Amadeus-2018中东消费者旅游报告（英文版）-2018.3-230页-8mb

报告摘要

Middle East Consumer Travel Report 2018 Summary

Core Content

This report provides an in-depth analysis of the travel behavior, preferences, and decision-making processes of Middle East consumers. It was commissioned by Amadeus, Tajawal, and Jumeirah and includes insights from a variety of data sources such as quantitative surveys, travel trade interviews, and focus groups conducted in key markets like UAE, KSA, and Egypt.

Main Points

1. Traveler's Demographics

The sample composition includes a mix of national and expatriate travelers from the GCC, Egypt, and Levant.
The majority of travelers (75%) fall within the age group of 21–40 years.
68% of respondents are married with children, indicating a strong family-oriented travel culture.
Household size is a significant factor, with 33% of households having 5 or more people, affecting travel patterns.
The travel mindset shows a blend of tech-savviness and traditional influences, with 51% considering themselves tech-savvy.

2. Travel Patterns

Frequency: Travelers frequently visit destinations (31% once a year, 53% 5+ times a year).
Destination: International destinations are most preferred, especially Europe, Far East, and South East Asia. Domestic travel is also common, with Dubai and regional cities being favorites.
Origin: GCC Nationals and expatriates travel more frequently, while Levant and Egyptian travelers have a higher percentage of domestic and regional trips.
Duration & Seasonality: Short trips (2–4 nights) are common during public holidays, while longer trips (5+ nights) occur during school breaks and festive seasons.
Type of Vacations: Family, romantic, and with friends trips are all common, with family trips often focusing on activities for children.

3. Awareness, Mindset & Search Points

Awareness: Travelers combine active and passive awareness sources. Active awareness includes online platforms like Booking.com and Trivago, while passive includes social media and traditional marketing.
Online Search Points: Booking.com is the most commonly used online platform (39%), followed by Trivago (29%) and TripAdvisor (22%).
Offline Search Points: Traditional travel agents and print media are still influential, especially in Egypt and the GCC Indian Subcontinent.
Decision Process: Males are more likely to be the sole decision-makers (53%), while females play a significant role in destination, activity, and hotel selection. In some cases, both genders decide together.

4. Influencers

Friends, family, and colleagues (FF&C) are the most influential (53%).
Social media and influencers have a growing role, but credibility is often questioned due to perceived bias.
Travel agents are less influential (31%), but they remain important for complex or customized trips.

5. Considerations

Geopolitics: Negative perceptions of certain destinations affect travel choices.
Visa Requirements: Visa agreements and ease of obtaining them are important factors in destination selection.

Key Information

6. Booking & Experience

The booking process is often influenced by pre-existing preferences and recommendations.
Travelers prefer online platforms and are less inclined to visit physical travel agencies.
Post-booking experiences and sharing are important, with travelers likely to recommend trips to others.

7. Business Travel

Business travel is mainly intra-regional, with a growing interest in cruise options and package deals.

8. Marketing Recommendations

Focus on local and regional brands to leverage trust and loyalty.
Utilize social media and online platforms for targeted marketing.
Tailor messaging to reflect the emotional and rational motivations of travelers, especially emphasizing family-friendly activities and safety.

Sub-Region Specifics

Egypt: National carrier dominates in awareness, with a strong preference for domestic and regional travel.
GCC: Split into three groups: nationals, Arab expatriates, and Western expatriates, each with distinct travel patterns.
Levant: Regional operators are more influential, with a strong preference for international travel.