2018中东消费者旅游报告（英文版）_228页_8mb

Middle East Consumer Travel Report 2018 Summary

Core Content Overview

This report provides insights into the travel behavior, preferences, and decision-making processes of Middle East consumers, focusing on their travel patterns, awareness sources, influencers, and considerations when planning trips. It is based on a combination of quantitative surveys, travel trade interviews, and focus group discussions across key markets in the region, including the UAE, KSA, Qatar, Kuwait, Oman, Bahrain, Egypt, and the Levant.

Main Points

1. Traveler Demographics

• The sample includes a diverse range of travelers, categorized by gender, marital status, age, and household size.
• Age Distribution: 75% of travelers are aged 21–40.
• Marital Status: 68% are married with children, indicating a strong family-oriented travel culture.
• Household Size: 33% of households have 5 or more people, influencing travel behavior and group dynamics.
• Travel Frequency: Most travelers (64%) go out of region at least once a year, with 53% traveling less than 3 times in the last 12 months.

2. Travel Patterns

• By Frequency: 31% travel once a year, 21% travel 5+ times.
• By Destination: Europe (especially London, Paris, and Barcelona), Asia (Thailand, Malaysia, Indonesia), and the Americas (New York) are top international destinations.
• By Origin: GCC Nationals favor Europe, while GCC Western expats and Indian expats prefer domestic travel.
• Domestic Travel: Popular within Levant, Egypt, and Saudi Arabia, with destinations like Dubai, the Red Sea, and the Holy Cities of Makkah and Madinah.
• Duration & Seasonality: Short trips (2–4 nights) are common during public holidays, while longer trips (5–10 nights) occur during summer, festive seasons, and school breaks.
• Type of Vacations: Includes family, romantic, and friends trips. Younger travelers are more adventurous, while families focus on activities for children.

3. Awareness, Mindset & Search Points

• Awareness Sources: Combines active and passive awareness.
  • Active: Online platforms like Booking.com, Trivago, TripAdvisor, and travel agencies.
  • Passive: Social media (Instagram, Snapchat), TV programs, and word of mouth.
• Tech Savviness: 51% of travelers consider themselves tech-savvy, with a strong preference for online research.
• Search Behavior:
  • 39% use Booking.com as their primary online search point.
  • 33% use Trivago, 22% use TripAdvisor, and 17% use Wego.
  • 15% use Musafir, a regional OTA.
  • 18% use Emirates Airlines as a primary airline reference.
• Decision Process:
  • 53% of males are the sole decision-makers, influenced heavily by Friends, Family, and Colleagues.
  • Females are pivotal in destination and activity selection, especially for Arab Nationals.
  • For GCC Western expats and others, both genders tend to make decisions together.

4. Influencers

• Friends, Family, and Colleagues (FF&C): 53% of respondents are influenced by FF&C.
• Social Media & Influencers: V-loggers and social media content influence, but trust is lower due to perceived bias.
• Search Engines & Review Sites: 46% are influenced by online travel sites, 47% by search engines and reviews.
• Travel Agents: Only 31% are influenced by travel agents, though they are still important for complex itineraries.
• Offline Communication: Less influential now, but still used for inspiration and promotion, especially in Egypt and the GCC Indian Subcontinent.

5. Considerations

• Safety & Security: A major concern, especially for Arab Nationals, where the male is often seen as the decision-maker for family safety.
• Nature & Weather: Cool climates and green landscapes are appealing, with a focus on family-friendly activities.
• Budget: A consistent factor in all travel decisions.
• Visa Requirements: Influences travel choices, with visa agreements and word of mouth promoting new destinations.

6. Sub-Region Specifics

• Egypt: High domestic travel, with the national carrier leading in awareness.
• GCC: Split into three groups (GCC Nationals, Arab expats, Western expats), with varying preferences and travel habits.
• Levant: Travelers tend to favor regional operators and international destinations like Turkey and Europe.

7. Booking & Experience

• Reconsideration vs. Commitment: Some travelers re-evaluate options before booking, while others are more decisive.
• Search vs. Booking: Online search is dominant, with a preference for trusted platforms and native language reviews.
• Post-Booking Experience: Travelers value the experience and are likely to share it, especially if it meets their expectations.

8. Business Travel

• Patterns: Generally intra-regional, with a growing interest in cruise options.
• Decision-Making: More structured and influenced by travel agents for complex itineraries.

9. Marketing Recommendations

• Focus on tech-savvy platforms like Booking.com and Trivago.
• Leverage social media influencers and word of mouth.
• Tailor messaging to family-oriented and budget-conscious travelers.
• Highlight safety, weather, and activities as key selling points.
• Emphasize local and regional brands for Arab Nationals, while offering international options for expatriates.

Key Takeaways

• Middle East travelers are increasingly tech-savvy and rely heavily on online research.
• Family and friends are the most influential in travel decisions, especially for Arab Nationals.
• Safety and budget are consistent concerns across all demographics.
• Domestic travel is popular, with a growing trend towards staycations and short trips.
• Regional travel agents and OTAs remain important, especially for complex itineraries.
• Marketing should be localized, culturally relevant, and emphasize trust, safety, and variety of experiences.