Un­der­stand­ing the East African lux­ury travel mar­ket

LUX­URY TRAVEL MAR­KET

Nomad Africa Magazine - - Inside - Words: NI­COLE LESCHINSKY

east Africa, in par­tic­u­lar, is home to some of the most sought-after travel des­ti­na­tions in the world, and for good rea­son: the area boasts some of the most spec­tac­u­lar nat­u­ral won­ders on this planet. The Ngoron­goro Crater, de­vel­oped after a vol­canic ex­plo­sion of a moun­tain and a place that is now home to al­most 24 000 an­i­mals, in­clud­ing one of the dens­est pop­u­la­tions of Maa­sai lions. The great mi­gra­tion from the plains of the Serengeti in Tan­za­nia to Maa­sai Mara in Kenya is one of the most in­cred­i­ble wildlife sights to be­hold. It is truly na­ture’s grand­est spec­ta­cle, with around 1.5 mil­lion wilde­beests and some 200 000 ze­bras cross­ing the ter­rain, with a back­drop of Mount Kil­i­man­jaro’s peak ris­ing into the clouds.

Kenya is home to Africa’s big­gest fresh wa­ter lake, Lake Vic­to­ria, and the warm In­dian Ocean coast­line is dot­ted with white sandy beaches and trop­i­cal forests. The Great Rift Val­ley stretches 6 400km from the Red Sea to Mozam­bique, forg­ing canyons and great lakes through Kenya. Nairobi, Kenya’s bustling cap­i­tal city, is a cos­mopoli­tan melt­ing pot of var­i­ous cul­tures and the hub of com­mer­cial and eco­nomic ac­tiv­ity.

In the 1920s, it be­came pop­u­lar for the well-heeled and wealthy to visit Africa for leisure sa­faris and hunt­ing ex­pe­di­tions. They re­turned home with ex­otic sto­ries, pho­tographs and tro­phies as proof of their ad­ven­tures. The Nor­folk Ho­tel is one of the land­mark ho­tels that was built in Nairobi in 1904 and still stands to­day, owned and re­fur­bished by global lux­ury brand, Fair­mont re­sorts and ho­tels. The Mt. Kenya Sa­fari Club, an­other grand Fair­mount re­sort is lo­cated in Nanyuki. The 120 lux­u­ri­ous rooms re­flect the 1950’s colo­nial ar­chi­tec­ture with the el­e­gance of a coun­try club and am­bi­ence of a plan­ta­tion-style home, which was fre­quented by Win­ston Churchill. The ac­tor Wil­liam Holden orig­i­nally cre­ated the ranch in 1959, and his orig­i­nal cot­tage still stands on the prop­erty.

Kenya is con­tin­u­ally rais­ing stan­dards in lux­ury ac­com­mo­da­tion and lead­ing the sa­fari ex­pe­ri­ence. Other lux­ury brands in Kenya in­clude Finch Hat­ton’s lux­ury camp, lo­cated in Tsavo West, one of Kenya’s largest and old­est na­tional parks, dat­ing back to 1948. The camp has a feel for by­gone ro­mance and is named after the celebrity avi­a­tor, who was famed for hunt­ing and pho­tog­ra­phy sa­faris, as well as his un­timely death when he crashed his air­craft in 1931. The lux­u­ri­ous tents, which were com­pletely up­dated and re­vamped in 2013, in­clude a pres­i­den­tial can­vas tent fit for a king.

Segera Re­treat is an­other ul­tra-lux­u­ri­ous pri­vate 50 000-acre wildlife sanc­tu­ary

The lux­ury travel mar­ket is grow­ing in Africa, and con­se­quently has at­tracted in­vest­ment from the world’s lead­ing brands. Some of the most lux­u­ri­ous ho­tels can be found in Africa, of­fer­ing an ex­pe­ri­ence un­like any other along­side global stan­dards of ex­cel­lence in fine din­ing, flaw­less ser­vice and world-class decor, de­spite of­ten be­ing tucked away in re­mote lo­ca­tions.

and award-win­ning eco-sa­fari des­ti­na­tion lo­cated in Laikipia. Eight two-story wooden thatched vil­las are sur­rounded by trop­i­cal gar­dens with a view of Mt. Kenya in the dis­tance. The ex­clu­sive re­treat is man­aged by Wilderness Col­lec­tion, part of Wilderness Sa­faris, which com­prises of four premier African des­ti­na­tions, in­clud­ing North Is­land Sey­chelles, Odzala Congo and Abu Camp Botswana.

