Travel/Tourism
Knowing Where Travellers Come From is Key to Meeting Their Wants and Needs
By Rachel Irvine
We live in an age of hyper-personalisation. Every ad you see online, every show you watch, and every book you read is recommended to you based on your tastes and preferences (however badly some companies may do it). The travel industry is no different. No destination or accommodation provider can cater to every single person’s travel desires.
It’s therefore critical that they know who they’re likely to appeal to and market themselves accordingly. A good starting point when it comes to doing so is identifying which countries make up the majority of guests and visitors. That’s because, while there’s obviously variation within countries, it is possible to pick up broad preferences and drill down to more individualised preferences from there.
Doing so not only means that players in the travel and hospitality sector are better placed to understand why they’re hitting the mark with citizens from certain countries, but also that they can ensure they’re targeting the right people with the right message at the right time.
Understanding country preferences
But what do these preferences look like? McKinsey’s The state of travel and hospitality 2024 report provides some useful insights. The report, which reveals that the travel industry is on track for full recovery by the end of 2024 and that luxury travel is the fastest-growing segment, also provides some interesting insights into what people from different countries are looking for in their travel experiences.
Sixty-nine per cent of Chinese tourists, for example, said they plan to visit a famous sight on their next trip, versus the 20% of European and North American travellers who said the same. Respondents living in the UAE, meanwhile, also favour iconic destinations as well as shopping and outdoor activities.
In other words, city hotels might have an easier time attracting Chinese tourists if they’re close to a famous landmark, while somewhere that bills itself as a quiet retreat or which is centred around interesting food experiences may find it easier to attract European and North American tourists.
Attracting German and UK visitors
Those are all important markets for the African travel sector, as are Germany and the UK. According to a report from SA Tourism, outbound travel to sub-Saharan Africa from Germany is growing by 21.2% annually. And in the first quarter of 2024, 125 420 UK tourists visited South Africa alone, a 5.3% increase on 2023. In Kenya, the UK and Germany were fourth and sixth in terms of 2023 tourist arrivals to the country, growing by 19% and 46% respectively. It’s therefore especially critical to know what the preferences for these markets are too.
According to the McKinsey survey, both Germans (45%) and UK citizens (38%) place importance on “getting away from it all”. Both also like beach getaways, expressing “soaking in the sun” at twice the rate of American respondents as the main reason they travel.
A study from TGM Research, meanwhile, found that the top three needs for German tourists are quality and comfort, security, and competitive prices. Their favoured activities are beach and leisure, cultural and gastronomic, and shopping. While UK residents have the same top three needs, they’re more security conscious than Germans. They’re also more invested in beach and leisure activities than their German counterparts.
Another growing travel trend is sustainability. According to a 2022 report carried out by Opinium on behalf of the Spanish Tourist Office, 86% of UK tourists value sustainability as either ‘important’ or ‘very important’ when selecting a holiday destination. A 2023 study by Germany’s Environmental Protection Agency (UBA), meanwhile found that “61% of the population have a positive attitude towards sustainable holiday travel.” This shows that destinations and providers targeting these markets can gain mileage by punting their green credentials, but only if they’re actually earned.
Interestingly, neither value traditional hospitality marketing initiatives such as loyalty programmes and hotel branding as much as visitors from China, the UAE, and North America. Make no mistake, there’s still value in such programmes but it does show that there’s room for innovation in these markets, particularly in the luxury segment.
The right marketing partner
Of course, knowing what a country’s preferences are and marketing to those preferences are two different things. It’s therefore critical to choose marketing partners that don’t just know how to market effectively according to specific insights but also have deep knowledge and understanding of the markets you’re trying to reach.
That’s important for a few reasons. The first is that they can ensure that your messaging will actually land in those markets. They understand what tone and language to use and also which platforms to target with that messaging. Perhaps most importantly, however, they can take the insights around a particular market and drill deeper into it, providing additional levels of personalisation.
