If we have to think about what fills up our rubbish bins or, ideally, our recycle bins, I think most people will agree that the advertisements that are stuffed into our post boxes daily make up a large part of it. If we were to pull these discarded papers out of the bin, we would find the names of various businesses. Now, let’s be honest, do we even give these ads a second glance? I think the answer will be a resounding “no”, or at least, a resounding “not really”.

Now let’s compare this kind of advertisement to a different, more subtle one; one we wouldn’t usually consider an advertisement. It occurs when you’re talking to someone you know and they mention the name of a business to you. Say for example, this business is clothing-related. That very same day, you empty your post box to find an advert about clothing.

Let’s move the story forward a few days to a situation in which someone asks you to recommend a clothing store to them. What is the likelihood that you will remember one of the countless business adverts you receive via post as opposed to the one mentioned by your friend in a previous conversation? I have a feeling most people will say that chances are slim. This is nothing new. All businesses know about the power of word of mouth. The question is; how does one achieve it?

The natural response to this question would be advertising. People are constantly being bombarded by adverts. Everywhere we look we will see posters and billboards advertising the names of businesses. The television programmes we watch are interrupted every five minutes by an advert. Our emails are flooded with spam. In this Attention Age, people have become very selective about what they choose to spend their time paying attention to. In order to keep up with today’s world, businesses need to show consumers that they want their attention and that they are worth paying attention to. Again, this is nothing new. All businesses know that they need to make their customers feel important.

But how can a customer feel important when a company’s name is being made known to them in such an impersonal manner? Someone completely unconnected to a business is dropping their advert into a post box, some DJ or mysterious ‘radio voice’ is mentioning their name on the radio, its name flashes on television screens along with all the others. While no one expects the owner of a company to go door to door, a more personal connection needs to be established between business and consumer.

And this is where the online world comes in. With the number of South African internet users increasing drastically these past few years and continuing to grow, this is where more and more consumers are going when researching a product or service. Most companies will recognise that online marketing is a valuable business tool but they will often make the mistake of assuming that once their website is set up, not much more needs to be done. This will only lead to a dead-end and businesses will once again find themselves struggling to connect with their customers.

In order to show consumers that you attend to your website, that you have a personal interest in your business and in them, that you do, in fact, want to know more about them, you’re going to have to take it one step further. You need to supply them with interesting information, strike up topics that get people talking, ask questions and be available for any problems or queries they may have. You need to show them that their opinions matter.

In this way, a business will become more personal to the consumer and they will be more likely to remember the business, subsequently passing on its name to their friends and family. And voilà, word of mouth!

So what channel can businesses use to get this conversation going? How does one go about establishing this personal relationship with their customers? The answer is simple and only four letters long. Blog.

Home of South Africa’s popular oyster festival, Knysna is located on the breathtakingly beautiful Garden Route in the Western Cape. Here, in this quaint town with its peaceful lagoon and imposing Knysna Heads, one will find the Leisure Isle Boutique Lodge.

The Lodge has been recognised by the AA Travel Guides American Express Accommodation Awards for a few years now and this year, they came first place in the ‘Luxury Lodge of the year’ category. The Awards recognise excellence in hotels, luxury hotels, luxury game lodges, top guest houses and bed and breakfasts. The decisions are made based on consumer feedback that is verified by a visit from a trained AA assessor.

Having achieved such recognition, it seemed fitting to interview Leisure Isle Boutique Lodge manager Barbie Cook, to find out what tips she could give other guest houses owners about operating a guest house successfully.

Q: Leisure Isle Lodge has been a competitive force in luxury lodges in South Africa. How have you achieved such success?

A: Attention to detail - it’s the small things that count. Happy, productive staff make happy guests.

Q:  How long has Leisure Isle been in existence, what problems have you faced since its opening and how have you overcome them?

A: Over 18 years. Pay staff a good wage, teach them to be accountable, empower your staff, train your staff - happy staff make happy guests.

Q:  Can you give South African guest house owners some tips about how to successfully run a guest house?

A: All guest houses have beds, bathrooms, TV's etc., so focus on detail and added value to make an impact. Find out what your guests like and try and accommodate their individual needs.

As the interview comes at a significant time for South Africa, I thought it imperative to find out how Leisure Isle was affected by the FIFA Soccer World Cup, if at all, and if tourism expectations were met.

Q: Have you received a lot of interest through the World Cup?

A: No

Q: Where would you say most of your foreigners during the World Cup come from?

A: The very few we had - U.K & Germany

Q: What is the response you have received from foreigners here during the World Cup about accommodation in South Africa and South Africa in general?

A: All very positive - very friendly people, crime wasn’t an issue they thought it might be prior to visiting, a high standard of accommodation.

Q: Have you learnt anything through the visitors staying in Leisure Isle during the World Cup, with regards to the way you run your business? If so, what?

A: Not really, perhaps we could be more I.T friendly.

Q: Do you think the World Cup was a success for South Africa?

A: It was a successful event. [I’m] not sure I personally could have justified spending the billions we did on stadia when we have no schools, hospitals [and] houses for local people.

