Fractional Ownership News

CEO of Zorgvliet Group calls for creation of sustainable tourism from 2010 rather than short-sighted profit grabbing

Date: 28/09/2009
Article source: www.fractionalownership.co.za

Zorgvliet Private Residence Club recently entertained UK and local journalists at Ka'Ingo Private Reserve in the Waterberg. Here British travel writer and photographer Ron Toft gets to experience what few people ever will – the weight of a lion's paw. Ka'Ingo General Manager Nick Callichy, left, is replacing the darted lion’s transmitter collar. This type of conservation-related activity is just one of the many really special experiences that the ZPRC offers its members.

CEO of Zorgvliet Group calls for creation of sustainable tourism from 2010 rather than short-sighted profit grabbing.

Human Settlements Minister Tokyo Sekwale has appealed to South Africans to help leverage 2010 for sustainable tourism growth in the future – the so-called Barcelona Effect. Zorgvliet CEO Mac van der Merwe feels very strongly that the 2010 Fifa World Cup should not be treated as a 30-day cash cow – which happened in Athens over the 2004 Olympics, with exorbitant prices which effectively killed the goose that laid the golden egg.

Rather, he calls for a cutting off non-value-adding costs and middle men in order to offer great value and experiences which will build Brand SA for years to come.

“Football fans and media from over the world will flock to South Africa in less than a year’s time to experience one of the paramount sporting events ever to be hosted in Africa. The greatest challenge for all South Africans is creating a lasting positive legacy from the event. The balance between experiences and prices will be of paramount importance in terms of lasting perceptions of value.

“Even at this stage it is obvious that there will not be enough accommodation available in South Africa over the 2010 Football World Cup period. As a result, prices will increase to (in some cases) outrageously high levels. Pressure is mounting for the suppliers of accommodation to keep prices down - but one of the biggest problems in the pricing chain is the middle men who milk the situation without adding comparative value. Converting soccer fans to Brand SA ambassadors will be a function of not only realistic accommodation prices, but exposure to South African holiday experiences. Fewer parties adding commission (which increases the price to the consumer), broadening the experiences of visitors and offering attractive inducements to revisit South Africa on a regular basis are all elements of a sustainable tourism legacy.  

“Zorgvliet Private Residence Club (ZPRC) is a subsidiary of the Zorgvliet Portfolio and is promoting an integrated approach towards the 2010 World Cup. ZPRC is a vacation ownership company offering a range of pristine resorts in desirable and key locations, and through an aggressive media campaign in the UK and Ireland is creating awareness of the special experiences, value propositions and opportunities for lasting vacation options. Making use of the Group’s in-house travel agencies in the UK shortens the chain and number of entities which could add to the final cost of accommodation and offerings. ZPRC is making attractive and unique shared vacation options available in resorts ranging from game reserves to inland resorts and wine farms - all mixed-use operations with strong hospitality support.

“The ZPRC campaign in the UK and Ireland is aimed at optimising the 2010 window of opportunity by selling shared ownership vacations for an extended period at aggressive prices supported by a wide range of authentic South African experiences. Members can book for the owned usage periods at the different destinations during the World Cup, thus benefiting from the unique vacation investment during this period and beyond. For example, ZPRC shared vacation products are available from R72 000 per week per year for a 12-year concessionary option at the Ka’Ingo private game reserve main lodge in the Waterberg. Buying vacation ownership for a concession period or as a fraction in perpetuity makes a lot of sense, especially if the arbitrage position is taken into account - where you buy at ZPRC and can exchange to a higher 'priced' unit through their alliance with Interval International (e.g. buying in SA (Ka'Ingo) for R72 000 and exchanging for a week at a destination where the cost is three times that). South Africa offers an extremely attractive value proposition. Vacations bought in the ZPRC can be exchanged at more than 2000 global resorts affiliated to Interval International.

“Our belief is that reasonable pricing must be maintained by cutting non-value-adding costs, broadening experiences offered to the visitors, and creating relationships that will ensure that visitors perceive South Africa as a top-of-mind destination.”

For booking and enquiries contact Hettie de Lange 082 268 4559 or summercourt@mweb.co.za; see also www.zorgvlietfractions.com