For travel agents navigating Kenya’s competitive tourism landscape, fuel costs represent one of the most persistent operational headaches. Airport runs, safari transfers, and client site visits add up quickly, eating into already tight margins. Now, a new partnership between Rubis Energy Kenya and the Kenya Association of Travel Agents promises to ease that burden.
The Memorandum of Understanding signed on 30 September 2025 introduces an exclusive fuel program offering KATA members a KES 4 per liter discount across Rubis’s network of over 300 service stations nationwide. The savings, available through personalized fuel cards in both prepaid and postpaid formats, could translate to thousands of shillings monthly for agencies running multiple vehicles.
“At Rubis, we recognize that travel and tourism are vital pillars of Kenya’s economy, and travel agents play a key role in keeping this sector vibrant,” said Olivier Sabrié, Group Managing Director of Rubis Energy Kenya. “This partnership is not just about fuel savings, but also about empowering an industry that connects Kenyans to the world and fuels economic growth.”
The fuel card system addresses multiple pain points beyond price. For agencies juggling multiple drivers and vehicles, the cards offer centralized tracking and simplified expense management. The prepaid option helps businesses maintain strict budget control, while postpaid cards provide cash flow flexibility during seasonal fluctuations in tourism demand.
Security features embedded in the cards also reduce the risks associated with cash handling and fuel theft, concerns that have plagued fleet operators across Kenya’s transport sector.
The timing of the partnership reflects broader pressures facing Kenya’s travel industry. As international tourist arrivals recover and domestic tourism grows, travel agents find themselves caught between rising operational costs and price-sensitive clients. Fuel, which accounts for a significant portion of ground handling expenses, has been particularly volatile.
Dr. Joseph Kithitu, KATA’s Chairman, emphasized that the collaboration reflects the association’s ongoing efforts to deliver tangible value to members. For an industry where margins often depend on operational efficiency, even modest per-liter savings can meaningfully impact profitability.
The partnership also signals Rubis Energy Kenya’s evolving strategy beyond traditional fuel retail. Since acquiring Kenol Kobil in 2019 and Gulf Energy Holdings later that year, the company has been building sector-specific programs designed to capture commercial fleet business. The KATA agreement follows similar arrangements with logistics companies and corporate clients.
Through RUBiSOL, a joint venture with Solarise Africa launched in 2024, Rubis has also moved into renewable energy solutions, offering solar systems to businesses looking to reduce operational costs. The diversification positions the company as what Sabrié describes as “a strategic enabler of progress” rather than simply a fuel supplier.
For KATA members, registration requires submitting documentation through the association, after which Rubis handles card issuance and distribution. The straightforward onboarding process aims to ensure quick access to the discount program.
As Kenya’s tourism sector continues its post-pandemic recovery, with the government targeting increased visitor numbers and expanded safari offerings, operational support for travel agents takes on added importance. The businesses that facilitate these experiences, often operating with lean teams and limited resources, need every advantage they can get.
Whether the fuel discount program becomes a meaningful differentiator for KATA membership or simply keeps pace with competing industry associations remains to be seen. What’s clear is that in an industry where success is measured in shillings saved per transaction, KES 4 per liter adds up quickly when you’re fueling vehicles daily.
For travel agents accustomed to absorbing rising costs, the partnership offers something increasingly rare: a tangible reduction in one of their largest variable expenses.
