Tender Briefing SAT Board 11 Aug 2014 Brand Tracking

2 © South African Tourism 2014 Sustainable GDP growth Sustainable job creation Redistribution and transformation The mandate to SA Tourism is through six key objectives by acting in a focused way to... Understand the market Choose the attractive segments Market the destination Facilitate the removal of obstacles Monitor and learn from tourist experience Facilitate the product platform Increase in tourist volume Increase in tourist spend Increase length of stay Improve geographic spread Improve seasonality patterns Promote transformation Mandate of SA Tourism

3 Copyright © 2007 South African Tourism Objectives of the survey The main purpose of the research is to track the health of South Africa as an international leisure travel brand in each market during the buying process for travel. The survey tracks: –Current awareness and perceptions of South Africa –Current awareness and perceptions of key competitor destinations –Intention to travel to South Africa –Barriers to travelling to South Africa –How the South Africa brand is performing on key dimensions against its competitors in each market

4 Copyright © 2007 South African Tourism Scope of the project SA Tourism is commissioning a reputable and suitably qualified market research house with an established track record for a three-year period to conduct a survey to measure the health of the South African brand as an international leisure destination. The overall scope of the project will require the successful market research house to: –Recruit respondents according to predefined criteria –The content of the survey will be specified by SA Tourism, though the successful research house will advise on the layout of the survey and the way in which questions should be asked –Administer the survey using the most appropriate, accurate and cost effective method (e.g. internet-based or face-to-face or telephonic). The successful research house must take into account the potential language barriers and make provision for translating the survey. –Collect the data on the agreed sample –Compile the results of the survey and deliver a cleaned electronic dataset. SA Tourism uses the SPSS platform for analysis. –Provide SA Tourism with reports on each market

5 Copyright © 2007 South African Tourism The coverage of the survey determined by the Tourism Growth Strategy AFRICA Kenya, Nigeria North America USA, Canada Europe UK, Germany, France, Netherlands, Italy, Sweden Asia China, Hong Kong, Japan, India Australasia Australia South America Brazil

Copyright © 2007 South African TourismTourism Growth Strategy October These segments are in our focus markets across the world Wanderlusters (USA) Upscale Wanderlusters (USA) Wanderlusters (UK) Upscale Wanderlusters (UK) Wanderlusters (De) Wandlerlusters (Fr) Wanderlusters (In) Wanderlusters (Ne) Emerging Wanderlusters (Aust.) Wanderlusters (Aust) Expat Wanderlusters (Ni, K) Organized Wanderlusters (Ch) Experienced Wanderlusters (Ch) Organized Wanderlusters (Jp) Experienced Wanderlusters (Jp) Wanderlusters (Jp) ‘Cocooned’/Low Adventure Family Explorers (USA) Hyper Wealthy (With Kids) (Ni) Ex-Pat Low Adventure Family Travellers (Ni, Ke) Young Families (in) Explorers/Adventurous Family Explorers (De) French Family Explorers Expat Family Explorers (Ni, Ke) New Family Explorers (in) Experienced Family Explorers (In) WanderlustersWanderlusters NSSAsNSSAs Family Travellers Adventurous, explorative (Grown-Up Wanderlusters) Relaxation & luxury with some discovery NSSA Explorers Pampered NSSAs US Adventure/Culture NSSA’s UK NSSA’s (UK) German NSSA’s (De) French NSSA’s (Fr) Dutch NSSA’s (Ne) Expat NSSAs (Ni, Ke) NSSA’s (Ke) NSSA’s (Japan) NSSAs (Aust) US Relaxer NSSA’s High End Package (Ne) Luxury Elderly Break (Ne) High Spend Package (A) Hyper Wealthy (Without Kids) (Ni) Expat Pampered NSSA’s (Ni, Ke) Convertible Short Haul (Ne) Positive Convertibles (USA) Positive Convertible Couples (UK) Positive Convertibles (Japan) Positive Convertibles Senior Explorers (De) Senior Explorers (Fr) Senior Explorers (Japan) Empty Nesters (In) Senior Explorers (Aust). Senior Explorers Independent Business People (Ni) Traders/Importers (Ni) Purpose Travelers (China) Business Professionals (SADC) Private Traders (SADC) Taxi Traders (SADC) Trading Truckers (SADC) Purpose Travellers

