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How
Kenyans
Travel
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How Kenyans Travel - Report
A study of the travel habits of Kenyans 06/Sept/‘07
responses which formed the basis of 52% of all respondents were female. Majority were
between 23-43 years old
the findings in this report.
Key goals
Grasp the forces that influence travel within Kenya by Kenyans.
Understand the variables that influence a travel consumer’s choices,
such as group size, cost, accommodation options, leisure activities etc.
Gather new insights about the Kenyan traveler that will help industry
players get more proactive in developing products.
Website: www.saffir.co | e-mail: hello@saffir.co | phone: (+254) 733 835 309, (+254) 725 470 242 3
How Kenyans Travel - Report
A study of the travel habits of Kenyans 06/Sept/‘07
FINDINGS
Website: www.saffir.co | e-mail: hello@saffir.co | phone: (+254) 733 835 309, (+254) 725 470 242 4
How Kenyans Travel - Report
A study of the travel habits of Kenyans 06/Sept/‘07
1 Travel Traits
This set of questions seeks to establish but end up closing off-line. According
a baseline of travel habits. These form to Vacay CEO David Kimani, a seizable
a pattern that tends to influence how number of bookings start on-line but
subsequent travel decisions are made. ultimately get finalised off-line. We expect
to see more non traditional booking
flows like Direct Message bookings,
chatbots, and use of messaging apps.
31 %
Quarterly
When possible
31 %
Frequency of travel
We checked with our respondents to see
20 %
Monthly how frequently they travel and we can
8% say over 50% of them travel frequently
Semi-annually making a minimum of four trips a year.
8% However, 31% of the respondents
Annually indicated that they travel when possible.
2% Possibly whenever they can catch a
Not often break from work or financial situation
allows. For these travelers, there’s little
time to plan ahead and they will possibly
Booking preference make the decision within a short period
60% of the respondents make their when the possibility arises.
travel booking on-line. It is possible that
the survey could have a slight bias due
to the fact it was conducted wholly on-
line. The remaining 40% book off-line,
with the possibility that some of these
are hybrid bookings that start on-line,
Website: www.saffir.co | e-mail: hello@saffir.co | phone: (+254) 733 835 309, (+254) 725 470 242 5
How Kenyans Travel - Report
A study of the travel habits of Kenyans 06/Sept/‘07
Hotel Nights
From the study, we found that Kenyans
prefer short stays of between one to
three nights stay at a go.
72 % 25 % 3%
1- 3 nights 4 - 6 nights 6 + nights
Travel Personality
This was an open ended, light question to discover the intrinsic motivation of
our respondents. In as much as it cannot be taken with the weight of a scientific
personality test, some of the keywords that arose from the analysis point to a
specific direction.
Website: www.saffir.co | e-mail: hello@saffir.co | phone: (+254) 733 835 309, (+254) 725 470 242 6
How Kenyans Travel - Report
A study of the travel habits of Kenyans 06/Sept/‘07
Information
2 Dreaming Phase sources
We sought to find out where
How do Kenyans initiate people find information that
triggers their wanderlust.
their travel plans? At 1% for directories, the data
Every traveler starts somewhere. Something points to the death of traditional
they see, hear or experience creates a desire media at this point with blogs
in them to travel. It could be a picture on your pulling in a higher number than
Instagram time-line, a friend’s experience or a traditional travel agents.
travel bloggers recap of a wonderful trip. So
what gets Kenyans into dreams that result in Travel bloggers have truly come
travel? of age and we’ll be studying the
growth further.
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How Kenyans Travel - Report
A study of the travel habits of Kenyans 06/Sept/‘07
from traveling?
26 %
Even with the above information sources Proper
information
killer? 7%
Time
Favourite ic
ra
te
r
destinations
a
e ng
en
,m bungoma
i
ma
gad
thom n
pson atio
Kenya’s coast is the kajiado sa nal am nama
nga
runaway favourite destination ga boseli ukunda
n
for over 70% of the Kenyans e
rus
ld o ret t a malindi
maasai mara
inga urka
we interviewed. The beach is
nairobi a
na
obviously a bigger draw than
s h kilifi
isiolo
va
pokot
id nakuru
any other feature for Kenyans
a
ru samiani
me n
with pristine Diani Beach cited laik
ipia
as the top destination. lewa
m
shimba hills
buru
o
nan mbasanyeri
thompson
suswa ’s falls
Popular inland destinations iten
wa yuk k kitale
kakamega forest
embu
in touch.
Website: www.saffir.co | e-mail: hello@saffir.co | phone: (+254) 733 835 309, (+254) 725 470 242 9
How Kenyans Travel - Report
A study of the travel habits of Kenyans 06/Sept/‘07
4.7 %
Festival & Events
7.1 %
0.3 % Other
Advertising
7.1 %
Culture &
Heritage
8.8 %
Price
42.4 %
22.9 % Fun & recreation
Nature
2.7 %
Nightlife
4%
Food & drink
Website: www.saffir.co | e-mail: hello@saffir.co | phone: (+254) 733 835 309, (+254) 725 470 242 10
How Kenyans Travel - Report
A study of the travel habits of Kenyans 06/Sept/‘07
3 Planning Phase
How do Kenyans go the dreams into tangible
move from a shortlist of
steps. They
destinations
about actualising their to the time of travel, choice and
cost of accommodation as well as
travel plans? transportation.