Q: Did you have any expectations about the World Cup (with regards to your establishment and the greater SA) that were not met?

A: Not nearly the volume of visitors that were indicated! The Garden route was very quiet. We had more business for our local Oyster Festival than the World Cup.

After a month of festivities, celebration, disappointment, an all-round energetic buzz and most importantly, back-to-back soccer, the 2010 FIFA Soccer World Cup has come to a close. Now that South Africa’s place on the map has been secured, let’s hope that more and more international visitors will set their eyes on our country as a travel destination and our top-class guest houses can show them what world class accommodation looks, South African style.

The FIFA Soccer World Cup is days away and the buzz in the air is becoming more and more contagious as the countdown slowly comes to an end. As South Africa and her neighbours get ready to welcome guests from all over the world, we need to be prepared to inform our visitors about the sights they simply cannot miss.

Luke Powers of local tour company Africa Bespoke, although finding it a difficult task to squeeze them into such a small list, tells GHASA what he believes are South Africa’s top ten must-do activities:

1. Cable car up Table Mountain
   

   Chances are, you’ll pick up a postcard of Cape Town and you’ll find yourself staring at the iconic Table Mountain. This enchanting mountain is not to be missed on a visit to Cape Town or even South Africa and while some energetic tourists might tackle the mountain by foot, many prefer to travel via cable car. The cableway has been operating since 1929 and has attracted more than 20-million visitors. The latest cars have revolving floors and offer passengers a 360-degree view of Cape Town. At the top, visitors will find themselves over one thousand metres above the city. Here, you can stroll around and enjoy panoramic views of Cape Town, the ocean and neighbouring peaks. The Cableway offers two walks free of charge at 10h00 and noon every day. These depart from the meeting point just outside the Upper Cable Station. There is a self-service restaurant and deli and ice-cream shop or visitors can picnic along the plateau.

2. Safari in Kruger Park
   

   Those desiring a top-notch African safari adventure are well-advised to visit Kruger National Park. Unspoilt wilderness, diverse game including the famed Big 5 and rustic to luxurious accommodation are all available in this world class National Park and top South African attraction. For more information about the camps and lodges of Kruger Park, visit the South African National Parks website.

3. Hike in the Drakensberg Mountains
   

   Whether surrounded by mist and white-stained peaks or enjoying the warm sun while walking through lush green forest, the 200km-long Drakensberg Mountains is a hiker’s paradise any time of the year. Falling mostly in the Kwazulu-Natal province, this mountainous wonderland and world heritage site has a variety of routes to explore and fascinating landmarks to discover.

4. Drive Route 62, Klein Karoo
   

   Tourists traveling between Cape Town and Oudtshoorn or between the Langkloof and Port Elizabeth are offered an alternative to the N2 - the beautifully scenic Cape Route 62. Winding past towering cliffs, lush forests and tranquil streams, Cape Route 62 guides drivers past numerous attractions and offers an adventure overflowing with beauty.

5. Kgalagadi National Park
   

   Spread across more than 3, 6 million hectares of land, the Kgalagadi Transfontier National Park lies in both South Africa and Botswana. The South African portion is known as the Kalahari Gemsbok National Park. Offering interesting sightings of a range of animals and birds against a backdrop of beautiful desert landscape, the Kgalagadi Transfontier National Park is one of the very few conservation areas of this magnitude left on earth and is a must-see for visitors to South Africa.

6. Whale watching in Hermanus
   

   Often considered as the best place for whale watching from land in the world, Hermanus on the southern coast of the Western Cape offers 12km of cliff-hugging pathway from one side of town to the other. Watchers can appreciate observing these fantastic creatures from benches along the cliff path where they can enjoy panoramic bay views. A popular spot, Walker Bay is known for its sightings of Southern Right Whales swimming within metres of shore.

7. White shark cage diving
   

   The great white shark. Protagonist of the epic horror movie, Jaws, whose creepy theme song haunts cautious sea bathers and causes many hearts to thud violently in their chests. Many are fascinated by these terrifying yet extraordinary great beasts. Some people will even volunteer to be put in a cage and dunked underwater in a tank full of great white sharks so they can enjoy their own private experience with them. For adrenalin junkies like this, white shark cage diving in the stunning South Africa is must-do activity.

8. Wine tasting in Cape Winelands
   

   Not only are some of South Africa’s best wines produced in the lush valleys of the Cape Winelands, but it is also home to some of the most beautiful views in the country and hosts numerous fun activities. Visitors can explore the vineyards on donkey and horse carriages, nibble on picnicked snacks while watching graceful swans float along still dams, enjoy a round of golf on world-class golf courses, cycle or hike through imposing mountains, enjoy aerial views in a hot air balloon or helicopter and of course, sip on fantastic wines.

9. Boat trip to Robben Island
   

   Various historical sites can be found in the Mother City. Robben Island is one of its most famous. After a thirty-minute ferry ride which offers a view of Cape Town in all its glory, visitors will arrive at this famous little island which once imprisoned courageous anti-apartheid leaders, including Nelson Mandela. Now, Robben Island is a UN World Heritage Site and one of Cape Town’s most popular tourist attractions.

