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Knowing Where Travellers Come From is Key to Meeting Their Wants and Needs

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Rachel Irvine CEO Irvine Partners

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.

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

How to Travel Like a Pro This Easter – With Smart and Essential Hacks

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Easter is almost here, and with it comes the perfect opportunity to escape the everyday hustle and embark on a memorable adventure. Whether you’re craving some ‘chilling’ time, quality ‘family’ time, or a ‘pepper dem’ getaway, Nigeria offers endless possibilities for exploration. And the best part? Travelling locally has never been easier or more affordable.

Whether you’re a ‘newbie’ traveller or a seasoned pro, we’ve got you covered with essential hacks that will make your trip a breeze. Say goodbye to stress and hello to smooth sailing as you navigate your Easter getaway like a true travel expert.

Planning your trip is like packing your suitcase – essential, not optional

Just like you wouldn’t leave home without your power-bank (just in case!), don’t head off on a quick trip without a plan. A little prep can save you time, money, and stress — from booking flights and sorting transport, to packing light and right.

Nigeria has endless ways to travel. Flying with local airlines like Air Peace or Ibom Air is quick and budget-friendly, while renting a car gives you the freedom to explore scenic routes like the drive to Erin-Ijesha Waterfalls or the journey to Obudu Cattle Ranch. Not into driving? Buses like Peace Mass or God is Good are easy and affordable. And for a truly luxurious experience, you could even consider a chartered flight – if you’re balling!

Travel like a pro: The art of smart packing

Packing smartly is a crucial travel hack that can save both time and money. Amelia Campher recently shared on TikTok how she organised her hair, beauty, makeup, and personal accessories into different vanity cases and toiletry bags from Temu. Each one perfectly stores her daily essentials, keeping everything neat and accessible. She excitedly told her followers, “This is your sign to buy these bags!” Her clever packing strategy ensures that she’s ready for any trip without unnecessary clutter or stress.

Take Jasmin’s experience, for example. After getting hit with extra carry-on fees on a previous flight, she decided to be smarter about her upcoming family trip. In her search for a solution, she found the perfect backpack on Temu for just under ₦40k. Ticking all the boxes, it avoided extra carry-on fees and allowed her to efficiently pack 16 items plus a makeup bag. When they arrived at the airport, Jasmin’s family breezed through check-in with no issues, their backpacks meeting size requirements perfectly. No extra charges, no stress; just a smooth start to their unforgettable five-day family trip.

Backpacks aren’t just ideal for air travel – they’re also perfect for road trips. Whether you’re cramming your car with family and their belongings or flying high, packing smart and light is essential. A compact, well-organised backpack can make your journey easier, no matter the mode of transport.

To avoid unexpected charges when flying within Nigeria this Easter, it’s crucial to familiarise yourself with airline baggage policies; while Economy Class typically permits 15kg to 20kg of checked luggage, and Premium Economy or Business Class allows up to 30kg, always verify specific weight limits with your chosen airline to prevent costly excess baggage fees, especially if you plan on packing more than the standard allowance.

No passport needed: Pack your bags for a Naija Detty Easter

Why travel halfway across the world when Nigeria has it all? This Easter, skip the long-haul and discover the treasures on your doorstep. From the buzzing streets of Lagos to the ancient city of Benin and the serene hills of Jos, unforgettable adventures are just a short trip away.

By travelling locally, you’re not only creating new memories — you’re also supporting local tourism and helping grow our economy. With so many destinations to explore, there’s something for every kind of traveller. So pack your bags, plan smartly, and make this Easter your best Naija Detty holiday yet.

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Interest for Trump’s $5m Golden Visa Dwindles

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The latest analysis from Astons reveals that online search interest in Donald Trump’s US Gold Card has rapidly dwindled in the days following the President’s announcement, while interest in European Golden Visa programmes has remained steadfast.

The US President has announced plans to introduce a “Gold Card” visa scheme through which he hopes wealthy foreigners will invest at least $5m in the US economy in exchange for what Trump calls “Green Card privileges“.

Astons has analysed global Google search trend data* for terms related to Golden Visas in the days and weeks following Trump’s announcement and found that while there was an initial flurry in search interest, this quickly dwindled. And even at its peak,  it never surpassed the interest garnered by the Golden Visa programmes offered by Spain and Greece.

In the 10 days immediately following Trump’s Gold Card announcement, the online search interest score for the term ‘US golden visa’ averaged out at 27.90. Meanwhile, the term ‘US gold card’ scored 24.10, while ‘Trump golden visa’ scored 22.20.

During the same time frame, search interest in European Golden Visas was significantly stronger. ‘Spain golden visa’ scored 38.90, while interest in ‘Greece golden visa’ was scored at 36.50.

However, after this initial 10 days following the announcement, interest in Trump’s offering rapidly decline, as during the subsequent 10-day period,  search interest in ‘US gold card’ fell by -82.6%, interest in ‘Trump golden visa’ fell by -76.1%, and interest in ‘US golden visa’ fell by -55.6%.

