Established a group-wide events calendar. The sports and events division is exploring opportunities to create niche events at specific properties to drive spend at our properties
We opened a SunBet retail outlet at Carnival City with GrandWest and Sibaya to follow shortly
MVG sign ups grew by 5.2%. Continued to explore sign up opportunities, particularly with long-stay hotel guests
Achieved a group-wide customer satisfaction rating of 80%
Focused on encouraging direct customer bookings using retail leisure campaigns and promotions
Sun International’s purpose is to create memorable experiences for our customers, from their initial awareness stage, through the engagement process to the postexperience phase. We achieve this by instilling a customerfirst culture at our properties, which is reinforced through our values and the SunWay formula for success. Our guest satisfaction system encourages customers to rate their experience at each unit. Their comments provide qualitative and quantitative information to help us determine areas where we can improve, and where our strengths lie. Customer satisfaction scores are aligned to relevant employees’ key performance indicators (KPIs) to drive the correct behaviour. We have revised our customer questionnaires to ensure that they are still relevant, and we have a dedicated resource who directs customer satisfaction reports to appropriate managers to guarantee all complaints are closed out timeously and satisfactorily. We conduct ongoing customer service training at properties to enhance our service offering and customer experience and to empower staff in line with the group’s employee value proposition. To incentive employees we have introduced several unit-specific recognition awards and a service excellence programme that rewards employees for professional and excellent service. In addition, monthly roadshows are carried out to provide leadership visibility.
On average we achieved a medium to high customer satisfaction rating for most properties. Premium properties such as The Table Bay Hotel achieved excellent satisfaction ratings. Our average group rating for 2019 achieved the target rating of 80%. The group needs to ensure we maintain this level of service at all Sun International properties. Therefore, an across-the-board 85% customer satisfaction target has been set for 2020 (gaming and hospitality), against which all general managers will be measured to increase customer service levels. A target of 90% has been set for the gaming’s Privé customer satisfaction. Our brand specialist ensures that the group provides consistent experiences across all properties to attract and retain patronage.
A Palace mock-up room will be completed by the end of March 2020 and we expect that the Palace room’s refurbishment will be completed over the next three years. We are also evaluating the feasibility of converting six rooms into a spa to enhance our guests’ five-star experience. With Sun City celebrating its 40th year in operation, ongoing infrastructure maintenance is taking place to future proof the property.
The Sun City Vacation Club continues to enjoy high occupancy rates in excess of 80%. Phase two room refurbishments were completed in 2019, with no displacement of business or customer inconvenience. Sun International has also earmarked the Vacation Club as an opportunity to expand this timeshare offering to various locations such as the Western Cape, KwaZulu-Natal and Mpumalanga. This will offer guests a variety of scenic beach, mountain and bush experiences. This will also position the group to open its own timeshare exchange, thereby making all iconic properties available to customers, and creating a rental income stream as part the group’s hotel inventory.
The group’s premium international online gaming software provider (Kambi) continues to enrich Sun International’s online sports betting offering, SunBet. During 2018, SunBet’s gaming software was improved to enhance the online user experience and range, increasing its sports content and betting market offering to cover over 241 000 (2018: 100 000) live in-play sports events annually. SunBet’s achieved positive results, increasing 25% (2018: 81%) in the number of bets placed and 67% (2018: 42%) in active users, which resulted in a 68% (2018: 57%) increase in gross gambling revenue (GGR). Going forward, plans are in place to better leverage our iconic properties’ gaming and hospitality offerings to further grow the SunBet market. In Latam, the group is in the process of launching a sports betting platform in Peru, which we expect to start trading in the second quarter of 2020.
The Sun MVG tiered loyalty programme celebrated its silver anniversary (25 years) serving and rewarding our customers. This milestone was leveraged to create awareness and celebrate this loyalty programme by reiterating its benefits to both potential new and existing members through various interventions throughout the year across all properties.
Sun International launched a strategic partnership with Resorts World at Sea – Crystal Cruises – to reward our most loyal MVG members. Depending on the customers MVG membership tier, they can qualify for a complimentary cruise of up to two weeks on Crystal Cruise’s Crystal Serenity and Crystal Symphony luxury ocean liners. In addition, Crystal Cruises also promotes Sun International’s gambling and hospitality offerings to attract international customers who can experience Sun International’s offerings in Cape Town and Durban at our iconic properties. Going forward, the group is considering prospects to expand this offering through other international operators.