Western Cape Plenary Session26 April 2013Ms. Thembi KuneneChief Quality Assurance Officer

Credible Grading Criteria

Credible, Profession

al Assessors

Benefits of being Graded

Credible Grading Process

Stopping the Illegal

use of Stars

QUARTERLY AWARDS COMMITTEE MEETINGS

• 1 June 2012• 12 Members

Chairman Mr Graham Wood

THE GRADING PROCESSTHE GRADING PROCESS

THIS IS A 5 STEP THIS IS A 5 STEP PROCESSPROCESS

ASSESSMENT PROCESSASSESSMENT PROCESS

ASSESSMENT PROCESSASSESSMENT PROCESSAssessor has to :

1.Contact client and confirm assessment date2.Schedule the grading3.Conduct the practical grading 4.Discuss the findings 5.Agree on the recommended grading6.Submission to PMA Review

PMA REVIEW PRE-SCREENING OF PMA REVIEW PRE-SCREENING OF PROPERTIESPROPERTIES• 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 SYSTEM2010

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%

Number of Questionnaires Opened, Populated and Submitted

1 462 (a) 23.00%

Total number of reminder emails sent 5 613 100.00%

Number of Opened, Populated but incomplete questionnaires after reminder

409 (b) 7.00%

Number of Opened, Populated and Submittedquestionnaires after reminder

448 ( c) 8.00%

TOTAL number of Responses (a+b+c) 2 319 37.00%

• Currently consulting with the Game Lodge industry for the development of the Grading Criteria and Minimum Requirements.

• Implementation planned by Q4 of 2013/14

Game Lodges Criteria

PROFESSIONAL ASSESSORS

Continuously improve competency and

enhance integrity

ANNUAL ASSESSOR CONFERENCE

• Annual Refresher Training!• 28-30 November 2013

Accredited Assessors

Province MaleTotal Male Female

Total Female

Total per Province NEW

  Black White Black White      Eastern Cape   1 1 1 1 2 3 2(2 BM)Free State     0  0 0 0 

Gauteng 2 5 7 2 5 7 14 3(1 BM, 1WM, 1WF)KZN   3 3 0 2 2 5 4(1BM, 1WM, 2WF)Limpopo 1 1 2    0 2 Mpumalanga     0 1 1 2 2 2(1WM, IBF)North West 0 1 1 1 0 1 2 Northern Cape   1 1    0 1 1(1BM)Western Cape 1 4 5 1 4 5 10 3(1BM, 1BF, 1WF)      20    19 39 Internal Assessors            City Lodge Group   4 4    0  Southern Sun Group   6 6    0        10    0  

Grand Total 4 26 30 6 13 19 49 15   

15 New Assessors by 1 June 2013 New Total 64

THE Accreditation

• Plaque has been redesigned with new security features.

Number of Graded Establishments Number of Graded Establishments As at end March 2013As 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 557Non-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 658Accommodation Grand Total 741 161 998 800 290 318 238 214 2 246 6 006MESE Total (Business Tourism) 5 21 79 7 14 18 13 14 17 188Grand Total Graded Properties 746 182 1 077 807 304 336 251 228 2 263 6 194

Annual Target was 6 172.

Number of graded RoomsNumber of graded RoomsAs at end March 2013As 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 308Accommodation 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 34 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

This slide DOES NOT include cancellations

Establishments

YTD EC FS GP KZN LP MP NW NC WCGrand 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 +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 273Apr 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

Performance Review: # of Establishments and Rooms

Slide no. 27

“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. 28

MoU 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. 29

Process Followed after MoU 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.

31 PROPERTIES FAILED!!!

Name of Property:Piketburg

CategorySelf catering

Star Rating Applied for 3 star rating

Slide no. 32

EXTERIOR

Slide no. 33

EXTERIOR

Slide no. 34

KITCHEN(LOCATED WITHIN BEDROOM)

Slide no. 35

BEDROOM

Slide no. 36

BATHROOM

Name of Property:Clanwilliam

CategorySelf catering

Star Rating Applied for 3 star rating

Slide no. 38

EXTERIOR

Slide no. 39

LOUNGE(LOCATED WITHIN BEDROOM)

Slide no. 40

BEDROOM

Slide no. 41

BEDROOM

New Trade Focused Campaign

Slide no. 43Online partnerships ensure Access to Markets

Slide no. 44

AWARENESS ENGAGEMENT CONVERSION

High Impact Display

•Impressions: 445 641•Clicks: 538•CTR: 0.29%

Ad Networks

•Impressions: 7 318 635•Clicks: 13 180

•CTR: 0.18%

Mailers Paid Search

•Impressions: 46 701 158

•Clicks: 18 259•CPC: R12.69

Display Banners

•Impressions: 356 190•Clicks: 735•CTR: 0.21%

Total Impressions: 54 821 624 Total Clicks: 32 712

‒ LinkedIn: 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

TGCSA / Digital Results 16th Nov 2012 to 30th January 2013

Slide no. 45

Slide no. 46

Website Visits• Southafrica.net = 3,3mil• Searching for accommodation =

1.2mil• TGCSA = 173 000

• TOTAL ACCOMMODATION SEARCHES = 1 737 000mil

LET’S CONTINUE FLYING THE FLAG!

THANK YOU