Ski travel with familiar music such as jazz/house etc Born Affluent and Shape Shifters Kasi Certified They are the most penny-wise of the segments.

Born in the digital age, aspiration comes from seeing their friends travel online Travelling is something that has been in the back-burner.

You don t need to sell why travel but rather where to. They have bucket list s things to do before you die appeals to them.

23 source: Kaya FM AFROPOLITAN TRAVEL INSIGHT Forerunners CURRENT REALITY They were the first to taste travelling through business travel. Now it s part of their norm. HOW TO ENGAGE Package novelty experiences like the Kaya Ski trip (high end) and combine it with a familiar touch eg. Ski travel with familiar music such as jazz/house etc Born Affluent and Shape Shifters Kasi Certified They are the most penny-wise of the segments. They experienced travel through their parents. They will sacrifice buying the latest car or a house to make sure they fill their passports. Born in the digital age, aspiration comes from seeing their friends travel online Travelling is something that has been in the back-burner. There are immediate assets that need to be acquired first More likely to be open to all types of adventures. You don t need to sell why travel but rather where to. They have bucket list s things to do before you die appeals to them. Digital is key: make sure you have an app / fully functional website to engage through: pricing/info etc. Focus should be in showing travel is affordable and attainable within their current budget. Eg. In stead of upgrading your car, upgrade your experience

24 BARRIERS TO TRAVEL 1 3 2

25 BARRIERS TO TRAVEL 3

26 HOW / WHAT?

27 PACKAGING TRAVEL 1 3 2

I THANK YOU Impossible is just a big word thrown around by small men who find it easier to live in the world they ve been given, than to explore the power they have to change

28 I THANK YOU Impossible is just a big word thrown around by small men who find it easier to live in the world they ve been given, than to explore the power they have to change it. Impossible is not a fact. It s an opinion. Impossible is not a declaration. It s a dare. Impossible is potential. Impossible is temporary. Impossible is nothing Mohammed Ali

30 Thank You Tel: Thebe House 166 Jan Smuts Avenue Rosebank Johannesburg South Africa Office C5A Sable Square Centre I cnr Ratanga & Bosmansdam Century City Cape Town

PRISM AWARDS BEST USE OF AN EVENT TO BUILD OR CHANGE REPUTATION THE BOTANIST: THE FORAGER 2.0 THE FRIDAY STREET CLUB OPENING STATEMENT

PRISM AWARDS BEST USE OF AN EVENT TO BUILD OR CHANGE REPUTATION THE BOTANIST: THE FORAGER 2.0 THE FRIDAY STREET CLUB OPENING STATEMENT Three years after launching the super-premium gin brand, The Botanist,