SA a wish-list destination for Tripadvisor's global audience

2014-05-12 10:29

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Durban - International traveller interest in South Africa is on the rise, signaling good news for the country’s tourism industry. According to a recent TripAdvisor traffic study, views of South African destinations on the world’s largest travel site grew over 250 % from 2012 to 2013.

Of the top 20 markets in the world using TripAdvisor, travellers from China, Austria, Switzerland and Germany showed the largest increase in terms of interest in South African destinations over the past year.

The results confirm the recent findings of TripAdvisor’s TripBarometer study, which showed South Africa appearing on the ‘wish-list’ of dream destinations for travellers from Germany, Switzerland, Austria and France.
Increasing interest in South Africa from Chinese and German-speaking European markets
Germany, Austria, Switzerland and China represent four of the most significant markets in terms of TripAdvisor usage, and travellers from these markets are showing a significant increase over the past year in the share of their sessions on the site that include visits to South Africa pages. This means that Germans, Austrians, Swiss and Chinese make up a larger proportion of the overall number of visitors looking at South African destinations and businesses on TripAdvisor.
Top 10 fastest growing markets researching South African destinations on TripAdvisor:
Markets for greatest year-on-year growth in share of sessions looking at South Africa destinations
Year-on-Year growth in share of sessions looking at South Africa destinations
1.    China    109%
2.    Austria    54%
3.    Germany    51%
4.    Switzerland    48%
5.    South Africa    41%
6.    France    35%
7.    Belgium    34%
8.    The Netherlands    29%
9.    United Kingdom    28%
10.    Australia    18%
Top 10 nationalities looking at South Africa destinations on TripAdvisor2:
With South Africa being a predominantly domestic market, it’s no surprise that South Africans are the most likely to be looking at South African destinations on TripAdvisor. Locals make up more than a third of all visits to South Africa pages on the site. Travellers from the UK make up 13 percent of traffic to South Africa pages, and US travellers are responsible for 11 percent of all traffic to South Africa pages on TripAdvisor.
1.    South Africa
2.    United Kingdom
3.    USA
4.    Germany
5.    Australia
6.    The Netherlands
7.    Canada
8.    France
9.    Italy
10.    Switzerland
Competitor analysis: US, UK and the Caribbean top the list of alternative inbound markets for travellers researching South Africa on TripAdvisor
The study also showed which other destinations travellers who looked at South African pages on TripAdvisor viewed. This analysis highlights those international markets that may offer ‘competition’ for South Africa as an inbound destination for international travellers. The country most viewed by users who also viewed South Africa was the US, followed by the UK, the Caribbean and Italy.
TripAdvisor revealed the recent findings during a keynote presentation at Indaba:
“Recent reports from the industry ahead of Indaba have shown that South Africa’s tourism market is gaining in momentum, with increasing interest in the destination from inbound travellers,” said Helena Egan, Head of Destination Marketing Sales, EMEA for TripAdvisor. “Domestic tourism is staying strong, with nine in ten South Africans planning to trips at home and South African representing a third of all visits to South Africa destination pages on TripAdvisor. What’s perhaps more interesting is the growth in interest we are seeing from Chinese and predominantly German-speaking European travellers who are looking at South Africa as a holiday destination in increasing numbers. These findings not only paint a positive picture for the South African tourism industry, they also provide the foundation for a strong marketing strategy for local hospitality businesses.”
Limpopo Province, Eastern Cape and Cape Town have best rated accommodation on TripAdvisor
As well as looking at TripAdvisor user traffic patterns, the study also reveals the destinations within South Africa that have the best-rated accommodation, according to traveller review ratings. Overall, South African accommodation have an average review rating of 4.45 (out of a possible 5), which is a reflection of great guest experience South African hotels, resorts and B&Bs are delivering to TripAdvisor travellers. Globally, the average review rating on TripAdvisor is 4.12 (out of 5)*. Limpopo Province, the Eastern Cape and Cape Town top the rankings when it comes to average review ratings. Although Durban does not feature in the top-ten list for best-rated accommodations on TripAdvisor, the destination’s hotels, resorts and B&Bs are also highly rated, with an average review score of 4.03 (out of 5).
Top 10 South Africa destinations based on average review ratings for accommodations on TripAdvisor:
Destination Average accommodation review rating
Limpopo Province    4.49
Eastern Cape    4.47
Cape Town Central    4.45
North-West Province    4.37
Mpumalanga    4.36
Johannesburg    4.28
KwaZulu-Natal    4.28
Free State    4.24
Northern Cape    4.19
Gauteng    4.15
Read more on:    good news  |  south africa  |  survey  |  tripadvisor

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