Marek Zmyslowski, the Managing Director of Jovago has explained the reason for the company’s partnerships with music artistes and some popular social media personalities including Nigeria’s Ice Prince.
[blockquote right=”pull-right” cite=”Marek Zmyslowski, the Managing Director of Jovago”]“Now, it is all about creating the market. Our competitions are not the other travel agencies, our competition is the habit of the Nigerian customer to stress himself, to take a taxi and ask the taxi man can you find me any hotel close by because it is already 7pm, I need to sleep somewhere and going hotel from hotel just to find a free room. I think that’s our biggest competitor, the habit,”[/blockquote]
Zmyslowski said in an exclusive interview with Technology Times that the online hotel booking services company was aiming to tap into the younger audience, who the company regarded as potential recommendation source.
Jovago, which offers thousands of hotels around the world for business and leisure customers to book online, is owned by Africa Internet Holding, a leading internet group in Africa owned by Millicom, MTN and Rocket Internet which also operates a number of successful companies such as Jumia, Kaymu, Hellofood, EasyTaxi, Lamudi, Carmudi and Lendico.
“We want to tap the younger audience, our future customers that are still studying, they are educating themselves; they are going to get good jobs. They have parents that don’t know Internet yet and many times the parents ask them for help so I believe that young people are much underestimated as potential customers or potential recommendation source. This is why we struck a deal with Ice Prince and others,” he said.
Zmyslowski says the company was aiming at reaching wider audience through its many offline campaigns.
“But we also try to tap into the wider audience that sounds obvious for us – we have become the partner of Nigeria’s first ever racing team, they will be taking part in the GT racing series, they will be travelling all over the world, they have African drivers, I think one Nigerian and two South Africans and that is like almost purely Nigerian/African racing team in the world and we want to assimilate through them because Jovago is pure Nigerian/pure African brand we want to promote Africa,” he adds.
According to Zmyslowski, the company’s goal in the long-term is to create the market. “We want to change habits, we want people to make more bookings online and to do that, we have to communicate the benefits because it is safer, cheaper and time-saving. So, what we believe is that when we make the cake bigger, our piece will also be bigger because it’s not the case of competing in a saturated market.
“Now, it is all about creating the market. Our competitions are not the other travel agencies, our competition is the habit of the Nigerian customer to stress himself, to take a taxi and ask the taxi man can you find me any hotel close by because it is already 7pm, I need to sleep somewhere and going hotel from hotel just to find a free room. I think that’s our biggest competitor, the habit,” he says.