4 minute read
EXPERIENTIAL TRAVEL
Transforming ‘the stay’ in Africa through experiential travel
Africa Day last month, a celebration of continental unity and nation-building, we also revel in the continent’s rich cultural and geographical tapestry.
By Andreas Lackner, vice president, operations, Africa and Indian Ocean, Hilton
I’ve had the privilege of exploring many countries across Africa, experiencing first-hand all that the continent has to offer. During my visits, one thing has been clear, and that is the incredible opportunity for our hotels to immerse guests in the natural and cultural beauty of Africa.
Hilton’s 2024 Global Trends Report, which surveyed more than 10,000 travellers across four generations from around the world, found that cultural travel was a top trend, with 40 per cent of respondents saying that they travel to learn about different cultures and destinations.
It is fantastic to see how our hotels across the continent are bringing these locally inspired experiences to life for our guests. At Hilton Garden Inn Gaborone, for example, guests are invited to indulge in the comfort of urban living while immersing themselves in Botswana’s dynamic cultural landscape. The country’s vibrant offerings, ranging from local markets showcasing exquisite arts and crafts, to authentic village tours highlighting the Setswana culture, provide travellers with unparalleled experiences.
Through its #PushaBW initiative, the hotel is supporting local artists by offering them a platform to exhibit and sell their work, thereby enriching the guest experience and empowering the local community.
Another trend that emerged in our report is a clear interest in having the opportunity to enjoy cuisine from the locale and the region, with over 80 per cent of travellers emphasising the importance of exceptional dining options during their stay.
Across Africa, our hotels continue to deliver world-class culinary experiences that take guests on a journey of global flavours. At Conrad Rabat Arzana, travellers are able to dip into the rich culinary tapestry of Morocco, travelling to the vibrant food markets of the city, which allows them to learn about the secrets of traditional Moroccan dishes, local ingredients, and cooking techniques, for a truly immersive experience.
The hotel also features unique culinary offerings including La Brise Brasserie, where the fresh breeze of the Atlantic meets delicious Moroccan flavours. Meanwhile, Feuillage offers guests a serene tea lounge sanctuary where they can enjoy a selection of premium Moroccan teas, unique coffee blends, and delectable bites.
Beyond cultural and culinary experiences, guests are also shifting their focus towards self-discovery, prioritising exploration, and adventure, with over half of Gen Zs and Millennials carving out more budget for these types of excursions.
Many nature enthusiasts are drawn to Umhlanga, South Africa, where Hilton Garden Inn Umhlanga Arch collaborates with the Umhlanga Lagoon Nature Reserve to provide guided nature walks that enable hotel guests to enjoy a picnic overlooking the lagoon, see wildflowers and over 200 species of birds. The rise of ‘bleisure’ as a travel trend is also taking shape this year, with travellers extending work trips or leveraging remote work to explore destinations. According to the report, 46 per cent of global full-time and self-employed workers plan to travel for business or bleisure at some point this year.
Guests looking for a fusion of nature, city, and culture while they work remotely can stay at the recently opened Kwetu Nairobi, Curio Collection by Hilton, which pairs a contemporary setting with Kenya’s worldrenowned natural landscapes. Travellers can venture on tours to experience the country’s sensational and abundant wildlife. The hotel also integrates nature into its design, with forest views, an outdoor pool, and versatile meeting spaces for those mixing work and play.
Furthermore, travellers can book unique experiences at Hilton Addis Ababa to enjoy the serenity and joy of the Entoto Natural Park with its breathtaking mountain, clear springs, waterfalls, and trails along the mountain ridge. They can also meet with local cultivators to dive into the history and diversity of one of the best-known exports of Ethiopia, coffee. Those keen to explore the city can opt for jazz music or explore cultural restaurants in the Bole and Kazanchis areas.
Across our portfolio of over 100 properties operating or under development in Africa, we remain committed to providing guests with meaningful travel experiences in this new, golden age of travel.
Who is Andreas Lackner?
Andreas Lackner currently serves as the vice president, operations, Africa & Indian Ocean (A&IO) at Hilton. In this role, Andreas is entrusted with overseeing the operational excellence and strategic direction of Hilton across the continent. The portfolio of properties under his leadership encompasses the acclaimed Hilton brands such as Waldorf Astoria Hotels & Resorts, Conrad, LXR Hotels & Resorts, Hilton Hotels & Resorts, DoubleTree by Hilton, Curio Collection by Hilton, and future additions.