BIG DATA LOOK INTO MENA TRAVEL UNCOVERS NEW INSIGHT 

Travelers to the Middle East and North Africa (MENA) region are predominantly male, affluent, organized and loyal, according to new research from global travel data platform ADARA.   

The research, which used ADARA’s insight into millions of travel actions every day, shows that travelers to the MENA region are 78% male, compared to 67% globally, and are more likely to be elite travelers, with 38% having traveled First or Business class in the last three months. They also spend a high rate on hotel rooms at $230 per night. Those traveling from the US typically spend more with an average of $250 per night, showing that they seek more luxurious hotels when visiting. 

Travelers to the MENA region also tend to plan further in advance than the average global travelers, with the average traveler booking their flights 38 days ahead of travel compared to 26 days on average. For families this trend is even more pronounced, with searches starting two weeks ahead of booking and tickets being purchased almost 80 days ahead of travel.

Those visiting the region are a diverse group, arriving from a mix of originating countries. They tend to explore other options in the Middle East, Europe and Asia while planning their trips. They also are loyal to brands, 65% are part of at least one hotel chain loyalty scheme. India, the UK and the US are ranked amongst the most popular originating destinations. 

Elizabeth Harz, President of Media, ADARA, said: “Our research has shown that travelers to the MENA region have a higher budget, plan in advance and are loyal to rewards programs. Whilst these trends are somewhat expected, being able to quantify them with search, booking and loyalty data is incredibly helpful to brands. As an example, knowing there is an average of 9 days between first search and booking for flights and 6 days for hotels presents an exciting opportunity for our customers to leverage these and other insights.”