Travel/Tourism
Knowing Where Travellers Come From is Key to Meeting Their Wants and Needs
By Rachel Irvine
We live in an age of hyper-personalisation. Every ad you see online, every show you watch, and every book you read is recommended to you based on your tastes and preferences (however badly some companies may do it). The travel industry is no different. No destination or accommodation provider can cater to every single person’s travel desires.
It’s therefore critical that they know who they’re likely to appeal to and market themselves accordingly. A good starting point when it comes to doing so is identifying which countries make up the majority of guests and visitors. That’s because, while there’s obviously variation within countries, it is possible to pick up broad preferences and drill down to more individualised preferences from there.
Doing so not only means that players in the travel and hospitality sector are better placed to understand why they’re hitting the mark with citizens from certain countries, but also that they can ensure they’re targeting the right people with the right message at the right time.
Understanding country preferences
But what do these preferences look like? McKinsey’s The state of travel and hospitality 2024 report provides some useful insights. The report, which reveals that the travel industry is on track for full recovery by the end of 2024 and that luxury travel is the fastest-growing segment, also provides some interesting insights into what people from different countries are looking for in their travel experiences.
Sixty-nine per cent of Chinese tourists, for example, said they plan to visit a famous sight on their next trip, versus the 20% of European and North American travellers who said the same. Respondents living in the UAE, meanwhile, also favour iconic destinations as well as shopping and outdoor activities.
In other words, city hotels might have an easier time attracting Chinese tourists if they’re close to a famous landmark, while somewhere that bills itself as a quiet retreat or which is centred around interesting food experiences may find it easier to attract European and North American tourists.
Attracting German and UK visitors
Those are all important markets for the African travel sector, as are Germany and the UK. According to a report from SA Tourism, outbound travel to sub-Saharan Africa from Germany is growing by 21.2% annually. And in the first quarter of 2024, 125 420 UK tourists visited South Africa alone, a 5.3% increase on 2023. In Kenya, the UK and Germany were fourth and sixth in terms of 2023 tourist arrivals to the country, growing by 19% and 46% respectively. It’s therefore especially critical to know what the preferences for these markets are too.
According to the McKinsey survey, both Germans (45%) and UK citizens (38%) place importance on “getting away from it all”. Both also like beach getaways, expressing “soaking in the sun” at twice the rate of American respondents as the main reason they travel.
A study from TGM Research, meanwhile, found that the top three needs for German tourists are quality and comfort, security, and competitive prices. Their favoured activities are beach and leisure, cultural and gastronomic, and shopping. While UK residents have the same top three needs, they’re more security conscious than Germans. They’re also more invested in beach and leisure activities than their German counterparts.
Another growing travel trend is sustainability. According to a 2022 report carried out by Opinium on behalf of the Spanish Tourist Office, 86% of UK tourists value sustainability as either ‘important’ or ‘very important’ when selecting a holiday destination. A 2023 study by Germany’s Environmental Protection Agency (UBA), meanwhile found that “61% of the population have a positive attitude towards sustainable holiday travel.” This shows that destinations and providers targeting these markets can gain mileage by punting their green credentials, but only if they’re actually earned.
Interestingly, neither value traditional hospitality marketing initiatives such as loyalty programmes and hotel branding as much as visitors from China, the UAE, and North America. Make no mistake, there’s still value in such programmes but it does show that there’s room for innovation in these markets, particularly in the luxury segment.
The right marketing partner
Of course, knowing what a country’s preferences are and marketing to those preferences are two different things. It’s therefore critical to choose marketing partners that don’t just know how to market effectively according to specific insights but also have deep knowledge and understanding of the markets you’re trying to reach.
That’s important for a few reasons. The first is that they can ensure that your messaging will actually land in those markets. They understand what tone and language to use and also which platforms to target with that messaging. Perhaps most importantly, however, they can take the insights around a particular market and drill deeper into it, providing additional levels of personalisation.
