Strategic PR: Key to Sustainable Success in Nigeria's Hospitality Sector Beyond Detty December

Since the 2010s, Nigeria’s popular festive season, Detty December, has steadily gained continental and global prominence, particularly because it comfortably couches the plethora of events, concerts (especially with the rise of afrobeats) and the throng of ‘IJGBs’ that flock back home to enjoy the season, its nightlife and its various famed or new destinations. The season has become a major highlight not only culturally but also economically. This period draws millions of Nigerians home from the diaspora, alongside tourists and locals eager to enjoy the vibrant events, nightlife, and hospitality offerings. The influx of visitors generates billions of Naira, especially in Lagos, where tourism and hospitality revenue soared past ₦111 billion in December 2024 alone. Short-term rentals like Airbnbs have played a big role in this growth, offering alternatives to traditional hotels.

Yet, this seasonal boom exposes a serious challenge. Many travellers and locals perceive exploitative pricing, especially in the Airbnb and serviced apartment markets. Prices in popular areas such as Victoria Island, Ikoyi, and Lekki often triple without matching improvements in service or facilities. This perception threatens the long-term sustainability of Nigeria’s hospitality sector.

Strategic public relations (PR) can help businesses navigate these challenges and build sustainable success beyond the festive season. This article explores how PR can protect reputations, build trust, and create lasting value for Nigeria’s hospitality industry.

The Economic Power of Detty December for Hospitality

Detty December has evolved into a powerful economic engine. The combination of returning diaspora, tourists, and local holidaymakers creates a surge in demand for accommodation, food, entertainment, and transport. This demand fuels:

• Increased bookings in hotels, guesthouses, and short-term rentals

• Higher patronage of restaurants, bars, and event venues

• Growth in local employment and small business opportunities

For example, Lagos State’s ₦111 billion revenue in December 2024 highlights the scale of this seasonal boost. Short-term rentals contributed a significant share, offering flexible, group-friendly accommodation options that traditional hotels cannot always provide.

This period also showcases Nigeria’s cultural richness and hospitality potential to the world, especially with the global rise of Afrobeats and Nigerian entertainment.

The Rising Threat of Exploitative Pricing Undermining  Perception

Whilst Airbnbs have democratised the accommodation segment in Nigerian cities like Lagos and Abuja, offering travellers privacy and group-friendly options that traditional hotels once monopolised, the pricing scheme has steadily begun to rise unjustifiably, telling a different narrative.

This year is currently witnessing a widely-criticised practice where prices for apartments in locations like Victoria Island, Ikoyi, and Lekki skyrocket, often tripling standard rates without a commensurate rise in service quality or infrastructure.

These price hikes, coupled with the probability of some service inconsistencies and undue reliance on foreign currency-based pricing, have sparked consumer backlash.

Now, the consequences of this unsavoury trend could be dire for these rentals and other allied businesses because more Nigerians, both resident and in the diaspora, are openly expressing their preference to stick to hotels over dealing with exorbitant pricing of these facilities. This mindset directly threatens the short-term rental sector's reputation and its long-term financial viability.

What the Hospitality Sub-Sector Needs to Know 

The quest to hit profit targets and maximise seasons often gets the best of most of us, especially the retailers and service providers across sectors. Most might agree that it is a Nigerian thing to inflate prices of goods and services simply because the season seems to call for it. However, the hospitality sector must realise that a lucrative season cannot sustain a poor reputation. Price will always be a key factor in customer satisfaction, but when it begins to feel exploitative, it directly impacts brand image and steadily erodes customer loyalty.

For an industry that relies significantly on annual homecoming and repeat business, this is a dangerous trend, especially now, when social media activism has become a powerful tool in the hands of consumers

How Strategic PR Can Address These Challenges

Strategic PR offers tools to change perceptions, build goodwill, and promote sustainable business practices. Prioritising Customer Relations and Trust via  Strategic Public Relations Seasonal Marketing without concrete strategies to stay relevant in-season and out-of-season can lead to misplaced priorities and gaps in qualitative customer service.

This is why a formidable partnership with a seasoned Public Relations firm like Reuben&Samuel PR is imperative. We understand that in the current market, your brand’s perception is your most valuable and most vulnerable asset. The conversation around Detty December pricing is not even a revenue issue in entirety; it is much more a reputation and goodwill crisis waiting to happen.

The strength or fragility of a business lies heavily on perception. As PR Consultants, we delve deeper, beyond crisis management, to predicting issues and nipping them in the bud. This is what we call proactive perception management, ensured through constant media monitoring, sentiment analysis and business advisory. For your brand, this means identifying and addressing price sensitivity and quality complaints long before they trend on social media, which could lead to cancelled campaigns or worse, an  exodus to more discerning competitors

At Reuben and Samuel PR, we understand that goodwill is the currency that businesses of the future need for the long haul. Therefore, our approach goes beyond advertising to foster genuine relationships with your core audiences.

As image managers, we do not think that Nigeria’s hospitality sector’s potential should be compromised by short-term gains. So, whether you are a hotel chain seeking to capitalise on the current shift or an Airbnb operator aiming to regain consumer trust, your PR strategy must move from being reactive to being strategic.

To book a session with our consultants at Reuben and Samuel PR, send an email to info@reubenandsamuel.com or call  +234 806 666 3907. Make that decisive move to secure your brand's reputation for the long haul.