A report released last month on how Kenyan millennials travel has revealed that 51.1 per cent prefer to travel in groups, seeking shared experiences even with strangers, in a trend now influencing the marketing strategies of travel companies.
The findings, from destination marketing company, Saffir Africa, come as research points to shared activities as a growth opportunity. According to consultancy firm Juniper Research, the ‘shared economy’ was worth Sh1.8 trn ($18.6bn) last year and is estimated to reach Sh4.07 trillion ($40.2bn) by 2022.