Positioned for growth
Ultimately, even as travel numbers to Africa from the UK, Germany, and other markets keep growing, players across the hospitality sector must remember that success isn’t guaranteed. That means understanding their customers as deeply as possible and working with experienced marketing and communications partners who can turn those insights into results.
Rachel Irvine is the CEO of Irvine Partners
Travel/Tourism
FG Begs Airline Operators Not to Suspend Operations April 20
By Adedapo Adesanya
The federal government has appealed to domestic airlines under the Airline Operators of Nigeria (AON) to refrain from increasing air ticket prices or embarking on the planned suspension of operations.
Recall that yesterday, the airlines said they would halt operations from April 20 following a sharp rise in the cost of aviation fuel, known as Jet A1, by 300 per cent.
In a letter dated Thursday, April 16, 2026, addressed to the President of AON, the Minister of Aviation and Aerospace Development, Mr Festus Keyamo, urged the operators to exercise restraint despite mounting operational pressures.
The appeal came amid threats by airline operators, in an earlier correspondence to the federal government, to halt flight operations from next Monday over what they described as an unsustainable increase in aviation fuel prices.
Mr Keyamo, who acknowledged the severity of the situation, especially with the price of Jet A1 surging dramatically within a short period, however, called for calm.
“I write in reference to your correspondence dated April 14, 2026, concerning the operational challenges currently confronting your member airlines, especially the sudden hike in Jet A1 fuel from N900 per litre as at February 28, 2026, to N3,300 per litre as at today, representing a three hundred per cent (300%) increase,” he said.
The minister commended airline operators for maintaining services despite the challenges, describing their efforts as critical to the nation’s economy.
He reiterated the strategic importance of the aviation sector to the administration of President Bola Tinubu, stressing its role in national development, and made a direct appeal to operators to avoid passing the burden to passengers.
“First, I urge your members to exercise restraint with respect to any proposed increase in airfares at this time. While the prevailing cost pressures on your operations are fully acknowledged, any immediate upward adjustment in ticket prices would impose significant hardship on the travelling public,” he said.
He also warned against suspending operations, noting the broader implications for the economy and public confidence.
“Secondly, I appeal for the reconsideration of any planned suspension of flight operations. Such action would have far-reaching adverse implications for the national economy, disrupt critical mobility and logistics networks, erode public confidence, and undermine the progress recorded under the ongoing reforms within the aviation sector,” he added.
Mr Keyamo assured operators that the federal government was actively working to address the crisis.
“I wish to formally assure you that the concerns raised by your members have received the full attention of the Federal Government and we shall take immediate steps to address the issues,” he said.
As part of efforts to resolve the impasse, the minister disclosed that an emergency meeting had been convened.
“Accordingly, a high-level emergency stakeholders’ meeting has been scheduled to be held on Wednesday, April 22, 2026, in Abuja, bringing together all relevant stakeholders and regulatory authorities with a view to achieving a prompt, practical, and sustainable resolution,” he said.
The development came as Nigeria’s aviation sector grapples with rising operational costs, with fuel accounting for a significant portion of airline expenses. Industry stakeholders warned that without urgent intervention, the situation could lead to widespread disruptions in domestic air travel.
Travel/Tourism
Nigerian Airlines to Suspend Operations from April 20 Over Jet Fuel
By Adedapo Adesanya
The Airline Operators of Nigeria (AON), an industry body grouping around a dozen mainly domestic carriers, have announced plans to suspend all flight operations from April 20, due to the high cost of jet fuel.
The organisation wrote to the Major Energies Marketers Association of Nigeria (MEMAN) on April 14, complaining that jet fuel prices had risen by about 270 per cent since late February, and accused the country’s fuel marketers of artificially inflating the cost.
The cost of fuel has generally risen in the last two months due to the escalating war with Iran by the US and Israel, which has triggered one of the most severe energy shocks in decades. Oil prices have surged above $115 per barrel as markets react to escalating tensions and the risk of prolonged disruption.
