Though majority of Algerian consumers would rather travel outside of the continent, there are opportunities for travel and hospitality brands selling Africa as a destination
Two years post the pandemic, consumers are reverting to their old behaviors. This includes travel opportunities which were highly restricted during the pandemic. According to Statista, the travel and tourism industry in Algeria contributed around 540,000 jobs in 2021. Additionally, as of 2021, the tourism and travel industry accounted for 5% of the total employment in the country.
A poll conducted by Kasi Insight on Consumer Travel Perceptions revealed that 80% of Algerian respondents are willing to travel out of the country within the year. Across gender, males are slightly more willing to travel when compared to females. When it comes to race, all but people of mixed race are likely to travel out of the country within the year. Moreover, with a tight budget, the respondents’ most preferred destination is Europe (27%) followed by Middle East (23%) and the United States (20%). Only 7% of the respondents are willing to travel within Africa. This portion is driven by Gen Zers and Millennials.
Safety of the destination and friendliness of local people prioritized by tourists
Travelling to a new country may be difficult especially when the destination is new to a tourist. For that reason, a number of factors are considered before making the decision to travel. According to the respondents, the top three factors considered by Algerians are safety at 65%, friendliness of the local people at 45% and opportunities to relax during their stay at 41%.
Across age-groups, consumer prioritization of factors considered varies. For Baby Boomers the top three factors considered are safety, quality of the accommodation and absence of Covid19 restrictions. Gen Xers consider safety, overall cleanliness of the destination and friendliness of the local people. On the other hand , Millennials and Gen Zers have the same priorities, safety of the destination, friendliness of the local people and opportunities to relax during their stay. To improve returns, those within the travel industry should keep a keen eye on the priorities of these consumer segments and leverage from them.
Kenya considered top destination by Algerian travelers
The poll further researched on African countries and the possibility of Algerian respondents to travel within the continent. Their knowledge on East African countries was high. When asked how much they know about East Africa, 70% of respondents were quite knowledgeable. Additionally, females are slightly more knowledgeable compared to males, while low-income earners were less knowledgeable compared to mid and high-income earners.
Majority of Algerians want to go to Kenya. 7 in 10 respondents selected Kenya as their most preferred country to visit in East Africa. According to them, Kenya is considered safe and the locals are quite friendly to their guests. There seemed to be an agreement across consumer segments as Kenya was the most preferred.
Travel brands in Algeria should consider Kenya as a lucrative travel destination within Africa
Though majority of Algerian consumers would rather travel outside of the continent, there are opportunities for travel and hospitality brands selling Africa as a destination. For travelers in Algeria, safety and friendliness are key considerations when picking a destination. Africa has no shortage of such country.
When looking at potential destinations to sell, Kenya can provide the best return. Travelers choose the country ahead of Egypt as their top destination. Brands should also make sure these packages are tailored to various consumer segment priorities.
One thing is sure, consumers in Algeria have an appetite for travel but it is up the brands to sell Africa as a viable destination for budget strapped travelers.
Our data intelligence platform can provide more insights to help your business make informed decisions in Algeria and elsewhere in Africa.
Contact our team today to explore how our consumer intelligence can empower your decision-making process. Win with confidence with Kasi insights https://www.kasiinsight.com/thehub
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