The Lois­aba Tented Camp in Laikipia sur­vived a bush fire in 2013 and was com­pletely re­built, of­fer­ing ex­cep­tional stan­dards when it re­opened. Aside from reg­u­lar lux­ury tents, Lois­aba of­fers guests the op­por­tu­nity to sleep un­der the stars in one-of-a-kind ‘Starbeds’, four-poster beds built into the back of a Land Rover and po­si­tioned on open decks overnight to take in the African skies. An in­fin­ity swim­ming pool looks over the Laikipia plains all the way to Mt. Kenya. The camp is owned by the Ele­wana Col­lec­tion of camps, lodges and ho­tels, which in­cludes premium lux­ury des­ti­na­tions in Kenya, such as: Lewa Sa­fari Camp; Sand River Maa­sai Mara; AfroChic Diani Beach; Kitich Camp Mathews For­est; and in Tan­za­nia: Arusha Cof­fee Lodge; Tarangire Tree­tops; Serengeti Mi­gra­tion Camp; The Manor at Ngoron­goro and Kilindi Zanz­ibar.

The ex­trav­a­gant OL Jogi Ranch in the north of Nairobi is a pri­vate game re­serve pre­vi­ously owned by bil­lion­aire French art dealer Alec Wilden­stein and his ec­cen­tric wife Jo­ce­lyne, "The Cat Woman" Wilden­stein. The area used to be a cat­tle ranch, but is now fo­cused on the preser­va­tion of en­dan­gered species. The five-star manor house and ad­join­ing cot­tages can only be hired ex­clu­sively as a pack­age in the price range of US $300 000 dol­lars per week. It is op­u­lence and ex­treme lux­ury at its best, with the finest fin­ishes and pri­vate staff com­pli­ment to cater to ev­ery need. Ranch Di­rec­tor Alec Wilden­stein Jr. ex­plains, "The ex­pe­ri­ence I'm try­ing to of­fer here is how you would have seen Africa maybe 20 or 30 years ago.

"There is no other place in Africa, where you can have a 60 000-acre wildlife con­ser­vancy en­tirely to your­self. You will never see an­other tourist, never see an­other mini­van. We want peo­ple to come here and feel it is their home. This doesn’t ex­ist any­where else in Africa."

The five-star OL Pe­jeta Con­ser­vancy in Laikipia, near Nanyuki, is an­other grand ranch house. For­merly pri­vately owned by multi-mil­lion­aire Ad­nan Kashoggi, it is one of only four pri­vate game con­ser­van­cies founded in Kenya. The 110 000-acre grounds host a higher wildlife-to-area ra­tio than any Kenyan na­tional park, and aside from an al­most guar­an­teed view­ing of the ‘Big Five,’ the area boasts the largest black rhino sanc­tu­ary in East Africa. A pri­vate restau­rant with a ded­i­cated chef and two pri­vate swim­ming pools en­sure ev­ery re­quire­ment is met. A pop­u­lar trend amongst A-list bil­lion­aires is in­vest­ing in a piece of Africa they can

call home. One such ex­am­ple is Ma­hali Mzuri, 13 500-hectares owned by Sir Richard Bran­son of the Vir­gin Group. The lux­ury five-star camp is nes­tled in Olare Mo­torogi Con­ser­vancy on the out­skirts of the Maa­sai Mara na­tional re­serve. It is com­prised of 12-tented stylish suites, which can be booked ex­clu­sively for US $28 800 per night, at­tended to by but­lers and a Gor­don Ram­sey-trained chef.

For a bit of nos­tal­gia in the Mara Na­tional Re­serve, Cot­tar’s 1920’s Sa­fari Camp has been run by the Cot­tar fam­ily for five gen­er­a­tions, their busi­ness dat­ing back to the First World War. Drawn in by Pres­i­dent Theodore Roo­sevelt’s ex­hil­a­rat­ing sto­ries of his big game hunt­ing ad­ven­ture in 1906, Charles Cot­tar ar­rived in Africa from the USA in 1909. The Cot­tar fam­ily soon fol­lowed Charles to Kenya and reg­is­tered one of the very first sa­fari com­pa­nies in 1919, of­fer­ing big-game hunt­ing and pho­tog­ra­phy sa­faris through­out Africa. The award-win­ning five-star lodge is un­der­stated el­e­gance, time­less ro­mance and old-world charm rolled into lux­u­ri­ous tents adorned with fam­ily heir­looms and an­tiques.

