Bench Africa first to market

Bench Africa Chairman, Mike Kirkland, believes the company will be the first Africa operator in the Australian market to release a post-COVID brochure, with the new program to launch shortly following extensive development over recent months.

Speaking to Travel Daily in Sydney yesterday, Kirkland said Bench is close to returning to profitability, and having endured the pandemic, is rebuilding with an expanded fleet of fully air conditioned luxury vehicles and a new Cessna Caravan aircraft.

He said Bench is seeing strong demand, with key trends including a growth in multigenerational travel as families seek reconnection and time together.

Accordingly, the new brochure will feature a section dedicated to family travel, showcasing properties and experiences that are highly kid-friendly.

Australia’s recovery to Africa has lagged behind other markets, with US demand 10 months ahead, meaning some properties already have limited space in key booking periods, Kirkland said.

As well as the development of the new brochure, Bench is rebuilding its local team including the recent appointment of former Adventure World Head of Sales, Andy Kirkman, as Trade Relations Manager along with new res staff and ultimately more BDMs.

Kirkman said the new program will feature QR codes to offer dynamic pricing details to reflect currency fluctuations.

Bench Chairman Kirkland noted that the company is also in good stead with clients, having refunded all customer deposits.

“Every single person has been repaid,” he said, adding “my main purpose in life is to have my clients leave saying ‘that was the best holiday of my life’.”