THIS TOURISM WEEK Number 53 – Tuesday, 12 September 2006
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I learned a lot in these past few months as, together with S2 Web Solutions (who did the design and the technical stuff), I’ve gone about writing a new web site for Buffalo Hills.
It was a complicated project because Buffalo Hills (it’s near Plettenberg Bay) offers so much – accommodation packages at the Lodge and in their luxury tented camp; game drives and guided walks for guests as well as day visitors; conferences, incentives and student programmes. And they’ve got distillery tour, too (yes, they have a traditional mampoer still from which they create their Nyati jjj Liqueurs) – and the Elephant Gorge Portered Hiking and Mountain Bike Trail.
And the site was challenging, too, because Tourism itself is an unusual animal. Far as I can tell, it’s the first industry that’s ever created itself entirely through partnerships. In shipping or mining or green-grocering, you can pretty much get by on your own: if you don’t like a supplier you can just move along and buy from someone else. And you don’t have to worry about what your competition is doing, either (except of course in a strategic sense, like if he’s cutting off your lights and water because he’s undercutting you or – but this never happens, does it? – providing a better service).
In tourism, though, you can’t exist without your competition. Especially in the kind of tourism in which the small operators find themselves – because no one can fly into your resort/hotel/B&B, stay a few nights and fly out again.
No, small operators have to work together because, more often than not, visitors spend a few nights with you and then move on to spend a few nights with your competitor. And while they’re doing that, they’re snooping around your neighbourhood, visiting all the local attractions.
Competitors need each other so that their clients – their guests or the STO’s that feed them – can follow a logical itinerary when they visit their areas. And accommodation people need attractions to keep their guests entertained (I had personal experience of this when I owned the Kingfisher Ferry, a commercial bird-watching business offering guaranteed-departure 2- and 4-hour tours of the Touw River in the Wilderness National Park. The guest houses loved me – because I gave their guests something to do. And that meant that people who booked in for one night, often stayed for two).
So in order to sell yourself, you have to sell your neighbours. And, sometimes, your neighbours’ neighbours.
Together with Buffalo Hills’ Tony Kinahan, I applied this principle to the web site and I’m proud to say that I believe we’ve created a site that fulfils all the criteria: it’s easy to use, it contains all the information you need about products, packages and prices (both on the pages themselves and in clear, easy-to-read, downloadable .pdf and MS Word files), it tells you about neighbouring attractions, it contains all the right keywords to keep the search engines happy and, not least, it looks good because it’s clean and neat and uncluttered.
It’s definitely going to be the model for any sites I write in the future.
I’m off again this week to cover the next leg of this amazing race.
The Land Rover G4 Spirit of Adventure was inspired by the growing sport of adventure racing and adventure racing’s ultimate competition, the Land Rover G4 Challenge (an international event which was won this year by the South African, Martin Dreyer). But unlike adventure racing – which is only doable if you’re super fit – the G4 Spirit of Adventure is aimed at ordinary people who like the great outdoors. And it’s the most fun I’ve ever had at work.
Check out my day-by day diary about the Land Rover G4 Spirit of Adventure on my site – www.thistourismweek.co.za.
Following on my article about SATSA’s annual conference, Helen Squirrell, sales and marketing exec at Now Media, tells me that they’re web casting the entire event at http://www.nowmediawebcasting.co.za/clients/satsa_agm/index.asp.
Great news for those of us who couldn’t join our colleagues in Mossel Bay in August…
If you’re operating (or expecting the arrival of) coaches in the Garden Route – you can travel between Wilderness and George. The Kaaimans Pass on the N2 has been re-opened for vehicles of up to 25 tonnes. Yes, there are delays (because they’re still allowing only one-way traffic), but I’ve driven through a half a dozen times in the past ten days and never had to wait more than about 20 minutes. Nothing more than you’d expect at any road works.
And what’s a little delay when you’re on holiday?
Looking for authentic khaki? The Supply Company manufactures a range of off-the-peg and branded clothing in natural cotton drill and cotton canvas. Their range includes men’s’ and ladies’ wear as well as accessories (caps, hats, belts and socks) and Strops – “the first sandal designed and manufactured specifically for the outdoor enthusiast” (according to their web site) and “a damned fine product” (according to me, who’s owned about six pairs).
And, dressed in their Supply Company clothing, you and your staff will look like you’re all set to …
Want the BarefootBenefit?
Visit www.barefootclients.co.za
The BarefootBenefit
BarefootClients provides communications services (copy writing, advertising, printing and that kind of stuff) as well as strategy planning and creative thought for select clients who share our Barefoot On The Beach approach to business.
It’s simple. We believe that successful marketing creates relationships – friendships – between businesses and their customers. Our job is to help you develop friendships with your clients: to make them so comfortable with you that they’ll happily walk Barefoot On The Beach with you … Because business works best between friends. That’s the BarefootBenefit.
Want it? Visit www.barefootclients.co.za
ABOUT THIS TOURISM WEEK
Telephone +27(0)44 384 1810 | Cell +27(0)84 951 0574 | martin@thistourismweek.co.za
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