At the centre of the crisis is the Strait of Hormuz, a chokepoint through which roughly one-fifth of global oil supply flows. With shipping constrained, the effects are cascading across the global economy, raising fuel costs, fueling inflation, and increasing the risk of economic slowdown across many economies.
AON called the jet fuel increase in Nigeria “astronomical and artificial,” saying it far outpaced global crude oil prices.
The airline’s body said the hike situation has now become unbearable and clearly unsustainable.
“Currently, airline revenues are insufficient to cover the cost of fuel alone, which is only one of many operational expenses incurred daily. The situation continues to deteriorate.
“The actions of fuel marketers are effectively decimating the aviation industry and putting the nation’s economy, safety, and security at risk, as airlines are gradually being forced to suspend operations.
“For the avoidance of doubt, this arbitrary increase has already severely impacted one airline, forcing it to ground all operations since March 13, 2026. This may become inevitable for other airlines if the situation does not change immediately.
“Aviation remains a sector of strategic national importance. The continued arbitrary rise in jet fuel prices is both unhealthy and detrimental to national well-being. Airlines are now facing existential threats, with serious consequences for the broader economy.
“If ticket prices are adjusted to reflect the current cost of aviation fuel, flights will operate with low passenger loads. Conversely, if airlines cease operations, financial institutions will be impacted, millions of livelihoods will be lost, and insecurity may increase.
“We therefore urge you to prevail on marketers to proportionately adjust jet fuel prices in line with international market realities, as airlines can no longer sustain purchases at the current exorbitant rates,” the letter read.
Travel/Tourism
Nigeria Secures 20-Year ICAO Strategic Roadmap
By Adedapo Adesanya
Nigeria recorded a significant aviation milestone during the opening session of the ICAO Global Implementation Support Symposium (GISS) in Marrakesh, Morocco.
The Minister of Aviation and Aerospace Development, Mr Festus Keyamo, officially received Nigeria’s Civil Aviation Master Plan (CAMP) from the International Civil Aviation Organisation (ICAO).
This 20-year roadmap (2025–2045) is designed to fundamentally restructure and modernise Nigeria’s aviation sector.
The CAMP is not just a policy document; it is a strategic framework aligned with Nigeria’s National Development Plan.
It focuses on several critical areas, such as upgrading airports to meet global standards and transforming them into Aerotropolis hubs (airport cities) to drive trade and job creation, reaffirming a commitment to a zero-fatality aviation environment through strict adherence to ICAO’s international standards and deployment of advanced systems, including the integration of unmanned aerial systems (drones) into the national airspace.
Others are addressing the skills gap by developing a future-ready workforce through specialised training and global partnerships, and by creating a more attractive environment for private-sector investment, specifically in Maintenance, Repair, and Overhaul (MRO) facilities, to reduce capital flight.
According to a spokesman for the Minister of Aviation and Aerospace Development, Mr Tunde Moshood, the presentation of the CAMP at the ICAO Global Implementation Support Symposium underscored Nigeria’s growing visibility and commitment to international best practices in aviation development.
The ICAO, as the global body responsible for setting standards and regulations for aviation safety, security, efficiency, and environmental protection, he noted, continues to play a pivotal role in supporting Nigeria’s aviation modernisation efforts.
-
Feature/OPED6 years agoDavos was Different this year
-
Travel/Tourism10 years ago
Lagos Seals Western Lodge Hotel In Ikorodu
-
Showbiz3 years agoEstranged Lover Releases Videos of Empress Njamah Bathing
-
Banking8 years agoSort Codes of GTBank Branches in Nigeria
-
Economy3 years agoSubsidy Removal: CNG at N130 Per Litre Cheaper Than Petrol—IPMAN
-
Banking3 years agoSort Codes of UBA Branches in Nigeria
-
Banking3 years agoFirst Bank Announces Planned Downtime
-
Sports3 years agoHighest Paid Nigerian Footballer – How Much Do Nigerian Footballers Earn
