Recession has changed consumer needs, say Acacia Africa

Recession has changed consumer needs, say Acacia Africa

Repeat bookings from a new type of customer is said to be boosting Acacia Africa’s forward sales. The operator has revealed that it gained several new markets throughout the recession from travellers who were looking for something ‘rawer’. “When the economy hit rock bottom we benefited from bookings outside of our traditional core market - older nomads, luxury adventurers and families choosing to downsize their travel plans,” explained Heath Ashcroft, marketing director at Acacia Africa. “Of course, as with everyone in the industry, bookings during the recession were down in comparison to previous years, but the positive growth across markets buffered the effects of the downturn.” In addition, Ashcroft said that these habits would stick and holidaymakers will not opt for luxury travel now that spend is up. “While the recession might have created the right economic conditions in terms of trialing the offering, some adventurers have experienced a shift in their preference,” he said. “The financial pressures are off, but for many clients it’s not simply a case of switching back to a luxury safari, as they are clearly deciding to opt for a rawer and often a more meaningful, grassroots kind of travel.”

Gary Marshall
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Gary Marshall
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