Western Cape Plenary Session 26 April 2013 Ms

Western Cape Plenary Session 26 April 2013 Ms. Thembi Kunene Chief Quality Assurance Officer

• Implement a recognisable and credible, globally bench-marked system of quality TGCSA assurance for utcome/Vision accommodation and MESE experiences which can be relied upon by visitors when making their choice of establishment

Strategies to deliver outcome Credible Grading Process Credible Grading Criteria Credible, Professional Assessors Benefits of being Graded Stopping the Illegal use of Stars

QUARTERLY AWARDS COMMITTEE MEETINGS • 1 June 2012 • 12 Members Chairman Mr Graham Wood

THE GRADING PROCESS THIS IS A 5 STEP PROCESS

ASSESSMENT PROCESS Online Application (New/Renewal) Awarding of Stars! Presentation at Monthly Approvals Exco Pay Invoice, Assessment of Establishment Pre-screening of motivation from Assessor

ASSESSMENT PROCESS Assessor has to : 1. Contact client and confirm assessment date 2. Schedule the grading 3. Conduct the practical grading 4. Discuss the findings 5. Agree on the recommended grading 6. Submission to PMA Review

PMA REVIEW PRE-SCREENING OF PROPERTIES • Provincial Master Assessor - MAIN responsibility • One more control measure – Rejection with reasons • Final Decision by Monthly Property Approvals Exco • Appeals considered by the Quarter Awards Meeting

5 -STAR PMA REJECTION

GRADING CRITERIA Use of Grading Criteria that are benchmarked and recognised by all Stakeholders

CONSISTENT ACCURACY!

OLD vs. NEW SYSTEM 2010

UNIVERSAL ACCESSIBILITY A FIRST IN THE HISTORY OF GRADING!

3 Year Grading Criteria Review – Electronic Survey TOTAL - All Categories Activity # % of Respondents Total number of Questionnaire emails sent 6 363 100% Total number of Questionnaire emails successfully delivered 5 739 90. 00% 1 462 (a) 23. 00% 5 613 100. 00% Number of Opened, Populated but incomplete questionnaires after reminder 409 (b) 7. 00% Number of Opened, Populated and Submitted questionnaires after reminder 448 ( c) 8. 00% 2 319 37. 00% Number of Questionnaires Opened, Populated and Submitted Total number of reminder emails sent TOTAL number of Responses (a+b+c)

Game Lodges Criteria • • Currently consulting with the Game Lodge industry for the development of the Grading Criteria and Minimum Requirements. Implementation planned by Q 4 of 2013/14

PROFESSIONAL ASSESSORS Continuously improve competency and enhance integrity

ANNUAL ASSESSOR CONFERENCE • Annual Refresher Training! • 28 -30 November 2013

Accredited Assessors Province Eastern Cape Free State Male Black White 1 Gauteng KZN Limpopo Mpumalanga North West Northern Cape Western Cape Internal Assessors City Lodge Group Southern Sun Group Grand Total 2 5 3 1 1 0 1 1 4 1 4 6 4 26 15 New Assessors by 1 June 2013 Total Male Total per Female Province NEW Black White 1 1 1 2 3 2(2 BM) 0 0 7 3 2 0 1 1 5 20 4 6 10 30 2 0 5 2 7 2 0 2 1 0 5 19 1 1 1 0 1 4 6 13 0 0 0 19 New Total 14 5 2 2 2 1 10 39 49 3(1 BM, 1 WF) 4(1 BM, 1 WM, 2 WF) 2(1 WM, IBF) 1(1 BM) 3(1 BM, 1 BF, 1 WF) 15 64

THE Accreditation

• Plaque has been redesigned with new security features.

Number of Graded Establishments As at end March 2013 Non-Hotel Accommodation EC FS GP KZN LP MP NW NC WC Grand Total Backpacker & Hostelling 15 3 8 9 1 4 3 1 41 85 Bed & Breakfast 212 21 193 260 25 37 36 35 360 1 179 Caravan & Camping 19 6 1 9 7 6 11 4 28 91 Country House 31 3 24 17 8 9 4 2 72 170 Guest House 237 64 451 150 56 113 110 79 624 1 884 Lodge 53 11 44 57 81 48 13 45 30 382 Self Catering 117 30 103 190 80 67 35 27 908 1 557 Non-Hotel Accommodation Total 684 138 824 692 258 284 212 193 2 063 5 348 Hotel Total 57 23 174 108 32 34 26 21 183 658 Accommodation Grand Total 741 161 998 800 290 318 238 214 2 246 6 006 MESE Total (Business Tourism) 5 21 79 7 14 18 13 14 17 188 Grand Total Graded Properties 746 182 1 077 807 304 336 251 228 2 263 6 194 Annual Target was 6 172.

