Last year, Sabre released a report on African flyers and how airlines could reach and serve them better or enhance the flying experience. It broke down how nationals of four countries – Nigeria, Kenya, South Africa and Egypt – perceived different aspects of flying including costs, in-flight preferences, pain points, experiences, and decisions on whether to use local or foreign airlines.

It also looked at if the introduction of a single passport would impact traveling across the continent. The challenge of getting a visa was cited as a major hindrance for Africans seeking to travel more alongside costs, lack of routes, safety, and stressful flights.

Conclusions: 

• More airlines need in-flight Wi-Fi.
• Many airlines have uncomfortable flights, and passengers will pay more to get better experiences. They are willing to spend ($104), six times the global average, for this.
• The cost of flying is still high (national taxes are a major reason for this)
• Removal of visa’s or the ability to obtain a visa on-arrival will have more impact than a pan-African or an African Union passport.

And specifically for Kenya Airways,

Kenyans passengers would (extra) pay for:

• Inflight Wi-Fi
• Extra luggage

Kenyans will choose KQ over a foreign airline for:

• Cheaper tickets
• Superior customer service