Technology to drive African bookings
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Tour operators and agents specialising in holidays to Africa say technology is playing a ‘disruptive’ role in the inbound market due to the wealth of information available.
Tour operators, agents, representatives of sport tourism and online businesses at a recent World Travel Market Meridian Club Think Tank said social media could “destroy the mystery of Africa” although the ‘familiarity’ of the destination could convert into more leads.
More business for African holidays from the UK market are said to come from online sources, with investment being put into natural and paid search marketing.
The impending launch of low-cost travel in Africa also raised concern as it would be easier for travellers to dynamically package a holiday to Africa. The group also voiced concerns over the drop in direct flights from the UK to Africa, which is instead seeing Gulf carriers pick up indirect traffic.
Fiona Jeffery, chairman of World Travel Market said the exhibition’s Africa programme will look to reflect the trends made aware at the Think Tank. The forum was under Chatham House rules, meaning participants cannot be named.