Copyright © 2007 South African TourismTourism Growth Strategy October But there are Two Core Segments in our international leisure focus Marketing in international markets is focused principally on worldly, well-travelled segments of travellers who are seeking new experiences. The brand and marketing strategies are focused on two priority segments who the form the heart of our global marketing campaigns:  The other segment categories are pursued on a tactical or opportunistic basis only. The ‘Next Stop South Africa’ (NSSA) segment The NSSA segment represents our traditional market. They are wealthier experienced international travellers, usually between the ages of 40 and 60 whose children (if any) have left home. They typically look for natural beauty and authentic cultural experiences. They prefer independent or small group travel, and look for luxury and comfort as part of their experience. Safety is a key consideration when choosing a new destination. Safari is a big draw-card when travelling to Africa. The ‘Wanderluster’ Segment The “Wanderluster” segment is made up of younger singles or couples between the ages of 25 and 40 and generally do not have children. They are young urban professionals earning higher incomes, and they already have considerable travel experience. Their desired experience centres on nature, culture and adventure with a strong liking for “urban vibe”. While also concerned with issues of safety and comfort, these consumers are driven more by the emotional appeal of a destination compared to the more practical NSSAs. They are generally more positive about South Africa in every market than any other segment but they also want to travel the world.

8 Copyright © 2007 South African Tourism USA example of sampling criteria CountryScreen in: GeneralScreen in: WLScreen in: NSSA USA In the past 5 years: must have visited Europe OR Asia OR South America OR Africa OR Australia/NZ Age (no children / no children living at home) Income : Gross HH annual income of $66k+ In the past 5 years: must have travelled to (North America OR Central America) AND Europe and have visited at least one the following for leisure: Asia OR Africa (Northern Africa/Sub-Sahara Africa) OR Australia Australia/New Zealand) OR Middle East OR South America Age (no children) Income : Gross HH annual income of $66k+ In the past 5 years: must have travelled to (North America OR Central America) AND Europe and have visited at least one the following for leisure: Asia OR Africa (Northern Africa/Sub-Sahara Africa) OR Australia Australia/New Zealand) OR Middle East OR South America Age 41+ (no children living at home) Income : Gross HH annual income of $80k+ Target Market Target Segments

9 Copyright © 2007 South African Tourism Current Sample size CountrySample size Australia 1000 (includes WL & NSSAs) Canada 400 Hong Kong 300 China 400 France 1000 (includes WL & NSSAs) Germany 1000 (includes WL & NSSAs) Italy 600 Netherlands 1000 (includes WL & NSSAs) UK 1000 (includes WL & NSSAs) USA 1000 (includes WL & NSSAs) India 1000 (includes WL & NSSAs) Japan 600 Kenya 400 Nigeria 400 Brazil 1000 (includes WL & NSSAs)

10 Copyright © 2007 South African Tourism Methodology Internet based questionnaires were used in all countries except for Kenya and Nigeria (where face to face interviews were conducted in the home of the respondent) The questionnaire takes approximately minutes to complete 99% of the questionnaire are closed ended questions Questionnaires are translated into the language of the respondent in the following countries: –France –Germany –Netherlands –Italy –Japan –China & Hong Kong –Brazil SAT will provide a generic questionnaire in English (in consultation with the research supplier) and it is the responsibility of the research supplier to translate the questionnaire into the different languages –The accurate translation of the questionnaire is of the utmost important as the interpretability of the questions could be erroneously understood

11 Copyright © 2007 South African Tourism Quality checking SAT prides itself is collecting quality data and the accuracy of the data provided is central to correct decision making within the organisation. It is therefore important that the proposal contains an explanation of how quality control will be managed at all stages in the research process, including: –Fieldwork –Data capturing –Respondents responses –Presentation preparation

12 Copyright © 2007 South African Tourism Deliverables The research company will need to deliver a dataset/datasets that has been cleaned and coded. The dataset should be delivered in SPSS format. The following set of reports per survey prepared in Powerpoint format Standard market report –reporting the results per market for the specific survey Segment reports – reporting the results per segment in each core market Longitudinal report – comparing the results per market on key measures since 2004 A report on the meta-data for the survey. This report should cover: Definitions and classifications Procedures by which data is collected and processed Operational elements such as measures of respondent burden, response rates, edit failure rates, etc. Statistical quality measures such as confidence levels, precision, sampling error, etc.

13 Copyright © 2007 South African Tourism What should be included in the proposal? Note: USA, UK, Germany, France, Netherlands and Australia have two segment samples and one general sample; all other countries only have a general sample The proposal should be based on the assumption that there will typically be two waves during the year; one in February and one in October Provide a detailed cost breakdown including cost per interview, project management fees and analysis and reporting fees for each wave.

14 Copyright © 2007 South African Tourism Closing date Date: 29 th August 2014 Time:12h00 Place: 90 Protea Road, Chislehurston, Sandton Contact: Theo Thumbran