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TSHWANE ACCOMMODATION SURVEY
AND QUARTERLY MONITORING
UNDERTAKEN BY THE DEPARTMENT OF TOURISM MANAGEMENT
UNIVERSITY OF PRETORIA
ON BEHALF OF
THE CITY OF TSHWANE TOURISM DIVISION
Final Report
December 2009
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Table of Contents
1. EXECUTIVE SUMMARY................................................................................................... 5
2. Background to the survey.................................................................................................. 9
3. Benchmarking study........................................................................................................ 11
4. Research Methodology.................................................................................................... 12
4.1 Database development........................................................................................ 12
4.2 Questionnaire development ................................................................................. 13
4.3 Data collection process........................................................................................ 13
5. Findings .......................................................................................................................... 15
5.1 General Information............................................................................................. 15
5.2 Type of accommodation providers and amenities ................................................ 15
5.3 Star grading......................................................................................................... 16
5.4 MATCH Status..................................................................................................... 16
5.5 Product consumption........................................................................................... 17
� Stay units and beds ............................................................................................. 17
� Occupancy levels ................................................................................................ 17
� Peak business periods......................................................................................... 18
5.6 Geographical Markets.......................................................................................... 19
� Rest of African continent guests .......................................................................... 20
� International guests ............................................................................................. 20
5.7 Booking methods and markets ............................................................................ 21
� Booking methods................................................................................................. 21
� Markets................................................................................................................ 21
5.8 Operational Issues............................................................................................... 21
� Years in operation ............................................................................................... 21
� Plans for expansion ............................................................................................. 22
� Permanent staff employed................................................................................... 22
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5.9 Memberships and awards.................................................................................... 22
� Memberships....................................................................................................... 22
� Awards ................................................................................................................ 22
6. Quarterly Measuring Mechanism..................................................................................... 23
7. Recommendations .......................................................................................................... 25
Addendum A – Benchmark Study.................................................................................... 26
Introduction and background............................................................................................... 27
1. International best practices.............................................................................................. 30
1.1. Australia .............................................................................................................. 30
� Who?................................................................................................................... 30
� What?.................................................................................................................. 30
� How? ................................................................................................................... 30
1.2. Canada................................................................................................................ 35
� Who?................................................................................................................... 35
� What?.................................................................................................................. 35
� How? ................................................................................................................... 35
1.3. New Zealand ....................................................................................................... 38
� Who?................................................................................................................... 38
� What?.................................................................................................................. 38
� How? ................................................................................................................... 38
1.4. United Kingdom................................................................................................... 41
� Who?................................................................................................................... 41
� What?.................................................................................................................. 41
� How? ................................................................................................................... 41
1.5. The Joint WTO and IH&RA study on hotel classification...................................... 44
� Background ......................................................................................................... 44
� Application for the Tshwane Accommodation Survey .......................................... 44
2. Local benchmarking ........................................................................................................ 45
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2.1 Stats SA .............................................................................................................. 45
� Who?................................................................................................................... 45
� What?.................................................................................................................. 45
� How? ................................................................................................................... 45
2.2 Tourism Grading Council ..................................................................................... 47
� Who?................................................................................................................... 47
� What?.................................................................................................................. 47
� How? ................................................................................................................... 47
2.3 South African Tourism ......................................................................................... 48
� Who?................................................................................................................... 48
� What?.................................................................................................................. 48
� How? ................................................................................................................... 48
2.4 Cape Town .......................................................................................................... 50
� Who?................................................................................................................... 50
� What?.................................................................................................................. 50
� How? ................................................................................................................... 50
2.5 Kwazulu-Natal ..................................................................................................... 53
� Who?................................................................................................................... 53
� What?.................................................................................................................. 53
2.6 Gauteng............................................................................................................... 56
� Who?................................................................................................................... 56
� What?.................................................................................................................. 56
3. References...................................................................................................................... 57
4. Addenda to the benchmarking study ............................................................................... 58
Addendum B – Alphabetical Database............................................................................ 72
Addendum C - Further analysis of occupancy levels..................................................... 79
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1. EXECUTIVE SUMMARY
From March to June 2009, the Department of Tourism Management at the University of
Pretoria undertook a survey of all accommodation available in the Tshwane Metropole. This
included the establishment of a baseline accommodation database through a
comprehensive survey, as a first effort toward the development and implementation of
quarterly monitoring and tracking mechanisms to measure the occupancy rate of tourism
accommodation in the City of Tshwane.
BENCHMARKING AND PERFORMANCE INDICATORS
The first step toward the survey was to conduct an investigation of international and local
accommodation performance indicators being utilised in the industry, in order to ensure that
any data collected and analysed could easily be used to compare/benchmark the city’s
performance to that of other cities in South Africa and internationally.
What happens internationally?
At an international level, a number of destinations were randomly selected as appropriate
sources for benchmarking, based on the fact that they are regarded as key international and
successful destinations. They included Australia, Canada, New Zealand, the UK as well as a
hotel classification study done by the United Nations World Tourism Organisation (UNWTO).
Key findings and guidelines from these destinations include the following: Making use of the same accommodation classifications (categories) as used
internationally where possible (some forms of accommodation e.g. motels not applicable to South Africa)
Focusing on and using the same performance indicators as used internationally where possible. Most popular indicators include: - Numbers and Type of Establishments - Number of stay units/beds - Guest nights - Takings from accommodation - Occupancy rate - Average length of stay (days)
Providing common specifications and standards for surveys in order to ensure comparable occupancy data for the whole country.
Make variety of information sources and data freely available to the industry. A very ‘open’ approach toward sharing of market intelligence.
Importance of a statistical clearing house to control quality, validity and relevance of research conducted.
Timeous implementation of surveys (building ‘familiarity’ within the industry) – encouraging participation and raising credibility of the survey.
An ongoing quarterly survey as basis and then gradual expansion of survey focus to include more sectors (time given to smooth out process and then broaden with the necessary skills and capacity to deal with a lot of detailed data).
Data are re-published in bulletins released by a central agency as well as a variety of government and semi-government agencies.
Regular updates of data made available in electronic format and continuous feedback to industry regarding developments.
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Continuous updating of lists of accommodation establishments provided by the various Tourism Commissions and Industry Associations (industry cooperation to maintain information).
Feedback provided to individual property owners (to encourage and support their own strategic planning processes)
Encouraging research by providing user-friendly research toolkits (thereby promoting standards throughout the sector).
The picture in South Africa
National accommodation statistics were difficult to find. The following sources of national statistics were available:
Stats SA: who undertakes a monthly Tourist Accommodation Survey. This survey is based on a sample of public and private enterprises involved in the short-stay accommodation industry in South Africa; drawn from the Business Sampling Frame (BSF) that contains businesses registered for value-added tax (VAT). It is thus not necessarily done from a tourism perspective.
South African Tourism: Data in reports are based on statistics collected by the Department of Home Affairs. It is processed and released by Stats SA and SAT uses these stats “in good faith”. Among the research reports available, no specific reference was made to accommodation reports/data. When mentioning any facts related to accommodation in press releases, SAT refers to the Tourist Accommodation Survey done by Stats SA.
Tourism Grading Council: Data obtained from the Council focuses mostly on member establishments. For the purpose of the survey, the different accommodation categories were adopted to ensure that the Tshwane database corresponds to classifications used nationally.
At a regional level, the following key competitive destinations’ practices were investigated:
The City of Cape Town and the Western Cape appeared to have a very strong research database and research practices in place. Among others, they: - compile a ‘Western Cape Tourism Barometer’; - the City’s Tourism Department also initiates several research projects such as an
accommodation Pricing Survey and a Snap Shot Accommodation Survey; - they also use research done by SA Tourism (in their domestic and international
surveys) to compile a comprehensive Cape Town and Western Cape Destination Performance report.
KwaZulu-Natal Tourism Authority undertakes a great variety of research and they started with a comprehensive Tourism Asset Database in 1997. This database and the way in which it is being operated and maintained, proved to be a powerful tool with several benefits to authorities and industry members alike. This resource is maintained by a dedicated team of TKZN staff, with the support of all District Municipalities and CTO’s in the province. (Refer to the benchmark study for more detail on this very effective research tool).
- Gauteng Tourism Authority has a Research and ICT division (Strategic Research Unit). The GTA has its own database compiled a few years ago and periodically updated when they get more information on different accommodation establishments that are new. - GTA requests information from Municipalities because most new establishments
register their business and inform Municipalities about themselves. - The information and database contains information on graded and non-graded
accommodation and/or tourism products. - They also go to the Tourism Grading Council’s website to get the most updated
database of graded accommodation and other tourism products.
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KEY FINDINGS ON THE ACCOMMODATION SECTOR IN TSHWANE
Methodology in short
An unverified database was developed containing approximately 500 establishments. Four
hundred and fifty establishments were contacted electronically and about 100 telephonically
and by means of fax. One hundred and forty one (141) respondents verified their details,
completed the questionnaire, and gave consent for their details to be used on the Tshwane
Tourism website and at the various Information Offices. This is a 31% response rate.
Capacity and quality in the City
A total of 3044 beds have been counted in 1658 stay units.
Hotels account for 37% of the total number of beds and stay units available, while guest
houses and Bed and Breakfasts make up approximately 55%.
Seventy five percent (75%) of establishments are star graded by the TGCSA.
Simultaneously, only 8% have been signed up to be promoted through MATCH for the
2010 FIFA World Cup.
Two thirds of accommodation providers are part of at least one industry association.
More than 80% of accommodation providers have not received any awards, with the
providers who have, receiving them mainly from Tshwane Tourism and the AA.
Product consumption and operational issues
Seventy one percent (71%) of accommodation providers had an occupancy rate of
higher than 40% both during 2008 and during the first quarter (January to March) of
2009.
The main target market for the City was indicated as local guests from provinces
other than Gauteng; with Gauteng guests second frequently mentioned; and
international guests are hosted less than local guests, but still more than guests from
SADC and the rest of the African continent who appear to be visiting the least.
The majority of bookings to accommodation providers are made via e-mail and
telephone; with travel agents and web portals used surprisingly little.
Seventy three percent (73%) of accommodation providers have been in operation for
more than 3 years, with 50% indicating plans to expand their ability to accommodate
guests. Improvements to guest amenities and recreational facilities were also mentioned
by about 25% of accommodation providers.
Eighty five percent (85%) of accommodation providers employ less than 10 employees,
with only hotels stating that they employ more than 50 employees on a permanent basis.
Also refer to Addendum C – Further analysis of occupancy levels
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RECOMMENDATIONS TAKEN FROM THE SURVEY
Call for immediate action
It is the recommendation of the research team to make sure that feedback be given to the
industry as soon as possible regarding the results of the survey.
After approval of the survey report, the executive summary or a graphically
designed newsletter should go out to all accommodation industry members. This
should include all establishments on the database, thus including those that did not
participate in the survey. In this way these establishments can see the results of the
survey and could be encouraged to (even at this late stage) decide to participate in the
baseline survey.
The establishments who participated in the survey should be given exposure on
the Tshwane Tourism website as soon as possible. They have given consent for their
information to be used for promotional purposes and this is a ‘promise’ that should be
carried through by the Division in order to gain trust in the survey and ensure future
participation in the quarterly surveys. The website can also encourage non-participants
to (at this late stage) decide to participate in the baseline survey – even if it is for the
sake of gaining exposure on the website. This will form the grounds for future
communication and will also contribute to the comprehensiveness of the database.
The two ways mentioned above can serve as the basis for an effort of continuous
awareness-making of the questionnaire. In other words, these platforms should be
used to refer industry to the questionnaire of the baseline survey. This survey link and
questionnaire will be kept active for at least the next 3 months in an effort to expand on
and improve the database.
Recommendations for future implementation of the survey
Increased effort to liaise with accommodation providers in order to increase the number
of responses;
A strategy to access information from accommodation providers who do not make use of
electronic communication, mainly providers in the townships;
A quarterly newsletter to all the accommodation providers, giving feedback about the
information gathered and the way forward;
Continued gathering of information from accommodation providers who become willing
to provide their information;
A shortened quarterly monitoring mechanism to gather information on occupancy rates in
order to enable the City to identify trends; and
Continued feedback regarding quarterly surveys.
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2. BACKGROUND TO THE SURVEY
In March 2009, the Department of Tourism Management at the University of Pretoria was
commissioned to undertake a survey of all accommodation available in the Tshwane
Metropole. This includes the accommodation provider of a baseline accommodation
database (through a comprehensive survey) and the implementation of quarterly monitoring
and tracking mechanisms to measure the occupancy rate of tourism accommodation in the
City of Tshwane.
The project is regarded as the implementation phase of a more focussed approach towards
benchmarking international and local accommodation indicators at city level. Such an
approach is important in order to ensure that, after performance indicators are developed for
the City of Tshwane, the data can easily be used to compare the city’s performance to that
of other cities in South Africa and internationally.
It was decided to take on the project with a Three Step Approach.
Step One: Benchmarking international and local accommodation indicators at City
level.
This is important to ensure that after performance indicators are developed for the City of
Tshwane, the data can easily be used to compare/benchmark the city’s performance in
terms of identified performance indicators such as occupancy rates, to that of other
cities in South Africa and internationally.
By utilising the national and international networks available to the University of Pretoria, a
desktop research of key international and local trends and best practices regarding
approaches and methodologies for profiling, monitoring and benchmarking of economic
indicators (an economic indicator is a statistic about the economy that allows for analysis of
economic performance and predictions of future performance) at the city level will be
undertaken.
Step Two: The development of a baseline accommodation database through a
comprehensive survey.
The strategic importance of the baseline accommodation database is a key to ensure
accurate information on the capacity and geographical distribution of accommodation
facilities is used for decision-making and planning before, during and after the hosting of the
Confederations Cup in 2009 and the Soccer World Cup in 2010. The accommodation survey
is an important prerequisite towards developing the quarterly monitoring and tracking
mechanisms to measure the occupancy rate as a performance indicator of tourism’s
contribution to economic growth in the city.
Step Three: Development of a quarterly monitoring and tracking mechanism to
measure the occupancy rate of tourism accommodation in the City of Tshwane.
The main aim is to determine a baseline with a view to measure the occupancy rate (the
number of stay unit nights sold, divided by the product of the number of room nights
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available and the number of days in the survey period expressed as a percentage) for the
City of Tshwane.
After completion of steps one and two, and armed with insight into national and international
best practice; having other prominent cities to benchmark approaches and methodologies for
monitoring of tourism economic indicators against; and having established a baseline
tourism accommodation database the last step is to develop a quarterly monitoring and
tracking mechanism for Tourism in the City of Tshwane. The first mechanism/tourism
economic indicator to be implemented will be measurement of the occupancy rate of tourism
accommodation facilities in the City of Tshwane.
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3. BENCHMARKING STUDY
The benchmarking study was the first step of the project. The benchmark study served as a
rich source of information and provided the professional team with examples of how to
structure the survey. This enabled the research team to gather information for the database
more efficiently as well as structure the questionnaire in such a way that it would yield
adequate data, thus facilitating trouble-free analysis and future use of the data gathered in
this round. Database information gathering started early in the project and was influenced by
the benchmark study as and when we came across good practices in other
countries/regions. The benchmark study was completed before designing and distributing
the survey. This was done in order to ensure that the questionnaire would be in line with
international and local best practices and to ensure the relevance of the data collected
throughout the survey.
Refer to Addendum A for the complete benchmarking study.
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4. RESEARCH METHODOLOGY
The research method employed consisted of three phases. The first, as already discussed,
was to benchmark how tourism research is being done locally and abroad, with specific
reference to accommodation studies. Simultaneous to the desktop research conducted for
the benchmark study, a database was developed, continuously influenced by information on
database compilation gathered in the benchmark study. With the benchmarking study as a
powerful tool, the questionnaire was developed. The survey was subsequently sent out to
accommodation providers within the City’s metropolitan boundaries.
4.1 DATABASE DEVELOPMENT A primary database was developed, using desktop research and information provided by
Industry Associations. Additional sources commonly used in the tourism industry, such as
AA tourism information guides, the yellow pages, Tourism Indaba literature, promotional
pamphlets and booklets were used to flesh out the database. This database consisted of
approximately 840 accommodation providers. The database was then verified by means of
the internet, telephonic contact or through e-mail and fax. Some 450 accommodation
providers remained. This means that 390 initial providers were excluded. This was mainly
due to the lack of any contact details for about 200 of the accommodation providers, with a
further 150 either having incorrect contact details or weren’t available to provide contact
details other than a telephone number. About 40 accommodation providers have closed
down, some as long as ten years ago.
The questionnaire was sent out to accommodation providers using the verified list.
