African passengers are more likely to book flights with travel agents compared with travellers from other regions, IATA revealed at its media briefing for its 2024 Global Passenger Survey at the end of October.
According to the survey, 71% of global respondents said they booked airfares online, with 53% preferring to use the airline’s website or mobile application, while only 16% preferred making a booking via human interaction. However, of those, according to the survey, more passengers in Africa booked their tickets through travel agents than in any other areas.
Complicated itineraries
Industry experts explain that Africa’s reliance on travel agents could be in part due to the complexity of outbound flight itineraries, which often involve navigating multiple carriers, stops and time zones.
Bonnie Smith, GM of Corporate Traveller, adds that the continent’s Internet access is largely mobile-based with varying degrees of IT literacy.
“Most people browse the Internet on their mobile phones, which isn't always ideal for comparing flights and making bookings. Imagine trying to open multiple tabs to check different dates and routes on a small screen. Travel agents make this process much simpler,” says Ramon Geldenhuys, CEO of 360 Degrees Travel.
Tricky visa requirements
African passport holders face even more challenges when travelling due to the extensive list of countries that require visas and often complicated application processes.
“Travel agents often have partnerships with visa specialists or stay updated on the latest requirements, helping travellers ensure they have the necessary documentation before they set out,” says Smith.
Experts point out that it becomes even more complex when African travellers plan to visit several countries and need visas for multiple destinations. “Instead of figuring out different visa requirements themselves, their travel agent can handle everything. They're basically turning what could be quite a stressful experience into something much more manageable, letting travellers focus on looking forward to their trip instead of worrying about paperwork,” says Geldenhuys.
Travel agents offer additional support
Stefan van der Merwe, incoming CEO of Sure Travel, explains that, although there are exceptions, on average there is a smaller percentage of frequent African travellers.
“If you look at developed markets like Western Europe and the US, they have a much higher quantity of experienced frequent travellers and a percentage of them would be prone to booking online for destinations they have visited before,” explains Van der Merwe.
Additionally, Geldenhuys says demand for travel agents is compounded because less experienced travellers fear the risk of falling victim to the growing number of sophisticated online travel scams.
“Many people feel more secure booking through a trusted agent rather than risking putting their payment details online,” says Geldenhuys.
Less experienced travellers also appreciate the guidance, support, and assistance offered by agents, especially during disruptions.
Unforeseen circumstances such as delays, cancellations and unpredictable weather events affecting a flight itinerary are not exclusive to intra-Africa travel, but travellers also tend towards travel agents because they will receive better assistance in these situations, explains Van der Merwe.
“A travel agent is much better placed to be able to find an alternative flight or solve other crises compared to bookings made via direct or online channels,” he adds.
