Plettenberg Bay experiences medium to high growth for the 2022 Summer Season
The hospitality sector is arguably the leading source of income for Plettenberg Bay, generating an average of R3.9 billion in earnings annually pre-COVID. Tourism contributes significantly to Plett’s annual GDP and it is the largest employer in the town. As a world-class destination, international and South African guests flock to Plett’s award-winning and internationally recognised beaches.
The South African domestic market (South African travellers) traditionally made up approximately 90% of the sector’s income during the months of October / November / December, and the majority of businesses in Plett have relied on that December trade to sustain them, as for many of these, that income contributes to an average of 50% of their annual profit. Times have changed, and we are now seeing an emerging new type of traveller with different needs, this is evident according to the results of the annual Plett Summer Survey conducted by the Plett Tourism Association for the months of October, November and December 2022.
GENERAL OBSERVATIONS
South Africans have been conservative with travel during the traditional summer holidays. Beach destinations throughout South Africa are primely positioned to host South Africans during the most popular summer holiday time – the weeks between 15 December – 10 January.
The bookings for accommodation in Plett during the period leading up to the December- January period were relatively conservative however there was growth from the previous year’s figures.
SERVICED ACCOMMODATION
In general, the serviced accommodation industry saw high growth.
- 71% of the survey respondents reported an average occupancy of 36% in the month of October, 83% reported an average occupancy of 83% in November, and 95% of these reported an average occupancy of 85% for December.
- In comparison to 2021 figures during those same months, 71% of the survey respondents reported their bookings were up.
- 95% of survey respondents reported a slow growth in average bed nights; 2.3 nights was the average night stay in October, 2 nights for November and 5 nights in December.
- 76% of survey respondents reported guests were either young couples travelling independently or with children. And, notably, 89% of respondents reported 38% of their guests were from South Africa and 43% were international.
SELF-CATERING ACCOMMODATION
In general, the self-catering (private home rentals) accommodation industry also saw high growth.
- 75% of the survey respondents reported an average occupancy of 30% in the month of October, 75% reported an average occupancy of 25% in November, and 75% of these reported an average occupancy of 85% for December.
- In comparison to 2021 figures during those same months, 75% of the survey respondents reported their bookings were up.
- 75% of survey respondents reported 3 – 4 nights as the average stay in October, 3 nights for November and 7+ nights in December.
- 75% of survey respondents reported guests were either young couples travelling independently or with children. And 75% of respondents reported all guests were from South Africa.
RESTAURANTS
In general, the restaurants saw high growth.
- 85% of survey respondents reported an average of 40% capacity for October, 93% reported an average of 50% occupancy for November and 86% of these reported an average of 85% for December.
- 73% of survey respondents indicated they had an increase in capacity in comparison to 2021.
- Again, worth noting, is that 100% of survey respondents reported guests were a 50/50 mix from South Africa and the others were international guests.
ACTIVITIES
In general, the activity industry also saw medium growth.
- 75% of survey respondents reported an average of 42% capacity for October, 77% reported an average of 38% occupancy for November and 85% of these reported an average of 66% for December.
- 52% of survey respondents indicated they had an increase in capacity in comparison to 2021.
- 65% of survey respondents reported guests were young couples with children. And 75% of respondents reported guests were from South Africa.
- CapeNature reported a 157% increase in visitors at Robberg Nature Reserve in comparison to the same months in 2021.
TOURISM SERVICES
In general, the tourism services saw a high increase in growth. Tourism services refer to catering, car rentals, eventing services – business services often required by visitors.
- 75% of survey respondents indicated they had an increase in service requests in comparison to 2021.
EVENTS
This is the first year that event organisers have participated in the survey.
- 50% of the survey respondents reported they hosted a 1-day event, the remaining 50% reported hosting a 3-day event.
- 29% of the survey respondents reported their event was an average success and 60% reported their event as above average in success.
- 86% of the survey respondents reported an average of 400 guests at events.
- 83% of the survey respondents reported growth of their event from 2021.
RETAIL
This is the first year we have included retail basket counts from larger retail outlets. Other outlets were not available at the time of this press release for basket count reference. The basket count refers to the number of products sold in a single purchase.
- Retail outlets reported an increase of 7.4% for October in comparison to 2021 figures, 10.3% for November and 8% for December.
“The good performance is attributable to many factors, including a push by regional and provincial tourism to attract more domestic tourists’ movement, and an increase for the desire to travel after a 3-year pandemic hiatus. Lastly, the innovative marketing programmes conducted by individual businesses, and our own destination marketing has allowed for increased visibility of Brand Plett,” says Patty Butterworth, CEO of the Plett Tourism Association.“The communication platforms we use, the variety of festivals and events and the launch of new products have all contributed to increased awareness”, she said.
