“People are travelling again,” is the positive message that Cape Grace’s General Manager, Nigel Pace, took away from his US trip in August 2011.  And this in the midst of ever-worsening economic news, talk of a double-dip recession and a plummeting stock market.  But people are fed up with all the bad news and are starting to think that “life’s too short!” and it’s time to “seize the moment”.

Africa, however, is perceived by Americans as a ‘holiday of a lifetime’, but those who can afford to travel are still coming. Nigel’s pragmatic approach is revealed in his advice; “Don’t hesitate – just do it! It will be a worthwhile experience”. He says that the positivity you get out of going on an amazing holiday outweighs all the doom and gloom.  The US travel trade confirmed that people are thinking like this and Nigel noticed that the US tourism industry is hiring again; he saw new faces in offices and staff recruitment on the increase.

So how was Cape Grace able to distinguish itself from all the other 5-star hotels presenting to hundreds of travel agents at Virtuoso Travel Mart in Las Vegas in their allocated 4-minute sales slots? Sometimes the simplest concepts are the best and if you remember our post on the Little Black Dress (LBD) and how Cape Grace could be likened to this classic, iconic, essential must-have – well that image formed the basis of Cape Grace’s message; “In these turbulent times we endeavour to remain the stable of your wardrobe, the all essential item.”

There’s something very solid about this; discreet, un-ostentatious luxury and warm, memorable, feel-good experiences made special by genuinely nice staff (it’s true! – just walk around the hotel and marvel at how many times people smile).  People are reverting back to the known and the safe; to something that stands the test of time; Cape Grace.