Kenya’s festive travel season once again underscored a critical shift in traveller behaviour: trust now sits at the centre of digital discovery. For Novaplus, this shift translated into measurable growth, positioning the platform as a rising player in Kenya’s travel and e-commerce space.
Launched in December 2024, Novaplus entered the market during one of the busiest travel periods of the year, when tourist activity typically increases by up to 40 per cent. Despite the crowded digital landscape, the platform gained rapid traction by focusing on verified listings across accommodation, transport, dining, shopping, and lifestyle services.
According to internal platform data, Novaplus recorded a 45 per cent increase in searches from tourists and international travellers over the festive period. Accommodation and mobility led engagement, followed closely by dining and events. Diaspora and international users accounted for around 35 per cent of overall traffic, highlighting the platform’s importance in pre-travel research and in-destination decision-making.
The strong uptake came against a backdrop of heightened concerns around digital fraud. With more than 62 per cent of Kenyan users citing fraud as a barrier to online transactions, and over 80 per cent reporting exposure to scam attempts in 2024, travellers showed a clear preference for platforms that offer protection and credibility.
Novaplus addressed this concern through a rigorous business verification framework, ensuring that every onboarded business met defined identity and trust standards. This approach reduced the risk associated with fraudulent listings, particularly in sectors such as accommodation and transport, which are frequently targeted during peak travel seasons.
During the holidays, Novaplus hosted hundreds of verified listings, ranging from international brands like Bolt, Mövenpick Hotels & Residences, Best Western Plus, Pax Manor, and Hyatt Regency, to reputable local businesses and destination hubs such as Prestige Plaza. Listings featuring global brands recorded up to 50 per cent higher engagement, while verified local businesses saw a 30 per cent increase in visibility and customer inquiries.
“Trust is the foundation of digital discovery,” said Novaplus CEO Bashir Mohammed. “Our festive season performance confirms that travellers are actively choosing platforms that prioritise verification and reliability.”
Industry data shows that more than 70 per cent of travellers research accommodation and transport online before travelling. Novaplus’s ability to consolidate trusted options within a single platform contributed to smoother travel experiences while supporting businesses during a highly competitive period.
As the festive season concludes, Novaplus moves forward with a strengthened market position, demonstrating how verification-led platforms can drive growth in Kenya’s evolving travel economy.