At the same time, interest in European golden visa programmes remained steadfast.

In fact, interest in ‘Greece golden visa’ increased by +1.1%, while interest in ‘Spain golden visa’ remained unchanged at 38.90.

Astons Business Development Director and Head of Astons Cyprus Office, Denis Kravchenko, commented:

“Donald Trump’s plan to introduce what is essentially a residency by investment program that, apparently, provides a quick path for citizenship to the US has understandably generated a surge in interest and speculation. But the $5m price tag is likely going to be far too high to result in a large enough level of uptake for it to reduce the US’s national debt as it is intended to do.

It is also possible that this new programme could become more popular than America’s existing EB-5 visa programme which already offers green cards to those who are willing to invest between $800,000–$1m into the US economy, so doubts around investors now being willing to pay a substantially higher price for residency are well-founded.

Should Trump decide to scrap the EB-5, one of the world’s oldest residency by investment programmes having been introduced by President George H. W. Bush under the Immigration Act of 1990, it will be all the more surprising given that 2024 saw 5,000 applications for the programme, marking an annual uplift of 85%.

It remains unclear whether Trump’s program will offer any substantial advantages—such as expedited processing – currently, the EB-5 path to a green card takes between one and ten years depending on nationality with the absence of stringent background checks—to motivate investors to commit more funds.

Trump may face further challenges due to there being other countries in the world that offer far more accessible programmes. Investors can, for example, qualify for Maltese citizenship through exceptional naturalisation for an investment of around 1 million euros, for which an investor can obtain citizenship to an EU member state in an average of 1.5 years without the need for permanent relocation.

Then there are the multitude of European Golden Visa programmes that are also far more budget-friendly than Trump’s new initiative. Hungary launched a new residency program in summer 2024, requiring a minimum investment of at least 250,000 euros,  and Portugal’s offer starts at a minimum investment of 500,000 euros.

However, it’s Greece’s Golden Visa opportunities that are proving most popular of all,

Despite the entry investment threshold recently being raised, it is still possible to obtain residency by purchasing property for just 250,000 euros. Somewhat ironically, it’s young Americans who are driving the recent surge in demand for Greek Golden Visas which, in 2024, set a record, issuing 17,194 visas (based on 11 months of data).”

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Airbus Showcases Hydrogen Aircraft Technologies

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Airbus customer support centre

By Aduragbemi Omiyale

Airbus has provided an update on its roadmap to pioneer the future of commercial aviation in the decades to come, outlining plans to prepare a next-generation single-aisle aircraft that could enter service in the second half of the 2030s, as well as its revised ZEROe project roadmap to mature the technologies associated with hydrogen-powered flight.

This was at the 2025 Airbus Summit, where the firm reconfirmed its commitment to bringing to market a commercially viable hydrogen aircraft and presented some of the key technology building blocks that will enable the advent of a fully electric, fuel-cell powered commercial aircraft – a pathway which stands out as the most promising, following years of research into hydrogen aviation.

These technologies were notably showcased as part of a new, notional concept of a hydrogen aircraft powered by four, 2-megawatt electric propulsion engines, each driven by a fuel cell system that converts hydrogen and oxygen into electrical energy.

The four fuel cell systems would be supplied via two liquid hydrogen tanks. This concept will continue to be refined over the coming years as additional tests will help mature the technologies associated with hydrogen storage and distribution, as well as with the propulsion systems.

In 2023, Airbus successfully demonstrated a 1.2MW hydrogen-propulsion system, and in 2024, end-to-end testing of an integrated fuel cell stack, electric motors, gearboxes, inverters and heat exchangers was completed.

To address liquid hydrogen handling and distribution challenges in flight, Airbus, in collaboration with Air Liquide Advanced Technologies, has developed the Liquid Hydrogen BreadBoard (LH2BB) in Grenoble, France.

Integrated ground testing is planned for 2027 at the Electric Aircraft System Test House in Munich, combining the propulsive bench and hydrogen distribution system for comprehensive system validation.

“Hydrogen is at the heart of our commitment to decarbonise aviation. While we’ve adjusted our roadmap, our dedication to hydrogen-powered flight is unwavering.

“Just as we saw in the automotive sector, fully electric aircraft powered by hydrogen fuel cells have the potential in the longer term to revolutionise air transport for the better, complementing the sustainable aviation fuel pathway,” the Head of Future Programmes at Airbus, Bruno Fichefeux, stated.

“Over the last five years, we have explored multiple hydrogen-propulsion concepts, before down-selecting this fully electric concept. We are confident it could provide the necessary power density for a hydrogen-powered commercial aircraft and could evolve as we mature the technology.

“In the coming years, we will concentrate on advancing the storage, distribution and propulsion systems, while also advocating for the regulatory framework needed to ensure these aircraft can take flight,” the Head of the ZEROe Project at Airbus, Glenn Llewellyn, added.

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