The cost of COVID-19 on high end tourism

The high-end luxury tourism sector, known for its opulence and exclusivity, has not been spared the devastating effects of the COVID-19 pandemic. With travel restrictions, border closures, and heightened health concerns affecting the industry worldwide, players in this sector are grappling with uncertainty and challenges. CNBC Africa spoke with Bonita Mutoni, Sales and Marketing Manager of One And Only Nyungwe, to shed light on how businesses like theirs are navigating the fallout from the crisis. One of the key strategies adopted by high-end tourism brands is to offer flexibility to their clients. Rather than canceling bookings, many clients are opting to postpone their trips to the following year. Mutoni emphasized the importance of revising terms and conditions to accommodate these changes, ensuring that clients are not penalized for circumstances beyond their control. By honoring 2020 rates for postponed bookings, the brand aims to provide a seamless experience for travelers while extending a sense of reassurance and understanding during these tumultuous times. In the realm of marketing, luxury tourism players are focusing on engaging their audience through authentic content and storytelling. By sharing experiences from property staff, such as guides and chefs, and offering virtual tours and recipes, brands like One And Only Nyungwe are connecting with prospective guests on a deeper level. These initiatives not only keep the brand top-of-mind but also provide valuable and enjoyable content to an audience hungry for travel experiences. In terms of operations, stringent hygiene practices and staff training have become a top priority for high-end tourism establishments. With a heightened emphasis on hygiene and safety measures, businesses are preparing to adapt to the 'new normal' post-pandemic. From implementing sanitizer stations to limiting staff on property and ensuring all colleagues undergo testing, these measures are geared towards safeguarding the well-being of both guests and employees. Mutoni underscored the importance of staying positive and proactive in the face of adversity. Despite the challenges posed by the pandemic, the brand continues to engage with its key source markets, such as the US, UK, Europe, Australia, and Asia. By leveraging digital platforms and embracing virtual avenues like webinars and online trade fairs, the brand remains committed to telling the story of their destination and properties, albeit in a new and innovative way. Looking ahead, Mutoni discussed the need for the industry to pivot towards domestic and regional tourism markets. With uncertainty surrounding international travel and air transport, a shift towards promoting intracontinental travel within Africa could offer a viable path forward. While timelines and logistics remain uncertain, the focus on building a stronger regional tourism network could help mitigate the impact of the crisis and drive growth in a post-COVID-19 world. As the tourism industry reevaluates its strategies and adapts to a rapidly evolving landscape, collaboration between businesses, governments, and industry stakeholders will be critical in charting a path towards recovery and sustainability. By embracing flexibility, innovation, and a customer-centric approach, high-end tourism players are poised to weather the storm and emerge stronger on the other side.