Accommodation providers were requested to complete the questionnaire. In the
questionnaire they were requested to give explicit consent for their information to be made
publicly available on the City of Tshwane’s Tourism Website as well as at the City’s Tourism
Information Centres. Of the 141 responses received, only two refused that their information
could be placed on the Tshwane Tourism Website and be made available in tourism
Information Centres.
Database information that was obtained through the desktop research should not be
published as the accuracy of the information cannot be guaranteed, neither has consent
been given to share the information publicly. Details of accommodation providers who have
verified their contact details and have given explicit consent for their marketing information to
be published are attached to this report as Addendum B.
Continuous efforts should be made to update, verify and add accommodation providers’
details to the database. An inadequacy in the existing database is the exclusion of
accommodation providers who do not use or do not have access to internet communication.
Difficulty in contacting accommodation providers with little or no electronic contact resulted in
their exclusion from the database and survey information. This is primarily a problem with
accommodation providers within townships in and around Pretoria. They are also more
difficult to contact as many have little or no means of contact as they have fewer resources
available.
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A strong recommendation is to focus specifically on the accommodation providers in
townships by establishing contact through existing industry specific associations.
At this point it is also important to open up conversation on any suggestions and ideas to
improve contact with industry members at large. The Tshwane Tourism website could prove
to be a valuable tool in this regard, if employed effectively.
4.2 QUESTIONNAIRE DEVELOPMENT The survey was seen as the first step toward the creation of a comprehensive tourism
resource database for the City of Tshwane in the longer term. The purpose of the survey
was twofold. First, it was used to personally verify contact details and obtain consent from
accommodation providers to include them on the Tshwane Tourism Website and make their
contact details available at the various Tourism Information Offices. Secondly, it was used to
obtain valuable industry specific information that would serve as a basis for future quarterly
assessments. The longer term goal is then to provide the industry with relevant and up to
date information regarding trends in the industry, by means of quarterly industry specific
information made available on the Tshwane Tourism Website.
The survey also had the interim purpose of determining the City’s capacity in terms of
accommodation for the Confederations Cup and Fifa Soccer World Cup. By way of this
survey we endeavoured to obtain a clear picture of the profile of accommodation providers in
the City and to determine the needs of these accommodation providers in an effort to assist
the sector with further development.
The questionnaire gathered information on the following:
• General contact information of the accommodation providers as well as consent to
publish such information,
• The type of accommodation provider they are and the amenities they provide,
• Their Star-grading status as well as their Match status,
• Product consumption,
• The geographical markets they serve,
• Booking methods and pricing range,
• Operational issues, such as plans to expand, number of years they have been in
business, number of people permanently employed and the difficulties experienced in
terms of service delivery, and
• Memberships and awards.
4.3 DATA COLLECTION PROCESS The database was used to enable contact with accommodation providers. An invitation to
participate in the research and to register for inclusion on the Tshwane Tourism Website was
sent out on 12 May 2009. The survey closed a month later on 12 June 2009. Reminders and
encouragements were sent twice in order to enhance the number of responses from
accommodation providers. Accommodation providers without e-mail addresses were
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contacted telephonically, wherein they either provided an e-mail address to be used, or
requested the questionnaire to be faxed.
Approximately 450 accommodation providers were contacted electronically. Ten
accommodation providers, of which 9 were located in townships, were faxed. No faxed
responses have been received to date. A total of 141 responses were received. A response
rate of 31% was obtained, and 81% of accommodation providers completed the entire
questionnaire. This is in line with the industry average and should be considered quite good,
as this has been the first contact that has been made with accommodation providers from
the University of Pretoria and the City’s side. The response rate to similar questionnaires
might improve in future as reliable communication develops between the industry and the
Tourism Division, and as the database is expanded to include all interested parties.
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5. FINDINGS
The information gathered from the accommodation providers that participated in the survey
is discussed below. It is important to take note that not all 141 accommodation providers
who started the survey completed it and therefore information on the exact amount of
accommodation providers who completed specific sections of the questionnaire is provided
throughout.
5.1 GENERAL INFORMATION One hundred and forty one accommodation providers provided their contact details. Nearly
half of all accommodation providers provided their GPS coordinates, which would enable
GIS mapping. As noted previously, this information could be published and used on the
Tshwane website as accommodation providers have agreed for this to be done.
5.2 TYPE OF ACCOMMODATION PROVIDERS AND AMENITIES The types of accommodation providers, who responded to the questionnaire, were as
follows.
It is clear that the vast majority of accommodation providers (74%) are represented by
guesthouses and bed and breakfasts.
Amenities provided by the accommodation providers were divided into three sub categories,
those amenities available on site, those within walking distance, and those within a short
driving distance (20km).
16
Most noteworthy on site amenities provided by accommodation providers is secure parking
(98%) and internet access (87%). However, results show that only 22% of accommodation
providers make provision for facilities for disabled tourists. This might be due to the difficulty
of changing an existing building to suit the needs of disabled persons. Just more than half
(52%) of accommodation providers provide conference and meeting facilities.
Almost 75% of accommodation providers have reported to be within driving distance of
sporting facilities, whereas 98% reported to have easy access to shopping centres.
5.3 STAR GRADING Three quarters of the accommodation providers have been graded, the majority by the
Tourism Grading Council of South Africa (TGCSA). Almost 44% of accommodation providers
have a 3 star grading and 42% a four star grading. Only 6% of accommodation providers
have a 5 star grading, and only 5% a two star grading. This may be indicative of a very
balanced market. During 2008 and 2009, 72% of the accommodation providers have been
graded. This may point to a somewhat recent tendency to get accommodation providers
graded. The chart below gives an indication of the types of accommodation providers that
have been graded.
The accommodation providers that have not been graded (25% of the total) seem to be
divided on the issue. Fifty percent of accommodation providers are either willing, currently
looking into being graded or awaiting results from applications. The remaining fifty percent
reported that there are no real benefits to being graded, that it is not essential for them to be
able to do business and that grading is too expensive.
5.4 MATCH STATUS Accommodation providers who have already entered into a contract with MATCH amount to
only 8%. These include 2 B&B, 3 Guest House, 3 Hotels and 2 Self-Catering
accommodation providers. An additional 10% of accommodation providers are awaiting
results of their application. These include 1 B&B, 8 Guest Houses, 4 Self-catering units and
1 Hotel.
The remaining 82% of accommodation providers reported that they have never had contact
with MATCH, or in some cases, are totally unaware of what MATCH entails. About 52% of
17
accommodation providers who haven’t had contact with MATCH before, indicated their
willingness to consider it, 21% reported a hesitant, but positive attitude toward registration
with MATCH. The remaining 17% indicated that they do not want to have any contact with
MATCH.
Main reasons cited for not being registered with MATCH, in order of frequency cited, are as
follows:
• Not familiar with the project (37%)
• Hesitant to enter into such a fixed contract (30%)
• Business is not focussed specifically on 2010 (20%)
• Inclusion into the MATCH contract is too complicated and/or expensive (12%)
• Don’t have the required star grading (10%)
Twenty accommodation providers (18%) cited other reasons for not entering into a contract
with MATCH. The other reasons that have been cited include accommodation providers
already booked for that period (6/20); accommodation providers currently considering or in
the process of application (3/20); and accommodation providers not situated in the right
location, for example Hammanskraal (3/20).
5.5 PRODUCT CONSUMPTION
� STAY UNITS AND BEDS
One hundred and twenty accommodation providers completed this question. A total of 3044
beds have been counted in 1658 stay units. Six TGCSA graded hotels across the Tshwane
Metro account for 37% of the total number of beds and stay units available. Three hotels did
not complete this question. Guest houses and Bed and Breakfasts make up approximately
55%, three quarters of these accommodation providers are star graded. Self-catering
cottages make up the majority of the remaining 8% of which 65% is graded by TGCSA.
� OCCUPANCY LEVELS
Occupancy levels were requested for both 2008 as a whole as well as for the first quarter of
2009, January through to March 2009. It is evident from the chart that 73% of
accommodation providers had an occupancy rate higher than 40%, similarly 71% of
accommodation providers had occupancy levels higher that 40% in the first quarter of 2009.
The trend followed in 2008 seem to be comparable with the trends noted for the first quarter
of 2009.
Also refer to Addendum C – Further analysis of occupancy levels
18
� PEAK BUSINESS PERIODS
Peak business periods have been reported to be primarily midweek with 75% of
accommodation providers reporting peak activity during this time. Weekend occupancy was
reported to be around 38%, with an overlap of 19%. This overlap indicates the percentage of
accommodation providers capturing both midweek and weekend travellers. The large
amount of midweek travellers could be a noteworthy indication toward business travellers,
and may include travellers attending specific events. Of all the holiday periods, occupancy
levels during the Easter holidays were highest with 14% of accommodation providers
recording activity at that time. Other school holidays and summer vacation periods were less
busy than the Easter holidays. This indicates a rather low percentage of recreation and
vacation travellers to the area.
Twenty one percent of accommodation providers had no data available on their average
length of stay. One hundred and eleven accommodation providers provided information.
Almost 50% of accommodation providers reported an average stay of between 3 and 5
nights, 40% reported shorter stays. About 7% of accommodation providers reported long
term stays, exceeding 30 days. About 5% of accommodation providers provide longer term
stays.
19
5.6 GEOGRAPHICAL MARKETS Accommodation providers were requested to give an indication of the origin of their guests.
The frequency that any given province, of country was mentioned was counted, The graphs
below all indicate the number of times the specific province, country or region was
mentioned.
Tourists who made use of accommodation providers in the Tshwane Metro originate
primarily from South African provinces other than Gauteng. Accommodation providers rated
the proportion of guest from specific origins. The second most guests come from Gauteng
itself, followed by International guests. Interestingly, guests from the SADC region and the
rest of Africa are rated very low.
It is interesting to note that both local and international travellers currently outnumber guests
from Africa. Markets are expected to decrease from all regions with the exception of
International guests. A slight increase in guests from the rest of Africa is also expected.
Local guests came primarily from the metropolitan areas, such as the Western Cape and
Gauteng. This contributes to the thinking that a large proportion of guests travel for business
reasons.
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Guests from the SADC region is focussed around Botswana, Zimbabwe and Namibia with
fewer guests from higher up in the continent.
� REST OF AFRICAN CONTINENT GUESTS
Guests visiting from the rest of the African continent are not significant. The most frequently
mentioned countries were Nigeria, Kenya and Uganda, with Nigerian visitors equal to
Zambian visitors from the SADC region.
� INTERNATIONAL GUESTS
International guests originate predominantly from affluent western countries. This is also in
line with the major target markets as identified for South Africa by SAT.
The majority of international visitors come from the affluent countries like the UK, USA and
Europe. It is interesting to note that China is the only significant source of travellers from
outside the West. This might be due to increased business and political relations with China.
Countries that have been mentioned less than 6 times were excluded from the chart.
Origin of SADC guests
21
5.7 BOOKING METHODS AND MARKETS
� BOOKING METHODS
Accommodation providers were asked to rank the methods used to make bookings at their
accommodation providers. The majority of accommodation providers make use of e-mail and
telephone to make their bookings. This might be due to the fact that the accommodation
providers who responded to the questionnaire all had adequate access to e-mail. Bookings
made through the internet were rated third and fourth. Bookings made through own websites
slightly outnumbered those made through travel portals. Travel agents doesn’t seem to be
used significantly, more so by larger accommodation providers than smaller ones.
� MARKETS
About two thirds of accommodation providers cater mainly for the business market.
However, many accommodation providers seem to be adjustable to the needs of their
traveller and would provide whatever service the traveller requires. Several accommodation
providers reported catering for all markets from budget through to upmarket.
Accommodation providers focussed on upmarket business are mainly guest houses and
boutique hotels, while business and budget accommodation is provided by B&B’s, guest
houses, hotels, backpackers and camp sites.
5.8 OPERATIONAL ISSUES Several operational issues were queried. These included the number of years the
accommodation provider has been in operation and their plans for expansion. The number of
permanent staff they employ as well as problems they might experience and support they
needed was explored.
� YEARS IN OPERATION
Accommodation providers that have been in operation for more than three years make up
75% of the total 115 accommodation providers who supplied data to this question. Ten
percent of accommodation providers reported to be in their first year of operation, while 32%
of accommodation providers were in their third to fifth years and 30% has been in operation
for longer than 10 years.
Three quarters of all accommodation providers who have been star graded by the TGCSA,
have been in operation for more that three years and have a star grading of 3 or higher.
Moreover, more established accommodation providers tend to be star rated higher than 4
stars. Most guesthouses have been in operation between 3 and 5 years however, there is an
even spread of recently opened guesthouses (less that 2 years in operation) and well
established guest houses (more than 10 years in operation). The majority of hotels have
been in operation for more than ten years and no hotels that have been in operation for less
than three years have participated in the survey. Bed and Breakfasts represent a large
proportion of well established accommodation with a constant supply of new and medium
term accommodation providers also available.
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� PLANS FOR EXPANSION
Half of all accommodation providers indicated that they have plans to expand on their ability
to accommodate guests, with 30% and 25% of all accommodation providers indicating that
they plan to increase their ability to host functions and guest amenities respectively.
Two hotels indicated their intent on refurbishing and upgrading existing room capacity and
guest amenities.
� PERMANENT STAFF EMPLOYED
Eighty five percent of accommodation providers employ less than 10 people on a permanent
basis. This may be an indication of the extent of the the role played by the small business in
the tourism industry. Only star graded hotels employ more than 50 people on a permanent
basis. It may prove interesting to compare the number of people employed with the number
of available beds.
5.9 MEMBERSHIPS AND AWARDS
� MEMBERSHIPS
More than two thirds of the accommodation providers (68%) reported being part of an
industry association, while another 22% indicated that they might be interested in becoming
members. Only 8% reported not being interested at all. This supports the notion that these
associations are valuable partners for the City when it comes to communication and
cooperation with the various industry members.
� AWARDS
Almost 80% of accommodation providers have never received any award. Of the 20% who
have received awards in the past, 50% have received AA Awards and 34% earning a
Tshwane Tourism Award.
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6. QUARTERLY MEASURING MECHANISM
The quarterly monitoring mechanism should be a powerful yet concise tool to get information
that is applicable to the industry from accommodation providers. The survey tool that was
used as a first effort to establish rapport within the industry should be used as a basis for
information on what to include in the quarterly monitoring mechanism. It might be necessary
however, to include additional questions into the quarterly assessment that was not included
in the first survey tool. These questions should mainly aim at providing more detailed
information than requested in the first survey, for example asking more detailed questions
about pricing and occupancy. More sensitive information, such as price per night etc. may be
asked in the second or third round of quarterly surveys, after some trust in the system has
been established.
We suggest an annual repetition of the current survey, in order to enable annual
comparisons of the current data.
The following table sets out the topics covered in the current survey, compared to the
suggested content to be included in the quarterly monitoring mechanism:
Topics covered
Current Survey
Quarterly monitoring mechanism
General Information X X Type of establishment X X Key amenities X X Grading Status X By whom X Star X X Date X Willingness X Reasons X Contract with MATCH X Willingness X Reasons X Product consumption X Bed capacity X X Has bed capacity changed
recently (last 3 months) X
Occupancy levels X X Exact calculation rather than
estimated averages X
Peak Periods X X Geographical Markets X Current markets X Origin of guests X Expected markets X Distribution and Pricing X Booking method X Price range X X Price per night X
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Topics covered
Current Survey
Quarterly monitoring mechanism
Operational Issues X Years in operation X X Plans for expansion X Permanently employed staff X X Foreseeable support needed X Difficulties experienced X Memberships X X Name of Industry Association X X Awards X Awarding authority X Date X
FURTHER RECOMMENDATIONS:
- Strategy to reach accommodation providers that do not have email or fax facilities
(mostly township accommodation providers) should be developed; and
- Offering an incentive for accommodation providers to commit to quarterly completion of
survey may be needed to ensure good response rates.
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7. RECOMMENDATIONS
When considering the response rate of the survey, it should be kept in mind that this has
been a first effort toward this kind of survey at this scale in the City. Great effort will have to
be made to inspire confidence within the industry and to encourage accommodation
providers to participate in future efforts of this nature.
Establishing rapport with the accommodation industry might not happen overnight. It is
important to maintain direct, open and well-timed communication with all stakeholders. This
should be done on various levels in order to keep current accommodation providers
involved, attract interest from accommodation providers that have not been involved before
and encourage accommodation providers that have taken an apathetic stance toward the
study to take part in future.
This could be done in various ways:
- Timeous feedback should be provided in user-friendly formats (press release, website
updates, graphically designed newsletters) to all industry members. This might include
an invitation to ‘register’ their details for inclusion on the Tshwane database. This should
preferably be done before the quarterly survey is administered (before end July),
- Send out a press release (in the appropriate media) stating the completion of the first
stage of the survey, encouraging future participation and thanking industry members who
have participated thus far. This should also delineate the personal benefit that could be
drawn from this survey (feedback of results can be regarded as a useful management
tool and an indication that their concerns are being heard by the City management),
- Establish the distribution of a quarterly graphically designed newsletter on trends and
future research, to create a sense of continuation and ongoing expansion of a relevant
tourism knowledge database for the City. This could be distributed to all members on the
unverified database, including an invitation to register on the database.
