Image via WikipediaCape Town – A warning that exorbitant price rises for hotel rooms would effectively dissuade 2010 visitors from returning for fear of being ripped off again has been given by the operator of a new hotel in Cape Town.
Ursula Gray, chief executive of the new Cape Royale Hotel in Green Point, said on Tuesday that it would be short-sighted to raise rates to cash in on the high demand for accommodation during the soccer World Cup.
She said demand for accommodation in Cape Town over the World Cup period is at an all-time high, and there may not be enough beds to host the estimated half a million tourists that will descend on the city in 2010.
More bed nights are being added through plans to dock cruise liners such as the Queen Elizabeth II, which sleeps approximately 1 800 people. And many new hotels are currently under construction in the Cape.
But some tour group operators say hotels are already starting to hike their prices for 2010 because of the high demand for room nights.
“As an industry, it is crucial that we think beyond the World Cup 2010,” Gray said. “It should be seen as an opportunity to offer excellent value and to build long term relationships with our guests to encourage repeat visits.”
She added that all the suites at her hotel are fully booked for 2010. “And we have heard that the majority of Cape Town’s hotels – including those still under construction – are in a similar position,” she said.
Gray pointed out that in 2001 Cape Town was identified by major international film production companies as offering excellent value for money and quickly became a preferred filming destination.
“As Cape Town became an increasingly popular filming and production destination, demand for accommodation began to outweigh supply,” she said. “Many local operators tried to capitalise on the situation and inflated their prices to such an extent that the production companies started pulling out of Cape Town in search of better value destinations.
“It has taken nearly five years to rebuild Cape Town’s image as a destination which offers good value and excellent service. We should be careful not to make the same mistake twice.”
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Those who capitalize just for a month of excitement such as the world cup, will loose out in the longer term. This is South Africa's time to shine and take the well deserved center stage. The success of the cup and indirect tourist attractions will hold South Africa in high regard for future travelers. Businesses who provide market prices with increased service and perceived value will be the organizations who sustain and build a good reputation for returning guests.
Those who capitalize just for a month of excitement such as the world cup, will loose out in the longer term. This is South Africa's time to shine and take the well deserved center stage. The success of the cup and indirect tourist attractions will hold South Africa in high regard for future travelers. Businesses who provide market prices with increased service and perceived value will be the organizations who sustain and build a good reputation for returning guests.
South Africa! I have commented many times in the past few months, will take center stage this month. I am so excited for this wonderful, yet often troubled country. The effort and the pride displayed by the rebuild for this world event is awe inspiring. A new airport, many new hotels, festivals and above all, the absolute generosity of the often misunderstood national South Africans.
South Africa! I have commented many times in the past few months, will take center stage this month. I am so excited for this wonderful, yet often troubled country. The effort and the pride displayed by the rebuild for this world event is awe inspiring. A new airport, many new hotels, festivals and above all, the absolute generosity of the often misunderstood national South Africans.