2018中东消费者旅游报告（英文版）_230页-8mb

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 is a collaborative effort between Amadeus, Tajawal, and Jumeirah, aimed at understanding the purchase journey of travelers and identifying opportunities for better engagement with the market.

Main Objectives

• Business Objectives: To create an insights-driven consumer journey for travel products and services, focusing on key moments of truth and problem areas.
• Research Objectives: To analyze travel patterns, awareness, mindset, and decision-making processes across the Middle East.
• Research Methodology: A mix of desk research, travel trade interviews, focus groups, and quantitative surveys conducted in key markets (UAE, KSA, Egypt).

Key Traveler Demographics

• Sample Composition: The survey included 100+ participants across 9 countries, with a focus on gender, age, marital status, and household size.
• Age Distribution: 75% of travelers are aged 21–40, indicating a strong presence of young and middle-aged travelers.
• Household Size: 33% of travelers belong to households with 5 or more people, influencing travel preferences and booking behavior.
• Marital Status: 68% of respondents are married with children, reflecting a family-centric travel market.
• Income Level: The majority of travelers are from middle to high-income households, affecting their budget and choice of destinations.

Travel Patterns

• Frequency: 64% of respondents travel out of region at least once a year, with 53% traveling less than 3 times. Some travel 5+ times a year.
• Destinations: International destinations are most preferred, with Europe, Far East, and Americas being top choices. Domestic travel is also common, especially in the GCC.
• Origin: GCC Nationals and expatriates travel frequently, with a preference for international destinations. Egyptian and Levant travelers also show a strong inclination towards international travel.
• Duration & Seasonality: Short trips are common during public holidays, while longer trips are usually taken during school breaks and festive seasons.
• Type of Vacations: Family, romantic, and with friends trips are popular, with family trips being more common among married travelers.

Awareness, Mindset & Search Points

• Awareness Sources: Travelers rely on both active and passive sources of information. Active sources include online platforms like Booking.com and Trivago, while passive sources include social media, TV programs, and traditional marketing.
• Online Search Points: Booking.com is the most used online platform, followed by Trivago and TripAdvisor. Wego and Emirates Airlines are also significant in specific markets.
• Offline Search Points: Traditional travel agencies and print media are still influential, especially in Egypt and the GCC.
• Decision Process: Males are the primary decision-makers in most cases, particularly among GCC Arab expats, Egyptians, and Levant travelers. Females play a key role in influencing the choice of destination, activities, and hotels.

Influencers

• Friends, Family & Colleagues (FF&C): FF&C have a strong influence on destination and activity choices, especially in the GCC.
• Social Media & Influencers: Social media platforms like Instagram and Snapchat are gaining traction, with YouTube being a major source of travel videos. However, trust in influencers is lower due to perceived bias.
• Offline Communication: TV and radio advertising are less effective in the Levant, while print media is more impactful in Egypt and the GCC.
• Suppliers & Travel Agents: Travel agents are still relevant for complex trips and customization, with a growing preference for digital interactions and consultative approaches.

Considerations

• Geopolitics: Negative perceptions of certain destinations can impact travel decisions.
• Visa Requirements: Visa agreements and ease of obtaining visas are important factors, especially for international travel.

Marketing Recommendations

• Messaging: Tailor messaging to reflect the emotional and rational aspects of travel, emphasizing safety, cultural experience, and convenience.
• Brands: Localize content and focus on building trust with home-grown brands and leveraging social media platforms.
• Experience: Enhance the travel experience through personalized recommendations and experiential travel options.

Sub-Region Specifics

• Egypt: Domestic travel is popular, with a focus on cultural and religious sites. The national carrier is a top choice for travel information.
• GCC: Travelers prefer international destinations, especially Europe and Asia. Domestic travel is common for short trips.
• Levant: International travel is preferred, with a strong influence from FF&C and a growing interest in cruise options.

Booking & Experience

• Reconsideration vs. Commitment: Travelers often reconsider their choices before finalizing a booking.
• Search vs. Booking: Online search is prevalent, with a preference for digital platforms and hybrid travel agents.
• Post-Booking: Travelers value the experience and often share it, especially with family and friends.

Business Travel

• Patterns: Business travel is generally intra-regional.
• Booking: Business travelers prefer online booking and are influenced by colleagues and online reviews.

Conclusion

The report highlights the importance of understanding the diverse needs and preferences of Middle East travelers, with a focus on leveraging technology, building trust, and creating personalized travel experiences. It also emphasizes the role of local and regional brands, the influence of FF&C, and the growing impact of social media in shaping travel decisions.