A lux­ury re­treat in Africa wouldn’t be com­plete with­out &Be­yond, glob­ally recog­nised as a world leader in lux­ury travel with a pres­ence in 15 African coun­tries. Estab­lished in 1991, the award-win­ning &Be­yond be­gan in Lon­dolozi, South Africa, and in 1995, the com­pany ex­panded its port­fo­lio into Kenya, Zim-

The ex­trav­a­gant OL Jogi Ranch in the north of Nairobi is a pri­vate game re­serve pre­vi­ously owned by bil­lion­aire French art dealer Alec Wilden­stein and his ec­cen­tric wife Jo­ce­lyne, "The Cat Woman" Wilden­stein. The area used to be a cat­tle ranch, but is now fo­cused on the preser­va­tion of en­dan­gered species. The five-star manor house and ad­join­ing cot­tages can only be hired ex­clu­sively as a pack­age in the price range of US $300 000 dol­lars per week. It is op­u­lence and ex­treme lux­ury at its best, with the finest fin­ishes and pri­vate staff com­pli­ment to cater to ev­ery need.

babwe, Tan­za­nia, Botswana, Namibia and In­dia. In 2000, the com­pany merged with Afro Ven­tures and Into Africa to form the large lodge- and tour-op­er­at­ing port­fo­lio it is to­day, own­ing and op­er­at­ing 35 lux­ury sa­fari lodges through­out Africa. The com­pany is renowned for im­pec­ca­ble ser­vice and tai­lor-made pack­ages, a grow­ing trend of­fer­ing tour pack­ages, such as the ‘Trea­sures of Tan­za­nia’ tour. The lux­ury lodges owned by &Be­yond in Kenya in­clude &Be­yond Ngoron­goro Crater Lodge, &Be­yond Kichwa Tembo Tented Camp in the Mara na­tional re­serve and &Be­yond Grumeti Serengeti Tented Camp in the Serengeti na­tional park.

The name Sin­gita is syn­ony­mous with the sa­fari in­dus­try, with 12 lodges in Africa, half of which are lo­cated in East Africa. These in­clude Ex­plore Grumeti; Faru Faru Lodge; Sab­ora Tented Camp; Sasakwa Lodge Grumeti; Serengeti House Grumeti; Mara River Tented Camp La­mai and the Sin­gita Pri­vate Vil­las col­lec­tion, in­clud­ing Sin­gita Ex­plore and Sin­gita Serengeti House. This su­per lux­ury op­tion of pri­vate multi-bed­room vil­las of­fers the ul­ti­mate in pri­vacy and ex­clu­siv­ity. Each is ser­viced by a pri­vate chef and staff, as well as pri­vate use of the game ve­hi­cles and guides at one’s own pace. Orig­i­nally bought by the Bailes fam­ily as a hunt­ing con­ces­sion, the first lodge, Sin­gita Ebony was founded in 1993 and built on their pri­vate 45 000acres in the Sabi Sand Game Re­serve. To­day, all the species of wildlife are pro­tected in the area.

Sin­gita’s CEO, Luke Bailes says, “As a sa­fari com­pany, Sin­gita takes into ac­count 20, 50 and even 100-year hori­zons. Peo­ple feel priv­i­leged to stay in un­pop­u­lated, un­touched wilderness ar­eas and they choose to stay with us be­cause our lodges have a rep­u­ta­tion for be­ing rare and au­then­tic, while em­body­ing a phi­los­o­phy of sen­si­tiv­ity.”

The Hil­ton is a ho­tel chain recog­nised glob­ally and Hil­ton Nairobi fea­tures a sim­i­lar sky­scraper icon as one would see in ma­jor cities world­wide. Sit­u­ated in the busi­ness dis­trict, it is con­ve­nient for busi­ness or con­fer­ence trav­ellers and of­fers a spa, swim­ming pool, busi­ness cen­tre, fit­ness cen­tre and nu­mer­ous restau­rants.

