Adara’s data insights reveal Middle East traveller traits

Adara’s data insights reveal Middle East traveller traits

Travellers to the Middle East and North Africa (MENA) are predominantly male, affluent, organised and loyal, according to new research from global travel data platform Adara.

The research, which used Adara insight into millions of travel actions every day, shows that travellers to the MENA region are 78% male, compared to 67% globally, and are more likely to be elite travellers, with 38% having travelled first or business class in the last three months.

They also spend a higher rate on hotel rooms at $230 per night, according to the research.

Travellers to the MENA region also tend to plan further in advance than the average global travellers, with the average traveller 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.

Elizabeth Harz, president of media, Adara, said: “Our research has shown that travellers to the MENA region have a higher budget, plan in advance and are loyal to rewards programmes.

“While 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 nine days between first search and booking for flights and six days for hotels presents an exciting opportunity for our customers to leverage these and other insights.”

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