GILLIAN KLAWANSKY
Kosher catering. A beautiful setting and stimulating shiurim. Full yom tov services led by esteemed rabbis. Kiddies programmes, and the chance to meet and mingle. That’s the appeal of the yom tov getaway. And, with more local and international holiday offerings, spending weeks preparing a feast for a myriad of yom tov guests need not be your reality – if you have the budget.
Many organisations tailor-make shabbatons, kosher getaways, or hotel stays over the high holy days. Yet, Pesach headlines the most heavily planned and promoted yom tov getaways. It may be months away, but before long, many will be knee deep in Pesach preparations. The beauty of such getaways is that you need not kasher your home for Pesach, everything is taken care of as you immerse yourself in kosher cuisine, luxury living, activities, events, and children’s programmes at a luxury hotel.
It doesn’t come cheap, however. The prices for 2018 averaged no less than R2 500 per adult per night, all inclusive. A Pesach getaway can involve accommodation for nine or ten nights, although shorter stays are possible.
Interestingly most tours on offer, especially those in South Africa, don’t rely on massive marketing budgets – a fact that ultimately adds to their profits. Across the board, social media and word of mouth have proved to be the most effective way of advertising.
“For two years I didn’t spent a cent on marketing,” says Rabbi Ari Kievman of Sandton Central Shul, who directs Chabad’s Goodness & Kindness Centre together with his wife, Batya. Over the past five years, the two have become known for Chabad’s annual Pesach retreat at luxury hotels in and around Gauteng, which benefits Chabad’s seniors’ programmes.
Attendance between 2017 and 2018 increased from about 230 to 350 people, says Kievman. There’s generally a 50/50 split between local and international guests. “We try to keep costs down, but while affordability is important, this is ultimately a luxury getaway, we’re not cutting corners.
“We do our marketing completely through Facebook, other social media channels, and mostly by word of mouth – it’s been quite effective,” he says. “Even this year, I’ve been getting many enquiries for our 2019 Pesach programme, the details of which haven’t been finalised yet. People that have had a good experience are obviously sharing it with others – word of mouth has certainly been powerful. Last year, we put a little budget towards marketing just because we went with a bigger hotel and didn’t want to risk selling out. We’re also a global organisation, so we do get lots of interest through the Chabad network and places that we’re known.”
Cape Kosher, a business that offers tailor-made luxury kosher tours locally and around Africa, also offers an annual Glatt Kosher Pesach programme at top Western Cape hotels. Its figures also show an increase in popularity, reflecting how much people crave comfort, luxury, and relaxation over the otherwise hectic high holy days. Marketing here is also largely online, with the company advertising on the Totally Jewish website and on social media, with a focus on Facebook and Instagram.
Digital marketing is also a priority for Israeli and international travel organisation Royal Club Kosher, which specialises in planning kosher vacations around the world. Its annual kosher for Pesach getaway in 2019 will take place in Thailand at the brand new, five-star Renaissance Pattaya Resort & Spa.
While it has a decidedly larger budget, its marketing is also largely focused on Facebook. Here sponsored posts include videos which garner thousands of likes and shares, driving sales. Nadav Lipner, who manages the company’s digital marketing department, says that it’s ultimately their amazing offering that has led to increased popularity.
“We’re solving the problem of finding kosher food in places like Thailand. People come for Pesach because they want to meet people from around the world, and have kosher food at an all-inclusive luxury hotel that offers amazing programmes.”
The family yom tov experience is maintained, even if you are celebrating with a wider community. Most programmes offer the chance to enjoy seders privately with your family, together with the group in the main dining room, or with the rabbis and their families. Being close to major cities, the getaways also allow attendees to go to work during chol hamoed (the weekdays of the festival).
Rabbi Kievman says that luxury yom tov getaways offer the best of both worlds. “Pesach is about freedom. It’s about celebrating liberation from our bondage in Egypt. If you can experience Pesach without the hassle – not to undermine the experience of preparation for Pesach – but if you can afford to experience Pesach at a hotel where you can enjoy time with family and relax in a luxurious atmosphere, with meaningful learning and purpose, you are getting the best of both worlds. You can attend shiurim or activities, and you don’t need to worry about cooking the food or any other plans.”
