Designing Wild Escapes

Minor content

Students will analyse a selected South African region to understand its landscape, culture, tourism offerings, communities and potential visitors. This will involve a strategic analysis of travelers’ needs, market demand, competitors and possible locations to identify a suitable opportunity. The new concept will connect accommodation with experiences that reflect the region, while considering environmental impact and the business of conservation, local participation and responsible use of cultural heritage. These concepts will be combined into a blueprint for the customer journey in the form of a Customer Journey Design (CJD) as well as a detailed digital marketing plan for pre-opening and rollout.

A full prototype, in the form of a business concept and plan, will be supported by floorplans, interior design and proposed guest experience will be developed. Feasibility work will consider site access, infrastructure, property zoning, relevant regulations and approval requirements. Accommodation concepts may range from game lodges to glamping, pods, tree-top accommodation and converted trains or caravans, provided the proposal fits its setting and target market. Student should consider the long-term longevity and strength of the business by addressing an Online Reputation Management (ORM) strategy.

Structure of the minor

The minor carries 15 ECTS aand is offered in periods 1 and 3. The proposed learning structure follows one integrated development project: regional investigation, concept development, prototype testing and business planning. Students work collaboratively, with the guidance of the module coordinator as well as input from Real-World-Learning (RWL) partners to test ideas and refine their proposals.

Learning activities combine workshops, independent research, design reviews and feedback on developing concepts. Regional observation and engagement with local tourism businesses and community stakeholders will inform the project where practical. Site visits are proposed subject to arrangements. One of these will include a mini tour in the form of an experiential stay in an Eastern cape location such as Hogsback.
On successful completion, students will be able to:

1. Analyse a South African region and travellers’ needs to identify and justify a feasible opportunity for distinctive accommodation and experiences within a natural and less populated environment.
2. Design and evaluate an accommodation and experience prototype that responds to its environment, local culture and target market, supported by floorplans and interior design. This prototype will consider the Customer Journey Design (CJD) that aligns with the chosen concept.
3. Develop and defend a complete business concept and plan integrating strategic analysis, capital budgeting, operational planning, digital marketing design, conservation management, implementation and an assessment of zoning and regulatory feasibility.
4. Include a strategy for Online Reputation Management (ORM) to ensure that constant evaluation and improvement of the business is maintained in future.

Study features