11 minute read
A growing niche
With countries in the region and around the world recognising Arab travellers as a powerful consumer segment, travel and tourism businesses are seeking new ways to leverage their potential to steer the sector forward
Jess Noble
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The Arab traveller segment has become recognised as one of the industry’s most lucrative audiences in recent years. Once viewed as a niche market largely catered for by small travel firms, the burgeoning segment now has the attention of top travel and tourism companies.
Countries around the world are recognising Arab travellers as a powerful consumer segment and seeking new ways to leverage their potential to steer the sector towards recovery.
As COVID-19 regulations continue to ease around the world, travel is at the top of the list for Arab audiences. And while outbound tourism from the GCC means tens of billions of dollars spent in destination countries, entities from the originating countries can also benefit from catering to the Arab traveller.
Helping businesses understand how to connect better with this audience is Dubai-based marketing and consumer consultancy, D/A. With their proprietary AI technology, Sila, D/A helps brands get
Santorini, Greece closer to Arabic-speaking consumers through insight, strategy and action.
AT ATM today, D/A will present findings from their recent travel study conducted by analysing over 1.3 million travel conversations ambiently in Arabic. While defining the modern Arab traveller, the session will also offer insight into where they are looking to go and how brands can develop strategies to enhance relationships with them.
Speaking ahead of the session, Jess Noble, Head of Growth, D/A, said: “From a macro level, the GCC traveller is high value and fast-growing. Generally, a GCC traveller will spend six and a half times the global average. Also, the region has the fastest-growing population in the world and the vast majority will soon be under 25 years of age.
“This speedy population growth combined with millennial spending power and the current post-pandemic travel climate has led to some interesting movements in consumer behaviour.”
Süleymaniye Mosque, Istanbul
The 2022 GCC travel trends report from D/A highlighted that the GCC accounts for 64 percent of total international departures from the Middle East and 40 percent of GCC travellers spent over US$10,000 on their last trip to Europe. And as with most industries, the travel and tourism sector is witnessing a transformation in consumer behaviour, with newer spending habits and newer desires determining the path forward.
“There are two distinct shifts that we are witnessing post-pandemic with Arab travellers; first is a new mindset – revenge travel – which is fueling desire into action. And as travel planning shortens, trips are taken with less concern and more passion.
“Also, the language used within travel conversations is far more emotive. With ‘escapism’ driving action and as ‘wants’ are becoming ‘needs’, it changes the ‘reasons to travel’ for Arab consumers.
“We’ve noticed that the vast majority are looking to travel for vacation only and they are looking at destinations that are ‘unlike home’. Finally free from the restrictions keeping them within the same landscape, there is a desire to experience culture and nature for most, followed by the younger generation that is looking for retail and local flavours.
Highlighting the trends that the sector has witnessed in Arab traveller behaviour since the onset of COVID-19, Noble explained: “2020 saw the start of a new destination trend around the world – the staycation – and the GCC was no exception. The top three travel destinations, the UAE, KSA and Kuwait, are primarily driven by their own and other GCC residents, only confirming the significance of staycations. This trend is likely to continue in the near future.
“Then, in 2021, we saw sentiment in travel conversations sharply increase with an overwhelmingly positive response, both towards the GCC economy and travel. Clearly, the Arab traveller is ready to take off!”
A rich heritage
As Saudi Arabia opens up to tourism, the world is now witnessing the plethora of historical sites and cultural experiences spread across one of the Middle East’s largest and most diverse countries
Mushroom Rock, Saudi Arabia
Located a few hours west of Madinah is the port city of Yanbu. While known for its oil refineries and industrial plants, it is also an ancient spice route where Colonel Thomas Edward Lawrence lived in a typical Hijazi building in 1915 and 1916.
Many of the destination’s best attractions are discovered in the area around the harbour, which comes alive at night. Here, locals can be found eating freshly caught fish at the waterside and visitors can discover the glowing lanes of Souk Al Lail night market and purchase locally grown dates.
Tabuk, the capital city of the Tabuk region in north-western Saudi Arabia, is home to some of the kingdom’s oldest archaeological sites. The region also features stunning coastal scenery, with charming coastal towns such as Haql
The Kingdom of Saudi Arabia currently boasts six UNESCO World Heritage Sites with a further 10 on the tentative list. These landmarks range from historic railways to ancient rock art and a natural oasis to ancient Nabatean tombs. For history and culture buffs, these ancient sites offer plenty to discover.
EXPLORE AL ULA
Home to one of the kingdom’s finest UNESCO World Heritage Sites, AlUla is located deep in the desert in the northwest of Saudi Arabia. The town is dotted with ancient tombs, the legacy of 7,000 years of human civilisation, stunning natural rock formations and canyons, a plethora of adventure sports options and cutting-edge art installations.
With direct flights now connecting AlUla to major countries, including the UAE, it looks set to be one of the kingdom’s most popular attractions where authenticity meets luxury.
Music festivals and concerts feature strongly in the destination’s appeal, along with the majestic Maraya Concert Hall, the world’s largest mirrored building which has now become one of the region’s most marvellous modern architectural icons.
AN OASIS IN THE DESERT
Al Ahsa is another of the country’s key showcase destinations. With more than 2.5 million date palm trees blanketing a verdant expanse inland from Saudi Arabia’s Gulf coast, Al Ahsa is an archetypal lush desert oasis. One of the UNESCO World Heritage-recognised regions, Al Ahsa was also recently recognised by the Guinness World Records as the largest self-contained oasis in the world. Visitors to Al Ahsa have much to choose from, including hot and cold springs and historic mosques.
