Kenya records highest tendency in sharing travels online in Africa

Amadeus research on mobile travel trends in Africa in 2015 shows that African travellers are thinking mobile now more than ever with 65% believing that direct integration to share their trip on social media platforms are most important.

The Africa travel research study was conducted by research-led strategy consultancy, Inquisition on behalf of Amadeus to explore existing mobile usage behaviour within the travel experience across the African continent. 2,500 people were surveyed through mobile phones across seven countries: Angola, Ghana, Kenya, Ivory Coast, Nigeria, Senegal and South Africa. These were people who had travelled up to 12 months prior to the study and in the 18 to 44 age range.

“While we’re aware that more than 90% of travellers have smart phones we wanted to find out directly from African travellers which travel services they found the most valuable on their mobile phones,”’ comments Vincent Hoffmann, Director of Strategy, Inquisition.

Juan Torres, General Manager East Africa, notes “The research shows that while travellers still rely on travel agencies to book travel, having a shop and website isn’t enough anymore. Travellers are constantly connected and expect to access the information they want, through their chosen channel, on their chosen device at any given time. This is particularly true of our Kenyan travellers for whom, connectivity is a key priority.

He further highlights “Travel agencies should look to offer some form of mobile solution offering to meet the demands of the modern traveller in order to stay competitive”.

Mobile phones provide near ubiquitous access to internet across much of the continent and data collected across all markets show that African travellers are ready and willing to transact on mobile and online platforms.

For detailed results of the study per market please visit http://amadeusafricablog.com/