Number of graded Rooms As at end March 2013 Non-Hotel Accommodation EC FS GP KZN LP MP NW NC WC Grand Total Backpacker & Hostelling 702 122 480 724 75 137 400 32 1 138 3 810 Bed & Breakfast 1 499 151 1 226 1 748 266 329 225 284 1 847 7 575 Caravan & Camping 803 127 50 790 351 344 207 660 1 664 4 996 Country House 339 31 315 178 111 96 24 25 786 1 905 Guest House 2 483 682 4 679 1 527 838 1 366 985 942 4 653 18 155 Lodge 508 338 1 265 1 122 1 373 934 316 1 031 447 7 334 Self Catering 1 016 329 863 1 702 1 591 1 471 519 856 4 169 12 516 Non-Hotel Accommodation Total 7 350 1 780 8 878 7 791 4 605 4 677 2676 3 830 14 704 56 291 Hotel Total 4 154 1 364 19 571 9 023 1 846 2 382 1 234 2 191 13 543 55 308 Accommodation Grand Total 11 504 3 144 28 449 16 814 6 451 7 059 3 910 6 021 28 247 111 599 MESE Total (Business Tourism) 24 58 597 49 49 34 61 75 981 Grand Total Graded Properties 11 528 3 202 29 046 16 848 6 500 7 108 3 944 6 082 28 322 112 580 34 This slide DOES NOT include cancellations

Performance Review: # of Establishments and Rooms 1 890 NEW! (April ‘ 12 – Mar ‘ 13) Establishments YTD EC FS GP KZN LP MP NW NC WC Grand Total Apr 2011 – Mar 2012 738 148 967 819 292 335 269 233 1 927 5 728 Apr 2012 - Mar 2013 746 182 1 077 807 304 336 251 228 2 263 6 194 Growth vs Decline +8 +34 +110 -12 +1 -18 -5 +336 +466 Rooms YTD EC FS GP KZN LP MP NW NC WC Grand Total Apr 2011 – Mar 2012 11 067 2 980 25 611 16 982 6 157 6 603 4 279 6 266 28 328 108 273 Apr 2012 - Mar 2013 11 528 3 202 29 046 16 848 6 500 7 108 3 944 6 082 28 322 112 580 Growth vs Decline +461 +222 +3 435 -134 +343 +505 -335 -184 -6 +4 307

“We can ALL play our part in positioning South Africa as a globally recognised destination of choice for both global and domestic tourists” Minister Marthinus Van Schalwyk Slide no. 27

Mo. U with DEDAT Western Cape to collapse its ‘’quality assurance’’ programme • 1 179 Property database handed to TGCSA. • TGCSA offered free Grading for YEAR 1 (deadline 30 March 2013) • 1 April 2013 – 31 March 2014 • DEDAT offered free Grading for YEAR 2 • 1 April 2014 – 31 March 2015 • Efficient co-delivery of service between the two spheres of government • Completely in line with the Western Cape Tourism Strategy and the National Tourism Sector Strategy. • One national quality assurance system • Slide no. 28

Process Followed after Mo. U agreed to • • 1 179 Properties database handed to TGCSA 86 Properties removed due to invalid contact details 1 093 Properties handed to TGCSA Assessors 25 Properties – already graded 253 Properties NOT interested in Grading 358 Properties NON-COMMITAL (still need persuasion) 457 Properties WANT to get Graded 372 Properties ACTUALLY applied. Slide no. 29

31 PROPERTIES FAILED!!!

Name of Property: Piketburg Category Self catering Star Rating Applied for 3 star rating

EXTERIOR Slide no. 32

EXTERIOR Slide no. 33

KITCHEN (LOCATED WITHIN BEDROOM) Slide no. 34

BEDROOM Slide no. 35

BATHROOM Slide no. 36

Name of Property: Clanwilliam Category Self catering Star Rating Applied for 3 star rating

EXTERIOR Slide no. 38

LOUNGE (LOCATED WITHIN BEDROOM) Slide no. 39

BEDROOM Slide no. 40

BEDROOM Slide no. 41

New Trade Focused Campaign

Slide no. 43 Online partnerships ensure Access to Markets

TGCSA / Digital Results 16 th Nov 2012 to 30 th January 2013 Total Impressions: 54 821 624 Total Clicks: 32 712 AWARENESS ENGAGEMENT CONVERSION High Impact Display Mailers Paid Search • Impressions: 445 641 • Clicks: 538 • CTR: 0. 29% Ad Networks • Impressions: 7 318 635 • Clicks: 13 180 • CTR: 0. 18% Display Banners • Impressions: 356 190 • Clicks: 735 • CTR: 0. 21% Slide no. 44 ‒ Linked. In: Insert 1: 21 Jan Insert 2: 18 Mar ‒ Hotel and Restaurant: 31 Jan 12 Feb 26 Feb 01 Mar 07 Mar ‒ Digital Fire: 7 Feb 19 Feb 5 March 19 March ‒ Shout Factory: 18 Feb • Impressions: 46 701 158 • Clicks: 18 259 • CPC: R 12. 69

Slide no. 45

Website Visits • Southafrica. net = 3, 3 mil Searching for accommodation = 1. 2 mil TGCSA = 173 000 • TOTAL ACCOMMODATION SEARCHES • • = 1 737 000 mil Slide no. 46

LET’S CONTINUE FLYING THE FLAG! THANK YOU