we have many interconnected branches . So setting up our staff to work from home was not too challenging , not a train smash so to speak . We also made sure we kept checking on each other to ensure all were well health-wise and psychologically . For those who needed to come to the office we had half day shifts and followed all other Covid-19 protocols . Fortunately none of our staff who caught Covid-19 needed to be hospitalized , they were mild cases .
When the restrictions were partially lifted , we partnered with a provider who could offer Covid testing for them at home and they could download the Certificate required for travel then . I can say that due to what is now being referred to as ‘ revenge travel ’ once things got back to normal 2022 and 2023 were our best years ever . So we recovered well , and are doing better than pre-Covid-19 years .
Lessons : The biggest lesson is that the unforeseen will always happen and we cannot plan or be prepared enough for everything . So adjusting as fast as possible is important and it all starts with studying the situation and adjusting accordingly . Flexibility of mind will lead to action , for a rigid mind cannot weather a crisis .
Secondly involve your staff , stakeholders and partners when coming up with a solution for many heads are better than one . Communication is vital at such times to keep all on the same page and providing reassurance when needed , which is always the case .
The other lesson is that domestic travel needs to be taken seriously by all stakeholders as it became our lifeline during the crisis .
Having spoken about domestic travel especially as it relates to tourism how can this be grown ?
That ’ s a very good question and though we focus on corporate travel mainly for business this is an area close to my heart for it can also grow our base as a ticket is a ticket irrespective of the reason for needing one . There is a big misconception that only ‘ mzungus ’ travel especially for holiday or leisure . Many assume it ’ s not for them and it ’ s expensive . To demystify this , all stakeholders need to educate the target populace and curate meaningful packages that encourage trial . I believe strongly that if Kenyans start to travel , sample , and enjoy what we have it ’ s enough to sustain the hotel industry . Domestic travel has many advantages and two come to mind ; it is not affected by travel advisories nor does it follow the swings of seasonality like international travel .
Let me now touch on how we can grow our tourist numbers . As you have pointed out we need to market other attractions beyond beach and bush . For example , we have excellent medical and education facilities that can be marketed especially within the African continent . The other is cultural immersion , wellness retreats and sports . I am confident for example that there are people , may be scholars , out there that would like to visit our historical sites such as the Mau Mau caves in Nyeri . Another example is those who wonder why we dominate in middle distances and marathons maybe they can visit the ‘ home ’ areas of the athletes . For example Robben Island and the Table Mountains attract millions of tourists . Our equivalent of Kapenguria and scenic mountains , topography and nature hardly scratch the surface . So we as a country have so much to offer but always narrow our focus , which restricts our numbers .
Added onto this is my belief that Africa offers the biggest potential and we need a strategy of how we can market to those in the continent . They have such huge numbers especially populous countries like Nigeria that have a bulging middle class . Apart from marketing it is important to make it easy to travel within the continent right from making visa applications where necessary ensuring that the Electronic Travel Permit works smoothly and quick friendly check out at the ports of entry . This is not just a matter of technology but also mindset . There are also too many organizations marketing or attempting to grow the market each with different ideas and ways of implementing them . We need to consolidate and speak with one voice .
There has been a call to open our skies more especially direct flights to Mombasa , an action that I support whole heartedly .
Lastly could you touch on the key challenges that are facing the travel operators in general ?
The first is delay in payments for tickets issued and yet IATA is very strict on late payments which can be fatal to the business and a number have lost their license due to this .
The second is Airlines , with increasing revenue in mind , encouraging customers to book directly with them through their websites . Though technology makes this possible and customers can save a few dollars it is important for them to realize that if anything goes wrong , as it sometimes does , they are on their own .
Moreover travel agents offer more than just the ticket . We make sure that all goes well from issuing the ticket to getting one to the hotel for example . It ’ s a holistic service and should things go wrong we offer alternatives . We have the clout and formed relationships that we leverage to ensure our customers are well taken care of .
Any CSR activities
Of course we are involved in CSR initiatives . We believe in giving back . We believe in sustainability and one of one the areas we participate in is tree planting at Kereita Forest and Thika Greens .
We also support two Children ’ s Homes : Sirota Children Rescue Centre & Blessed Kids Children Home in Zimmerman .
Added to this is our partnering with higher education institutions that offer courses in our field . We are working with some to ensure that their curriculum is relevant and fit for purpose . We also assist getting internships with us or our business partners . This benefits both the students and the industry in the long run .
Do you have some parting shots ?
Yes . Let me touch on the youth especially those about to embark on their careers in whichever field for the fundamentals are the same , nothing happens fast like instant coffee or a microwave . There is a process and a journey to success however one defines it . Patience , resilience and hard work are necessary pillars . Even instant coffee for example had to be planted , tended , harvested and processed to get to the cup . This is the example I give them , not to just look at the end but to appreciate the process , long , meticulous and laborious . There is a path and one must take and it cannot be ‘ instant ’.
Turning to business it important to remember that the customer is what I call ‘ heart of the matter ’. But to keep them happy are staff and partners . Look after them and they will look after the customer .
This story was pieced together by the Marketing Africa editorial crew led by Robert Wamai . For feedback or any more discourse please drop us a line at : Info @ marketingafrica . co . ke .