VIBRANT RIYADH
The capital Riyadh offers visitors the chance to see the parallels between old and new. Its glittering skyline, studded with modern skyscrapers, is juxtaposed alongside atmospheric souks and museums such as the Saudi National Museum and Al Masmak Palace Museum, which are among the city’s most fascinating attractions.
MORE TO EXPLORE
To the south-west, Al Baha possesses a unique cultural identity boasting natural beauty and ancient heritage. Famous for its lush forests and winding valleys, ancient tribes forged several historical monuments that can still be found in Al Baha, including 1,001 stone qasbah lookout towers and a bustling souk.
Visitors can also experience an unforgettable scenic drive around hairpin mountain bends, past apricot and pomegranate orchards, and out into the forests that surround the city and the famous marble village of Dhee Ayn.
Hiking in Saudi Arabia
For history and culture buffs, these ancient sites offer plenty to discover across the Kingdom of Saudi Arabia
and Sharma offering clear seas and pristine beaches. The carved tombs of Maghaer Shuaib in the desert are a popular tourist destination, as are the Moses Springs near Magna, where natural springs flow under date palms.
The long winding mountain roads of Taif take visitors on a journey through fruit markets, rose farms and the region’s deep valleys before reaching the plateau upon which Taif sits. Often referred to as the City of Roses, Taif is known for the famously fragrant flowers that grow in its surrounding wadis and mountains. Its altitude means it is a cool escape from the summer heat. August is when the region comes to life, when the Souk Okaz cultural festival and the Crown Prince Camel Festival are in full swing.
Mansard Riyadh, A Radisson Collection Hotel
On the right track
Tim Cordon shares Radisson Hotel Group’s expansion plans in the Middle East and Africa at Arabian Travel Market
It is a busy time for Radisson Hotel Group as the company readies for a host of new openings around the Middle East and the launch of a new brand portfolio. In showcase on the ATM show floor this year, are the brand’s upcoming properties and the group’s postpandemic diversification as Radisson prepares to unveil its latest additions.
Tim Cordon, Senior Area Vice President – Middle East & Africa, said: “With a global strategy aimed at reinforcing its position as one of the world’s leading hotel groups, Radisson Hotel Group signed more than 50 hotels in EMEA since the start of 2021.”
The scope includes luxury brand Radisson Collection properties, the Radisson brand and the introduction of Radisson Individuals.
Cordon added: “Today, with around 150 hotels in operation and development by 2030 in the Middle East, Radisson Hotel Group continues to steadily grow its presence in the region.”
The UAE has seen the opening of the Radisson Hotel Dubai DAMAC Hills as well as Radisson Hotel Group’s first resort in the region, Radisson Resort Ras Al Khaimah Marjan Island, in addition to further expansion into Saudi Arabia.
“The group continues its extensive expansion in 2022, with Saudi Arabia and the UAE being key market feeders, and plans to reach 100 hotels in the Middle East by 2026,” he explained. One of these prominent Saudi properties will be the 191-key Mansard Riyadh, A Radisson Collection Hotel, which will become the luxury lifestyle brand’s second property in the city and will open in May 2022.
The name comes from its distinct mansard roofline, designed as a nod to the signature Parisian Haussmann style of the mid-1800s and evoking images of the grand buildings which line the fashionable boulevards of the French capital. The property comprises rooms, serviced apartments and duplex villas.
Radisson Blu Hotel, Riyadh International Convention and Exhibition Center, will be opening in the third quarter of 2022 in the Saudi capital. The hotel will feature 200 rooms, with
facilities including an indoor swimming pool and gym, in addition to 1,075 square metres of meetings and events space. “The stylishly designed rooms boast spectacular views over Riyadh and business travellers can benefit from a stay in our executive rooms or suites, which include access to our business class lounge.”
In another exciting development, Radisson Hotel Group will open its first beach resort, Radisson Resort, on Dubai’s Palm Jumeirah. Set to open in the third quarter of this year, the 389-room new-build hotel will be the third property under the Radisson Hotels brand in the country.
Radisson Hotel Group recently launched Radisson Individuals, a new brand born from the pandemic, designed to enable independent hotels and local chains to benefit from being part of the global Radisson Hotel Group platform and, in turn, harness its international exposure.
“Radisson Individuals will showcase hotels selected for their distinctive character and personality, however, each property will also be expected to deliver the high service and quality standards of Radisson Hotel Group,” Cordon added. “The brand gives hotels the opportunity to enhance their visibility and access a wider audience while benefiting from IT and revenue platforms, comprehensive operation systems and the reputation of a hotel group that’s trusted by millions of guests worldwide.”
One of the criteria for the Radisson Individuals properties is location, with upscale hotels located in renowned cities, close to airports and key business and leisure destinations. Recent openings within the portfolio include Marina Resort Port Ghalib, Egypt, and Number One Oxford Street Hotel & Suites, Ghana, with Vivid Jeddah Hotel opening in Saudi Arabia in Q3 2022.
For many exhibitors, ATM 2022 will be the first time since the pandemic to be at the industry’s leading event in the region. “The pandemic has highlighted the need for the hospitality industry to work together,” said Cordon. And ATM remains a key event in the calendar at which to do that.
As the industry continues to evolve and adapt with 2022 looking like the busiest year since 2019, he said: “ATM comes at a perfect time to gather industry leaders and stakeholders and provide them with an opportunity to share insights as the world continues to see an increase in domestic and international travel demand.
“We look forward to participating in the positive conversation about the industry and are excited to share our regional expansion plans with customers and stakeholders alike as we look forward to a positive year ahead.”
