subject: Perception Rather Than Reality Of Accommodation Pricing For The 2010 World Cup [print this page] The results of an independent accommodation survey endorsed by Cape Town Tourism, show that reports on overpricing by accommodation establishments are based on perception rather than reality. The survey was launched in January to establish accommodation booking and pricing trends for the 2010 World Cup and revealed that the majority of accommodation establishments are charging responsible rates for accommodation during the 2010 World Cup. This survey aimed to distinguish perception from reality.
The astronomical prices of luxury private villas on the oceans edge are not a true representation of the cost of staying in Cape Town during the 2010 World Cup. Industry partners are committed to building the tourism sector and members are critically aware that exploiting people during events like the 2010 World Cup undermines their own sustainability. It discourages repeat business.
Cape Town tourism were encouraged that many of the businesses that guilty of overpricing have now embraced the call by Cape Town Tourism, and tourism stakeholders like FEDHASA, to cap rates in the region of peak season levels during the 2010 World Cup.
In January, 31.63% of the respondents were charging the same price (or less) as they would in peak season. That amount has shifted to 57.37% in February. The survey also shows that 75.32% of establishments are currently charging no more than 20% above their peak season rates. Establishments who had received actual bookings were up from 34.61% in January to 46% in February.
Cape Town Tourism has also drafted a Tourism Code of Responsible Pricing for Cape Town. The Code calls for a moderate approach to pricing responsible peak season rates and a mindfulness of tourism sustainability and transparency. The code will be signed by key tourism industry stakeholders, representatives and membership organisations.
Western Cape Minister of Finance, Economic Development and Tourism Alan Winde, stated that we cannot afford to scupper our reputation as a value-for-money destination, and must encourage the media and our industry to put out the positive message that there is a wide range of accommodation available at a reasonable price.
With MATCH having recently released 65 000 bed nights due to slow initial sales, accommodation establishments are in a more competitive market than ever. Using accredited portals like
BookMyRoom-SA.com will get establishments further than only advertising on their own websites.
