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
Tinubu Suspends Cashless Airport Toll Gate Payment System
By Aduragbemi Omiyale
The cashless airport toll gate payment system introduced by the Federal Airports Authority of Nigeria (FAAN) has been suspended by President Bola Tinubu.
At the Federal Executive Council (FEC) meeting held on Wednesday in Abuja, Mr Tinubu directed the agency to immediately return to the status quo, pending the development of a more efficient system.
The Minister of Aviation and Aerospace Development, Mr Festus Keyamo, who announced the suspension after the FEC meeting today, said the action followed gridlock that trailed the new system, which caused passengers to miss their flights.
FAAN had commenced the cashless payment system for airport toll gates across the country in a bid to block revenue leakages and adopt an electronic payment system instead of cash.
But this policy caused traffic gridlock at several airports, especially those in Lagos and Abuja.
“Mr President was very concerned about the welfare of Nigerians and the fact that most Nigerians were losing their flights, missing their flights.
“So, Mr President, out of empathy, directed today that we should suspend the present system because it creates a lot of gridlock, and Nigerians are suffering as a result of it,” Mr Keyamo informed newsmen.
“The major reason why Mr President took this decision is to eliminate the present gridlock that we are experiencing, especially at both the Lagos and Abuja toll gates leading to the airport.
“That’s the major reason, not that the President is happy with the cash system,” he added.
The Minister further said the President directed stakeholders to “go back and, if possible, even engage the private sector to ensure that we establish an electronic system by which we can collect these revenues for the federal government at the gates, to the extent that it will not create the gridlock that we are having right now.”
“We are going to do a hybrid system whereby we can collect cash temporarily and, of course, use the cards that they have collected temporarily for now,” Mr Keyamo added.
Travel/Tourism
Middle East Tension: Nigeria Halts Pilgrimages to Israel
By Adedapo Adesanya
The Nigeria Christian Pilgrim Commission (NCPC) has suspended pilgrimages to Israel and all other Middle East nations owing to the escalation of tensions in the Gulf region.
The Executive Secretary of NCPC, Bishop Stephen Adegbite, said during a press briefing in Lagos on Tuesday that every pilgrimage of the commission, as well as of the private pilgrimage operators, has been suspended until security in Israel and all the Middle East returns to normalcy.
Bishop Adegbite also assured that the over 500 pilgrims that made up the last batch of the 2025 pilgrimage have safely landed in Nigeria on Tuesday.
Recall that the United States and Israel have carried out waves of airstrikes across Iran, and Iran has retaliated with drone and missile attacks against US-aligned countries across the Middle East.
The campaign has killed several of Iran’s top military and political leaders, including the supreme leader, Ayatollah Ali Khamenei.
Iran retaliated the death of its supreme leader by targeting US military assets in several Gulf countries, with missiles reportedly striking sites in Bahrain, Qatar, Kuwait, and the United Arab Emirates (UAE).
The US military has acknowledged the deaths of six service members, while the Iranian Red Crescent Society said more than 500 people have been killed in the country.
This development has made the region unstable and puts Nigerians making pilgrimage to the Middle East at risk.
Travel/Tourism
Festive Travel Surge: FCCPC Flags Fare Manipulation by Airlines
By Adedapo Adesanya
The Federal Competition and Consumer Protection Commission (FCCPC) says its investigation uncovered how airlines manipulated flight fares and fixed prices arbitrarily during the last Christmas and New Year’s holidays.
The findings, contained in an interim report released on Thursday by the commission’s department of surveillance and investigations, compared domestic airline pricing from the December 2025 festive period with post-peak January 2026 fare levels.
The FCCPC, in a statement signed by its director of corporate affairs, Mr Ondaje Ijagwu, said it established cases of price fixing by local airlines, documented abuse during the festive season, and would soon begin a probe of foreign airlines, following its ongoing country-wide investigation, which was announced earlier in January.
“A review undertaken by the Federal Competition and Consumer Protection Commission (FCCPC) has uncovered patterns of price manipulation perpetrated by some local airlines during the last festive season. The forensic exercise benefitted from data collated by the commission from airlines operating local routes in the country,” the report said.
The report compares domestic airline pricing from the December 2025 festive period with post-peak January 2026 fare levels.
The FCCPC’s preliminary analysis indicated that fares recorded during the December peak period were materially higher than those observed in the post-peak period across several routes despite relative stability in critical operating variables such as fuel price, government taxes and foreign exchange.
“The differences observed in fares therefore appear to reflect airlines’ arbitrary pricing decisions, including yield management and capacity allocation, rather than any variation in regulatory fees,” the report said.
It also noted that route-level analysis showed that higher fares coincided with periods of reduced seat availability during predictable seasonal demand peaks. On some high-density routes, peak fares were clustered within relatively narrow ranges across several operators.
It noted that on certain corridors, such as Abuja-Port Harcourt, peak fares were several times higher than corresponding post-peak levels. “On selected routes, the difference in the price of a single ticket reached approximately N405,000. Median fares across the sampled routes also rose markedly during the festive window when compared with post-peak benchmarks,” it said.
The report identified the relevance of Sections 59, 72, 107, 108, 124 and 127 of the Federal Competition and Consumer Protection Act 2018, which address the prohibition of agreements in restraint of competition, the prohibition of abuse of a dominant position, the offence of price-fixing, conspiracy to commit offences under the Act, the right to fair dealings, and the prohibition of unfair, unreasonable or unjust contract terms.
The FCCPC, however, recognised that seasonal demand pressures, scheduling constraints and fleet utilisation might also affect pricing during the peak travel period. It added that these actors remain under consideration as part of the commission’s ongoing review.
Commenting on the release of the interim report, the executive vice chairman and chief executive officer of the FCCPC, Tunji Bello, said the review was part of the commission’s statutory responsibility to promote competitive markets and safeguard consumers.
“This assessment is intended to provide clarity on pricing behaviour during predictable peak travel periods. The Commission’s role is not to disrupt legitimate commercial activity, but to ensure that market outcomes remain consistent with competition and consumer protection principles under the law,” Mr Bello said.
He noted that the commission was conducting further structural and route-level analysis before reaching any conclusions.
“It is important to emphasise that this is an interim report. Our next action will be dictated by the full facts established at the end of the review exercise. Then, the Commission will decide whether any regulatory guidance, engagement or enforcement steps are necessary, strictly in accordance with the law,” he said.
Bello further announced that foreign airlines would come under investigation by the FCCPC once the ongoing review of local airlines was concluded.
He noted that the probe of the foreign airlines would be in view of widespread complaints of exploitative fares they allegedly charge Nigerians on certain routes compared to fares in neighbouring countries of equal distance.
-
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










