Black Friday offers now habitually include travel deals


(Posted 24th November 2016)

Kenya and Africa at large are starting to embrace the Western tradition where, on what is called ‘Black Friday‘ different retailers are offering massive holiday promotions.

Africa’s leading eCommerce firm Jumia joined the throng for the second year running and kicked off an early season sale began 14th of November. Holiday package buyers in addition enjoyed a 30% discount on the night of 17th of October during an occasion called ‘Jumia Travel Day‘ while shoppers on Jumia Mall and Jumia Market, two of the company’s other brand platforms, continue to enjoy massive bargains.

Estelle Verdier, Managing Director for Jumia Travel said the companyis proud to have introduced the concept in the continent’s travel and accommodation sector, upbeat for season’s returns.

Commenting on the sale now in it’s second season after a successful debut in 2015, Estelle Verdier Managing Director for Jumia Travel termed the customer response as ‘receptive, curious and very positive‘ explaining that the travel industry has shown great efficiency in adapting to new market trends. She sees no reason for hoteliers and related segments in the tourism industry not to tap into global calendar events and exploit seasonal deals and cycles that could mean higher sales for them.

A study by global research firm reports that the global hotel industry revenue generates approximately between 400 and 500 billion U.S dollars in annual revenue, while Euromonitor International predicted a growth of the same to cross the 550 billion U.S. dollar by close of 2016. Although this may vary through the seasons depending on key drivers, the study listed major performance indicators in the hotel sector performance as the Average Daily Rate (ADR), revenue per available room (RevPar), and the occupancy rate.

Although the global tourism trends are changing to embrace other types of travel such as business, conferencing, voluntourism and even the advent of dark tourism, the sector still treats the holiday season as it’s major ‘peak’, with players putting in extra efforts in marketing activities, special ratings and even re-designing packages to fit the jolly season.

Says Estelle further: ‘We are experiencing a shift in culture and lifestyle; where travel was once treated as a luxury. People are now more open to exploring destinations beyond their familial christmas visits. As it is, the younger generation seems to attach more value to gaining memories and experiences gathered through travel adventures, as opposed to the insatiable need to own stuff‘.

The second Jumia Travel Black Friday flash sale will take place on at the turn of midnight on Thursday, 24th November and last for 24 hours.