- Continuous updates and verification of the database.
- It may also prove valuable if the City can provide some form of incentive to encourage
industry member participation (some form of reward for participating). Consider
approaches along the lines of prizes for participants, special recognition or exposure for
participants etc.
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ADDENDUM A – BENCHMARK STUDY
TSHWANE ACCOMMODATION SURVEY
AND QUARTERLY MONITORING
UNDERTAKEN BY THE DEPARTMENT OF TOURISM MANAGEMENT
UNIVERSITY OF PRETORIA
ON BEHALF OF
THE CITY OF TSHWANE TOURISM DIVISION
ADDENDUM A:
BENCHMARKING INTERNATIONAL & LOCAL
ACCOMMODATION INDICATORS
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INTRODUCTION AND BACKGROUND
In March 2009, the Department of Tourism Management at the University of Pretoria was
commissioned to undertake a survey of all accommodation available in the Tshwane
Metropole. This includes the establishment of a baseline accommodation database (through
a comprehensive survey) and the implementation of quarterly monitoring and tracking
mechanisms to measure the occupancy rate of tourism accommodation in the city of
Tshwane.
The project is regarded as the implementation phase of a more focussed approach towards
benchmarking international and local accommodation indicators at city level. Such an
approach is important in order to ensure that, after performance indicators are developed for
the City of Tshwane, the data can easily be used to compare the city’s performance to that
of other cities in South Africa and internationally.
It was decided to take on the project with a Three Step Approach.
Step One: Benchmarking international and local accommodation indicators at city
level.
This is important to ensure that after performance indicators are developed for the City of
Tshwane, the data can easily be used to compare/benchmark the city’s performance in
terms of identified performance indicators such as occupancy rates, to that of other
cities in South Africa and internationally.
By utilising the national and international networks available to the University of Pretoria a
desktop research of key international and local trends and best practices regarding
approaches and methodologies for profiling, monitoring and benchmarking of economic
indicators (an economic indicator is a statistic about the economy that allows for analysis of
economic performance and predictions of future performance) at the city level will be
undertaken.
Step Two: The development of a baseline accommodation database through a
comprehensive survey.
The strategic importance of the baseline accommodation database is a key to ensure
accurate information on the capacity and geographical distribution of accommodation
facilities is used for decision-making and planning before, during and after the hosting of the
Confederations Cup in 2009 and the Soccer World Cup in 2010. The accommodation survey
is an important prerequisite towards developing the quarterly monitoring and tracking
mechanisms to measure the occupancy rate as a performance indicator of tourism’s
contribution to economic growth in the city.
Step Three: Development of a quarterly monitoring and tracking mechanism to
measure the occupancy rate of tourism accommodation in the City of Tshwane.
The main aim is to determine a baseline with a view to measure the occupancy rate (the
number of stay unit nights sold, divided by the product of the number of room nights
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available and the number of days in the survey period expressed as a percentage) for the
City of Tshwane.
After completion of steps one and two, and armed with insight into national and international
best practice; having other prominent cities to benchmark approaches and methodologies for
monitoring of tourism economic indicators against; and having established a baseline
tourism accommodation database the last step is to develop a quarterly monitoring and
tracking mechanism for Tourism in the City of Tshwane. The first mechanism/tourism
economic indicator to be implemented will be measurement of the occupancy rate of tourism
accommodation facilities in the City of Tshwane.
In the light of the abovementioned facts, it becomes clear that step one
(benchmarking international and local accommodation indicators) is an essential
starting point for this project which aims to establish credible and usable monitoring
and tracking mechanisms for future continuous use. Without a competitive
perspective, any survey or establishment of performance indicators will be ineffective
as they will not provide an accurate description of the true global sustainable
competitiveness of the City of Tshwane.
This written report will highlight approaches and methodologies for profiling,
monitoring and benchmarking of tourism related economic indicators at the city level;
based on desktop research that was executed of key international and local trends
and best practices. The report will also include conclusions and give
recommendations.
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DEFINITION OF TERMS
Benchmarking is an established tool for quality improvement and in the context of
destinations will involve all elements such as transport services, airport services,
accommodation, leisure and sport, hospitality and local attitudes, etc.
It can be defined as the continuous process of measuring the destination’s offerings
and practices against the toughest competitive destinations recognised as industry
leaders.
Benchmarking is not the same as competitive analysis. Where competitive analysis looks at
product or service comparisons, benchmarking goes beyond just comparison and looks at
the assessment of operating skills in order to produce these products or services (in this
case – accommodation).
The focus is on developing a specific benchmarking methodology that is relevant in the
context of international tourism destinations. It is a valuable tool seeing that it:
- helps the destination to understand its own strengths and weaknesses based on changes in supply, demand and market conditions
- helps to better satisfy tourists’ needs by establishing standards and goals - allows to realize what levels are really possible by looking at others, and how much
improvement can be achieved - helps to improve competitive advantage by stimulating continuous improvement in order
to maintain world-class performance and competitive standards - promotes change and delivers improvements - establishes a pool of innovative ideas from which the most applicable practical examples
can be utilized
A ‘best practice’ should be perceived or accepted as those practices that will produce
superior outcomes and those that set good examples
(Source: Adapted from Kozak, 2004)
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1. INTERNATIONAL BEST PRACTICES
A number of international destinations have been randomly selected as appropriate sources for benchmarking, based on the fact that they are regarded as key international and successful destinations. They include: - Australia - Canada - New Zealand - United Kingdom - UNWTO hotel classification
1.1. AUSTRALIA
� WHO?
All major research in Australia is conducted by the Australian Bureau of Statistics (ABS).
They have a ‘Tourism & Services Industries Statistics’ division as well as a National
Processing Centre for Tourism Statistic.
� WHAT?
One study conducted by them is a quarterly Survey of Tourist Accommodation. This is a
comprehensive national survey of all accommodation throughout the country, but data is
also available for each region separately – making it a useful tool at national and regional
level.
They have a highly effective control system in place whereby all national research also
moves through the Statistical Clearing House. This may be regarded as an essential part
of any future surveys as it ensures high quality, relevant and timely research. (Refer to
Addendum A for a description of the criteria/aspects verified for each survey conducted).
� HOW?
An overview of their Survey of Tourist Accommodation (STA):
- It is a quarterly census of accommodation establishments. - It covers the following types of establishments on an ongoing basis:
• Hotels and resorts with 15 or more rooms/units • Motels, private hotels and guest houses with 15 or more rooms/units • Serviced apartments with 15 or more units. • Holiday flats and units of letting entities with 15 or more rooms or units • Caravan parks with 40 or more powered sites • Visitor hostels with 25 or more bed spaces.
- Statistics on the supply and demand for accommodation, employment and takings are available from the survey.
- The data are published at the national, State and Territory, Tourism Region and Statistical Local Area (SLA) level.
- The statistics are used extensively by governments and businesses for policy and planning purposes.
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Purpose of the STA:
- To measure activity in short-term commercial accommodation in Australia. It provides timely and reliable quarterly data for all stakeholders in the Australian tourism industry.
- The STA is a quarterly census of in-scope establishments which is based upon established procedures and a sound methodology.
- Respondent familiarity and response rates in excess of 90% also contribute to the production of high quality small area statistics. Users place a high level of reliance on small area data.
- The data are used by government for economic analysis of, and policy formulation for, the tourism industry. A large number of consultants, developers and tourism related businesses use small area data derived from the collection for investment decision making. The data are also important as a means of monitoring profitability and general trends in the industry.
- Tourist accommodation data are re-published in bulletins released by the Bureau of Tourism Research (BTR) and by a variety of government and semi-government agencies.
- Coverage is comprehensive and from September quarter 1999, coverage is maintained through six-monthly updates of an electronic file supplied by the AAA Tourism. This is supplemented by notification of new tourism developments and their likely opening dates in selected guides, major tourism journals and periodicals and newspapers. Periodic comparison to lists of accommodation establishments provided by the various Tourism Commissions and Industry Associations is also undertaken.
Output from the STA includes: • quarterly statistics on the supply of and demand for tourist accommodation; • seasonally adjusted, trend, current and constant price statistics; and • national, State, Territory and small area data. The survey strategy comprises three elements: 1. An on-going quarterly collection covering hotels, motels and guest houses (with toilet/washing facilities in most rooms) and serviced apartments with 15 or more rooms/units. Serviced apartments were previously included under other classifications, but have been separately identified since March quarter 1998. 2. A triennial expansion of the on-going quarterly survey beginning with calendar year 2000 to include caravan parks (with 40 or more powered sites and/or cabins), visitor hostels (with 25 or more beds) and holiday flats and units (with 15 or more units). 3. Compilation of annual accommodation establishment and capacity counts covering the following accommodation:
• hotels, motel, guest houses and serviced apartments with five or more rooms/units; • caravan parks; • visitor hostels; and • holiday flats and units establishments with five or more units.
Main outputs
The outputs from the quarterly collection of hotels, motels and serviced apartments are listed
below. These are available at the national, State/Territory, Tourism Region and, in some
cases, Statistical Local Area level.
• Supply of accommodation using such items as numbers of establishments, number of rooms number of units and number of bed spaces.
• Demand for accommodation using room, unit and bed spaces occupied (i.e. the total number of nights rooms, units or bed spaces are occupied during the reference period), guest nights (i.e. the total number of nights paying guests stayed during the
32
reference period) and guest arrivals (i.e. the total number of paying guests counted only on the first night they stayed at the accommodation establishment). Monthly data for these items are provided in output. • Occupancy rates are derived items which relate supply and demand. Room occupancy rates express room nights occupied as a percentage of room nights available. Monthly data are provided in output. • Takings from accommodation exclude takings from meals and drinks, etc. From 1 July 2002 takings from accommodation are on a GST inclusive basis. Monthly data are provided in output. • Employment, the number of persons working at each accommodation establishment at the end of the survey period (i.e. at the end of the reference quarter).
A number of derived items are also produced i.e. statistics which are either ratios or
averages of some of these items. For example, the following are published at the national
and State/Territory level:
• Average length of stay; • Average nightly rooms occupied per establishment; • Average nightly guests per occupied room; • Average takings per establishment; • Average takings per room night occupied; • Average takings per room night available; and • Average takings per guest night.
Also published are the following trends and seasonally adjusted series at the national and
State/Territory level:
• Trend and seasonally adjusted series for room nights occupied; • Trend and seasonally adjusted series for takings at current and constant prices; and • Trend series for average takings per room night occupied at current and constant prices.
Australian Standard Geographic Classification (ASGC) is used to disseminate statistics at
the below State level. In addition, Tourism Regions were introduced into the STA in 1998, in
order to:
• structure small area data along regional boundaries that were consistent with the needs of State Tourism bodies and other users of tourism statistics; and • to allow comparisons to be made between results from the STA, the National Visitors Survey and the International Visitors Survey (these surveys are conducted by the Bureau of Tourism Research (BTR).
Survey of Tourist Accommodation (STA) data are also disseminated at the Tourism Region
geographic level.
Availability and history
A brief summary 25 Years of the Survey of Tourist Accommodation can be found in the
December quarter 2000 issue of Tourism Indicators, Australia.
- Data is available quarterly in the publication Survey of Tourist Accommodation, Australia and in the Small Area data service reports for each State and the Northern Territory. The data is published approximately 11 weeks after the end of the reference period.
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Classifications
The following definitions are used to determine the classification of accommodation
establishments in the Survey of Tourist Accommodation (STA):
� Hotels and resorts with facilities, being establishments licensed to operate a public bar and which provide accommodation on a room/suite basis, with a bath/shower and toilet in most guest rooms, but which do not have full cooking facilities (i.e. hot plates and oven/microwave) in most guest rooms.
� Motels, private hotels and guest houses with facilities, being establishments not licensed to operate a public bar, and which provide accommodation on a room/suite basis, with a bath/shower and toilet in most guest rooms, but which do not have full cooking facilities (i.e. hot plates and oven/microwave) in most guest rooms.
� Serviced apartments, being establishments which provide short-term, non-residential accommodation which mostly comprises self-contained units at the same location, and which are available on a unit/apartment basis to the general public. The units should be available for a minimum of one night, have full cooking facilities (i.e. hot plates and oven/microwave), refrigerator and bath/shower and toilet facilities. All bed linen and towels should be provided. Daily servicing (i.e. cleaning and bed making) must be available through the on-site management, although this service may not necessarily be utilised.
� Holiday flats and units, being self-contained units which are available for short-term non-residential letting to the general public and which are operated by owners, managers or real estate agents who have sole letting rights. These units are self-contained in terms of cooking (i.e. hot plates and oven/microwave) and bath/shower and toilet facilities, but do not satisfy all the criteria required for serviced apartments (i.e. they do not have one or more of the following: a minimum of one night availability, refrigerator, daily servicing available through the on-site management, or they are not at the same location).
� Visitor hostels, which provide short-term non-residential accommodation to the general public on a bed basis (rather than by the room).
� Caravan parks, which provide short-term non-residential accommodation to the general public, with powered sites for caravans and toilet, shower and laundry facilities for guests.
OTHER SOURCES OF DATA ON ACCOMMODATION
� Australian Accommodation Sector Performance Benchmarks as found on a portal website called www.decipher.biz (a portal that offers access to various sources of tourism related intelligence) This resource contains a series of performance indicators for the Australian
accommodation sector including:
• Numbers and Type of Establishments • Guest rooms • Persons employed • Guest arrivals ('000) • Guest nights ('000) • Room nights occupied ('000) • Takings from accommodation ($'000) • Room occupancy rate (%) • Bed occupancy rate (%) • Average length of stay (days)
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� The Australian Tourism Data Warehouse (ATDW) is a joint initiative of the Government Tourism Organisations from all Australian States and Territories and the Australian Tourist Commission. These organisations are working together to increase the number and expenditure of visitors to Australia. The ATDW will position Australia as a major competitor in the rapidly evolving global economy.
� Australian Tourism Research Institute ATRi is a research and information users group for the Australian travel and tourism
industry. It is linked to CRC Tourism and provides a personal membership network which
helps your business and your career through professional contacts and access to the
latest information.
� Australian Tourist Commission
KEY LESSONS FROM AUSTRALIA
- Clear and consistent classification of different types of accommodation. - Various sources of information and data freely available to the industry. A very ‘open’
approach toward sharing of market intelligence. - Importance of a statistical clearing house to control quality, validity and relevance of
research conducted. - Timeous implementation of surveys (building ‘familiarity’ within the industry) –
encouraging participation and raising credibility of the survey. - An ongoing quarterly survey as basis and then gradual expansion of survey focus to
include more sectors (time given to smooth out process and then broaden with the necessary skills and capacity to deal with a lot of detailed data).
- Data are re-published in bulletins released by a central agency as well as a variety of government and semi-government agencies.
- Regular updates of data made available in electronic format and continuous feedback to industry regarding developments.
- Continuous updating of lists of accommodation establishments provided by the various Tourism Commissions and Industry Associations (industry cooperation to maintain information).
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1.2. CANADA
� WHO?
All major research in Canada is conducted by Statistics Canada. They have a ‘Tourism &
Services Industries Statistics’ division as well as a National Processing Centre for Tourism
Statistic.
� WHAT?
One study conducted by their Services Industries Division is the Annual Traveller
Accommodation Survey. A resultant report is prepared in collaboration with the Canadian
Tourism Commission. There is also close cooperation between the Canadian Tourism
Commission and other regional tourism authorities (e.g. Ontario Ministry of Tourism) in the
compilation of reports. Data is made available on the Canada Tourism Commission website
and in several other sources made available to the industry.
� HOW?
An overview of their Survey of Tourist Accommodation (STA):
Statistics Canada’s Traveller Accommodation Survey provides information on the
characteristics of businesses operating in the accommodation industry throughout Canada.
The survey provides information on the industry’s financial performance, employment, and
client base. The data in the report are based on establishments representing the hotel and
motor hotel group of industries, as well as motels.
Outputs:
Description - Financial and operating data needed to produce statistics on the Traveller
Accommodation in Canada - Detailed information on the characteristics of the businesses, such as type of revenue
and type of client. - These data are aggregated with information from other sources to produce official
estimates of the national and provincial economic production of the Traveller Accommodation industry in Canada.
- Results provide data to businesses, governments, investors, and associations; allowing these groups to monitor the growth of the industry, measure performance, allow comparison across similar businesses and to better understand this industry to react to trends and patterns.
