African Tourism Businesses Look to Bridge the Diversity Gap in Luxury
Photo Credit: An acapella group that sings about life in Johannesburg, South Africa. The Charles Gallery / The Charles Gallery
Skift Take
Reconsidering luxury in the context of experiences across African destinations is about so much more than just a wildlife safari.
The concept of luxury is as simple as needing to unpack and pack a suitcase less.
Time, the ability to rest and the opportunity to fully immerse oneself in a destination, all point to the ultimate luxury of travel itself, shifting the typical itinerary offering for countries across the African continent. For one, it’s caused a significant increase in the average nights spent in Cape Town as a destination.
Martina Barth, group sales manager for The Liz McGrath Collection, said the company has noted the average stay in Cape Town has shifted from “2 to 3 nights to as much 6 to 8 nights” per visit to the city.
Barth added that luxury travelers are typically spending “more money and time in one destination” with the desire for an immersive experience that’s a lot more authentically engaged with locals.
The global boom in the luxury travel segment has defined how tour operators and destinations package experiences, but even more
