Reviewing and rating services ranks top among Nigerian travellers when it comes to their use of mobile phones for travel. This is according to a recent study commissioned by Amadeus and conducted by Inquisition into the traveller behaviours of 2,500 travellers across Africa.
At least 53% of Nigerian travellers use their mobile phones to plan a hotel stay based on their schedule and 50% use social media on their mobiles to share their trip.
The study also shows that Nigerian travellers have the highest propensity in Africa to pay for a service on their smartphone. At least 40% of Nigerian travellers polled said they had saved debit or credit card information to their phone, while 22% pay for their travel directly with the travel agency.
African travellers are increasingly demanding mobile and online services from their travel agents, as smartphone penetration across the continent continues to expand. They share similar requirements from mobile travel apps, with demand across the board for itinerary management, booking management, social network integration and rating and review services.
The favoured apps used by African travellers are those that help travellers orientate themselves and which act as a virtual tourist guide, the latter providing an opportunity for travel agents in Africa to offer a more concierge-style service while travellers are on the road.
According to the research, travellers are taking control of booking online tools but still also rely on traditional agencies for booking travel. At least 34% of travellers said they book with their travel agent and 16% of travel agencies with travel agencies that have a website.
The willingness of Nigerian travellers to engage and transact on mobile and online platforms shows that travel agencies that offer online booking and management services will increase their relevance for Nigerian travellers in the future.
The future success for Nigerian travel agencies lies in their ability to embrace the mobile revolution and reach out to their customers on the platforms they prefer. This includes building a mobile app that allows Nigerian travellers to manage all their travel services from their mobile phone, from pre-booking travel research, through to booking and managing their travel experiences.
Check out amadeusafricablog.com for all the results from our Africa travel behaviour research…
, Amadeus Africa
Categorised in: Case Studies, Research, Travel Intelligence
Territories: Central and West Africa, East Africa, Ghana, Nigeria, Southern Africa
This post was written by Andrew Shaw