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KURSUS: B.COM HONNEURS VAK: BEMARKING VAN DIENSTE So we had a very interesting time bringing it 500 meters down to the railway line.” 3 Restoring the carriages posed a challenge of a different kind. Most spares required for the restoration work were unavailable, and had to be made. For this reason it was decided to use wood for the carriages instead of steel because the former is easier to work with. Fortunately spares are still available for the undercarriage and bogeys which are made of steel. “But the electrics are a problem. We have definitely run out of odds and ends, and I don’t know what we’re going to do about it yet” Vos admitted in an earlier interview. 4 THE ROVOS RAIL PRODUCT Rovos Rail is marketed internationally as “The most luxurious train in the world.” 5 The beautifully restored trains (there are two of them) consist of up to 21 coaches which can be drawn by either steam, diesel or electric locomotives operating at various stages of the journey. The Classic Pride of Africa, boasting a 1940’s style, carries a maximum of 68 passengers. This train is dedicated to serving the route between Victoria Falls, Pretoria, Cape Town and George/Knysna. The original Edwardian Pride of Africa carries a maximum of 46 passengers, and is mainly dedicated to serving the Pretoria/Komatipoort route. This train can also be chartered by individuals or companies for private use. The trains travel at a speed of 40 km/h, ensuring an unhurried and relaxed atmosphere. Facilities aboard the trains include luxurious accommodation of an unmatched standard, combining the opulence of pre-war travel with subtle modern innovations. Each of the DeLuxe (11 m 2 ) or Royal (16m 2 ) Suites has a twin or double bed, a lounge area and a private en-suite bathroom with hot water shower, hairdryer, shaver point, toilet and basin. The bathrooms in particular are large, and beautifully decorated. The Royal Suites have a broad balcony from which passengers can admire the scenery, and are named after colourful Victorian characters such as Cecil John Rhodes, Barney Barnato and Alfred Beit, as well as Rohan Vos’s wife Anthea. Each suite has a bar fridge, which is filed with an assortment of drinks including a bottle of champagne and a bowl of fruit. A folder with a welcoming note from Rohan Vos, an itinerary, 3 Rohan Vos. (1993, March). Getaway, pp. 34- 38, 115. 4 Rohan Vos. (1993, March). Getaway, pp. 34- 38, 115. 5 Rovos Rail: Train Safaris. (1997). Promotional brochure. 2 Rovos Rail postcards, writing paper and envelopes, and a comment card are also placed in every suite. Rovos Rail believes that small things can make a big impression. Breakfast, lunch and a formal dinner are served in the charming Victorian atmosphere of the Dinning Car. The very impressive Shangani dining car boasts seven pairs of beautifully carved wooden pillars, with arches flowing down the length of the coach. Art Nouveau light fittings, ceiling fans, draped curtains and colourful flower arrangements compliment this. In keeping with tradition, passengers are still expected to dress for dinner. At the back of the train one finds yet another surprise: the observation car. Enlarged windows and a completely glassed back end with a small balcony allows passengers the opportunity to experience some of the most majestic views South Africa has to offer. The observation car seats 32 passengers. Experienced staff, including laundry staff, kitchen staff (2 chefs and 2-3 helpers per train), service staff such as barmen and hostesses are responsible for serving passengers during the trip. Each hostess is responsible for 4-6 suites, while a mechanic takes care of all the technical requirements. A train manager takes responsibility for the overall functioning of the train, while the deputy manager is responsible for the performance of the staff on the train. Each employee is issued with the Rovos Rail uniform, which not only makes them more identifiable to passengers, but also create a professional image. In keeping with the spirit of travel in bygone days, there are no televisions or radios on board, and a cellular phone is available for emergencies only. Depending on the journey, the train may stop at different places of special interest. In Kimberley and Matjiesfontein passengers are transported in minibuses to places of historic significance, while game drives in fully equipped Land Rovers are offered when passengers stay over at Londolozi, a private game reserve in Mpumalanga. On the Dar Es Salaam route organised tours to Zanzibar, Nairobi, Mt Kilimanjaro, Ngorogoro Crater and the Serengeti National Park are arranged. ROUTES AND PRICE STRUCTURE Rovos Rail started operating on the Pretoria- Graskop route back in 1989. At the time fares ranged between R5 544 and R7 784, including GST. When asked about the high price, Joyce Hayward, then marketing manager, explained: “We have to charge that much to cover our heavy overheads … And we’re not just offering a train
