UNDERSTA THE ARAB T
ARAB TRAVELLER INSIGHT
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
Süleymaniye Mosque, Turkey
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 are seeking new ways to leverage their potential to steer the sector forward after the impact of the pandemic. As COVID-19 regulations continue to ease around the world, travel is at the top of the list for Arab audiences.
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ATM PREVIEW 2022
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 the opportunity to cater 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 closer to Arabic-speaking consumers through insight, strategy and action. AT ATM 2022, 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 their audiences. 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
