Travel Behavior in Nigeria

Nigerian Travelers Are Eager for International Exploration

Nigerian travelers are showing an increasingly global mindset, with more than 66% expressing a desire to embark on international leisure trips. As more Nigerians look beyond their borders, the appetite for diverse travel options is clear. Offering a wide range of immersive experiences and international packages is crucial for companies looking to capture this audience’s interest.

Travel Agencies Hold Strong Influence in Planning

The demand for professional guidance in travel planning remains a key element of the Nigerian travel landscape. Despite the rise of self-planning tools, 41% of Nigerian travelers still prefer to rely on travel agencies, while 30% opt for a combination of self-planning and professional advice. Travel businesses that emphasize their local expertise and ability to offer time-saving, personalized itineraries could find a strong foothold in this market.

Budget and Culture Shape Nigerian Travel Preferences

Affordability remains at the forefront of Nigerian travelers' priorities, with 61% focusing on cost when planning their trips. However, it's not just about stretching the budget—these travelers also seek enriching experiences, with nearly a third emphasizing local culture and history. With Nigerian travelers looking to balance relaxation (33%) and exploration, there’s a strong case for travel companies to design packages that cater to these dual needs.

Relaxation Dominates, But Adventure Holds Appeal

While relaxation tops the list of preferences for Nigerian travelers, with more than 76% favoring leisurely discovery trips, there is also a clear demand for more active pursuits. Festive trips (41%) and adventure travel (27%) are gaining traction, showing a wide range of interests among this audience. This evolving preference highlights the importance of offering varied travel experiences, from laid-back itineraries to those designed for adrenaline seekers. A flexible approach to packaging experiences that combine relaxation with adventure could attract a broader range of Nigerian travelers.

Family Travel Remains a Key Focus

Family is a core element of travel for Nigerians, with 40% preferring to take trips with their loved ones. At the same time, friend groups and solo travelers make up a sizable portion of the market, with 27% and 24%, respectively. Catering to these segments with customizable options for different group dynamics could help businesses tap into the full spectrum of Nigerian travel preferences.

Airline Choices Reflect Both Local and International Needs

When it comes to air travel, Emirates leads the way, with 21.1% of Nigerian travelers opting for the airline, followed closely by domestic carrier Air Peace at 17.7%. The mix of local and global demand reflects the growing connectivity and travel ambitions of Nigerians. With the competition heating up, airlines that provide exceptional service, a range of flight routes, and competitive pricing are well-positioned to win the loyalty of Nigerian travelers.

Booking Methods in Transition

The Nigerian travel market is gradually shifting toward digital platforms, with 54% of travelers now opting for online bookings. Traditional travel agencies, however, still hold a significant share at 47%, indicating that personalized service and expertise remain important. This transition suggests an ongoing evolution in consumer habits, where convenience meets trust. Businesses offering a hybrid approach—combining the efficiency of online bookings with the added value of professional guidance—are likely to appeal to both ends of this spectrum.