Bou­tique ho­tels in­clude the ul­tra-lux­u­ri­ous Hem­ing­ways Nairobi, a charm­ing 45-room ho­tel that of­fers a per­son­alised, be­spoke ser­vice with pri­vate but­ler, beds lined in the finest Egyp­tian cot­ton and hand-cut Ital­ian mar­ble fea­tures on the plan­ta­tion-style prop­erty.

Four Sea­sons Ho­tels & Re­sorts, launched in 1960, has be­come one of the great­est lux­ury hos­pi­tal­ity brands in the world, man­ag­ing 87 ho­tels and re­sorts world­wide. The Four Sea­sons Sa­fari Lodge Serengeti is a five-star lux­ury ho­tel based within the Serengeti na­tional park in Tan­za­nia. It fea­tures lo­cal con­tem­po­rary African decor and art­work com­bined with mod­ern ameni­ties one would ex­pect from a Four Sea­sons: flat-screen TVs, fit­ness cen­tre, mini­bars and free WiFi with high­speed in­ter­net. The 60 rooms and 12 suites have views over the nearby wa­ter­ing hole and Serengeti plains, whilst 5 vil­las are fit­ted with out­door show­ers and pri­vate in­fin­ity pools. The pres­i­den­tial villa of­fers a pri­vate chef, 24-hour but­ler ser­vice, a full kitchen, pri­vate pool, two king beds and three full bath­rooms.

Bou­tique ho­tels in­clude the ul­tra-lux­u­ri­ous Hem­ing­ways Nairobi, a charm­ing 45room ho­tel that of­fers a per­son­alised, be­spoke ser­vice with pri­vate but­ler, beds lined in the finest Egyp­tian cot­ton and hand-cut Ital­ian mar­ble fea­tures on the plan­ta­tion-style prop­erty. It is con­stantly rated as one of the best ho­tels in Nairobi and be­ing only 40-min­utes’ drive from Nairobi air­port, it is a per­fect lo­ca­tion for busi­ness and leisure trav­ellers alike. Al­fa­jiri, named by Condè Nast Trav­eller as ‘one of the most lux­u­ri­ous vil­las in the

The ex­pe­ri­ence I'm try­ing to of­fer here is how you would have seen Africa maybe 20 or 30 years ago. There is no other place in Africa, where you can have a 60 000-acre wildlife con­ser­vancy en­tirely to your­self. You will never see an­other tourist, never see an­other mini­van. We want peo­ple to come here and feel it is their home. This doesn’t ex­ist any­where else in Africa."

- Alec Wilden­stein Jr., Ranch Di­rec­tor, OL Jogi Ranch

world,’ is lo­cated along­side Diani Beach, re­garded as one of the best beaches in Kenya. It of­fers a view of the turquoise blue ocean lap­ping onto fine white sand. Scuba div­ing, snorkelling, deep-sea fish­ing and kite surf­ing are some of the ac­tiv­i­ties avail­able, and guests reg­u­larly use the beach-side vil­las as a base to visit the coastal game re­serves, or to sim­ply re­lax and en­joy pri­vate din­ing, the spa or the nearby 18-hole golf course.

Five-star lux­ury awaits you at the ex­clu­sive Al­ma­nara Re­sort, lo­cated south of Mom­basa along the crys­tal clear wa­ter of Diani Beach and sur­rounded by lush green forests. The owner, Nico Gio­vando was born in Kenya but left for Europe in 1971. After spend­ing 25 years away, Nico re­turned to Diani with his fam­ily in 2003, and found the per­fect lo­ca­tion to build the lux­ury prop­erty. Six pri­vate vil­las as well as a Pres­i­den­tial villa are avail­able with pri­vate chef and but­ler ser­vice. Snorkelling and div­ing at the nearby Kisite Na­tional Ma­rine Park and Wasini Is­land is just one of the many recre­ational ac­tiv­i­ties on of­fer. Flights run daily from the nearby airstrip to Am­boseli; Tsavo and the Mara Game Re­serve, and the fam­ily of­fer a pri­vate air char­ter with their Cessna Grand Car­a­van.

