Aligning promotion strategies, quality and experience, lengthening stays and adopting a regional collaborative approach are some of the strategies outlined for the Gulf Cooperation Council (GCC) countries in ConnectingTravelInsight Report 2024, a comprehensive study powered by Mabrian, presented in Dubai, during Arabian Travel Market 2024.
The study delves into data available in Mabrian's travel industry data intelligence platform, and was carried out in collaboration with Connecting Travel and Jacobs Media. The report explores tourism in this region from the perspective of destination and as source markets, comparing the general performance of the first two semesters of 2023 and 2024.
Focusing on international travel to the Gulf Arab states (United Arab Emirates, Saudi Arabia, Qatar, Oman, Bahrain, Kuwait), the study indicates that air connectivity increased by 11% compared to the same period last year, which means an availability of 8.5 million more seats, which contribute to the increase in potential demand.
Take advantage of first-class infrastructure for tourism excellence
According to Mabrian's analysis, there is enormous potential in extending the length of stay in the six Gulf Arab destinations (which is now 3.46 days on average), promoting the variety of tourism experiences, fostering meaningful and authentic connections, and multi-destination trips. This strategy will have a positive impact on the region's Tourism Products and Services Satisfaction Index, which now stands at an average of 68 points out of 100; because the local experience will better reflect the key motivations of foreign visitors, namely culture and arts (27%), gastronomy (13%) and active well-being (the combination of outdoor activities and well-being, equivalent to 30% of the total).
Another opportunity is to level the standards of accommodation and services, with the aim of building a more homogeneous perception of the hotel experience throughout the region. As the data indicates, the Hotel Satisfaction Index reaches an average of 67 out of 100 points, fluctuating more than 25 points from the highest score to the lowest. This index can be more stable and consistent at the regional level by taking advantage of the combination of competitive ADR and the value proposition of mid-range accommodations, as well as its excellent 5-star hotel chain.
As Mabrian data points out, for Arab destinations in the Gulf, safety and climate are great advantages to attract international travelers, which is reflected in a Safety Perception Index of 94 points, as well as in the Climate Perception Index of 90 points (out of 100 possible points). This is a positive asset, which revolves around efficient management of expectations and deseasonalization of key source markets.
Carlos Cendra, Director of Marketing and Communication at Mabrian, explains that “the large tourism infrastructure available also provides opportunities to diversify into segments, betting on MICE and bleisure tourism, and to attract other profitable demographic groups, including younger generations, as well as GenX (+45 years) or silver travelers.”
Culture and active well-being, main attractions for the Gulf traveler
GCC travelers show a strong preference for classic traditional destinations (such as France, the United Kingdom or Italy), culturally familiar destinations (Turkey or Egypt), as well as places with stunning landscapes and nature, including paradisiacal beaches (Thailand or Maldives), or forests and mountains (such as Georgia, Switzerland or Azerbaijan). The most attractive experiences when choosing a destination are those related to active well-being (the combination of nature, well-being and sport), equivalent to 36% of the total, while art and culture and gastronomy represent 25% and 12% , respectively.
Cendra points out that "understanding the preferences and motivations of the sending market of the Gulf Arab countries is essential to increase the average stay (4.2 days), offering them more opportunities to enjoy meaningful and authentic experiences in the destinations of their choice."
Additionally, direct connectivity and security are important factors for this outbound market when traveling abroad. On the one hand, air capacity from January to June 2024 grew by 19% compared to 2023, and for some of its favorite destinations, such as Azerbaijan, Thailand or Egypt, it increased even more, +38%, +33% and + 25% respectively. Mabrian Safety Perception Index (PSI) data indicates that this market highly values safety, as the average PSI for its 10 most popular destinations is 87 points out of 100, and is even higher for Thailand (96), Georgia (95) and France. and Italy (93).
Source: Mabrian.