Subjects
- Accommodation and food - Business performance and ownership - Business, consumer and property services - Financial statements and performance
Main outputs:
- Accommodation industry revenue (total revenue including rooms revenue, but also from meals, alcoholic beverages, merchandise, and services0
- Comparison of number of establishments and revenue per province - Most important sector (in terms of size and revenue)
36
- Sources of revenue (rooms versus food & beverage) - Facilities available (including non-revenue generating) - Target markets per type of accommodation Can get from this data: - Per region: - Per type of accommodation (hotels, motor hotels, motels - Operating revenue, operating expenses (salaries, wages, benefits), operating profit
margin, number of establishments
Facts related to methodology:
• Instrument design - The questionnaire was developed in consultation with potential respondents, data users,
and questionnaire design specialists. - The survey questionnaires comprise generic modules that have been designed to cover
several service industries. These modules include revenues, expenses, and employment, as well as an industry-specific module designed to ask for financial and non-financial characteristics that pertain specifically to this industry.
- In order to reduce respondent burden, smaller firms receive a characteristics questionnaire (shortened version) which does not include the revenue and expense modules. For smaller firms, revenue and expense data are extracted from administrative files.
• Sampling - The frame is maintained by Statistics Canada's Business Register and is updated using
administrative data.
• Objective of survey - To produce estimates for the whole industry - incorporated and unincorporated
businesses. - The data come from two different sources: a sample of all businesses with revenue
above or equal to a certain threshold (note: the threshold varies between surveys and sometimes between industries and provinces in the same survey) for which either survey or administrative data may be used; and administrative data only for businesses with revenue below the specified threshold.
- It should be noted that only financial information is available from businesses below the threshold; e.g., revenue, and expenses such as depreciation and salaries, wages and benefits. Detailed characteristics are collected only for surveyed establishments.
• Data sources - Responding to this survey is mandatory. Data are collected directly from survey
respondents. - Data are collected through a mail-out/mail-back process, while providing respondents
with the option of telephone or other electronic filing methods.
• Error detection Data are examined for inconsistencies and errors using automated edits coupled with analytical review. Where possible, data will be verified using alternate sources.
• Imputation Partial records are imputed to make them complete. Data for non-respondents are imputed using donor imputation, administrative data, or historical data.
• Estimation As part of the estimation process, survey data are weighted and combined with administrative data to produce final industry estimates.
• Quality evaluation Prior to dissemination, combined survey results are analyzed for overall quality; in general, this includes a detailed review of individual responses (especially for the largest companies),
37
an assessment of the general economic conditions portrayed by the data, historic trends, and comparisons with other data sources.
BRITISH COLUMBIA (region of Canada)
Tourism British Columbia’s Research Services Department encourages British Columbia communities to assist in building and maintaining a performance monitoring system through the Provincial Accommodation Survey. - It is a monthly (fax or email) survey of about 80-100 properties around the province - It asks occupancy and average daily room rates for the previous month and the forecast
for each of the next three months and for the same four months of the previous year. - The information is used to estimate change in room revenue for the province, each of the
tourism regions and any community with at least five reporting properties. - Allows British Columbia as a destination to track market trends, such as how bookings
are made, and is a useful tool in developing marketing plans and budgets - Accommodation properties receive their own reports and are able to determine what
works/not. - In order to participate, properties must be a Tourism BC Approved Accommodation, be a
hotel, motel or other fixed roof accommodation (lodge, resort, etc.), have 20 or more rooms/units and be able to fully complete the survey.
- Each participating property and the destination marketing organization receive monthly reports - they are not publicly available.
- Apart from the traditional fax or email format, participants can participate in the survey by using a secure, password protected website. Each participating property can log on to the website using their individualized username and password, complete the survey form on-line and submit it directly to TBC. Finally, properties receive notification via email when the monthly report and the new survey form are available - all using only one website.
ONTARIO (region of Canada)
The Ontario Ministry of Tourism conducts the quarterly Conditions Survey For the
Traveller Accommodation Industry.
Data gathered:
- Opinions about Ontario’s performance - Occupancy rates - Room nights - Average Daily Rate - Business Travellers - Number of hours worked by employees - Reporting on business difficulties (e.g. excess room supply; lack of attractions in the
vicinity; general economic conditions; Canada’s reputation as a desired tourist destination; shortage of skilled labour; and shortage of unskilled labour)
**Also refer to Addendum B for other types of data collected by Statistics Canada
KEY LESSONS FROM CANADA
- Keeping to national classifications of establishments and use of terms, and then applying it at provincial and local level to conduct research
- Feedback provided to individual property owners (to encourage and support their own strategic planning processes)
- Easy and secure method of participation (dedicated survey website with log-in) - Useful to collect data on the industry members’ opinion regarding ‘business difficulties’
(especially useful for RTO and municipal management)
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1.3. NEW ZEALAND
� WHO?
The Ministry of Tourism in cooperation with the Ministry of Economic Development
funds the Commercial Accommodation Monitor (CAM), which is undertaken by Statistics
New Zealand. Data collection, processing and first information release are undertaken by
Statistics New Zealand. The Ministry of Tourism funds the survey and provides input to the
survey design and development. Both agencies disseminate comprehensive survey results
on their respective websites.
Statistics New Zealand provides data and commentary by way of user-friendly “Hot Off The
Press“ publications, which are available every month at no charge on the Statistics New
Zealand website.
� WHAT?
The Commercial Accommodation Monitor (CAM) monitors trends in New Zealand's
commercial accommodation sector.
� HOW?
An overview of their Commercial Accommodation Monitor (CAM):
The Commercial Accommodation Monitor (CAM) provides regional data on the supply and
demand of the accommodation sector. It provides statistics on guest nights,
international/domestic guests, number of establishments, capacity, occupancy rates and
employee counts each month.
Format of the Survey:
- The CAM is a census (rather than a sample survey) of all mainstream commercial accommodation establishments of certain size. Respondent participation is compulsory as it is collected under the Statistics Act 1975.
- Survey forms are sent out monthly by Statistics New Zealand to accommodation establishments chosen from Statistics New Zealand’s Business Frame (BF). The following five groups of establishments are surveyed: � Motels (includes motor inns, motels and apartments) � Hosted (includes private hotels, guest houses and B&Bs) � Backpacker/hostels � Caravan parks/camping grounds. [These establishments must also be registered for GST and have a turnover of a least
NZ$30,000 per annum. Therefore, those small establishments that are not GST
registered or earn below the threshold level are not included in the survey. A large
proportion of these are hosted/B&Bs. Some establishments may also be overlooked by
the Business Frame if they are involved in the accommodation industry as a secondary
commercial activity, for example, farm-stay tourist accommodation within the main farm
business. Consequently there is under coverage of small accommodation providers]
- The survey is conducted each month using a questionnaire form that is completed by the respondent and returned back to Statistics New Zealand. After the information is
39
collected, Statistics New Zealand processes and outputs data for Regional Tourism Organisation (RTO) and Territorial Local Authority areas in Excel pivot table format.
- Commercial Accommodation Monitor (CAM) reports are also produced for 28 RTO Areas, with sub-area information provided for some larger RTO areas. Reports may be obtained from the individual RTOs (as for example is used by the Queenstown-Lakes RTO to compile their ‘Tourism Monitor’ report).
Main outputs
[NOTE: refer to Addendum C for a description of terms and definitions used]
Comprehensive data is available for all 28 RTOs as well as nationally; presented in the form
of excel pivot tables.
The data is presented within THREE timeframes: MONTHLY, QUARTERLY and YEARLY.
It consists of the following:
- Number of establishments at end of the month/quarter/year - Daily capacity / average daily capacity (for quarterly and monthly) - Monthly/quarterly/yearly capacity - Occupancy rate / occupancy rate % (for quarterly and monthly) - Guest nights - Guest arrivals (for quarterly and yearly) - Length of stay - Stay unit nights - Guests per stay unit night - Stay units per establishment
Additional information
Other data provided relate to Origin of Guests and Employment Information.
- ‘Origin of guests’: � distinguishes between international and domestic � is compared per month
- Employment information: � refers to Employee Count (the total number of employees in the accommodation
sector – data sourced from the Inland Revenue Department) � is compared to total number of guest nights � is compared per month
Further comparisons
Detailed comparisons are made for:
- Difference in RTOs by guest nights - Guest nights by accommodation type - Occupancy rates, capacity and guest nights respectively in terms of monthly figures as
well as growth rates - Accommodation survey (CAM) data with Arrival Statistics
The Tourism Satellite Account is an ongoing annual survey covering the entire country;
funded by the Ministry of Tourism and conducted by Statistics New Zealand.
Purpose
To provide information about the contribution of tourism to the economy and to provide an analysis of the New Zealand tourism industry.
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Key information
Value added of tourism characteristic and tourism-related industries; direct tourism value added as a proportion of total industry value added; the tourism component (tourism ratio) of the value added of major tourism related industries (accommodation, transport); the total (direct and indirect) value added generated per dollar of tourist demand; total tourism expenditure by overseas visitors; domestic travellers and business/government travellers; wages and operating surplus resulting from direct tourism demand; tourism expenditure by product type; employment resulting from direct and indirect tourism demand; investment in tourism characteristic industries.
‘TOURISM SECTOR PROFILE’ INDUSTRY NEWSLETTER
A comprehensive report is made available with a specific section on Accommodation (Total
sector / Hotel sector / Motel sector / Hosted Accommodation sector respectively)
It combines and compares information from 5 different sources:
- The Commercial Accommodation Monitor (Statistics New Zealand) - International Visitor Survey (Ministry of Tourism) - Domestic Travel Survey (Ministry of Tourism) - Regional Visitor Monitor (Ministry of Tourism) - Business Demography (Statistics New Zealand)
It provides information on the following (for each individual as well as entire sector):
- size - capacity - occupancy rates - employment - form of ownership - guest nights - market share - seasonality - length of stay - regional profile - guest profile (origin, sex-age, purpose of travel, travel styles, spending, satisfaction)
KEY LESSONS FROM NEW ZEALAND
- Cooperation between different departments and organisations to conduct research - Accessibility and open sharing of data / information - Separate data available for each RTO - Feedback (free of charge, user-friendly) to the industry - Participation is compulsory - Useful integration of data from various sources to provide a comprehensive sector profile
and to assist with research (e.g. employment count)
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1.4. UNITED KINGDOM
� WHO?
As part of the EU Directive on Tourism Statistics adopted in December 1995, the UK is required to submit monthly occupancy rates for hotels and similar establishments (ie serviced accommodation) to Eurostat, the statistical office of the European Community. The responsibility for providing this data lies with the respective tourism boards and operates on the basis of 13 individual surveys carried out by the Northern Ireland, Scottish and Wales Tourist Boards and the ten English Regional Tourist Boards. The process is supported by the Department for Culture, Media and Sport and co-ordinated
by TNS Travel and Tourism (UK Survey Co-ordinator – per contract).
� WHAT?
The UK Occupancy Survey for Serviced Accommodation is conducted by the various
national tourist boards, each of whom is responsible for the implementation of an occupancy
survey in their area, carried out according to a common specification and standard, thus
ensuring the production of comparable occupancy data for the whole of the UK.
� HOW?
No specific indication is given of how this information is disseminated to the industry or made
available. However, it can be found (in different format) in the Visit Britain website’s research
section.
An overview of the UK Occupancy Survey for Serviced Accommodation:
Definitions and measurements used
Occupancy rates are measured in terms of the following:
� Bedspace occupancy: Percentage of available bedspaces which were occupied � Room occupancy: Percentage of available rooms which were occupied � Non-UK bedspace occupancy: Percentage of available bedspaces which were
occupied by non-UK guests � Percentage of non-UK guests: Percentage of arrivals which were non-UK guests � Percentage of non-UK bednights: Percentage of occupied bedspaces which were
occupied by non-UK guests
The types of accommodation included in the survey are defined as tourist accommodation
which is arranged in rooms and where bed-making and cleaning services are provided.
This includes: hotels, motels, inns, guest houses, farm guest houses, bed and breakfast
establishments
The types specifically excluded are: Youth hostels and University accommodation
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Main outputs
- Bedspace occupancy and room occupancy � compared per country and nationally � compared per type of accommodation � compared for weekend vs. weekdays � compared for UK vs. non-UK guests � compared over years
- Hotel, guest house and bed & breakfast occupancy levels � in terms of bedspace and bedrooms � according to size of establishment � according to location (seaside; city/large town; small town; country/village) � according to tariff (maximum charge for one person for bed and breakfast)
Data made available
- Data is made available in a summary based on data available within eight weeks of the end of the month. In many cases the boards will re-run the monthly analysis later in the year to include data which was received too late for inclusion in this summary.
- The minimum target sample size for Northern Ireland, Scotland and Wales is 200 open establishments per month while in England there is currently no target minimum sample size. Larger sample sizes may be used in some areas in order to enable Boards to undertake further analysis based on geographical sub-divisions of the data.
RESEARCH ASSISTANCE IN SCOTLAND
An interesting service is offered by the tourism authority Visit Scotland. On their website they
provide research assistance to industry members. They provide a ‘create your own survey’
tool for accommodation and attraction establishments respectively.
It comprises of 3 different tools:
- A user’s guide - A template for a customer feedback survey - An analysis tool
In the comprehensive manual they cover a range of topics: from why to conduct surveys,
how to adapt their template to your own needs, how to deal with data processing and how to
conduct data analysis, up to suggestions and guidelines on how to act on the results that
you have obtained.
ENGLAND: CENSUS OF SERVICED ACCOMMODATION STOCK
- There is currently no compulsory registration scheme for serviced accommodation establishments in England.
- In 2007, VisitBritain commissioned a project aiming to measure the level of serviced accommodation stock across the 10 English regions (excluding campsites, hostels, caravans, and all self-catering properties)
- The census was conducted using VisitBritain’s own extensive database of accommodation data from their regional partners and commercial organisations. The results of the census are reported to Eurostat.
- Data was collected on: number of establishments; number of bedrooms; number of bedspaces; as well as accommodation stock by type.
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WALES SURVEY
Monmouthshire is a county in Wales and it was decided to include their accommodation
stock survey because it includes aspects that have not been addressed in the larger national
surveys already discussed. The following discussion provides a summary of the things that
they have included as part of their survey, and that could prove useful.
- In their feedback on the completion of questionnaires, they give exact details of no-replies and the reasons (‘refuse to take part’ / ‘no longer in operation’ / ‘duplication’ etc.)
- Provide reasons for possible decline in numbers (“…in line with recent economic trends, due to several factors such as the foot and mouth crisis in 2001, and the recent property boom. Many small operators have either stopped offering accommodation as they concentrate on other endeavours, or have sold off barn buildings and rural properties for residential conversions and second-homes.”)
- They indicate whether operators are open all year round or if not, during which months they are closed.
- Accommodation operators have to indicate whether they have been inspected and graded by a relevant authority and if so, by which authority. They indicate how many operators are waiting for a grade to be awarded. A breakdown of the grading ‘profile’ is also given (how many 2-star/3-star etc. in total).
- Operators indicate whether they buy food from local producers and if not, why not (e.g. ‘larger commercial outlets are cheaper’ / ‘inconvenience of buying from many smaller outlets’ / ‘lack of choice and availability of sufficient quantities’).
- Operators indicate what type of activities (e.g. outdoor sporting) as well as other supplementary services (e.g. internet access, recycling facilities) they offer.
- The survey indicates how many operators cater for disabled guests, how many of them have prepared a disability statement for their accommodation, and how many of these have been approved by the Wales Tourist Board.
- Operators have to indicate whether they have received any type of awards, what type it was and then also which award they would like to receive.
- They also have to indicate whether they have membership of a tourist association, and then with which ones.
- The survey responses are grouped according to their postal address, to give an idea of the regional split of accommodation.
KEY LESSONS FROM THE UK
- Giving responsibility for the implementation of an occupancy survey to the respective regions; (BUT then..)
- Providing common specifications and standards for surveys in order to ensure comparable occupancy data for the whole country.
- Encouraging research by providing user-friendly research toolkits (thereby promoting standards throughout the sector).
- Individual surveys for smaller regions may prove very useful (and should be encouraged / given the necessary support), as they can provide more detailed information that can be used by local RTOs for future planning purposes.
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1.5. THE JOINT WTO AND IH&RA STUDY ON HOTEL CLASSIFICATION
� BACKGROUND
WTO and IH&RA (International Hotel and Restaurant Association) have agreed to undertake
jointly a study on hotel classification to include a status report on existing hotel classification
schemes and a comparative analysis and interpretation of such schemes and their functions.
For the purpose of the survey, the term “classification of accommodation establishments”
denotes a system, duly published, in which accommodation establishments of the same type
(e.g., hotels, motels, inns, etc.) have been conventionally broken down into classes,
categories or grades according to their common physical and service characteristics and
established at government, industry or other private levels.
