People are eager to travel despite the challenges the tourism industry is facing as it reboots after prolonged lockdowns. This desire is apparent across the globe, although South Africans have an above average wanderlust.
This finding is one of many from the Global Survey 2022: The State of Travel Today, released this week by Travel Lifestyle Network (TLN), a PR consultancy group. The research was conducted on their behalf by travel think tank Thrive and global research firm AudienceNet, and draws on the responses of 179 446 people around the world, including 1 846 South Africans.
Tourism’s pent-up demand
Most respondents across the globe shared the following sentiments:
- A yearning to return to pre-pandemic travel habits.
- Increased stress and anxiety when travelling: “Ever-changing Covid protocols, flight delays and cancellations and prolonged periods without air-travel are key factors contributing to increased stress and anxiety.”
- Acceptance and even welcoming Covid safety protocols.
- A preference for flexible booking options and service providers.
- Concern about the rising costs of travel, which means “some are prioritising affordability ahead of other possible considerations such as comfort or flexibility.”
“Given South Africa’s reputation as an affordable destination with first class amenities, this could be a significant opportunity to attract more local and international clients.”
While the research draws on consumer trends, it is probable that these sentiments are shared by business travellers, and that value-for-money will be a key influencer when deciding where to host conferences or incentive programmes, for example. Given South Africa’s reputation as an affordable destination with first class amenities, this could be a significant opportunity to attract more local and international clients.
The following snapshot, also from the TLN report, reveals that business travellers make up a healthy proportion (roughly one third) of travellers in the country, and that Emirates and British Airways are their preferred airline carriers:
You can download the full TLN State of Travel Global Survey here.
