Travel in Samoa

Sluggish growth throughout 2014

Throughout 2014, the Samoan travel industry experienced a year of slow growth characterised by limited business opportunities and a saturated leisure market that offers few high value-added activities. This was compounded by the ongoing recovery efforts following Cyclone Evan, which left many hotels’ doors closed as restorations and renovations continued. With the cyclone still in recent memory, tourists have been deterred from visiting the country due to the risk of future unexpected natural disasters, which can negatively impact on a holiday.

Samoa yet to embrace online travel

The Samoan travel industry has begun making use of online capabilities to better reach potential markets and make the travel process more efficient and effective. Established airlines operating in Samoa are being featured on booking websites, which is improving their visibility; however, smaller airlines are not receiving the same recognition on these sites, putting pressure on these carriers to promote themselves through intermediaries and word of mouth. Hotels are engaging with customers directly through booking options available on websites. Online bookings are available with a variety of lodgings and no longer limited to luxury resorts and hotels.

Samoa Air continues to face challenges

Samoa Air continues to receive criticism over its decision to employ an airfare scheme wherein customers pay according to their body weight. This is the first of its kind within the airline industry and thus has drawn the ire of critics, who state it breaches aviation standards. In addition to this, the airline is facing increasing fees flying to the Polynesian Airlines owned airport in Fagali’i. Additionally, calls for the airline, along with Polynesian Airlines, to be privatised have been growing increasingly loud due to their unprofitable nature as state-backed enterprises.

International investment a positive sign

After Cyclone Evan, there has been some positive development as the famous Aggie Grey’s hotel is being re-established under Sheraton ownership. The entrance of the first internationally recognised hotel brand helps to pave the way for future large-scale investments from global companies. This in turn will help to entice international leisure and business visitors to the country due to the image and level of quality they associate with familiar brands they have experienced before.

Future performance expected to improve

With the introduction and establishment of global brands such as Sheraton and Virgin in Samoa, the country is in a good position to develop its travel image over the forecast period with improved recognition from international visitors considering making a trip. Furthermore, restorations and repairs following Cyclone Evan are expected to be completed shortly, improving the available infrastructure and increasing the supply of lodgings and the number of activities. This will be especially useful for the upcoming visit by the New Zealand All Blacks rugby team, which has created great excitement within and beyond the nation.

Files are delivered directly into your account within a few minutes of purchase.