Positioned for growth
Ultimately, even as travel numbers to Africa from the UK, Germany, and other markets keep growing, players across the hospitality sector must remember that success isn’t guaranteed. That means understanding their customers as deeply as possible and working with experienced marketing and communications partners who can turn those insights into results.
Rachel Irvine is the CEO of Irvine Partners
The Governor of Plateau State, Mr Caleb Mutfwang, has assured full government support for the N8.5 billion Hill Station Resort revitalization project, embarked on by Hillside Hospitality Limited, an investee company of Strom Infrastructure Investments and Management Limited. The renewed commitment came during a high-level stakeholder engagement meeting aimed at accelerating the historic resort’s transformation.
Speaking through the Secretary to the State Government, in Jos, Plateau State, on Monday, Mr Samuel Jatau, Governor Mutfwang emphasized the project’s significance to Plateau’s development agenda.
“The people of Plateau are diligent, hardworking, and committed. We will support and patronise this development to ensure its success,” he said.
The ambitious project, set to commence construction in March 2025, represents a strategic partnership between the Plateau State Government and Hillside Hospitality Limited. Following the signing of the Heads of Terms Agreement in July 2024, the initiative aims to restore the 1938 structure while introducing modern amenities and luxury facilities.
Speaking on the project’s vision, the Director of Hillside Hospitality Limited, Mr Kolapo Joseph, described the Hill Station project as a groundbreaking initiative that seeks to transform hospitality and tourism in Plateau State.
“This project is about more than just revitalisation, it is a dedicated effort to honour Hill Station’s rich heritage while introducing world-class hospitality standards.
“Our vision is to create a destination that seamlessly integrates luxury, culture, and nature, ensuring an exceptional experience for visitors in the heart of Jos.
“We recognise that Plateau State holds immense potential as a hospitality hub, and we are committed to working closely with all stakeholders to ensure this transformation drives economic growth, generates employment, and instils a renewed sense of pride in the community.
“Through collaboration and strategic investment, we aim to develop Hill Station Resort into a landmark destination that reflects the very best of Nigerian tourism,” he stated.
Mr Joseph expressed gratitude for the continued support from the Plateau State Government and private sector partners, adding: “This is not just an investment in infrastructure; it is an investment in Plateau’s future. We are creating a resort that will attract business and leisure travelers alike, unlocking new opportunities for the local economy while preserving the unique identity of this historic site.
“With the right partnerships, we will position Plateau State as a premier global tourism destination, one that showcases its rich cultural heritage and natural beauty to the world.”
In his remarks, another Director of Hillside Hospitality, Mr Hakeem Condotti, highlighted Strom Infrastructure’s deep connection to Plateau State through its involvement with NESCO Nigeria.
“This investment demonstrates our commitment to preserving and enhancing historical landmarks while driving economic growth in the region,” he said.
The revitalized resort, scheduled for commissioning in the fourth quarter of 2025, will feature state-of-the-art conference facilities, premium accommodations, and leisure amenities, positioning Jos as a premier destination for business and leisure travel.
By Aduragbemi Omiyale
Two major airlines operating in the Nigerian airspace, Emirates and Air Peace, have signed an interline agreement to allow passengers enjoy frictionless single-ticket travel and simplified baggage throughput.
This deal will enable passengers flying from the United Arab Emirates (UAE) to Nigeria enjoy onward connections to Asaba, Akure, Benin City, Calabar, Enugu, Ilorin, Kaduna and Owerri, Abuja, Kano, Uyo, Port Harcourt and Warri.
Emirates operates the Dubai-Lagos route with a Boeing 777-300ER and some of its passengers continue their journeys to the above cities through other airlines, but with this interline agreement, when they land in Lagos, Air Peace will move them to the other cities with ease,
“Emirates is a steadfast partner of Nigeria’s tourism, trade and aviation sectors. This partnership with Air Peace is the next step on this journey, bolstering our connectivity and introducing more travel options for corporate leisure, and travellers visiting friends and family to and from Nigeria.