Once a traveler is done dreaming,
the next phase involves firming up
2%
Upto 1 year
18 %
A week or less
15 %
4-6 months
0% 30 % 80 % 90 %
No
30 %
35 % 2-3 months
1 month
Website: www.saffir.co | e-mail: hello@saffir.co | phone: (+254) 733 835 309, (+254) 725 470 242 11
How Kenyans Travel - Report
A study of the travel habits of Kenyans 06/Sept/‘07
Financing 7%
Other
A few local travel agents and hotels have installment plans but it appears that not
much marketing has been done around those.
Payment modes
31 %
Cash
Once it comes to finalising the travel
decision, 40% of Kenyans prefer
to pay via mobile money. Perhaps
a testament to the dominant role
3% mobile money plays in our economy.
Cards and cash have a combined
Other
40 %
Website: www.saffir.co | e-mail: hello@saffir.co | phone: (+254) 733 835 309, (+254) 725 470 242 12
How Kenyans Travel - Report
A study of the travel habits of Kenyans 06/Sept/‘07
?
16% 21% 39% 21% 3%
Alone Family Group Couple Other
2.6 %
10-25 people
60.4 %
4-10 people 5.6 % Players need to
The More the merrier
embrace group travel
0.4 % and have products
(from transport to
None
7.5 % accommodation)
two people
that address group
interests and
dynamics.
23.5 %
2-3 people
Website: www.saffir.co | e-mail: hello@saffir.co | phone: (+254) 733 835 309, (+254) 725 470 242 13
How Kenyans Travel - Report
A study of the travel habits of Kenyans 06/Sept/‘07
7%
Camping
7%
Apartments
15%
Villas
26%
BnB
7%
Glamping
23%
Resorts
10%
Lodges
3%
Homestay
2%
Other
Website: www.saffir.co | e-mail: hello@saffir.co | phone: (+254) 733 835 309, (+254) 725 470 242 14
How Kenyans Travel - Report
A study of the travel habits of Kenyans 06/Sept/‘07
24.6 %
3.9 %
Nature 2.2 %
What draws people to
hotels?
Nightlife
Price
12.9 %
Fun & Recreation We also wanted to understand better
7.5 %
1.1 %
Culture
&
Preferred
Transportation
We found that Kenyans generally prefer Air emerges as second most popular
to travel in personal vehicles (46%), air means of transport as evidenced by
(27%) and tourism service vehicles the high traffic between the coastal
like open top vans and off road, four- destinations and Nairobi. Going
wheel drive vehicles (16%). From this forward, it is possible that travelers’
analysis, Kenyans would prefer self- appreciation for the train will improve
drive trips due to the convenience of once there’s a friendlier schedule and
transportation in private vehicles. booking system than it is currently.
Website: www.saffir.co | e-mail: hello@saffir.co | phone: (+254) 733 835 309, (+254) 725 470 242 15
How Kenyans Travel - Report
A study of the travel habits of Kenyans 06/Sept/‘07
Budget analysis
In an attempt to understand how Kenyan travelers budget for their travel, we
looked at the accommodation, transportation, meals and recreation spend.
For the industry, this analysis is important because it helps us understand how
travelers perceive value especially for packaged holidays.
26 % 38 % 24 % 12%
Food & Accommodation Transport Recreation
beverage
WiFi Loyalty
31.3 % If you are a service provider in this
9.2 % 11.6 %
26.9 % 21.1 %
industry, you would be interested in
what keeps travelers coming back.
not important very important
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How Kenyans Travel - Report
A study of the travel habits of Kenyans 06/Sept/‘07
CONCLUSION
Website: www.saffir.co | e-mail: hello@saffir.co | phone: (+254) 733 835 309, (+254) 725 470 242 17
How Kenyans Travel - Report
A study of the travel habits of Kenyans 06/Sept/‘07
Website: www.saffir.co | e-mail: hello@saffir.co | phone: (+254) 733 835 309, (+254) 725 470 242 18
In addition to this, theHowincreased
Kenyans use Travel
There- Report
is need to encourage ordinary
of smart phones is givingof travelers
A study travelers
the travel habits to create content around
of Kenyans 06/Sept/‘07
new ways to curate and share content their experiences so as to harness
about their travels; this has left hoteliers the power of social media influence
with little control over their own image on future travel shoppers. This can be
- good or bad. All the service providers done by understanding the behaviour
can do for the Kenyan vacationer, of the buyers across the phases of
who is mainly a short-stay individual, the buying cycle, and customising
who values quality, and affordable the approach for each category. That
accommodation, is focus on their way, the industry can provide the
experience. domestic travelers with better services,
customise the messaging and connect
The preference overall, for short- better with buyers.
stays means there is opportunity in
developing more varied and attractive
packages for three- to four-day stays
that are action-packed.