KURSUS: B.COM HONNEURS VAK: BEMARKING VAN DIENSTE trip. There are many extras included in the fare.” 6 Over the years Rovos Rail has expanded its operations to include more routes. Once a year Rovos Rail travels to Dar Es Salaam. The train also travels regularly between Pretoria and Victoria Falls in Zimbabwe. The current routes, and the corresponding price, per person sharing for the two classes, are shown in the table below. ROUTE DE LUXE ROYAL Pretoria to Cape Town Cape Town to Pretoria 4 795-00 6 595-00 Pretoria to Victoria Falls Victoria Falls to Pretoria 5 595-00 7 595-00 Johannesburg City Tour, Lunch & Pretoria City Tour, overnight Pretoria hotel DBB 1 050-00 1 050-00 Pretoria to Komatipoort/Skukuza Komatipoort/Skukuza to Pretoria 2 295-00 3 095-00 Cape Town to George George to Cape Town 2 650-00 3 695-00 George to Knysna Knysna to George 225-00 225-00 Cape Town to Dar Es Salaam Dar Es Salaam to Cape Town $ 7 2000-00 $ 8 800-00 The price includes accommodation on the train, three superb meals daily, all alcoholic and other beverages, sightseeing excursions led by qualified tour guides, entrance fees to places of interest, 24 hour full room service and bar facilities, and Government tax. ORGANISATIONAL STRUCTURE AND STAFF CONSIDERATIONS Rovos Rail employs approximately 160 people, but it is envisaged that this will increase to about 200 in the near future. The staff is arranged into three main departments: Site management, which includes operations management (stores, replenishments, buying) and repair and maintenance services. Hotel management, which is responsible for the management and operations of the Victoria Hotel in Pretoria, which is also owned by Rohan Vos. The hotel serves as the headquarters of Rovos Rail. It is also used as reception area for passengers who board trains departing from Pretoria. Administration, which is subdivided into a financial services and accounting section and a sales and marketing section. Unlike many tourism establishments, staff turnover is generally low. Amongst some 6 Steaming in luxury. (1988, September 22). Financial Mail, pp. 79-80. 3 categories of train staff, such as hostesses and barmen, the turnover is slightly higher. These positions are typically filled by younger people, who generally work for 6 months to one year before moving on to other jobs. The company has no formal approach to staff recruitment, but because of the nature of the product; they seem to attract sufficient suitably qualified staff. Rohan Vos takes full responsibility for the appointment of staff, as Walter Lloyd, the current sales and marketing manager explains “… the company carries his name …the philosophy and policy behind the whole company is that people pay for the privilege to travel on a private train … and all of those staff are actually his personal employees … an extension of his personality...” 7 When evaluating employees Rohan relies on an one hour personal interview, which he likes to think of as a friendly “chat” rather than a formal interview. Physical appearance; including a friendly smile from the heart, a professional appearance; a good home upbringing, a caring attitude, integrity, a willingness to serve others are some of the qualities he looks for in an ideal candidate. Formal training is not considered essential. There exists no formal training course for staff, but upon joining the company they receive an operations manual, setting out the functions to be performed. This is supplemented with extensive “on-the-job” training and a briefing by Rohan Vos himself. In some jobs new employees will first work under the guidance of more experienced staff (the so-called twinning system), until they are ready to work independently. When briefing new staff members Rohan Vos explains to the newcomers that the train is his home and that they, regardless of gender, are his “wives”. So when they invite guests to visit their home, they must be treated hospitably. “So if there is not a clean towel, a nice meal and a cold drink, then we’re at fault. So it’s a logical progression if you think in terms of inviting guests into you’re home” Rohan explains with complete conviction. MARKETING ROVOS RAIL In marketing Rovos Rail the company concentrates on the travel trade, mainly tour operators and wholesalers. The company deliberately spends 5 percent of sales revenue on marketing, which makes them very aggressive 7 Lloyd, W. (1997, March). Personal interview, Pretoria.
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