“We look forward to deepening our strategic partnership with Air Peace in the future to enhance the benefits for our mutual customers,” the Deputy President and Chief Commercial Officer for Emirates, Adnan Kazim, said.
Also commenting, the Chief Operating Officer of Air Peace, Ms Oluwatoyin Olajide, said, “We are excited about this strategic interline partnership between Air Peace and Emirates, which is a significant step towards enhancing global connectivity for Nigerian travellers.
“It aligns with our mission to provide seamless, world-class travel experiences while expanding our route network and international reach.
“This collaboration not only expands Air Peace’s international reach but also offers Nigerians arriving from Dubai seamless access to key domestic destinations, including Asaba, Akure, Benin City, Calabar, Enugu, Ilorin, Kaduna, and Owerri.
“By improving ease of travel, we are boosting business, tourism, and trade opportunities, further strengthening economic ties between Nigeria and the UAE.
“This partnership also reinforces Nigeria’s aviation sector by enhancing connectivity, efficiency and positioning our country as a critical hub for regional and global travel. At Air Peace, we remain committed to providing greater connectivity, convenience, and world-class service for our passengers.”
The latest forecast from Astons, suggests that the number of applicants looking to secure a Greek Golden Visa in 2024 is set to increase for the fourth consecutive year.
Astons has analysed data around the number of Greek Golden Visa applications submitted on an annual basis between 2019 and November 2024, before forecasting what 2024’s annual application total is set to be once December’s numbers are accounted for.
The analysis reveals that 2024 finished on a high when it comes to demand for Greek Golden Visas.
By November, the estimated total number of applications stood at 8,059, with Aston’s analysis revealing that 995 were submitted in October alone, 914 submitted in November, and a forecasted total of 778 submitted in December.
2024’s enormous demand for Greek Golden Visas was driven by investors looking to get in ahead of significant changes implemented to the scheme which increased the minimum investment threshold to €800,000 across the entire Athenian Riviera, Thessaloniki, and all major islands.
This isn’t the first time that changes to the Greek Golden Visa programme have resulted in surging levels of demand.
In 2023, Greece raised the threshold for real estate investment from €250,000 to €500,000 in the most attractive and developed regions of the country, including all of central Athens. However, in the Athenian Riviera, certain areas retained a threshold of €250,000, such as the Piraeus region.
As a result of this change, 2022 saw an annual increase of 118.5% in the number of Golden Visa applications, followed by a further +94.8% increase in 2023.
Who is driving demand for Greek Golden Visas?
The high demand for Greek Golden Visas over the past two years in particular is being driven by wealthy US citizens looking to spread their risks and opportunities beyond the borders of North America, with demand being particularly influenced by the increased investment thresholds implemented in 2024.
Astons estimates that Greece is the focus of at least 50% of all Golden Visa applications by US citizens, with investors drawn to the country by the lifestyle offering, not to mention the attractive minimum investment contribution – for which investors get five years of residency for the whole family with a right to renew at the end of that term.
Furthermore, Greece currently has one of Europe’s most lucrative property markets and best performing economies.
Citizenship, residence permit, and real estate investment expert for Astons, Alena Lesina, commented:
“Looking ahead to 2025, we believe that demand for Greek golden visas will remain robust despite the recent changes made. This is because it is still possible to purchase real estate and obtain a residency permit for as little as €250,000, even in the very heart of Athens, provided that the property in question is converted from commercial use to residential. As such, we’re seeing a lot of developers now buying old hotels and office buildings and transforming them into modern residential complexes, complete with stunning swimming pools and terraces.
Another reason to expect further growth in demand for Greek visas in 2025 is the fact that Spain is about to close its own Golden Visa programme which was itself hugely popular. With Spain no longer available to expats, it’s reasonable to expect that Greece, with its similar lifestyle offering and even more affordable accessibility, will become the focus of their attention.”
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