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Survey indicates travellers in Sub-Saharan Africa prefer to outsource planning

Tracey Land

Marketing Manager, Sub-Saharan Africa, Amadeus IT Group

One of the tribes identified in our Future Traveller Tribes 2030 reports, Simplicity Searchers, value above everything else transparency and seamless travel in their planning and holiday-making. They’re also willing to outsource decision-making to trusted parties such as travel agents.

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This got us thinking about travellers in Sub-Saharan Africa – do they value convenience above everything else? We surveyed a sample group of over 700 participants to ask them this question and the results were astonishing.

Survey Results

Across the region nearly 95% of travellers said they would outsource their trips to a travel agent or third party. Ghana and Nigeria were the two countries where this percentage was even higher, proving that convenience is highly valued.

Getting a good deal and transparency ranks near the top of the priority list for the SSA region. Over 87% of respondents noted that they always try to get the best deal available and seek advice from travel agents.

While in other parts of the world, all-inclusive packages are favoured by most, Sub-Saharan Africans prefer to explore outside of resorts. Southern Africa and Nigeria rated the all-inclusive package as low on their list of must haves with under 46% of people booking trips of this kind.

One thing that cannot be debated is travellers in this region look for personalised experiences that are stress-free and comfortable. Travel agents should look at this, as over 93% of all individuals surveyed look for a different and engaging experience when they travel, whether for business or leisure.

For this tribe in Sub-Saharan Africa, there is beauty in simplicity but do not neglect to personalise the experience for the traveller. Be sure to check out the Amadeus Sub-Saharan Africa Blog for more insights about this region.


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Middle East, Research