Page 35 - Gondwana Value Creation Report 2020

GROWING OUR VALUE Efficiencies Brand strategy Our brand strategy has OUR YOUTUBE CHANNEL Proof of our success

EXPERIENCE NAMIBIA
Our sincerity, warmth of service and the distinctive character of each of our properties give our visitors the unique opportunity to feel
We maximise our profits by
made Gondwana the biggest
VIRTUALLY BY VISITING
We track online visitor numbers and engagement profiles
instantly and deeply connected to their destination. And so, we arrive at the single idea that captures the essence of our brand …
to increase our conversion rates, and to adapt our sales
cutting costs anywhere they
and most well-loved
Have a story to tell.
strategy to gain more visitors.
aren’t strictly necessary, to
platform to determine if the Gondwana brand is strong,
improve the value of every tourism brand in Namibia. https://www.youtube.com/user/GondwanaLodges We use the TrustYou brand reputation management
vibrant and healthy.
dollar we spend. The Gondwana As shown on page 9, our brand is at the core of our structure. It Within 10 months, our Instagram following grew by 10 000.
Card YouTube encompasses our DNA and drives our direction. We reduced our dependence on operators from 82% in
We monitor, measure and manage our cost structures with the We have always followed a strong content-driven marketing 2016 to 69% in 2020.
goal of decreasing our cost to income ratio over time. strategy and have built many strong connections through
This includes leveraging our head office functions, buying power, storytelling and shared interests. This approach has lent itself
logistics and supply chains. One of Gondwana’s differentiators well to the age of social media where communities are built
is that we have centralised support functions serving all our around shared stories and experiences. Social media gives us a
businesses. Since hospitality is a fixed cost, volume-driven industry, The Gondwana bigger-than-ever platform from which to tell Namibia’s and its 301 445
we can scale and service new ventures through these functions. Corporate Card LinkedIn communities’ stories. In this way we build and differentiate Brand
Namibia from the rest of the SADC, and we magnetise more
Efficiencies also have a positive environmental impact in terms of travellers to our country and promote our company. To broaden our focus and to reach as many stakeholders as possible, visitors to the Gondwana website
we collaborate with various partners to promote Brand Namibia:
less waste and lower food miles because of local procurement. 2019: 420 000
During the pandemic, travellers showed an interest in experiential
As we continue integrating our value chain and solidifying our in- holidays that are more than just a few weeks away from home.
house IT expertise, we will improve our synergies and improve our They are looking for authentic cultural experiences that follow a Namibian German
cost savings. slower pace than before. We adapted to this trend by working Tourism television
The Cardboard to position Namibia as a travel hub. Through, for example, Board
Box Travel Shop Facebook Camping2Go we can offer a story and an adventure rather than a
series of visits to lodges. 3.2 million
Proof of our success CNN Bank
Our brand strategy has online and offline components and is Windhoek
We measure the success of our cost-efficiency initiatives mindful of changes in communication, communities and the ways Gondwana business listing views
by the amount of money we spend per guest bed night. in which they share interests and information. We deliver tailored
As the pandemic halted our business, our measures of content through the correct channels to reach our target audience. CYMOT 2019: 6.6 million
success (such as energy spend per guest bed night) were #itsup2us Aux 4 Coins de This direct link to our potential guests has lessened our Air Namibia cycle and
not useful indicators of our performance in 2020. However, la Namibie dependence on operators substantially since 2016, which motor
once implemented, our customer relationship management improves our margins. It has helped us expand our visibility into spares
(CRM) system (page 34) will allow for excellent efficiencies more source markets, which should help offset the low season, as
by profiling customers for future interactions on any different countries have different holidays. Hitradio 131 million
platform. This carries opportunities for upselling our Namibia Kanaal 7
products.
Namibia Focus Namibia article reach
News Weather Future Capricorn 2019: 81.7 million
Media Group

The
Michelangelo Naturalist
Magazine Collection 89%
Namibia Parks Instagram

TrustYou score
2019: 89%

32 VALUE CREATION REPORT 2020 GONDWANA COLLECTION NAMIBIA 33