Stef,
Some may say this is beating a dead horse but I'm glad you raised it. This is a topic I have also raised before, feel strongly about and I will therefore weigh in here as well with my opinion(s).
I won't try to tell others how to run their businesses and I don't want to either... However; we as Outfitters should be wary of underselling ourselves and the product we offer. Hunting Africa is not and should not be "cheap" because what we have here is special - very special - and all things special come at a price.
Some folks seem to think that those of us who are charging $400 - $500pd are greedy and we charge that because we "can". But you and I know that it has nothing to do with what we "can" or "cannot" charge...
Previously (in another thread) I used an example of what it typically costs to host a client on a quality safari. Some got the point I was trying to make and others did not so let me try and use another example:
What does it cost for a single person to stay overnight in a semi decent hotel in the USA? $100? $150 per night?
And what is included in this rate? A bed - right?
Let's add breakfast at $15, lunch at $20 and a steak dinner with wine at another $30... Let's add a few beers or G&T's... Wat does this add up to?
So if we were to assume that you got a room at $100 we're at $165 per night... Agreed, you can find hotels for cheaper than $100 - but what exactly do you get for that price?
What does a bottle of water or a coke cost - there at your $100pn hotel with a view over the apartment buildings of office blocks surrounding you?
Assuming your hotel is not right next to the airport, what does it cost you to get to your hotel from the airport and back?
What would it cost you to get a cab into town to do some shopping or just look around on a daily basis? And would it cost you to hire your own private guide to show you around in a private car?
What would it cost you to have your laundry washed and ironed on a daily basis?
Now let's look at what the typical safari operator offers:
- A rate per day as opposed to a rate per night.
- Breakfast, lunch and dinner.
- Drinks (bottled water, soft drinks, beers, wine and in some instances liquor too).
- No view of other hotels, apartment buildings or skyscrapers from your chalet - more likely a view of kudu and giraffe coming in to drink at the waterhole...
- Daily laundry.
- Transfers to and from the airport.
- A private guide who drives you around and uses his knowledge and experience to find you trophy animals and gets you in a position to shoot at them.
- Trackers to assist you in this process and skinners to experiy skin your animals.
- And much, much more...
I don't care how good an experience those who've been on cheap hunts have had in the past and quite frankly I don't care how the Outfitters who are offering those cheap hunts are making their money. From an business perspective, I am concerned about the sustainability of only offering cheap hunts but to each his own...
Some Outfitters seem to think that by offering cheap hunts when they start out in the industry they will attract some business and allow them to build a client base but the reality is that "cheap" hunts attract "cheap" clients. And I don't mean this in any derogatory kind of way.
My long-winded point is that we as Outfitters should never, ever make our product cheap. Even at $500pd a plains game hunt with a quality Outfit in a good area in SA is not expensive - given what the average American (sorry to use US Residents as example) would have paid for similar service in the USA. So why should we offer this at half price - even if we can make a (perceived) marginal profit?
Some years ago I had an enquiry from a potential client who wanted to bring his son with him on a hunt to Africa...
I quoted the client as per my usual pricelist and he replied that his son was still young, the two of them didn't need any fancy meals or service and only wanted a good hunting experience... He told me that some Outfitters had offered for his son to come for free and others would only charge an observer rate.
I subsequently offered the client reduced rates for both him and his son and also reduced trophy fees - which were apparently not "reduced" enough as he ended up booking with another well respected Outfitter (I'll call him Outfitter 1) - obviously at a cheaper price..
The client went on to have a successful hunt with Outfitter 1 and published a glowing report about his hunt upon his return. Great was my surprise though when the same client contacted me the next year and again enquired about him and his son coming hunting with me. "Why would he want to ask me about a hunt if he had such a great time on his last hunt? Why not just book another hunt with Outfitter 1?"
Anyway; I again quoted the client (at a reduced rate) and my quote was again rejected in favour of another cheaper Outfit - or OutfitS I should say - as he booked with Outfitter 2 and 3...
The client went on the hunt and again returned with another glowing hunt report on his "cheap" hunt. That same client is now acting as agent for one of the cheaper Outfits...
Now my question is this:
"Where is this client's loyalty?" He has to date hunted with three different Outfits of which whom he has elected to represent the cheapest one - claiming this is (and should be) the Outfit of choice for the average tourist hunter... And maybe rightfully so... But what happens when that "cheap" Outfitter has made his mark or realizes he is too cheap and increases his prices? Will this "agent" continue to act as agent for the Outfitter or will he look for the next cheapest deal he can get and then start representing him?
Personally I don't know the answer... I'm just happy I didn't book the "cheap" hunt...
Bets,
Chris