Wakanow.com - The Future of Business model transformation

Wakanow.com is a Nigerian online travel aggregator platform modeled like Expedia.com. Before Wakanow.com existence, travelers contacted smaller travel agents to help with booking travel itinerary or contacted the airlines directly. Wakanow.com business model was to help customers directly compare fares from different airlines and bypassing the smaller agents. This is a form of concentration from the once fragmented market. Wakanow.com also has an affiliate program where smaller agents can book through the platform and get commissions. The organization has served mostly the Business-to-customer (B2C) travel sector.

Although Wakanow.com’s business model shows a certain level of concentration, it has fierce completion from other organizations in the industry like Travelnow.com.ng, which has a similar platform and the tech giant, Google, which has a travel search aggregator that compares fares from different sites as well. This shows that there is a lot more room for concentration in the online travel industry. The online travel aggregator (OTA) industry is also under the risk of becoming obsolete and needs a new business model since the assumptions in which the industry was built seems to be shifting.


One of the assumptions of the online industry is that the customer does not have access to the travel fares and required a skilled travel agent to get great rates and it is inconvenient to compare fares from one airline site to the other. This assumption is now in question as more airlines provide better fares on their sites and Google picks those fares and presents it in a concise manner for easy comparison just like the OTAs making them redundant and more expensive. The proliferation of technology helps and hurts Wakanow.com’s business model as well as the online travel aggregator industry. Wakanow.com needs to adapt its business process to the shifts and provide additional value-add services that will make the organization invaluable to its customers and collaborate with the fragmented travel agents.

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