Online Travel Agencies (OTAs) are changing Nigeria’s travel industry, making flight bookings easier and more accessible. The days when travellers had to rely solely on physical travel agencies to book flights and process travel documents are gradually fading. Now, with a few clicks, customers can compare prices, book tickets, and secure travel services without leaving their homes. However, despite this digital transformation, traditional travel agencies remain crucial, offering personalised services and resolving issues that online platforms may not address effectively.
Speaking from his Lagos Visa Centre recently, Amb. Awomoyi Ayodeji, Principal Executive of Flyzone Tourism, emphasised that the rise of OTAs has not diminished the importance of traditional travel agencies. Instead, it has expanded opportunities for both businesses and customers, creating a more dynamic and inclusive travel industry. Amb. Ayodeji recalled a time when direct online booking was not an option for Nigerian travellers, particularly in the 1990s and early 2000s. Back then, customers had to visit physical offices, often dealing with limited travel options and high costs. Today, OTAs have bridged this gap, offering convenience and wider choices.
Despite the ease of online booking, Ayodeji stressed that travel agencies still play a critical role in the industry. Many customers prefer working with agents who provide expert advice, secure better deals, and assist with complex travel needs. “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,” he explained. Travel agencies maintain strong partnerships with OTAs and Destination Management Companies (DMCs), allowing them to offer additional benefits such as discounts and flexible payment options.
Rather than competing, OTAs and traditional agencies often collaborate to serve different segments of the market. Ayodeji explained how agencies benefit from bulk deals, which allow them to offer competitive pricing while maintaining profitability. “If we offer a product to a client for 100,000 Naira, a travel agency might get it from us for 50,000 Naira. This creates a win-win situation where the client gets a good deal, and the agency retains its business,” he said. With Nigeria’s population exceeding 200 million, no single company can serve everyone, making collaboration a necessity.
Flyzone Tourism has processed thousands of electronic visas and travel products for over 4,900 travel agencies across Nigeria, earning a reputation for reliability and efficiency. To strengthen its operations, the company recently relocated from Port Harcourt to Lagos. Accordding to him, this move was driven by the need to be closer to industry partners and clients. “Our office in Port Harcourt was mainly a back-end operation. It allowed our staff to focus on processing requests and managing agency relationships. However, we realised that being physically distant from our partners led to missed opportunities for face-to-face interactions,” he said.
Trust remains a key factor in Nigeria’s travel industry. While digital bookings are growing, many travellers still prefer dealing with someone they can meet in person. Fraud and unreliable services have made customers cautious about online transactions. “Even though the online community is vast, many Nigerians still value the reassurance of dealing with someone they can meet physically,” He noted. Establishing a presence in Lagos allows Flyzone Tourism to offer in-person services while maintaining its online-first approach.
With over a decade in the industry, Flyzone Tourism has built a strong reputation in outbound travel, marketing various destinations worldwide. He attributed the company’s success to innovation, collaboration, and customer satisfaction. “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 enhance these relationships while exploring new opportunities,” he said. Lagos also offers strategic advantages, such as proximity to key visa centres and travel infrastructure, ensuring quick responses to industry changes.
As Nigeria’s travel industry continues to evolve, businesses must adapt to changing consumer behaviours and technological advancements. While OTAs provide convenience, the personalised services offered by traditional agencies remain invaluable. He believes the future of the industry lies in strong collaboration between OTAs, DMCs, and travel agencies. “The emergence of OTAs has not diminished the role of travel agencies; instead, it has enhanced their ability to reach a wider audience and deliver better value,” he drew a close.