The scope of the survey is limited to hotels and similar establishments ONLY (e.g.,
apartment hotels, motels, inns, etc.) irrespective of their location (urban, rural, coast).
� APPLICATION FOR THE TSHWANE ACCOMMODATION SURVEY
The hotel classification survey asks a variety of questions to respondents. Answering many
of these questions could prove beneficial for Tshwane in terms of establishing their own
accommodation classification system (which should ultimately be in line with national
classification) or even just as an indication of aspects that should be addressed/considered.
Refer to Addendum D for more detail on the content covered by the survey.
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2. LOCAL BENCHMARKING
2.1 STATS SA
� WHO?
Statistics South Africa (Stats SA) is the government department, responsible for the collection,
processing, analysis and interpretation of official statistics.
� WHAT?
Stats SA undertakes a monthly Tourist Accommodation Survey. This survey is based on a sample of
public and private enterprises involved in the short-stay accommodation industry in South Africa; drawn
from the Business Sampling Frame (BSF) that contains businesses registered for value-added tax
(VAT).
The results of the survey are used to compile estimates of the Tourism Satellite Accounts (TSA), and
the Gross Domestic Product (GDP) and its components, which are used to develop and monitor
government policy. These statistics are also used in the analysis of comparative business and industry
performance.
� HOW?
An overview of the Tourist Accommodation Survey:
Definitions and measurements used
Also refer to Addendum E for more detail on methodology and a glossary of terms.
Scope of the survey
This survey covers the following tax registered private and public enterprises that are mainly engaged
in providing short-stay commercial accommodation:
• Hotels,
• Caravan parks and camping sites,
• Guest-houses and guest-farms, and
• Other accommodation.
Classification by industry
The 1993 edition of the Standard Industrial Classification of all Economic Activities (SIC), Fifth Edition,
Report No. 09-09-02, was used to classify the statistical units in the survey. The SIC is based on the
1990 International Standard Industrial Classification of all Economic Activities (ISIC) with suitable
adaptations for local conditions. Statistics in this publication are presented at 5-digit SIC level. Each
enterprise is classified to an industry, which reflects its predominant activity.
Size groups
The enterprises are divided into four size groups according to turnover. Large enterprises are
enterprises with an annual turnover of R13 million and more. The Department of Trade and Industry
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(DTI) cut-off points defining the size groups, namely large, medium, small and micro enterprises, are
given in table B.
Size groups for the tourist accommodation industry
Size group Turnover
Large ≥ R13 000 000
Medium R6 000 000 to < R13 000 000
Small R5 100 000 to < R6 000 000
Micro < R5 100 00
Key estimates:
- Given as a total for all accommodation types - Given for different accommodation types on a monthly basis
� Stay units available ('000) � Stay unit nights sold ('000) � Occupancy rate (%) � Average income per stay unit night sold (Rand) � Income from accommodation (R million) � Total income from the accommodation industry (accommodation, restaurant and bar sales and
other income (R million)
Also measuring and comparing:
- Contribution of the respective types of accommodation to the ‘income from accommodation’ - Income per stay unit nights sold
PERIODIC ACCOMMODATION INDUSTRY SURVEY
It was found that a periodic survey called ‘Accommodation Industry’ (Stats SA, 2004) included
detailed data on the following (refer to Addendum E for detail of items measured under the different
categories):
- Employment, salaries and wages (as per type of accommodation as well as size of establishments) - Book value of assets (per type of accommodation) - Income in the industry (per type of accommodation) - Expenditure in the industry (per type of accommodation) - Expenditure by enterprise size (per type of accommodation) - Details of purchases in the accommodation industry: (per type of accommodation) - Company tax, dividends, current assets, liabilities (per type of accommodation) - Book value of assets by asset type (per type of accommodation) - Employment by gender and employment status (per type of accommodation) - Employment by enterprise size (per type of accommodation) - Total salaries by enterprise size (per type of accommodation)
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2.2 TOURISM GRADING COUNCIL
� WHO?
Establishment of a Tourism Grading Council of SA is a public-private sector partnership representative
structure that is self funded.
� WHAT?
Their focus is on the development of a framework and capacity for the management and
implementation of a star grading system within the accommodation sector among others. The National
Star Grading Scheme for accommodation was launched in November 2001 and to date over 3000
accommodation establishments have been graded.
� HOW?
An overview of accommodation grading done by the TGCSA:
What is included in Grading?
- Sector definition (clarification of ‘reason for existence’ so as to fit in specific sector) - Minimum requirements for the type of accommodation - Grading criteria
Sub-sectors for accommodation:
1. Hotel (Full Service & Limited Service)
2. Self-catering
3. Bed & Breakfast
4. Game lodges
5. Backpackers & Hostelling
6. Caravan & Camping
7. Guesthouse
8. Country House
Statistics available:
TGCSA has data available on the total number of rooms per accommodation type as well as the
number of rooms graded (indicating the percentage of graded rooms).
Focus on members:
The TGCSA mainly focuses on its members, doing annual assessments (and re-assessments) on
establishments. They have a complete database, but only focusing on member data.
- They publish their ‘Tourism Grading Council Annual Accommodation Guide’, containing information on all of their members
- They promote members by ensuring that graded establishments are listed ahead of non graded establishments on the South African Tourism website
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2.3 SOUTH AFRICAN TOURISM
� WHO?
South African Tourism, the national tourism authority of South Africa provides research information
through their Strategic Research Unit.
� WHAT?
As national tourism organisation, they focus on information at a national level; thus not only a specific
‘sample’, only ‘members’ or only specific regions. They provide a range of research documents
(indicated below).
� HOW?
An overview of SAT research:
- Data in reports are based on statistics collected by the Department of Home Affairs. It is processed and released by Stats SA and SAT uses these stats “in good faith”
Note: from the descriptions below it can be seen that no specific reference is made to
accommodation reports/data. When mentioning any facts related to accommodation in press
releases, SAT refers to the Tourist Accommodation Survey done by Stats SA.
� Monthly reports These reports analyse monthly foreign tourist arrivals to South Africa (provided by Statistics South
Africa).
� Quarterly reports These reports provide an inbound view of foreign tourist arrivals to South Africa over a quarter. The
analysis includes volume, mode and purpose of travel; spend behaviour and trip type, travel
patterns, including length of stay and provincial distribution.
� Annual reports The Annual Tourism Report annually outlines the state of tourism in South Africa and tracks and
monitors the key indicators that measure success and highlight challenges.
� Domestic tourism reports These reports provide a view of domestic tourism in South Africa. The analysis includes volume,
mode and purpose of travel; spend behaviour and trip type, travel patterns, including length of stay
and provincial distribution.
� Market Segmentation Reports These reports provide detailed information on the results of the research South African Tourism
conducted in each of its key markets to help the trade market South Africa.
� Global competitiveness The Global Competitive project was a co-operative effort between the departments of
Environmental Affairs and Tourism and trade and industry, and South African Tourism and was
done in 2003/4. This project gives insight into the drivers and barriers to growing tourism in South
Africa in the competitive global arena.
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Other reports available
• Tourism Growth Strategy • Domestic Tourism Growth Strategy Business Tourism Growth Strategy • Sports Tourism
In the Annual Report of 2007, detail is given on a number of developments and investment plans
pertaining to the accommodation sector (refer to Addendum F). For this data, the source is indicated as
the dti’s “Tourism enews, Q2, 2008” – again indicating that it is not their own dedicated accommodation
research.
The Annual Report also contains the following data pertaining to accommodation:
- Tourist expenditure on accommodation while visiting (including per night) - Total number of bednights spent in South Africa (national and provincial distribution) - Bednights spent in paid accommodation - Bednights per type of accommodation
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2.4 CAPE TOWN
� WHO?
The City of Cape Town and the Western Cape as a whole is currently marketed by Cape Town Routes
Unlimited (CTRU).
� WHAT?
CTRU conducts (or outsources) a variety of research projects (refer to Addendum G for a complete
list). In 2007 they started with the ‘Western Cape Tourism Barometer’ – “The Provincial Tourism
Intelligence Source”.
� HOW?
An overview of the Western Cape Tourism Barometer
- The concept of tourism barometer was adopted by the United Nation’s World Tourism Organisation (UNWTO) to monitor tourism trends at the global level. Cape Town Routes Unlimited (CTRU) is adopting and utilizing the same tool to establish and track tourism trends for the Western Cape Province.
- The barometer gives a brief picture of the industry performance and is a one stop provincial tourism intelligence source for tourism stakeholders, including all critical tourism performance indicators, and all tourism regions of the Western Cape Province.
- The Barometer systematically includes individual regions as they come to adopt and consistently and systematically carry out the system of data collection required.
- The barometer is used to measure and monitor changes and fluctuations in key tourism performance indicators such as arrivals, hotel occupancy rates and others.
- It establishes and tracks trends of the tourism industry on a regular basis, by using these indicators that respond to fluctuations in tourism activity.
- The overall objective of the tourism barometer project is two-fold. � First, it seeks to determine and track the performance of the tourism industry in the Western
Cape by systematically and regularly measuring and monitoring the industry’s key performance indicators.
� Second, the study seeks to establish and track prices and pricing trends of key tourism items/elements such as accommodation establishments, restaurants, attractions etc. as these have a direct effect on the province’s tourism performance.
Content of a volume of the barometer
� Global Trends � National Trends
- International Arrivals - International arrivals by region of origin - Top overseas source markets for South Africa - National Lodging Statistics (occupancy rate; average income per stay unit sold; revpar)
- National Lodging by Province & City � Provincial Trends
- Performance Indicators - ACSA arrivals: International, regional & domestic
- Attractions visitations data (key attractions)
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� Regional visitor trends - visitor patterns - lodging statistics
� categories: hotel, B&B, guesthouse and self catering � measure: average occupancy, average room rate, revpar, forward bookings (%)
(per type of accommodation and per region within Cape Town)
� also measure: booking methods (telephone, web, email) and Length of Stay
TOURISM SATELLITE ACCOUNT
Cape Town Routes Unlimited in conjunction with Cape Peninsula University of Technology appointed
Multi-Purpose Business Solutions to assess the economic impact of tourism on the Western Cape.
This was done in the form of a Tourism Satellite Account for the Western Cape and forms part of a
research programme that includes:
- impact assessment of key tourism markets - preparation of an indicator series of tourism performance
The measurement of accommodation is placed under the ‘consumption of tourism products’ and the
following three indicators were used:
- occupancy rate - number of stay units - stay unit nights sold
WESTERN CAPE TOURISM PRICING SURVEY
After it was found that there is a recurrent focus on the perception that Cape Town & Western Cape is
an “expensive” destination and that there are concerns about the “perceived unreasonable prices in
Cape Town”, CTRU commissioned the pricing survey which included restaurants, key attractions,
hotels, transport etc.
Accommodation was grouped into the following categories:
- high-end: hotel, guest house and lodge - mid-range: B&B, resort, inn, lodge and self catering - budget: hostel, caravan/camping, backpackers, homestay
Across these categories they investigated:
- distribution of price changes (at what percentage levels are prices changed) - price changes by region - seasonality and price changes
Note: although this data is very specific to a certain problem at hand, it may be worthwhile considering
the inclusion of price range data for Tshwane’s accommodation.
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‘SNAP SHOT’ ACCOMMODATION SURVEY
A snap accommodation survey was conducted by the City’s Tourism Department to specifically
determine the occupancy rates within the City of the festive season (2007/2008).
Data obtained include:
- occupancy figures for establishments of different sizes - average stay (number of nights) for different market segments
- feedback from industry members on their perceptions of the ‘season’s business’
USING NATIONAL DATA
Cape Town Routes Unlimited also uses the research done by SA Tourism (in their domestic and
international surveys) to compile a comprehensive Cape Town and Western Cape Destination
Performance report (focusing on data pertaining to them) that they make available on their website.
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2.5 KWAZULU-NATAL
� WHO?
KwaZulu-Natal Tourism Authority undertakes a great variety of research (refer to Addendum H for a
list of research reports).
� WHAT?
TKZN started a comprehensive Tourism Asset Database in 1997. They describe this tool as essential
to:
- Ensure that KZN tourist (consumer) and trade enquiries were appropriately dealt with; - Communicate with the tourism trade in the destination; - Support the development of appropriate marketing tools; - Ensure that all of KZN’s potential tourism assets are identified, developed and appropriately
promoted in terms of clusters, themes and routes; - Support other research programmes by, for example, providing an appropriate sampling frame for
surveys of tourism services in KZN.
The structure of this database was based on a modification of the Canadian tourism asset
database model. Refer to Addendum H for the basic field structure of the database.
TKZN has adopted the following strategy to maintain its resource:
This resource is maintained by a dedicated team of TKZN staff, with the support of all District
Municipalities and CTO’s in the province.
Using the mail shot of its trade newsletter to distribute hard copy extracts of the database to individual
product owners for verification purposes.
By adding a special clause to the annual performance agreements of its Tourism Information Officers.
TKZN’s information officers are responsible for telephonically verifying certain sections of the tourism
asset database.
By providing computer equipment and copies of this database to all publicity associations or
Community Tourism Associations in this province. In return, these organizations are expected to verify
the data contained in this resource and to provide TKZN with relevant ‘edits’ or ‘additions’.
By mobilizing a tourism registration scheme for the province.
Tourism Registration is mandatory in KZN for certain categories of tourism services. The aim of this
system is to try and ensure that greater benefits accrue to this province’s tourism stakeholders and that
TKZN is able collectively to provide a better service to its consumers.
The registration fees obtained goes some way towards assisting TKZN in maintaining its database,
systems and services and to continue to improve its services to the tourism industry.
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To make registration easy, TKZN designed an on-line, web-based system to enable tourism
establishments to register and edit the details pertaining to their service or services. Establishments
can also register by completing a standard form available
Tourism establishments are de-registered if they:
• Fail to renew their registration on an annual basis;
• Fail to settle the nominal registration fee; or
• As a result of constant consumer or other complaints pertaining to the service offered by a
particular establishment.
• TKZN currently offers a wide variety of services to the tourism industry. These include, amongst
other services:
• a fax-on-demand system
• research and planning
• the development of trade directories, travel guides, special interest and teaser brochures, maps,
and
• web sites.
All these services, including responses to individual customer enquiries, are leveraged off TKZN's
extensive asset database and its web site. In addition to the fax-on-demand, access to an extensive
database and inclusion in trade and travel guides, registered members:
• Receive an automatically generated and hosted single web page with hyperlinks to their formal
website, email address and booking service, space for two photographs and a logo;
• Are an integral component of the TKZN web-site. Tourists are able to access these sites from the
interactive databases and static pages of the web-site as well as other regional tourism sites that
are under the umbrella of the TKZN site;
• Receive a password to enable future editing and uploading of new images;
• Obtain listings in TKZN's other marketing tools, namely its fax-on-demand service, brochures and
database systems used by tourism information staff in this province;
• Have the right to indicate that they are a TKZN-registered tourism establishment;
• Have a certain level of protection from illegal operators;
• Are part of a vastly improved interactive web-site; and
• Receive regular updates on developments in TKZN and the industry through TKZN’s Corporate
Affairs Division.
REPORTS ON ACCOMMODATION SPECIFICALLY
� One report specifically mentioning accommodation statistics is their annual research report named ‘Statistics of our Tourism Sector’ Content:
- Global Tourism Picture (sources: UNWTO, WTTC, SAT and TKZN) - SA Foreign Tourism Picture (source: SAT) - SA Domestic Tourism Picture (source: SAT) - KZN Foreign Tourism Picture (source: SAT)
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- KZN Domestic Tourism Picture (source: SAT & TKZN) In this report they provide ‘supply statistics’ and regarding accommodation they provide the
following:
� number of establishments according to type (hotels, guest houses, B&B, caravan and camp sites, self catering)
� hotel occupancy (source: Fedhasa)
� Another report containing any data on accommodation in the province, is the “An overview of the Performance of KZN’s Tourism Market 2005/2006”. - Data contains figures related to bednights spent in the province as well as length of stay. - The source is once again SA Tourism.
� In the occasional report No. 32 “B&B Development in KZN” an interesting fact was mentioned, namely that it is mandatory for all tourism accommodation establishments to register with the provincial authority, Tourism KwaZulu-Natal. If an establishment is not registered with them, such establishments remain unregistered and are regarded as trading illegally.
� On the City of Durban (municipal) website, the only information pertaining to accommodation was ‘accommodation bylaws’ and, from a visitor perspective, links to several accommodation portal websites (not City specific)
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2.6 GAUTENG
� WHO?
Gauteng Tourism Authority has a Research and ICT division (Strategic Research Unit).
� WHAT?
