As Kenya’s festive travel season came to a close, Novaplus emerged as one of the standout digital platforms to benefit from increased tourism activity, posting strong growth driven largely by its emphasis on trust, verification, and secure digital discovery.
Launched in December 2024, Novaplus entered the market at the height of a peak travel season that typically records a 30 to 40 per cent rise in domestic and international travel. During this period, the platform helped travellers confidently discover verified accommodation, transport, dining, shopping, and lifestyle experiences across the country.
Internal data from Novaplus shows a 45 per cent surge in searches from tourists and international travellers throughout the festive period. Accommodation, mobility, dining, and events emerged as the most engaged categories. International visitors and diaspora travellers accounted for approximately 35 per cent of total platform traffic, underscoring the platform’s growing relevance in both pre-arrival planning and on-the-ground discovery.
The festive period also highlighted the growing importance of trust in digital travel platforms. With more than 62 per cent of Kenyan online users citing fraud as a major deterrent to completing online transactions, and recent research indicating that over 80 per cent of users encountered digital scam attempts in 2024, travellers increasingly sought platforms that prioritised safety and credibility.
Novaplus differentiated itself through a strict business verification framework, ensuring that all listed businesses met clear identity and credibility standards. This approach helped reduce risk for travellers navigating sectors commonly affected by fraudulent listings during peak seasons, particularly accommodation and transport.
During the holidays, the platform featured hundreds of verified businesses, including global brands such as Bolt, Mövenpick Hotels & Residences, Pax Manor, Best Western Plus, and Hyatt Regency, alongside trusted local enterprises and destination hubs like Prestige Plaza. Listings associated with internationally recognised brands recorded up to 50 per cent higher engagement, while verified local businesses experienced a 30 per cent increase in visibility and customer inquiries.
“Festive travel is a stress test for digital platforms,” said Bashir Mohammed, Chief Executive Officer of Novaplus. “Travellers want peace of mind when navigating new destinations. Our performance shows that trust and verification are no longer optional—they directly influence growth.”
Industry trends show that over 70 per cent of travellers research accommodation and transport online before travelling, a behaviour clearly reflected in Novaplus’s usage patterns. By combining global brands with high-quality local businesses within a single trusted environment, Novaplus helped simplify travel decisions while supporting businesses during a highly competitive period.
As the season ends, Novaplus enters the new year with strong momentum, validated by a trust-first model that is shaping smarter travel decisions and strengthening Kenya’s digital tourism ecosystem.
