The rise of online travel agencies in Kenya and the entire region is seen as both an opportunity and a challenge to the hitherto traditional industry that purely relied on direct bookings and customer loyalty. This new trend has in its positive light opened up the industry to global accessibility but not without creating a new need for tech savvy middle and lower management.
Hotels are also investing in technology to ensure that tech-loving travellers are happy and content with the booking and check-in process as well as guest-room entertainment and business needs taking lead in priorities for most hotels.
According to the research, 42% of Kenyan travellers will prefer a hotel that is well equipped with robust Wi-Fi, taking into consideration the diverse number of devices that make their way past the concierge. "This is a clear indication that today's leisure and business traveller are tuned towards reliable Wi-Fi as top priority," said Estelle Verdier, MD for Jovago East & Southern Africa, while addressing e-Receptionist Training workshop organised by the company.
Other major amenities that are key factors in influencing a Kenyan guest's decision include provision of a swimming pool at 31%, with 21% of guests keen on finding air-conditioned rooms. Despite the challenges that dragged the sector earlier in the year, both small boutique hotels and renowned chains are stepping up their act to woo this emerging market by incorporating online marketing strategies that go beyond provision of room Wi-Fi. Investing in online marketing is seen as a critical factor that comprise of, among other aspects; creating unique and accurate content, interactive and correct location maps, travel tips as well as virtual tours to capture the imagination of a prospective traveller.
"Kenya has shown an unprecedented leap to m-commerce" says Verdier. "For instance, 60% of our local customer base prefer making their bookings via a mobile device and will undoubtedly go ahead to complete the purchasing process through an online payment option. This goes to emphasise the role of online payments for anyone venturing into ecommerce. A major component of this revolution is to ensure that your hotel is quite flexible on payment mode, without compromising on security."
Most of the hotels on Jovago therefore accept both online payments via Mpesa as well as card payment (29%). The rest of the customer base (47%) opts for pay-at-hotel at the time of checking in mostly due to the risk still associated with online payments.
In conclusion, Verdier notes that mobile technology has played a great role in creating a level playing field for both startups and smaller companies, "it is no longer a requirement for a company to invest in sophisticated pay systems; a tap on your phone while at the cash register pretty much closes the deal."