Their vision is to create an efficient, seamless and centralised repository of tourism intelligence and a secure, stable and professional Information and Communication Technology (ICT) platform, geared towards advancing the global competitiveness of destination Gauteng and the GTA's brand equity, as a leading Destination Marketing Organization (DMO). Key Performance Areas • Gather, analyse and disseminate intelligence on the workings of international, domestic, provincial
and local tourism to inform decision making both within the GTA and within the industry at large. • Establish and maintain a destination marketing and management website that seeks to enhance the
organizational and destination Gauteng brand. • Develop coordinated systems and mechanisms to report on the performance of the industry. • Provide research intelligence aimed at encouraging a provincial-wide culture of knowledge-based
planning, product innovation, monitoring and evaluation. • Commission and analyse syndicated and original research for specific planning purposes. • Create and sustain cooperative research opportunities and align with as well as draw upon on-
going and planned research activities. • To manage tacit knowledge and help create a learning organization. • Encourage industry-wide embracement of new online distribution options.
� ACCOMMODATION DATA
- The GTA has its own database compiled a few years ago and periodically updated when they get more information on different accommodation establishments that are new.
- The database contains the following: � Accommodation data according to the municipal districts within Gauteng � About each establishment: name, contact details, grading and number of rooms
- They usually request information from Municipalities because ideally most new establishments would register their business and inform Municipalities about themselves.
- The information and database contains information on graded and non-graded - accommodation and/or tourism products. - They also go to the Tourism Grading website to get the most updated database of graded
accommodation and other tourism products.
Making data available to the industry: - No specific reports were found on accommodation statistics for the province. - In their Annual Report (2007/2008) they mention bed nights and length of stay for the province,
based on SA Tourism data. - GTA brings out two publications:
� Go Gauteng: in partnership with Media Web – a promotional and fun booklet with some contact details of operators, attractions and events in the Province.
� The Tourist: in partnership with Business Day – a ‘tabloid’ with news articles and industry related issues of the Province.
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3. REFERENCES
- Adventa Accommodation Stock Survey for Wales (www.strategic-marketing.co.uk) - Australian Bureau of Statistics (www.abs.gov.au) - Canadian Tourism Commission (www.canadatourism.com) - Cape Town and Western Cape (www.tourismcapetown.co.za) - Cape Town Routes Unlimited (www.ctru.co.za) - City of Cape Town (www.capetown.gov.za) - Decipher Tourism Business; Australia (www.decipher.biz) - Gauteng Tourism Authority (www.visitgauteng.net) - GTA staff member: Mrs. Mputle Dikobe (Marketing Research Officer: Research & ICT) via personal
email correspondence. - Heath, E.T. (2007). Nomination of the KwaZulu-Natal Tourism Authority (Tourism KwaZulu-Natal)
as a candidate for a UNWTO Ulysses 2007 award. Unpublished report. Pretoria: University of Pretoria.
- Kozak, M. (2004). Destination Benchmarking. Oxon, UK: Cabi Publishing - Ministry of Tourism New Zealand research website (www.tourismresearch.govt.nz) - Oceanside Tourism Association; Vancouver (www.visitparksvillequalicumbeach.com) - Ontario Ministry of Tourism (www.tourism.gov.on.ca) - Seymour, J. (2007). Tourism Asset or Product Databases - the Cornerstone of
Modern Destination Marketing Organisations. Paper presented at the Travel and Tourism Research Association European Chapter Conference – “Tourism, Mobility and Technology”.
- South African Tourism (www.southafrican.net) - Statisphere (Tourism Satellite Account for New Zealand) (www.statisphere.govt.nz) - Statistical Clearing House Australia (www.sch.abs.gov.au) - Statistics Canada (www.statcan.gc.ca) - Statistics New Zealand (www.stats.govt.nz) - Stats SA (www.statssa.gov.za) - Tourism British Columbia (www.tourismbc.com) - Tourism Grading Council (www.sagc.org.za) - Tourism KwaZulu-Natal (www.kzn.org.za) - United Nations World Tourism Organisation (www.unwto.org) - VisitBritain research website (www.tourismtrade.org.uk) - VisitScotland (www.visitscotland.org) - Welsh Assembly Government (http://wales.gov.uk/topics/tourism/research)
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4. ADDENDA TO THE BENCHMARKING STUDY
ADDENDUM A: AUSTRALIA
A DESCRIPTION OF THE CRITERIA/ASPECTS VERIFIED FOR EACH SURVEY CONDUCTED – AS DONE
BY THE STATISTICAL CLEARING HOUSE.
Criteria/aspects verified for each survey conducted:
1. Summary of the survey
2. Reference period
3. Response rate
4. Quality framework: measurements regarding - relevance - accessibility - timeliness - accuracy - interpretability - coherence
5. General info (name, who conducts it, authority, funding, reference period, new or existing) 6. User requirements
- purpose - objectives - timetable
7. Data outputs - type of data output - use of standards - data consistency
8. Questionnaire design and data collection - copy of the questionnaire - use of questions - data collection methods - questionnaire testing - consultation with business - training of staff
9. Respondent load - time required for response - reduction in respondent load - confidentiality
10. Population / frame - target population - frame - type of unit on frame - number of units - about the units on frame - deficiencies in frame - action taken on deficiencies - frame updates
11. Sample design - sample stratification - sample allocation - sample size - expected live and in scope units - response rate - representativeness of respondents
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ADDENDUM B: CANADA
OTHER DATA AVAILABLE (Statistics Canada – available on Canadian Tourism Commission and the
Ontario Ministry of Tourism websites):
- Summary statistics for traveller accommodation (all establishments) - Summary statistics for travel arrangement and reservation services (all establishments) - Business conditions survey, traveller accommodation industries, hotelier's expectations; quarterly (percent) - Business conditions survey, traveller accommodation industries, business impediments; quarterly (percent) - Summary statistics for food services and drinking places (all establishments); annual (dollars) - Monthly survey of food services and drinking places, - Canadian travel survey, domestic travel, by province and census metropolitan areas, annual (person-trips) - Canadian travel survey, traveller characteristics, by province of destination, annual (person-trips) - Canadian travel survey, travel characteristics, by province of destination, annual (person-trips) - Canadian travel survey, travel characteristics, by province visited, annual (person-visits) - Canadian travel survey, reallocated expenditures, by trip characteristics, annual (dollars) - Canadian travel survey, activity participation, by province of destination, annual (person-trips) - Sales of liquor, wine and beer, by kind of business and class of customer, Canada, provinces and territories,
monthly (dollars) - Traveller accommodation industries, annual (dollars) - Restaurant, caterer and tavern statistics, monthly (dollars) - Restaurant, caterer and tavern statistics, monthly (dollars) - Summary statistics for food services and drinking places (all establishments), annual - Canadian travel survey, travel in Canada, by province of origin and destination and intraprovincial travel,
every 2 years (person-trips) - Canadian travel survey, travel in Canada, by age group, every 2 years (person-trips) - Canadian travel survey, travel in Canada, by age and sex, every 2 years (person-trips) - Canadian travel survey, travel in Canada, by mode of transportation, every 2 years (person-trips) - Canadian travel survey, travel in Canada, by primary purpose of travel, every 2 years (person-trips) - Canadian travel survey, travel in Canada, by travel duration, every 2 years (person-trips)
60
ADDENDUM C: NEW ZEALAND
KEY WORDS AND CONCEPTS USED IN THE COMMERCIAL ACCOMMODATION SURVEY.
Average Length of Stay This derived variable is calculated by dividing total guest nights by total guest first
nights.
Business Frame: A register maintained by Statistics New Zealand of all economically significant
businesses operating in New Zealand, from which the survey population is drawn.
Employment
Includes full and part-time employees and working proprietors. The employment
total is measured in terms of Full Time Equivalents (FTEs). Employees or working
proprietors who work at least 30 hours per week are considered to be full-time, and
each count as one FTE. Part-time workers (up to 30 hours per week) each count as
half of an FTE.
Enterprise
A business or service entity operating in New Zealand. It can be a company,
partnership, trust, estate, incorporated society, producer board, local or central
government organisation, voluntary organisation or self-employed individual.
Establishment
The smallest statistical unit operating within a single physical location and owned by
a single enterprise. The term is used to represent what is usually called the
geographic unit in other Statistics New Zealand publications.
Geographic (Activity)
Unit
A separate operating unit engaged in New Zealand in one, or predominately one,
kind of economic activity from a single physical location or base. Called activity unit
until December 1996 and then called geographic unit.
Guest
One person staying in an accommodation establishment. This should not be
confused with a stay unit, which is a particular room/bed/suite/campsite/etc. that the
establishment charges for. For example, a motel may have beds for five guests in a
motel unit. If it charges one price for the motel unit, then this is one stay unit. If the
stay unit is fully occupied in one night, then one stay unit night is taken and the
number of guest nights taken is five.
Guest Arrivals (Guest
First Nights)
The total number of guests who had the first night of their current stays during the
month. Note that if a particular guest books out and then comes back for another
stay, then they are counted as a guest arrival for a second time.
Guest Night
A guest night is equivalent to one guest spending one night at an establishment. For
example, a motel with 15 guests spending two nights would report provision of 30
guest nights of accommodation.
Occupancy Rate This derived variable is calculated by dividing stay unit nights occupied by stay unit
nights available. In the case of the motel above, if six of its 10 units were occupied
every night in July, it would have 6 x 31 = 186 stay unit nights occupied, and its
occupancy rate would be 60 percent.
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Number of
Establishments
An establishment is the smallest statistical unit operating within a single enterprise.
For the purpose of this survey, all establishments are geographic units on the
Business Frame.
Residence Of Guest The country or area in which the guest normally lives/resides.
Stay Unit
The term used to describe the unit of accommodation that is available to be charged
out to guests, for example, a powered site, a bed in a bunkroom, a motel unit.
Stay Unit Night
(Capacity)
The basic measure of an establishment's accommodation capacity. It is defined as
one stay unit multiplied by one night. For example, 10 units in a motel available for
guest use (whether occupied or not) for the full 31 days in July would have an
accommodation capacity of 310 stay unit nights.
Daily capacity is measured on the last day of the month. For hotels, motels and
hosted accommodation types, daily capacity equates to the number of rooms
available on the last day of the month. For backpackers daily capacity equates to
the number of beds available, and for caravan parks daily capacity is the same as
the number of sites available.
Turnover
Gross income from sales of goods and services during the month, GST exclusive.
Cash and credit card sales received for accommodation, restaurant and bar
services are included. Income from takings in a restaurant or bar that is leased by
another enterprise or income from leasing out restaurant or bar facilities is not
included.
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ADDENDUM D: WTO and IH&RA STUDY ON HOTEL CLASSIFICATION
QUESTIONS ASKED AND TOPICS COVERED IN THE SURVEY.
1. Is an official classification system in place in your country?
2. If yes, at what level?
3. Application to facilities
Current classification in force applies to:
Hotels / Apartment hotels / Motels / Inns / Others (specify)
4. Basis for establishing classification (for types of establishments concerned):
- State Constitution - Tourism law - NTA (National Tourism Administration) - Agreement between government bodies concerned - Recommendation in a government- adopted tourism development plan - Prerogative/declared objective of a national hotel association - Decision (ad hoc) of a national hotel association - Agreement between independent hotels - Government recommendation - Recommendation in a tourism development plan implemented by industry - Other basis (specify)
5. Rationale and use of classification
- Is classification justified by: � consumer concerns � marketing (industry's wish to better communicate its offer) � need to have a tool to monitor the sector development
- Does it seek compatibility with the existence of classification systems in other countries - Is it used to control accommodation tariffs within established classes - Is it used to differentiate government taxes - Is it used to:
� promote quality � promote investments � monitor accommodation tariffs within established classes
- Other rationale and use (specify)
6. Classification authority/body deciding each classification
(Classification authorities such as National Tourism Ministry / Hotel Association, etc. The following might each
be classified by a different authority)
- Hotels/specific types: - Apartment hotels/specific types: - Motels/specific types: - Inns/specific types: - Other (specify):
7. Bodies involved in devising and drafting classification
Has the classification system in question been prepared by:
- NTA/NTO and other government officials - An expert designated/recommended by WTO/OMT - In consultation with an International Hotel and/or Restaurant Association - In consultation with a National Hotel Association(s)
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- A private national/international consultant - Collaboration between hotel industry and NTA/Government/NTO experts - On the basis of another country’s classification system - By revising the previous system - In consultation with Consumers’ Association - Others (specify)
8. Applicability of classification
- Is classification mandatory? - Can establishments operate without being classified? - Can classification be mandatory in certain areas, e.g. as a condition for membership to a hotel
association?
- Is it necessary to obtain license/permission/ registration to operate? Approximate percentage covered by classification:
- of establishments (by type of establishments):
- of room capacity (by type of establishments):
Can all establishments apply to be classified?
9. Verification of compliance with classification system
(a) Is verification performed by:
� central government inspectors � local government inspectors � hotel industry (second party) inspectors � independent (third party) inspectors
(b) Mode of verification:
� announced visits at fixed date � mystery checks
(c) Cost of verification borne by:
� the verifying authority � the hotel company concerned
(d) Periodicity of verification
� every year � every two years � every three years
10. How frequently is classification system updated?
11. Who finances the system?
12. What are the main criteria referred to for classification?
13. Is there any link between the classification scheme and:
- Social obligations of the employer of the scheme (i.e. rating as a criterion to determine social charges - Other burdens on the employer (i.e. rating as a criterion to determine other charges/taxes imposed on the
employer of the scheme) 14. Are you satisfied with the existing system in your country?
15. Plans to introduce new classification or revise current classification?
NOTE
In some countries, private classification of accommodation establishments may be announced in printed guides,
travel magazines or on the internet by consumer associations, travel clubs, travel agencies, establishments’
owners and other publishers of such information, in conformity with official government or industry (non-
governmental) classification systems or irrespective of the existence or non-existence of such systems, i.e., for
whatever reason and according to individual criteria and research of the publishers of such information and upon
their own responsibility. Please elaborate whether this situation exists in your country.
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ADDENDUM E: SOUTH AFRICA - TOURIST ACCOMMODATION SURVEY
Survey methodology and design
The survey was conducted by mail, fax and telephone.
The 2008 sample of approximately 900 enterprises was drawn using stratified simple random sampling. The
enterprises were first stratified at 5-digit level according to the SIC and then by size of enterprises. All large
enterprises are completely enumerated. Turnover was used as the measure of size for stratification.
Weighting methodology
For those strata not completely enumerated, the weights to produce estimates are the inverse ratio of the
sampling fraction, modified to take account of non-response in the survey. Stratum estimates are calculated and
then aggregated with the completely enumerated stratum to form division estimates. These procedures are in
line with international best practice.
Relative standard error
Data presented in this publication are based on information obtained from a sample and are, therefore, subject to
sampling variability; that is, they may differ from the figures that would have been produced if the data had been
obtained from all enterprises in the tourist accommodation industry in South Africa
Non-sampling errors
Inaccuracies may occur because of imperfections in reporting by enterprises and errors made in the collection
and processing of the data. Inaccuracies of this kind are referred to as non-sampling errors. Every effort is made
to minimise non-sampling errors by careful design of questionnaires, testing them in pilot studies, editing reported
data and implementing efficient operating procedures. Non-sampling errors occur in both sample surveys and
censuses.
Revised figures
Revised figures are due to respondents reporting revisions or corrections to their figures and late submission of
their data to Stats SA. Figures for the last twelve months will be regarded as preliminary.
Seasonal adjustment
Seasonally adjusted estimates will not be published until there are sufficient data points for the new survey. As
soon as sufficient data points are available, Stats SA will consider publishing seasonally adjusted estimates.
Glossary
Average income per stay
unit night sold
Average rate per stay unit i.e. rate per room in a hotel or powered site in a caravan
park. The total income from accommodation divided by the number of stay units
sold in the survey period multiplied by 1000.
Establishment
An enterprise or part of an enterprise that is situated in a single location and in
which only a single (non-ancillary) productive activity is carried out or in which the
principal productive activity accounts for most of the value added.
Income from
accommodation
Income from amounts charged for stay units. Other income is excluded (e.g. income
from meals).
Income from restaurant
and bar sales
Income from meals, banqueting and beverages and tobacco sales.
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Occupancy rate
The number of stay unit nights sold, divided by the product of the number of room
nights available and the number of days in the survey period, expressed as a
percentage.
Other accommodation Includes lodges, bed and breakfast establishments, self-catering establishments
and other establishments not elsewhere classified.
Stay unit The unit of accommodation available to be charged out to guests, for example, a
powered site in a caravan park or a room in a hotel.
Stay unit nights sold The total number of stay units occupied on each night during the survey period.
Total income Includes income from accommodation, income from restaurant and bar sales and
other income.
