THE LAST WORD

The state of the incentive industry – 18 months on

The past 18 months have been something of a rollercoaster ride for all of us in the tourism and business events industry. We will not remember it with much fondness.

By Rupert Jeffries, executive chairman and founder of Dragonfly Africa and Green Route Africa.

The positive aspect is that we have all had no choice but to adapt our business models to the circumstances.

Each day has brought with it new challenges. Our international incentive clients have been forced to review the practicalities of travelling to faraway destinations such as Africa in these times of Covid-19.

Unexpectedly, this situation has created a huge amount of additional work for us and our staff.

Interpreting complicated contracts as well as negotiating cancellations with suppliers. In addition, trying to find alternative accommodation space for these clients who have not cancelled, but wish to postpone their travel dates to a later time.

It’s been tough, with fewer staff than normal and everyone anxious about the future of travel.

There is no doubt that our staff miss the office norm, their colleagues, the daily camaraderie, and the comfort of their normal daily routines. And the idea of sharing and creating great ideas.

And for how much longer must we run our business via Teams and Zoom?

Fortunately, the power of recognition and reward in the form of corporate travel incentive programmes remains exceptional — and enthusiasm for it remains undiminished.

The excitement of the chase to win the award to travel somewhere exotic with five-star hotels, cultural experiences, wonderful food, in-room gifts, entertainment and time to chat more personally to their managers and bosses.

It is clear that there is huge pent-up demand for travel. People cannot wait to get out again.

Cash or merchandise rewards, or trips to minor domestic destinations, do not really cut it for high flying sales executives.

Corporates understand top-of-the-scale incentive travel is a vital key staff retention strategy.

Of course, wanting a return to normal, are the millions of employees around the world who rely on the business events industry. Corporates, incentive houses, hotels, airlines and all the other entities and companies that are reliant on incentive groups and other forms of travel.

Our prediction for the times ahead is extremely positive. There is a continuing spike in international interest in our region which includes southern and eastern Africa and the islands.

We have taken back more staff in our leisure division. We have budgeted for a very significant increase in staff in our business events division from the first quarter of next year. Even with cutbacks to our team, twenty of our current staff have been in the employ of Dragonfly Africa and Green Route Africa for seven years or more.

It is wonderful to see such strong forward demand for booking for southern Africa, east Africa and the islands.

Some of it will perhaps only operate as far away as 2023. But at least the files, and new enquiries, are now active.

The pandemic figures in South Africa of recent times have seen great improvement. Particularly against many other countries in the world where the pandemic seems to be surging again.

What we do know is that clients who are booked to travel are beginning to ask for more stats. Not on South Africa as a nation but on the specific cities and areas that they will be visiting. They are obviously wanting to know what percentage of employees in hotels and restaurants that they will be frequenting have been fully vaccinated. The same would be true of venues, transport, entertainment, basically any of the people whom the participants may encounter.

One of the most positive developments of the last few weeks is the sudden and huge surge in international airlines announcing their return to southern Africa — a massive endorsement for our destination. Hotel group shares on the JSE have risen on the new tourism optimism.

I truly believe — the exciting world of incentive travel is back!

There is a continuing spike in international interest in our region which includes southern and eastern Africa and the islands.

Who is Rupert Jeffries?

London-born Rupert Jeffries, executive chairman and founder of Dragonfly Africa and Green Route Africa, has been with the group for over 34 years. Prior to his involvement in tourism, he worked in advertising at notable agencies in London and Johannesburg. He previously owned Cybele Forest Lodge and Health Spa in Mpumalanga. Whilst running Cybele, it occurred to Rupert that exploring the region’s scenic beauty from the air would be good. Dragonfly Helicopter Adventures was born. Rupert attributes the success of Dragonfly to the exceptional staff and the team’s continuous innovation in terms of creative and workable ideas and solutions. The staff are extremely hardworking, and our strategy is to promote from within as the company grows, as well as to nurture and maintain strong relationships with our clients, and with all our long-standing industry suppliers and friends.