Gooderson Leisure | How innovation in tourism can help local economies thrive

Established in 1957, the Gooderson Leisure Group is a collection of hotels and lodges located in two of South Africa’s most picturesque provinces, Mpumalanga and Kwa-Zulu Natal.

With 8 different properties, it offers a variety of activities that run the gamut from golf courses to water parks and game drives. That kind of range means that guests of the Gooderson group can find themselves enjoying tranquil spa days, forest forays and bushveld adventures all within the same stable of properties.

Covid-19’s impact on the travel industry was devastating, especially in South Africa. According to Statistics South Africa, the number of overall travellers in South Africa decreased by 71% between 2019 and 2020. This meant that having an agile booking platform partner to help them bounce back from the business strain caused by the pandemic would be vital. More importantly, the Gooderson Group is a major employer where it operates so recovering quickly was key.

The Gooderson Group began working with Profitroom in May 2021. Using Profitroom’s Booking Engine 360 and Channel Manager they converted their website from a place where guests would only book accommodation, into a full-service booking platform that could incorporate packages into their direct revenue.

• Since partnering with Profitroom in May 2021, the Kwa-Zulu Natal and Mpumalanga-based Gooderson Group have seen a 76 % increase in direct revenue growth compared to the 2019 financial year.
• Their average daily rate has increased by 8%

The Gooderson Group is committed to enhancing customer experiences as well as growing its bottom line. Profitroom's partnership with the Gooderson Group has resulted in an increase of visitors, which is also a reflection of the growing number of South African families exploring the hidden gems of the country.

Brandon Castleman, General Manager at Gooderson Leisure, says, “ In addition to providing high-quality accommodation, we also strive to provide good value and a memorable experience for our guests. By partnering with Profitroom, we aim to not only increase bookings, but also to have a better understanding of how to meet the demands of new and existing customers.

Our partnership with Profitroom helps us to prioritise our goals, which is to take good care of our customers from the moment they book to the moment they check out.

Castleman concludes, “We are seeing visitor numbers return to pre-covid levels and a lot of that is attributed to the work we have been able to do with Profitroom".