Detailed data provided in the 2004 Accommodation Survey (Stats SA)
- Income in the industry (per type of accommodation) � Accommodation � Restaurants and bar � Services rendered � Rental and leasing of land, buildings and other structures � Operating, leasing and hiring of plant, machinery and equipment � Operating leasing and hiring of motor vehicles and other transport equipment � Dividends received � Interest received � Royalties, franchise fees, copyright, trade names and trade and patents rights received � Subsidies and incentives received from government � Insurance claims received � Net profit on foreign loans as a result of variations in foreign exchange rates or transactions � Profit from redemption, liquidation or revaluation of liabilities, at a value lower than the book value � Profit from the sale or realisation for cash or revaluation of assets at a value higher than book value � Other income
- Expenditure in the industry (per type of accommodation) � Purchases � Salaries and wages � Severance, termination and redundancy payments � Rental of land, buildings and other structures � Insurance premiums paid � Interest paid � Bank charges � Depreciation provided for during the financial year � Property taxes paid � Regional services council levies � Railage and transport-out � All repair and maintenance expenditure � Postal, courier and telecommunication services � Skill development levy � Paper, printing and stationery expenditure � Travelling expenditure � Accommodation expenditure � Entertainment expenditure � Advertising expenditure � Marketing levy
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- Details of purchases in the accommodation industry: � Materials, components and consumables � Food and beverages � Fuel, gas, electricity and water � Other goods
- Company tax, dividends, current assets, liabilities � Company tax � Cash dividends � Other dividends � Liabilities � Owners equity
- Book value of assets by asset type � Land � Residential buildings � Non-residential buildings � Computers and IT equipment � Motor vehicles and other transport equipment � Plant, machinery and other office equipment � Intangible fixed assets: Computer software � Intangible fixed assets: Other � Intangible non-produced assets
ADDENDUM F: ACCOMMODATION DEVELOPMENT INFORMATION
(Source: SAT Annual Report 2007 & dti’s Tourism enews, Q2 2007)
ADDENDUM G: CAPE TOWN
OTHER STATISTICS PROVIDED BY CTRU:
� Western Cape Tourism Barometer (quarterly volumes, since 2007) � Regional Performance (since 2007)
- Quarterly (regional trends) � Destination Performance (since 1999) � Visitor Tracking studies:
- 2006 Festive season visitor tracking report - 2006 Visitor tracking summary report - Business Partners Forum March 2006 - Visitor patterns and trends (monthly)
� Delegate Tracking / Events Impact studies: - WAGTC Report 2006 - Africa Aerospace and Defence 2006 - Wacky Wine Report 2006 - Western Cape incentive sector 2006 - Venue Surveys Report 2006 - Impact Analysis of the 2007 CT International Jazz Festival
� 2010 - Report Crime Survey 2008 - 2010 Previous Host's Experiences
� Other - Pricing Study 2003 - 2004 - Destination Brand Awareness - Gap Analysis report SPA March 2008 - Western Cape Tourism Economic Impact Tourism Satellite Account Approach
- CTRU Report Tourism Economic Impact MPBS
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ADDENDUM H: KWAZULU-NATAL
CATEGORIES OF THE ASSET DATABASE:
General Categories LOCALITY AND DESCRIPTION FIELDS CONTACT FIELDS
Accommodation Asset ID Asset ID
Beaches Name Contact
Botanical Features Category ID Physical Address 1
Built Features Sub Category ID Physical Address 2
Conference Facilities District ID Physical Address 3
Conservation and Wilderness Council ID Physical Address 4
Development Projects Local Municipality or Sub Structure ID Physical Code
Diving, Marinas and Boating Authority Postal Address 3
Events Last Updated Email Address
Fishing and Hunting Region ID Postal Address1
Historical, Religious and Cultural Assets Longitude Fax Dial Code
Landforms Route ID Postal Address 2
Recreation and Entertainment City Town Postal Address 4
Restaurant Source Fax
Sports Assets Locality Postal Code
Trails and Hiking Description Telephone Dial Code
Travel Services Latitude Telephone
Picture
Website
Permanent Employees
Temporary Employees
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Accommodation Botanical Features
Built Features Conference Facilities
Conservation and Wilderness
Development Projects
Events Fishing & Hunting
Historical and Cultural Assets
Agent Botanical Garden
Airport Church Venue Biosphere Reserve
Accommodation Agricultural Show
Fly Fishing Archaeological Site
Bed & Breakfast Herbarium Border Post Civic Club Bird Sanctuary Beaches Air Show Freshwater Fishing
Architectural Feature
Bush Camp Indigenous Forest
Bridge Club Coastal Reserve
Botanical Art & Craft
Game Bird Hunting
Art gallery
Caravan & camping Mangroves Canal Country Club Game Reserve Built Features Art Exhibition Large Game Fishing
Artefact
Cave/Rest/Trail Hut Man-made Forest
Dam Country House Lagoon Conference Beerfest Marine Fishing Battlefield
Guest House Nursery Educational Institute
Country Lodge Mangrove Swamp
Conservation and Wilderness
Book Fair Professional Hunter
Building
Hotel/Motel/Inn Open Space Harbour Dedicated Marine Reserve Development Projects
Ceremony Small Game Hunting
Cathedral
Lodge(Bush/Country) Picnic Site Historical Building/ Architectural feature
Farm Venue Mountain Reserve
Fishing and Hunting
Concert Spear Fishing Cemetery
Self-catering Raphia Palms Industrial Site Guest Lodge Nature Reserve Historical, Religious & Cultural
Conference Centre
Youth Hostel/ Accommodation/Backpackers lodge
Scenic Garden Lighthouse Hotel Wetland Landforms Craft Church
Accommodation Traditional Medicine Site
Military Installation
Municipal
Wilderness Area
Marinas & Boating
Cultural Festival
Collection
Agent Unique Biome Mission Station Museum Recreation & Entertainment
Dance Display
Unique Farm Pass Restaurant Sports Display Fort Unique Park Political Showground Trails Exhibition Grave Urban Park Quarry Theatre Travel Facilities Exposition Homestead Vlei Railway Training Centre Fair House Reservoir Turf Club Festival Memorial Sugar Mill University Film Festival Mission
Wharf Flower Show Mission Station Ice Show Monument
Match Mosque
Musical Museum National
Gathering Palaeontological
Site Pageant Plaque Ritual Remains
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Sport Meeting Retreat Theatre Route Wine Tasting School Site
Statue Structure Temple Theatre
Tomb
Village
70
CATALOGUE OF KWAZULU-NATAL TOURISM AUTHORITY REPORTS:
� South Africa's Foreign Tourism Arrival Reports (linking visitors to the SA Tourism research website)
� Tourism KwaZulu-Natal Occasional Research Papers and Ad Hoc Tourism Research Projects: - No. 65 A Proposed Process to ‘Fast-track’ the development of the eMakhosini-Ophathe
Heritage Park - No. 64 The Latest Trends Impacting on Destination Management - No. 63 Destination Management and the Destination Life Cycle Model - No. 62 Cultural and Heritage Tourism – An Important Economic Development Tool - No. 61 The Role of a Destination Website in the process of Destination Branding - No. 60 The Strengths and Weaknesses of Qualitative Research in Understanding the
Behaviour of Tourism and Travel Consumers - No. 57 Medical Tourism KwaZulu-Natal - No. 54 The Value of KZN's Wild Places - No. 53 An introduction to the concepts of Tourism Planning and Policy Making - No. 52 The differences between Conventional and Interactive Planning for Tourism
Development - No. 50 Responsible Travel - and the Hotels of KZN - No. 49 Early Estimates of the Expected Performance of the KwaZulu-Natal Tourism Market
over the 2007 Easter Holiday Period - No. 48 An overview of the Impact of Sports Events in KwaZulu- Natal - January to June 2006 - No. 47 Health and Beauty Spas in KZN - No. 46 Freshwater fishing in KZN as a tourism income generator - No. 45 August 2006 The Annual Thukela Raft Race - No. 44 July 2006 Responsible Tourism Planning - No. 43 The Nature and Extent of KZN's 2005 Domestic Market - Preliminary Estimates of Tourism Flow Figures to KwaZulu-Natal over the 2006 June/July
School Holiday Period - No. 42 An overview of the Performance of KwaZulu-Natal's Foreign Tourism Market: July to
Sept 2005 - No. 41 Early Estimates of the Expected Performance of the KwaZulu- Natal Tourism Market
over the 2006 Easter Holiday Period - No. 39 An overview of the Performance of KwaZulu-Natal’s Tourism Market: January to June
2005 - No. 38 Coastal Development or Coastal Destruction? The Transformation of the KwaZulu-
Natal Coast - No. 37 The Nature and Extent of KwaZulu-Natal's Foreign Tourism Market: January to March
2005 - No. 36 TKZN’s Panel Survey - No. 35 Agritourism in KwaZulu-Natal - No. 34 Early Indicators of the performance of the KwaZulu- Natal: Tourism Industry over the
2005 June/July period - No. 33 The Nature and Extent of KwaZulu-Natal's Foreign Tourism Market: October to
December 2004 - No. 32 B&B Development in KZN - No. 31 The Potential of Golf Tourism for KZN - No. 29 KwaZulu-Natal’s GIS Forum - No.28 Preliminary Estimates of Tourism Flow Figures to KwaZulu-Natal over the Easter 2005
Period - No.27 Adventure Tourism Strategy for KZN - No. 26 Early Indicators of the performance of the KwaZulu-Natal Tourism Industry over the
2004/2005 Christmas/New Year period - No. 25 The Nature and Extent of KwaZulu-Natal's Foreign Tourism Market: April to June 2004 - KwaZulu-Natal Provincial Conference 2004 Presentations and Output Documents - No. 24 Dark Tourism. What is it? - Disabled Tourism Strategy - No. 22 The Nature and Extent of KwaZulu-Natal's Foreign Tourism Market: January to March
2004
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- No. 21 The effect of Malaria on tourism. - No. 20 Legislation on the use of 4X4 Recreational Vehicles on Beaches and the Effects on
Tourism in the North Coastal Areas - No. 19 The Nature and Extent of KwaZulu-Natal's Foreign Tourism Market: October to
December 2003 - No. 18 The 'Shopper Sector' of Visitors to KZN 2003 - No. 16 The Nature and Extent of KwaZulu-Natal's Foreign Tourism Market: July to September - No. 15 The Nature and Extent of KwaZulu-Natal's Foreign Tourism Market: January to June
2003 - No. 14 TKZN’s Resource Centre Statistics - Tourism KwaZulu-Natal's Initial Gay and Lesbian Tourism Strategy - KwaZulu-Natal's Nature-Based Tourism Market - No. 13 KZN Wildlife's Camp Service Levels Survey - No. 11 KwaZulu-Natal's Tourism Asset Database - No. 10 The Nature and Extent of KwaZulu- Natal's 2002 Foreign Market - No. 9 Strategic Environmental Assessment for Tourism - No.8 KwaZulu-Natal’s Cruise Tourism Industry - No.7 KwaZulu-Natal’s Tourist Guide Strategy - No.6 KwaZulu-Natal’s Aviation and Charter Strategy - No.5 KwaZulu-Natal’s Tourism Service Excellence Programme - No. 3 Practical steps to engage the Incentive Tourism Market - No. 2 Visitor Book Project - No.1 The State of Tourism in KwaZulu-Natal
� Event Impact Assessments - Dusi 2008 - A1 Grand Prix 2008 - Midmar 2008 - Comrades 2008 - Durban July 2008 - Loeries 2008 - Tiger Fishing 2007 - Comrades 2007 - Reed Dance 2007 - Amashovashova Report 2007 - Dusi Canoe Marathon 2007 - Thukela Raft Race 2006
� South Africa's Tourism Growth Strategy and Global Competitiveness Study (linking visitors to the SA Tourism research website)
� Towards an Effective Segmentation Approach for the KwaZulu-Natal Domestic Tourism Market (5th Edition)
� Towards an Effective Segmentation Approach for the KwaZulu-Natal Foreign Tourism Market (4th Edition)
� KwaZulu-Natal Tourism Developers Guide
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ADDENDUM B – ALPHABETICAL DATABASE
Name Suburb Email address Website
1 11th Avenue Guest House Gezina [email protected]
2 222 on Silver Oak Guest House Waterkloof [email protected] www.222onsilveroakguesthouse.co.za
3 37 ON CHARLES Bailey's Muckleneuk [email protected] www.37oncharles.co.za
4 40 on Ilkey B&B Lynnwood Glen [email protected] www.40onilkey.co.za
5 A Knights Rest Guesthouse Theresa Park [email protected] www.aknightsrest.co.za
6 A Venue Moreleta Park [email protected] www.executives.co.za
7 Aandbloem Guest House Eldoraigne [email protected] www.aandbloem.co.za
8 Aanmani Guest House Bailey's Muckleneuk [email protected] www.aanmani.co.za
9 Adler Cuisine-Catering Das Gasthaus Lodge Capital Park [email protected] www.dasgasthaus.co.za
10 African Nights guest house & Tours Theresa Park [email protected] www.africanights.co.za
11 Agami Guest House Eldoraigne [email protected] www.agami.co.za
12 Akkerboom Guesthouse Zwartkop [email protected]
13 All Seasons B&B Moreleta Park [email protected] www.allseason.co.za
14 Aloe Guesthouse & Spa Pretoria Magalieskruin [email protected]
15 Alpine Attitude Boutique Hotel Menlo Park [email protected] www.alpineattitude.co.za
16 Aluvi House - Boutique Hotel and Spa Murrayfield [email protected] www.aluvi.co.za
17 Amandè Guesthouse Zwartkop X4 [email protected] www.amande.co.za
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18 Ambrosia Gardens Guest House Lyttleton [email protected] www.ambrosia.co.za
19 Arcadia Hotel Arcadia [email protected] www.arcadiahotel.co.za
20 Avalon Guest House Brooklyn [email protected] www.avalonguesthouse.co.za
21 Bali at Willinga Lodge Kosmos [email protected] www.willingalodge.co.za
22 Bastion guesthouse CC Irene [email protected] www.bastionbb.co.za
23 Battiss Zeederberg Guest House Menlo Park [email protected] www.battiss.co.za
24 Bed & Breakfast in Hatfield Hatfield [email protected] www.bandbhatfield.co.za
25 Bed and breakfast at Ted's Place Wapadrand x 4 [email protected] www.teds-place.za.net
26 Bells and Whistles Gueasthouse Newlands Menlyn [email protected]
27 Berg B&B Waverley [email protected]
28 Besule Guesthouse Moreleta Park [email protected] www.besuleguesthouse.co.za
29
Blue Cloud Cottage soon to be Blue Diamond Boutique Hotel Moreleta Park [email protected] www.bluecloudcottage.co.za
30 Bohemian House Waterkloof ridge [email protected] www.bohemianhouse.co.za
31 Bramley Guest cottage Waterkloof [email protected] http://bramley.minarch.co.za
32 Brooksbury Guesthouse Menlo Park [email protected] www.brooksburyguesthouse.co.za
33 Bushmen's Den Guesthouse CC Moreleta Park [email protected]
34 Capital House Boutique Hotel Waterkloof [email protected] www.capitalhouseboutiquehotel.com
35 Casa di Orizzonte Guest House Roodeplaat [email protected] www.orizzonte.co.za
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36 casablanca manor Donkerhoek [email protected] www.casablancamanor.co.za
37 Casta Diva Nina Park [email protected] www.castadiva.co.za
38 Clubview Guest House Clubview East [email protected] www.clubview.co.za
39 Colbyn Guest Lodge Colbyn [email protected] www.colbynguestlodge.co.za
40
Constantia Manor Guesthouse and Conference Centre Constantia Park
[email protected]; [email protected] www.constantiamanor.com
41 Cornwall Hill B&B Cornwall Hill [email protected] www.cornwallhill.com
42 Country Estate Exotica The Willows [email protected] (being updated)
43 Craigivar Guesthouse Rietvalleirand [email protected] www.craigivar.co.za
44 Crane's Nest Guest House @ 212 New Muckleneuk [email protected] www.cranesnest.co.za
45 De Zoete Inval Garsfontein [email protected] www.doezete.co.za
46 Deo Gloria Guest House Erasmuskloof [email protected] www.deogloriaguesthouse.co.za
47 Des Amis Guest House Arcadia [email protected] www.des-amis.co.za
48 Dinkwe Guest House Rietfontein [email protected] www.dinkweguesthouse.com
49 Don Suite Hotel Arcadia [email protected] www.don.co.za
50 DuDu Lodge Murrayfield [email protected] www.du-du-lodge.com
51 Dunkelly B&B Irene [email protected] www.dunkelly.co.za
52 Edelweiss Corporate Guesthouse Magalieskruin [email protected] www.edelweisscorporateguesthouse.co.za
53 Edelweiss Estate Kameeldrift East [email protected] www.edelweissestate.co.za
54 Elonda B & B Faerie Glen [email protected] www.Elonda.co.za
55 Eureka's B&B Eersterust [email protected] www.yourfutureinyourhands.co.za
56 FernIvy Guest House Eastwood [email protected] www.fernivy.co.za
57 Figa Lapa Guesthouse Roseville [email protected] www.figalapa.co.za
