Monday Musings 25 April: It’s time to think out of the box 

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The funny thing about change is that it can go either way – it can be the best thing that happened, and it can feel like the worst. It is, however, inevitable and if we resist change for the fear of the negative, we resist the possibility that it could lead to better.  

Hopefully Earth Day (22 April) got a lot of businesses thinking about their carbon footprint and wanting to make a change. As an industry we certainly need to be aware that the eco-friendly consumer continues to be on the rise and there is a growing interest from consumers wanting to know how deep their carbon footprint runs.  

“In PwC’s June 2021 Global Consumer Insights Pulse Survey, half of all the global consumers say they had become even more eco-friendly”.  

But before you forge ahead and get ready for change, it’s important to note that greenwashing is a growing issue that hinders travellers from finding the products they truly believe in and want to support. It washes out the products that are actually making a difference. Sustainability is NOT a PR exercise.  

Sadly, the tourism industry has a long way to go with regards to sustainable tourism. According to Skift, “time is running out and the complacency and greenwashing around climate action [is alarming]”.’s 2022 Sustainable Travel Report, released this month, surveyed more than 30,000 travellers across 32 countries and territories and it clearly shows that “sustainable travel is no longer the ambition of the few but of the many.” 

Now is the time to think out of the box and consider ideas that have high impact, sending the right message and speed up the needed changes.  

Last week we spotted this interactive initiative that relies on public involvement.  

Share a snap for science 

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I also just loved this awareness project that Copenhagen implemented – an initiative to raise public benches to increase awareness of the rising sea levels. 

“City benches of the future have been placed around the city of Copenhagen in order to make it visible to the Danes what the future will be like if we do not act now.” 

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Whilst recognising how much the world is changing around us, it’s only too normal to wish for the days of the past. If you were born in or before the ‘80s, I’m sure you also love reflecting on a time when letters were handwritten in real ink and pen pals were a thing. But more importantly we need to recognise how changes have positively impacted the environment: today we can communicate faster, save on paper, and save our forests in the process.  

Of course, the Gen Zs, iGens, Centennials, Millennials and Gen Y may never have experienced the feeling of receiving that personal letter from a friend, lover or pen pal that was hand-written in real ink, with an envelope that was licked to seal and had a beautiful stamp on the top right-hand corner. But they can look forward to an earth they can pass onto the next generation.  

Speaking of change, these generations are getting creative and putting their own stamp on digital communication. I just loved these examples of Gen Z sign offs … can you imagine being on the receiving end of one of these emails

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In the end, we need to consider that if we do not make the changes that Earth Day and younger generations present, we will soon be left behind. Needless to say: we won’t be able to breathe air that is effectively helping us reduce stress that we all so desperately need to survive. 

Mindful Musings

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Marketing Musings

What’s the Reel Deal 

When it comes to fast-paced change, social media is proving how quickly we can fall behind. Keeping up with the trends is pivotal for social media marketing.  

But what is the reel deal? As much as 86% of all businesses are using video content – and believe it forms a crucial part of their marketing strategy.  

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Video marketing is a must in any online marketing strategy today and in the future. If your team hasn’t got this skill waxed, then you’ll need to be mindful of falling behind.  

According to Bizcommunity, these are the six video marketing trends that brands need to be aware of: 

  1. And we’re LIVE…  
    Live streaming video is here to stay. 80% of consumers wanting to watch live video from brands as opposed to reading a blog and 82% preferring live brand videos to social posts. 
  1. Short-form for the win 
    Through the rise in popularity of Tik Tok, short-form video has become increasingly popular, “with Reels receiving 22% more engagement than traditional video content, brands need to capitalise on this trend to dominate in 2022.” 
  1. From the mouth of the consumer 
    If you want authentic, then user-generated content is the way to go. It increases trust and impacts purchasing decisions and according to Bizcommunity, “93% [of marketers] admit that consumers trust this form of content against those created by brands.” 
  1. VR and AR meet the reel world 
    With the introduction of the metaverse, the virtual and augmented reality worlds are set to explode soon. The Metaverse will help amplify your business and give consumers greater insight into the products.  
  1. The Right way round
    Did you know that 58.4% of the global population are using social media? 80% of that traffic comes from mobile device use. This means that if you create a film that is not vertical on your phone, the content will be watched by approximately 14% of viewers.  
  1. Leading to search party 
    Is it time to do your due diligence in researching the correct keywords to optimize the videos that are on your website? Cadesign Form says that a website is 53x more likely to rank on Google’s front page if it has videos and that videos increase organic search traffic on a site by as much as 157%. 

What the world was musing over this past week

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Brews and Views from Table Mountain

If you ever needed a relaxing way to end your day, this might just be it! TAP has just opened their bar at the top of the mountain and it’s taken sundowners to a whole new level! 

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Rules, rules, rules 

Looks like we’re in for further ‘lockdown’ … just this time with the Internet. We can expect further regulating with the registration and operation of websites in South Africa. 

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The Culinary Tourism scene in Cape Town

Cape Town has recognized a strength in its culinary tourism sector and as travel moves into a transformative mindset new and fresh ideas are on the way.  

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Being different is OK 

Cold Play invited an 11-year-old onto stage to sing with them – and their message is so very powerful.

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Celebrity Cruises thinks out of the Box

The cruise line has launched a campaign that includes the world’s first free travel image library.