Online buying and selling of goods and services, online transactions, high mobile penetration, fast connectivity, a digital savvy population and an increased consumer spending power are among factors increasingly fueling the penetration and growth of e-commerce in Kenya. One of the sectors consequently effected by this disruption is the travel industry, in part because of the growing confidence in e-commerce sites, such as online travel agents .

Image by

These have brought with them the efficiency often sought after by travelers who otherwise are overly occupied and thus have little time to research their destinations and make a booking of either the hotel or flight online . These travelers’ resolve and ability to purchase services on the move has, as a result, increased the reliance on mobile devices, thus giving service providers who invest on easy-to-use apps a rising edge.

Speaking during the Kenya Travel Awards 2018 held on 1 st February in Nairobi, Jumia Travel’s Country Manager Cyrus Onyiego noted that in Kenya, “ mobile bookings are on an upward trajectory, standing at 44% in the company’s Q3 2017 report, as compared to 41% in the second quarter of the same year” .

Cyrus Onyiego, Jumia Travel Country Manager speaking at the Kenya Travel Awards 2018

He however emphasized on the need for effective mobile-centric marketing strategies and customer engagement by service providers including hotels, a tactic Cyrus believes will “ increase trust on the otherwise deemed ‘risky’ online businesses” .

In his presentation, the country manager also highlighted other trends in the Kenyan travel market, with a majority who book via the travel agency still opting for the 3-star hotels (34%). Furthermore, business and leisure travelers make up 44 per cent and 88 per cent of total bookings made on Jumia Travel respectively.

Full Website