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58 Gaabomotho Cultural Village Hebron [email protected] www.gaabomotho.co.za
59
Galaletsang Guesthouse, Conference and Catering Services
Renstown, Hammanskraal [email protected] www.aatravel.co.za
60 Gamu-Lami Guesthouse Theresa Park [email protected] www.wheretostay.co.za/gamulami
61 Gastehuis Harmonie Gastehaus die Wilgers [email protected]
62 Glowing Sunset Resort Bultfontein [email protected]
63 Greenwoods Lodge Garsfontein x8 [email protected] www.greenwoodslodge.co.za
64 Habitat Guest House Doringkloof [email protected] www.habitatguesthouse.co.za
65 Hennops Pride Caravan Park Erasmia [email protected] hennopspride.caravanparks.com
66 Hermpet Guesthouse Danville Ext.5 [email protected]
67 Ikhaya Eliqotho Moreleta Park [email protected] www.sgubhu.co.za
68 Illyria House Muckleneuk [email protected] www.illyria.co.za
69 Immaculate Guest House Danville Ext.5 [email protected]
70
Intsingizi Town Lodge and Conference Centre Montana Park [email protected] www.intsingizi.co.za
71 Ithilien's Grace Guest House Amandasig [email protected] www.ithiliensgrace.co.za
72 iZapa Bush & Game Lodge Boekenhoutskloof [email protected] www.izapa.co.za
73 Jakaranda Lodge Rietfontein [email protected] www.jaklodge.co.za
74 Jopasso Guest House Wapadrand [email protected] www.jopasso.co.za
75 Khaniambo Guest House Muckleneuk [email protected] www.khanimambo.co.za
76
76 Kia-Ora Backpackers Pretoria [email protected] www.pretoria.us.tc
77 Kievits Kroon Kameeldrift East [email protected] www.kievitskroon.co.za
78 Kikuyu Lodge Mooiplaats [email protected] www.kikuyu.co.za
79 Kleineweide Guesthouse
Waterkloof Smallholdings [email protected] www.kleineweide.co.za
80 Kleinkaap Clubview [email protected] www.kleinkaap.co.za
81 La Mercie B&B Nina Park [email protected] www.lamercie.co.za
82 Lama-Lama Game Lodge
Farm Leeuwfontein 212 JR [email protected] www.lamalama.co.za
83 Lesego Guest House Sinoville [email protected] www.lesegoguesthouse.com
84 Linsea Inn Orchards Ext.3 Akasia [email protected]
85 Lyttlewood Guesthouse Lyttleton [email protected] www.lyttlewood.co.za
86 Madijo Bed & Breakfast Atteridgeville [email protected] under construction
87
Maggy's B & B Trading as Phale's B & B Temba [email protected] www.hammanskraalphaphamang.co.za
88 Makarios Self-catering Unit Faerie Glen [email protected]
89 Marita's Guest House Muckleneuk [email protected] www.maritasguesthouse.co.za
90 Marloot Guest House Weavind Park [email protected] www.marloot.co.za
91 Marloot Guest House Weavind Park [email protected] www.marloot.co.za
92 Melvin Residence Guest House Arcadia [email protected] www.melvinresidence.co.za
93 Memory's Guesthouse Lynnwood Glen [email protected] www.memorys.co.za
94 Milner 246 Guesthouse Waterkloof [email protected] www.sa-venues.com/ga/milner246.htm
95 Mont Paradiso Waverley [email protected] www.montparadiso.net
96 Monumentpark Guesthouse Monumentpark Ext [email protected] www.monumentparkguesthouse.co.za
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97 Mount Festiva Lodge Andeon Plotte Pretoria West
[email protected] or [email protected] www.mountfestivalodge.co.za
98 Muckleneuk Guest House Muckleneuk [email protected] www.muckleneukguesthouse.co.za
99 Ngena Guest House Eldoraigne X3 [email protected] www.ngena.co.za
100 Old Brown B & B Highveld Ext 10 [email protected] www.oldbrownbnb.co.za
101 Opikopi Guest House Constantia Park [email protected] www.opikopi.co.za
102 Oxnead Guesthouse Moreleta Park [email protected] www.oxnead.co.za
103 Pebble 'n Palms Guest House Colbyn [email protected] www.guesthouse-africa.com
104 Peter's Guesthouse Equestria [email protected] www.petersguesthouse.co.za
105 Pete's Retreat Guest House Centurion [email protected] www.a-afriqa.co.za
106 Pheasant Hill House Doornkloof East [email protected] www.pheasanthill.co.za
107 Picture This, Pretoria North Lodge Pretoria North [email protected] www.picturethis.co.za
108 Pilgrims Delight B&B Wierda Park info@pilgrimsdelight www.pilgrimsdelight.co.za
109 Pinedew Guest House Kameeldrift East [email protected] www.pinedew.co.za
110 Premier Hotel Pretoria Arcadia [email protected] www.premierhotels.co.za/pretoria
111 Protea Hotel Capital Pretoria [email protected] www.proteahotels.com
112 RiverRiver Meadow Manor Irene [email protected] www.rmmanor.co.za
113 Riverwood Kameeldrift East [email protected] www.riverwood.co.za
114 Roy' Lodge Rietfontein Rayton [email protected] www.royslodge.com
115 Royal Ridge Guest House Waterkloof Ridge [email protected] www.royalridge.co.za
116 Saint George Hotel Doornkloof [email protected] www.stgeorgehotel.co.za
117 Serati B&B Orchards Extension13 [email protected] www.1on1pubandgrill.co.za
118 Shere View Lodge Shere; Pretoria East [email protected] www.shereview.co.za
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119 Silverton Guesthouse Silverton [email protected] silvertonguesthouse.co.za also sundown lodge
120 Tamboti Lodge Val de Grace [email protected] www.tambotilodge.co.za
121 TC'S on Lynnwood Guesthouse Lynnwoodridge [email protected] www.tcsguesthouse.co.za
122 The Diplomat Guesthouse Arcadia [email protected] www.thediplomat.co.za
123 The Elegant Lodge Menlo Park [email protected] www.elegantlodge.co.za
124 The Green Guest House & Day Spa Clubview West [email protected] www.thegreen.co.za
125 The Pillow and Spoon Guesthouse Garsfontein [email protected] www.pillowandspoon.co.za
126 The Thatch Cottage Brooklyn [email protected] www.thethatchcottage.com
127 The Upper Room B&B Pumulani [email protected] www.theupperroom-direct.com
128 The Village in Hatfield Hatfield [email protected] www.hatfieldvillage.co.za
129 Thula Thule Lodge Kameeldrift East [email protected] www.thulathulalodge.co.za
130 Tshepiso B&B Temba [email protected]
131 Two Oaks Lynnwood Lynnwood [email protected] www.twooakslynnwood.co.za
132 Villa Frangipani Murrayfield [email protected]
133 Villa Jana Equestria [email protected] www.villajana.co.za
134 Viva Royal Guest house Die Wilgers [email protected] www.vivaroyal.co.za
135 Waterhouse Guest Lodge Muckleneuk [email protected] www.waterhousegl.co.za
136 Weavind Place Weavind Park [email protected] http://mysite.mweb.co.za
137 Wilgers Bed en Ontbyt die Wilgers [email protected]
138 Willows Country Lodge Willows [email protected] www.willowslodge.co.za
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ADDENDUM C – FURTHER ANALYSIS OF OCCUPANCY LEVELS
TSHWANE ACCOMMODATION SURVEY
AND QUARTERLY MONITORING
UNDERTAKEN BY THE DEPARTMENT OF TOURISM MANAGEMENT
UNIVERSITY OF PRETORIA
ON BEHALF OF
THE CITY OF TSHWANE TOURISM DIVISION
FURTHER ANALYSIS OF
OCCUPANCY LEVELS
80
In the draft survey report basic information was provided on the profile of the types of
establishments in the City (refer to pg.12) as well as number of beds, occupancy levels and
peak periods (refer to pg. 14 and pg.15).
This report contains more detailed analysis of the data collected pertaining to occupancy
levels in the City, as requested by the Tourism Division. The following aspects will be
covered:
1. Supply per accommodation category
2. Occupancy levels
3. Preliminary forecast of occupancy levels
4. Benchmarking Tshwane’s performance
1. SUPPLY PER ACCOMMODATION CATEGORY
It can be said that the types of accommodation in the City are proportionally represented by
the establishments that have responded to the questionnaire.
[Note: it may not be regarded as valid to merely divide the remainder of establishments in
the City as listed on the database but who did not respond to the questionnaire, into these
categories. It was found in the questionnaires that many establishments placed themselves
into different categories than what they had for instance been listed in promotional material,
or different to what they would be when formally categorized according to their features. This
may be due to the variety of accommodation establishments in existence and lack of clearly
defined industry descriptions for each type – making people unsure of the category that they
belong to]
To put City capacity into clear figures, the following table summarizes the numbers of
each type of establishment as well as the number of beds and stay units per
accommodation category.
CATEGORY
TO
TA
L
NU
MB
ER
% O
F
TO
TA
L
NU
MB
ER
O
F S
TA
Y
UN
ITS
% O
F
TO
TA
L
NU
MB
ER
O
F B
ED
S
% O
F
TO
TA
L
Backpacker / youth hostel 1 0.7% 13 0.8% 34 1.1% Bed & Breakfast 39 27.7% 247 14.9% 446 14.7% Campsite / caravan park 1 0.7% 4 0.2% 14 0.5% Game lodge 3 2.1% 22 1.3% 47 1.5% Guest house 71 50.4% 523 31.5% 896 29.4% Homestay 1 0.7% 6 0.4% 12 0.4% Hotel 9 6.4% 635 38.3% 1124 36.9% Self-catering cottage/chalet 12 8.5% 154 9.3% 371 12.2% Serviced apartment 2 1.4% 8 0.5% 8 0.3% Wedding and conference venue 2 1.4% 64 2.8% 92 3.0% TOTAL 141 100 1658 100 3044 100
[SEE NOTES ON NEXT PAGE]
81
[Note: These figures should be regarded as proportional indication per accommodation type] Consider the following when looking at these figures: - These figures will be very different once researchers have managed to get feedback
from all existing establishments. - Of the establishments that responded, three hotels, 12 guest houses, 5 B&B’s and 1 self-
catering cottage did not complete these questions in the questionnaire. - Two establishments have indicated that they offer two different types of accommodation
–Bed & Breakfast as well as self catering units. They did not indicate how many units/beds belong to which category and have, for the purpose of the capacity figures, been placed in the B&B category.
- One establishment that has categorized itself as a ‘lodge’ (no such category given in questionnaire), has been placed in the B&B category, based on the description of facilities.
- The two establishments who categorized themselves as ‘wedding and conference venue’ (no such category given in questionnaire), could possibly be placed in the B&B category (based on description of facilities).
- There may be more establishments that can be regarded as ‘serviced apartments’ rather than ‘self-catering cottages’ and also more places that could be regarded as ‘lodges’ (if such a category were to be provided) rather than guesthouses. This discrepancy links up with the statement on the previous page regarding the unclear/informal definition of different types of establishments.
2. OCCUPANCY LEVELS
Occupancy levels were requested for both 2008 as a whole as well as for the first quarter of
2009, January through to March 2009.
� ACROSS ALL CATEGORIES
The average occupancy level for 2008 across all categories of accommodation was 53,9%. The average occupancy level for Jan–March 2009 across all categories was 50,6% [Note: - These figures are based on estimate percentages given by respondents. For future
survey purposes respondents will be asked to provide the actual numbers and the researchers will statistically calculate occupancy rates
- This occupancy rate could differ greatly if data from all existing establishments in the City were to be included.]
� OCCUPANCY PER CATEGORY
The following table provides a breakdown of the occupancy levels for the various categories.
CATEGORY 2008 (%) 2009 (%)
Backpacker / youth hostel ** 70 40 Bed & Breakfast 49 47 Campsite / caravan park ** 60 45 Game lodge 27 25 Guest house 51 52 Homestay ** 65 65 Hotel 74 60 Self-catering cottage/chalet 60 53 Serviced apartment 33 19 Wedding and conference venue 55 55
82
[Note: consider that some categories ** are only represented by a single or two
establishment and would not be an accurate indication of the occupancy of the category at
large]
3. PRELIMINARY FORECAST OF OCCUPANCY LEVELS
For this baseline survey, establishments were asked to give average percentages of
occupancy rates over extended periods (2008 as a whole and the first quarter of 2009 as a
whole). With the individual occupancies per quarter of 2008 or the individual months of 2009
not being available at this stage, it is difficult to make accurate forecasts of future trends. In
order to predict such trends, it will be necessary to undertake at least a follow-up quarterly
survey for the period April – June 2009.
It may prove of some value to use the existing average rates (53,9% and 50,6%) as a
baseline from which to predict and measure future performance.
When forecasting future occupancy, the peak periods indicated by respondents have to be
kept in mind (refer to pg.15 of survey report). During these months (midweek – highest;
school holidays – lowest) the occupancy rates can be expected to increase/decrease
accordingly and deviate within an acceptable range from this baseline rate.
4. BENCHMARKING TSHWANE’S PERFORMANCE
In order to determine the competitiveness of Tshwane’s accommodation sector, it can be
benchmarked against local competitive cities, national figures as well as relevant
international best practices. Compare the information provided for Tshwane with the data
given below.
(Also refer to the benchmarking study included in the survey report for more detail on the
specific organizations and studies mentioned and used below)
� LOCAL BENCHMARKING
1. STATS SA
According to the Tourist Accommodation Survey (preliminary) report of January 2009
(P6410):
- 900 establishments were used (nationally across South Africa) - Response rate was 89,5% - Establishments were classified according to income (large, medium, small and micro)
2008 2009 National annual occupancy rate 52% National annual occupancy rate n/a January 2008 47,6% January 2009 43,4% Quarter ending January 08 (Nov – Jan) 51,6% Quarter ending January 09 (Nov – Jan) 49,9%
83
2. TOURISM CAPE TOWN According to the Western Cape Tourism Barometer, Volume 2, Issue 2 (August 2008) conducted by Cape Town Routes Unlimited, the following statistics were provided for the city of Cape Town: - The survey had 157 respondents General occupancy rate for Q1, 2008 78,59% Hotel occupancy 83,6% Guest House occupancy 72,9% Bed and Breakfast occupancy 76% Self-catering occupancy 82,3%
In this report they also included statistics provided by a Hotel Benchmark study conducted by Deloitte (2008): (Note: no detail was available on the sample size, sample units or response rate for the study) 2008
OCCUPANCY RATE (%)
Gauteng January February March
62.8 81.6 77.1
Kwazulu-Natal January February March
55.4 70.7 67.1
Western Cape January February March
69.2 85.5 81.6
Greater Cape Town January February March
70.9 88.5 85.1
3. DURBAN In the report ‘Statistics of our Tourism Sector, 2008’ produced by Tourism KwaZulu-Natal, the following figures were provided for the hotel sector in the city of Durban (for 2007; source Fedhasa KZN): Annual occupancy for 2007 76% Occupancy for Q1 (Jan – Mar) 73% January 65,2% February 77,3% March 76,5%
84
� INTERNATIONAL BENCHMARKING
1. CITY OF WELLINGTON (New Zealand)
The City of Wellington is in some respects similar to the city of Tshwane in that it is also
regarded as a political capital city (destination characteristics).
The Ministry of Tourism’s Commercial Accommodation Monitor provided the following data
for the City of Wellington:
[Note: the survey results below are for all the accommodation categories including hotels,
motels, hosted such as bed & breakfasts, backpackers and caravan parks)
Number of establishments
Occupancy rate (%) –
all categories
Occupancy rate (%) –
hotels Jan-08 90 62.1 57.5 Feb-08 91 81.4 84.3 Mar-08 92 80.3 81.8 Apr-08 91 68.4 69.9 May-08 91 62.8 67.2 Jun-08 90 56.9 60.3 Jul-08 88 60.7 64.4
2. AUSTRALIA
According to accommodation statistics provided by the Australian Bureau of Statistics (2008): - Response rate of 90% - Only establishments with a minimum certain number of stay units included in the survey
Occupancy for quarter ending March 2008 61,6% [Trend estimate for March 2008 was 64,8%]
March 2008 60% Occupancy rates for establishments with 15+ rooms Ranging from 55,3% - 74% Occupancy rates for establishments with 5 – 14 rooms
Ranging from 41,3% - 61,6%
3. CANADA According to the Traveller Accommodation Survey for 2004: Annual occupancy across all categories 63% Small establishments (max 26 rooms) 52% Medium establishments (max 102 rooms) 60% Large establishments (max 350 rooms) 66% Provincial occupancy rates Ranging from 39% - 74%