The state-of-the-art five-star Villa Rose Kempin­ski ho­tel in Nairobi has more of a Euro­pean flair in de­sign ac­com­pa­nied with ser­vice full of lo­cal charm. In com­par­i­son to the ex­clu­siv­ity of smaller lodges, the ho­tel’s 200-suites are per­fect for busi­ness or con­fer­ence trav­ellers, one of the eco­nomic sec­tors which has boomed in East Africa. Sit­u­ated in the heart of the com­mer­cial cen­tre, the ho­tel of­fers ameni­ties such as con­fer­ence rooms, ball­room, a lux­ury spa, gym, pool, shop­ping cen­tre and nu­mer­ous restau­rants.

Trends in spend­ing on lux­ury

In­ter­na­tional trends have in­creased the de­mand for lux­u­ri­ous ho­tels for hol­i­dayand busi­ness travel. As more and more con­sumers as­pire to live lux­u­ri­ous life­styles, they are be­com­ing more brand­con­scious and are spend­ing more, opt­ing for lux­ury re­sorts and ho­tels.

The Lux­ury Net­work Kenya is an ini­tia­tive that is pro­mot­ing affin­ity net­work mar­ket­ing to lux­ury brands in Kenya. Hav­ing only been in op­er­a­tion for a year, the com­pany is al­ready re­port­ing huge suc­cess in launch­ing the plat­form that con­nects lux­ury brands and af­flu­ent con­sumers. The aim is not only to part­ner brands at var­i­ous events to cre­ate aware­ness and recog­ni­tion, but to en­cour­age con­ver­sa­tions be­tween brands and con­sumers for a more per­son­alised ex­pe­ri­ence. A re­cent project in­cluded in­volv­ing lux­ury au­to­mo­tive brands such as Jaguar and Land Rover at a cock­tail event held at the glam­orous English Point Ma­rina Ho­tel. The ef­forts of Lux­ury Net­work Kenya CEO, Michael Mwai and his team is ed­u­cat­ing brands on how to adapt to the mar­ket and pro­vide per­sonal con­tact with clients.

The av­er­age tourist stays for an av­er­age of two weeks in Kenya. Re­gional mar­ket­ing has be­come a big trend and many of the lux­ury brands of­fer tour pack­ages to en­cour­age guests to book mul­ti­ple itin­er­ar­ies. There is huge po­ten­tial for mo­bile com­merce, as over 30% of Kenyans have

A pop­u­lar trend amongst A-list bil­lion­aires is in­vest­ing in a piece of Africa they can call home. One such ex­am­ple is Ma­hali Mzuri, 13 500-hectares owned by Sir Richard Bran­son of the Vir­gin Group. The lux­ury five-star camp is nes­tled in Olare Mo­torogi Con­ser­vancy on the out­skirts of the Maa­sai Mara na­tional re­serve. It is com­prised of 12-tented stylish suites, which can be booked ex­clu­sively for US $28 800 per night, at­tended to by but­lers and a Gor­don Ram­sey-trained chef.

smart phones and book­ings are made on­line. Lux­ury and bou­tique busi­ness ho­tels will need to meet the de­mands of the new-age busi­ness trav­eller by con­stantly up­dat­ing con­fer­enc­ing fa­cil­i­ties, con­nec­tiv­ity and ex­tend­ing per­son­alised ser­vice.

Hur­dles to De­vel­op­ment

Tourism re­mains the num­ber one in­jec­tion into the Kenyan econ­omy, con­tribut­ing to 10% of the GDP, while ac­count­ing for 1/11 jobs. How­ever, in­ter­na­tional vis­i­tor ar­rivals to Kenya have been on a down­ward trend in the last five years. Ac­cord­ing to the 2016 Kenya Na­tional Bureau of Sta­tis­tics, in­ter­na­tional vis­i­tor ar­rivals de­clined by 12.6% in 2015. This could be due to per­ceived se­cu­rity risks posed by ter­ror­ism, the af­ter­math of Ebola out­break in West Africa in 2014 and partly to some coun­tries’ fail­ure to lift travel ad­vi­sories is­sued in the past.