10. Apartheid Museum in Johannesburg
    

    To learn more about the political unrest that was the source of much tragedy in South Africa, the Apartheid Museum in Johannesburg, the first Apartheid Museum in South Africa, is the place to go. The museum sends visitors a powerful message through the use of blown-up photographs, artefacts, newspaper clippings and moving film footage which help to narrate the story.

It’s not only South Africa that will see an influx of visitors, but also its Southern African neighbours like Botswana. Carla von Moltke of Botswana tour company, Adventure Safaris, told GHASA what she thinks are Botswana’s top five attractions:

1. The Okavango Delta
   

   The Okavango Delta is undoubtedly the highlight of Botswana for the majority of tourists visiting the country. This unspoilt natural water system provides a channel on which tourists can enjoy a unique mode of transport. Gently rocking along in a dug-out canoe known as a mokoro is a fantastic way to explore this beautiful oasis and the palm tree islands and game-filled land which surrounds it.

2. Moremi Game Reserve
   

   One of these game-filled areas in the Okavango Delta is the popular Moremi Game Reserve, where a great diversity of plant and animal life exist in an area combining dry land and permanent water.

3. Chobe River
   

   Stretching along the northern border of the popular Chobe National Park is the winding Chobe River. Decorated by water lilies, the River sustains the thirsty animals in the surrounding land. Cruising along the river on a boat is a fun way to explore the Chobe River and enjoy up-close views of the game attracted by it.

4. The Kalahari Desert
   

   One if its corners touch the Orange River in South Africa. It spreads upwards through Angola and Zambia, stretches to the west across Namibia, to the east across Zimbabwe and covers the entire western and central regions of Botswana. This enormous sand basin is the great Kalahari Desert and it is held close to the hearts of the people of Botswana.

5. Tuli Block
   

   The Tuli Block, located in the eastern corner of Botswana, is the meeting point of the Limpopo and Shashe Rivers. Ancient Baobab trees form part of the diverse wilderness in the area. Winter or summer, the Tuli Block provides exciting game-viewing opportunities.

This is definitely a worth while article to look through for all Guest House owners wishing to rent their properties during the South African 2010 World Cup.

The following information was sent to us from Deborah at Get Smarter.

"What to do if your accommodation establishment is not registered with MATCH for the 2010 FIFA Soccer World Cup?"

Extract from article - "If the accommodation you will be renting out does not meet the requirements set out by MATCH, or you are not happy with the terms and conditions set out by Match, this will not necessarily stop you from selling your rooms to supporters during this period; you simply choose not to do so through MATCH."

This is just a small extract from a very interesting article.

For more information please visit www.getsmarter.co.za or contact Deborah on (021) 685 4775 or via email on deborah@getsmarter.co.za

Keep an eye on this space for more information.

The GHASA team

Hi All. The New Year has gotten off with a flying start. I am sure that everybody is excited about 2010, big and exciting things are expected here in South Africa this year. I found a wonderful write up on the South African Tourism website, www.southafrica.net and I thought that I would pass this along, to start the New Year just remembering what an amazing country we live in.

The natural World Heritage Sites in South Africa have been shaped by forces we barely understand. But we can admire their wondrous handiwork – a vast estuarine system, a rich legacy of plant life, a gallery of sculpture man cannot imitate, and a natural disaster of a magnitude hard to conceptualise.

Fynbos, part of South Africa's floral heritage

© South African Tourism
DID YOU KNOW?
....the force of impact of the Vredefort meteorite forced gold to the earh's surface?
South Africa's four natural heritage sites each foreground the planet's natural elements - water, air, earth and fire - in some way.

The iSimangaliso Wetland Park may feature a surprising range of habitats and eco-systems, but the overpowering theme here is water. Trailing up 280 km of KwaZulu-Natal coastline, it includes Africa's largest estuary at Lake St Lucia, a 60 km-long river mouth parallel to the coast yet separated by forested sand dunes. Drawn to this water world are hundreds of bird species and some interesting amphibians, while in the wild Indian Ocean waters off shore, the passing sea traffic includes whales and sharks.

Air or, more precisely wind, has been a force in the uKhahlamba Drakensberg Park, shaping the spectacular mountain scenery. Carving breathtaking precipices and soaring peaks, the wind has left South Africa with a natural world heritage site not only for the eyes to marvel at, but to challenge the body with rock climbing, abseiling and hiking. In the winter, when snow dusts these wind-hewn monuments, the stunning visual effect is doubled.

In the Cape Floral Region, a South African natural heritage site that stretches from the Peninsula to the Eastern Cape, Mother Earth has given birth to a plant life so rich, it includes 3% of all the species to found in the world. A good share can only be seen in this corner of the globe.

In the formation of the fourth Natural World Heritage Site in South Africa, the Vredefort Dome that traverses the Free State and North West border, fire played a key role. This vast crater was shaped billions of years ago, when a meteorite the size of Table Mountains slammed into the earth. As it passed through the earth's atmosphere it heated up enormously, crashing to earth as a blazing fireball.

Keep an eye out for what we can find next week. The GHASA team.