Travellers expected to increase their spend in Africa

According to Sabre research, consumers are more willing to travel inter-continentally if concerns are addressed. 

Sabre Corporation Findings

Sabre Corporation is a leading technology provider to the global travel industry, providing software, data, mobile and distribution solutions for airlines and hotel properties. 

African travellers could increase their spend by 27% during the next year if they’re able to move more freely in the continent. This news has been revealed at the African Airlines Association (AFRAA) Annual General Assembly in Mauritius.

Over 5 000 people were interviewed in Kenya, Nigeria and South Africa. Questions included the travelling patterns by air of those individuals in the last 24 months, with answers indicating a 2% increase from Sabre’s 2016 study. 

Of the 26% who had travelled, key points were mentioned, including various barriers preventing further travel. These ranged from the pricing being too expensive, to issues and delays with visas and flight bookings, airport queues and an overall stressful travelling experience. 

This group indicated a willingness to spend up to 27% more on air travel, meaning the one to two trips taken would increase to two to three trips per year. Most of the respondents were also willing to spend more on ancillary services like in-flight Wi-Fi and entertainment, and special on-board food and beverages.

“It is encouraging to see that a greater number of people have been able to access air travel over the past three years,” said Dino Gelmetti, vice president sales, Middle East and Africa. 

“However, our research shows that there is still a long way to go to make travel affordable and accessible.  The majority of our respondents’ barriers to travel are within an airline’s control, and investing in the latest technology can significantly improve the whole flight experience – from booking to the day of travel,” he explains.

The interviewees listed their most desired countries to visit in Africa with South Africa, Ghana, Ethiopia, Seychelles, Madagascar, Mauritius, Kenya and Botswana ranking the highest. 

The travel industry in Africa

Airlines in Africa are currently grappling with slow growth. This study sheds light on notable opportunities for the travel industry across the continent. This will improve the traveller experience and allow for African companies to capitalise on the benefits of increased tourism.

“Overcoming the cost constraint is a major challenge, but all indications are that if airlines were able to reduce flight costs by optimising operations, routes and pricing, far more African people would take advantage of the opportunity to travel by air,” says Gelmetti.

“Digital technologies offer the key to slashing operational costs, improving efficiencies and understanding customer pain points. By using data harnessing technologies to make sense of customer data and using these insights to offer passengers the right product in the right context at the right time, travel operators immediately improve their chances of increasing sales,” he says.

Airlines can reduce the barriers of travel by simplifying the check-in processes, adopting multi-channel sales and check-in processes that allow travellers to engage in the channels they are most comfortable with. For some, the best option would be the traditional channels, such as having travel agents and check-in staff ready to assist. 

For others, digital channels such as websites and mobile apps will be more comfortable for travellers to utilise. This can streamline ancillary services sales, allowing travellers to quickly and easily order and pay for personalised add-ons to enhance their travel experience.

The findings of this Sabre study present the potential to improve and increase the market in the travel industry. There are opportunities available for several travel operators in Africa to increase African travel, which could boost the continent as a whole.