The num­ber of visi­tors to na­tional parks and game re­serves de­clined by 10.8 per cent in 2015. Park en­try fees also tend to be high for non-res­i­dents when com­pared to neigh­bour­ing coun­tries. How­ever, some zones, which in­clude the coastal ar­eas, Maa­sai­land, Nyanza Basin, Western and North­ern Kenya re­ported im­proved per­for­mances, more than dou­bling their oc­cu­pancy from 2014 to 2015. Ho­tels in the coastal prov­ince, which ac­counts for more than 60% of in­bound tourist ar­rivals re­ported above 80% book­ings as com­pared to 50% made in the pre­vi­ous year dur­ing the same pe­riod. In game lodge oc­cu­pancy, do­mes­tic tourism dom­i­nated the growth sec­tor, dou­bling in the pe­riod 2014 – 2015. The in­crease in do­mes­tic tourism could be due to the fact that wealthy Africans are trav­el­ling more of­ten. The num­ber of dol­lar mil­lion­aires in the Kenyan cap­i­tal, Nairobi, is ex­pected to reach 62% to over 8 000 dol­lar mil­lion­aires. With 53% of Kenyan tourism com­ing from the do­mes­tic mar­ket, lux­ury ho­tels will be­gin to mar­ket tourism at the lo­cal and re­gional level and not pri­mar­ily to the in­ter­na­tional mar­ket. The in­tro­duc­tion of the Sin­gle Tourist Visa has fur­ther re­duced the cost of visa-ac­qui­si­tion for do­mes­tic travel in East Africa, ex­clud­ing Tan­za­nia and Bu­rundi.

Gen­eral lodg­ing wit­nessed growth of 4% in 2015, com­pared to lux­ury ho­tels, which grew by 3%. Dur­ing the re­view pe­riod, Villa Rosa Kempin­ski, Nor­folk, Hil­ton and Hem­ing­way’s lux­ury ho­tels in Nairobi wit­nessed an up­surge in in­bound ar­rivals from busi­ness and leisure tourism. In­fra­struc­ture ca­pac­ity re­mains a chal­lenge, as it cur­rently can­not sus­tain the strat­egy for tourism de­vel­op­ment in the coun­try. The Nairobi air­port was op­er­at­ing at over­ca­pac­ity for years, with al­most six mil­lion pas­sen­gers pass­ing through per year, while hav­ing been de­signed for 2, 5 mil­lion. Fur­ther ex­pan­sion is on­go­ing and im­prove­ments to road in­fra­struc­ture is vi­tal for the key tourist parks and coast­lines.

De­spite chal­lenges, the lux­ury ho­tel and travel in­dus­try is set to grow in Kenya, and on the African con­ti­nent. Wealthy tourists, lo­cal mil­lion­aires, healthy economies and abun­dant wildlife and nat­u­ral re­sources, all prom­ise huge po­ten­tial for lux­ury tourism.

Tourism re­mains the num­ber one in­jec­tion into the Kenyan econ­omy, con­tribut­ing to 10% of the GDP, while ac­count­ing for 1/11 jobs. As a sa­fari com­pany, Sin­gita takes into ac­count 20, 50 and even 100-year hori­zons. Peo­ple feel priv­i­leged to stay in un­pop­u­lated, un­touched wilderness ar­eas and they choose to stay with us be­cause our lodges have a rep­u­ta­tion for be­ing rare and au­then­tic, while em­body­ing a phi­los­o­phy of sen­si­tiv­ity.” - Luke Bailes , CEO, Sin­gita Pri­vate Vil­las col­lec­tion

The trop­i­cal Thanda Is­land lo­cated at Mafia Is­land off the coast of Tan­za­nia was cre­at­e­dus­ing thought­ful de­sign to en­hance and re­de­fine lux­ury.

The ex­trav­a­gant OL Jogi Ranch in the north of Nairobi.

Above: the ul­tra-lux­u­ri­ous Hem­ing­ways Nairobi is con­stantly rated as one of the best ho­tels in Nairobi and be­ing only 40-min­utes’ drive from Nairobi air­port, it is a per­fect lo­ca­tion for busi­ness and leisure trav­ellers alike.

The Lois­aba Tented Camp in Laikipia sur­vived a bush fire in 2013 and was com­pletely re­built, of­fer­ing ex­cep­tional stan­dards when it re­opened.

Sin­gita Ex­plore has a su­per lux­ury op­tion of pri­vate multi-bed­room vil­las and of­fers the ul­ti­mate in pri­vacy and ex­clu­siv­ity.The name Sin­gita is syn­ony­mous with the sa­fari in­dus­try, with 12 lodges in Africa, half of which are lo­cated in East Africa.

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