Understanding the Arab traveller

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

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.

Süleymaniye Mosque, Turkey

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

Thailand UNDERSTANDING

THE ARAB TRAVELLER

power and the current post-pandemic travel climate has led to some interesting movements in consumer behaviour.”

The latest GCC travel trends report 2022 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. This is why D/A believes that understanding GCC travellers is crucial for regional travel experts.

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 for the industry.

“There are two distinct shifts that we are witnessing post-pandemic with Arab travellers,” said Noble “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.

“The language used within travel conversations is far more emotive than before – this is where we are observing another big change in behaviour. 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 more and more 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 new 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

AS COVID-19 REGULATIONS

CONTINUE TO EASE AROUND

THE WORLD, TRAVEL IS AT THE TOP OF THE LIST FOR ARAB AUDIENCES

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

Santorini, Greece

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!”

RELEVANT ATM SESSION:

Arabic Travellers Insight: Understanding how to connect with the Arabic Travel Audience  ATM Global Stage  Tuesday, 10th May  13:15 - 13:45