‘Online travel agencies deepen Nigeria’s tourism drive, create opportunities’

With over a decade of experience in the tourism industry, Flyzone Tourism has become a leader in outbound travel. The company specializes in marketing campaigns for diverse destinations, from major cities to beach resorts and national parks. The company’s innovative approach and dedication to excellence have earned numerous awards and accolades. The founder, Awomoyi Ayodeji, speaks with the media about the emergence of online travel agencies and the impact they are making in Nigeria’s search to become a destination hub. GREGORY AUSTIN NWAKUNOR was there.

No doubt, the emergence of Online Travel Agencies (OTAs) has reshaped the Nigerian travel industry, creating new opportunities and addressing the limitations of traditional travel agencies. What is your take on this growth?

“OTAs have encouraged the travel business to expand its reach, improve its efficiency, and adapt to a rapidly changing market. The transformative impact of OTAs and the symbiotic relationship they share with traditional travel agencies is there to be seen. In the past, Nigerians didn’t have direct access to book their flights online. This was especially true in the 1990s and early 2000s. It wasn’t until recently that OTAs began to emerge, allowing clients to go online and book their tickets themselves. The emergence has not diminished the role of travel agencies; instead, it has enhanced their ability to reach a wider audience and deliver better value. By working together, OTAs, DMCs, and traditional travel agencies can create a more dynamic and inclusive travel industry in Nigeria,” he says.

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Awomoyi Ayodeji adds: “OTAs came as a response to the limited reach of many travel agencies. Traditional agencies were unable to capture a significant share of the growing market, prompting companies such as Flyzone Tourism and other Destination Management Companies (DMCs) to adopt an online-first approach. This shift not only brought the convenience of direct booking to clients but also provided travel agencies with an opportunity to expand their network and offer better services.”

Airlines have also embraced digital transformation by offering clients the ability to book flights directly on their websites. However, this doesn’t mean the traditional travel agency model has become obsolete. The role of a travel agent remains critical. If a client encounters a problem, it’s often easier to call the travel agent who booked the ticket than to contact an airline, which is already handling a vast number of operational tasks. Travel agencies also have established relationships with OTAs and DMCs, making it easier to resolve issues and secure special discounts for their clients.

He says, “If we offer a product to a client for N100,000, a travel agency might get it from us for N50,000. This creates a win-win situation. The client gets the product at a competitive price, while the travel agency retains its profitability. With a population of over 200 million people, Nigeria is a vast market, and no single entity can serve everyone. Collaboration is essential for success. There are currently around 8,000 travel agencies in the country, including both registered and unregistered ones. This number encompasses mobile agents without offices, market traders who assist their colleagues with bookings, and others. The market is incredibly diverse, and OTAs are not targeting the clients of traditional travel agencies. Instead, they are tapping into a different sector altogether.”

What led to Flyzone’s recent move to Lagos? He says, “Our office in Port Harcourt served primarily as a back-end operation. It allowed our staff to focus without distractions, processing requests and managing relationships with travel agencies. However, we realized over time that being physically distant from our partners led to missed opportunities for face-to-face interactions. Many Nigerians still prefer in-person engagement owing to past experiences. This understanding drove our decision to open an office in Lagos.

Even though the online community is vast, many Nigerians still value the reassurance of dealing with someone they can meet in person. That’s why Lagos is the perfect location for us. It brings us closer to the travel agencies, making it easier to build trust and strengthen our relationships. At the same time, our online-first approach ensures that we can efficiently serve partners and clients who may never visit our office. Most of the agencies we work with have never seen us physically, yet we have delivered consistently for them. The move to Lagos will allow us to enhance these relationships while exploring new opportunities. Lagos also offers proximity to key visa centres and travel-related infrastructure. For example, while Port Harcourt previously hosted the United Kingdom centre, this service has now relocated. Being in Lagos enables us to respond quickly to such changes and remain accessible to our partners and clients.”