Sky is the limit for company's travel business

Many privately owned Chinese companies first secure subcontracts from large State-owned companies before building up their own business there, he says.

However, the huge number of Chinese traveling to Africa does not just mean more business to Sino Travel, but brings some headaches with it.

"It is hard to get seats on China-Africa flights especially during peak seasons," Zhan says.

Flights of carriers regarded as being among the best, such as Ethiopian Airlines and South African Airways, are often full, he says.

While the fares of African airlines have come down as the market has opened up, they are still expensive, and there is a shortage in capacity, Zhan says.

The International Air Transport Association says in its passenger demand report for last year that demand in Africa was strong with robust economic growth of local economies and continued development of industries doing business internationally.

Demand among African airlines rose 5.5 percent last year compared with the previous year, IATA says, slightly above the global average, while its capacity rose 5.2 percent.

"I reckon the number of flights and capacity in Africa will grow rapidly, and business opportunities for us will increase because our core competitiveness is a high-quality service instead of low price policy," Zhan says.

But it has become important to customize itineraries, he says. Some want the cheapest trip even if that means transfers, while others insist on non-stop flights and few hassles.

Zhan says that with his itineraries, early reservations and group bookings can save customers up to 25 percent.