Creativity has become a necessity for travel and hospitality industry stakeholders that have been forced to reinvent the way they do business so they can continue to operate during the challenging pandemic business environment. The biggest challenge for Last Word Hotel & Safari Camps, like for many in the travel industry, has been to find ways to generate income, keep properties running and pay salaries in a market that is in a massive slump due to the ever-changing COVID-19 lockdowns and travel bans, says Nicky Coenen, Group General Manager. For Coenen and her small marketing team at Last Word, finding ways to still attract business has been a challenge, however an emerging trend during this turbulent time appears to be exclusive-use property rentals. “Exclusive-use is becoming an increasingly popular travel trend, simply due to there being a demand for accommodating family and friend bubbles at this time. The close-knit group normally looks for luxury and intimacy, not wanting to be mixed with guests who are outside their circle due to concerns about COVID even though stringent health and hygiene protocols have been adopted by South Africa’s tourism sector.” Adds Coenen: “Interestingly, there’s a level of human connection that wasn’t there before. Our guests are really looking for warmth, kindness and serene sanctuaries as a reward for enduring what they see as pandemic hardship.” The trend in rising demand for exclusive use bodes well for groups like Last Word, which specialises in small, intimate and boutique properties. “We have only 31…
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