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New research project aims to identify business travel trends in Africa

Andrew Shaw

Online Manager, Regional Solution Centre, Sub-Saharan Africa, Amadeus IT Group

With a population that has surpassed the 1 billion mark, Sub-Saharan Africa is seen as a prime growth market for the travel industry.

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Through research, we are able to better understand the impact of major travel trends in Sub-Saharan Africa and facilitate discussion in those areas most likely to drive and deliver change.

Already in 2013, in a study authored by Arthur Goldstuck, CEO of World Wide Worx,A Digital Savannah: Africa’s e-commerce promise we identified five key trends shaping decision making and consumer behaviour as they relate to online shopping preferences and travel booking. The major trend identified is a healthy appetite for online shopping, although the way it is conducted tends to differ significantly from traditional e-commerce systems.

New Partners

Now in 2014, we have joined forces with theAfrican Business Travel Association (ABTA) and Severnside Consulting Ltd (SSC) and other key industry stakeholders in a research project “Neema” to identify trends and best practices related to business travel on the continent.

The first phase of the research is planned for March 2014, and across Sub-Saharan Africa extensive interviews will take place with travel buyers to understand needs, requirements and challenges. This will form a key part of the final research document which will be completed in October 2014.

Keep an eye on this blog for the latest news about this project and follow along onTwitter andLinkedIn .


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