Arabian Travel MarketMay 8th, 2013
$34B(2/3 of MENA market)$6BOnline75% AIRLINES82% UAE$34BUAE/KSATravelMarket
78% brand queries KSA79% Arabic queries in KSA20% of queries from mobile devices76% English queries in UAE96% brand querie...
User Behaviour71% Travel in family in KSA, versus 55%in the UAEMore than 50% booked less than 2weeks before in KSA versus ...
Internet is #1 source to plan trip for about :40%leisure travelersKSA/UAE50%business travelersKSA
Search engine #1 Source to plan trip for leisure travelersin the UAE, Maps #1 for Business travelers
Social networks #1 Source to plan trip for leisure travelers inthe KSA, Airline website for business travelers
Source: Google Travel Study, Google and Ipsos MediaCT. April 2013.(Q13) Did you end up booking a trip on any of the online...
50% of travelers access theweb through their smartphones27% of travelers access theweb through tablets69% have engaged in ...
50%Poor userexperience20%no bookingcapabilities
80%+ watch online videos70% several times a week80% on YouTubeAbout 70% discovereda travel brand and startedto consider it
84% of business travelers watch online videos60% several times a week77% on YouTubeFor Affluent traveler Online videos tog...
Google Confidential and Proprietary 13Google Confidential and Proprietary 13Key Findings : user behaviour study UAE, KSA1T...
Google Confidential and Proprietary 14Google Confidential and Proprietary 14READY FOR TAKE OFF ?
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Travellers’ road to decisions

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  • 31% for business travelers in UAE, but 50% for arab business travelers61% for leisure local travelers in the UAE
  • => For leisure travelers :·       in the UAE, search engines are the #1 source used to plan trips online  (12%), followed by online video sites (11%) and Maps (11%).·       in KSA : the two main sources of information are social networks (30%) and search engines (23%)In comparison, in the US Search engines are also #1 source=> For business travelers :●      in the UAE, Maps and airlines websites are the most important source (30% and 17%), followed by Search engines and online video sites (11%)●      in KSA, OTAs & airline websites are the two main source (26% and 23%), followed by search engines (16%)In comparison, in the US Search engines are also #3 source for business travelers
  • => For leisure travelers :·       in the UAE, search engines are the #1 source used to plan trips online  (12%), followed by online video sites (11%) and Maps (11%).·       in KSA : the two main sources of information are social networks (30%) and search engines (23%)In comparison, in the US Search engines are also #1 source=> For business travelers :●      in the UAE, Maps and airlines websites are the most important source (30% and 17%), followed by Search engines and online video sites (11%)●      in KSA, OTAs & airline websites are the two main source (26% and 23%), followed by search engines (16%)In comparison, in the US Search engines are also #3 source for business travelers
  • Travellers’ road to decisions

    1. 1. Arabian Travel MarketMay 8th, 2013
    2. 2. $34B(2/3 of MENA market)$6BOnline75% AIRLINES82% UAE$34BUAE/KSATravelMarket
    3. 3. 78% brand queries KSA79% Arabic queries in KSA20% of queries from mobile devices76% English queries in UAE96% brand queries in UAE13% of the queries from mobile devices
    4. 4. User Behaviour71% Travel in family in KSA, versus 55%in the UAEMore than 50% booked less than 2weeks before in KSA versus 35% in UAE
    5. 5. Internet is #1 source to plan trip for about :40%leisure travelersKSA/UAE50%business travelersKSA
    6. 6. Search engine #1 Source to plan trip for leisure travelersin the UAE, Maps #1 for Business travelers
    7. 7. Social networks #1 Source to plan trip for leisure travelers inthe KSA, Airline website for business travelers
    8. 8. Source: Google Travel Study, Google and Ipsos MediaCT. April 2013.(Q13) Did you end up booking a trip on any of the online sources you used to help you plan your trip?Base: Leisure Travelers only (n= 600/557), Business Travelers only (n=300/293, Affluent Travelers only (n= 100/99)Around one in four ended upbooking online in KSA% who ended up booking a trip onlineLeisure Traveler Business Traveler Affluent Traveler
    9. 9. 50% of travelers access theweb through their smartphones27% of travelers access theweb through tablets69% have engaged in travelrelated activities8% have booked on smartphone35% of travelers access theweb through their smartphones9% of travelers access the webthrough tablets37% have engaged in travelrelated activities
    10. 10. 50%Poor userexperience20%no bookingcapabilities
    11. 11. 80%+ watch online videos70% several times a week80% on YouTubeAbout 70% discovereda travel brand and startedto consider it
    12. 12. 84% of business travelers watch online videos60% several times a week77% on YouTubeFor Affluent traveler Online videos together with Maps is thefirst source to plan travel
    13. 13. Google Confidential and Proprietary 13Google Confidential and Proprietary 13Key Findings : user behaviour study UAE, KSA1Travelers in contextVisiting families key driver for travel. Business travelers looking for value and convenience.Significant differences between Locals in UAE versus Expats and their travel habits.2Internet and SearchIf we exclude “friends and family”, Internet is the #1 source used when planning a trip for39% of leisure travelers in the UAE and 38% in Saudi. In KSA, it’s even higher for businesstravelers as 48% usually use internet to plan their trip. And when online, search engines areeither #1 source of leisure trip planning (in the UAE) or #2 in KSA.3MobileTravelers who plan travel on internet increasingly turn to mobile devices to plan and booktravel: 82% of the 40% who access internet through their mobile have used their mobilefor a travel related activity. Big missed opportunities for travel businesses as barriers to bookmore on mobile are poor user experience and no booking capabilities.4Online Video80%+ Travelers watch online videos, which are particularly impactful in driving brandconsideration : in average, 80% said it introduced them to a travel brand they were not aware ofand 85% that it encourages them to consider the brand advertised.5Barriers to online bookingPoor user experience, need of reassurance and trust are the main barriers to onlinebooking.ISPOS Study commissioned by Google, May 2013
    14. 14. Google Confidential and Proprietary 14Google Confidential and Proprietary 14READY FOR TAKE OFF ?

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