Sojern’s newest Global Travel Insights report is out with all the summer travel trends you need to plan the most effective marketing campaigns. Here, we look at the Middle East and Africa. Looking to attract these travellers? Here are the top trends we’ve identified:
1. Top searched departure days are the beginning and end of June
Eid al-Fitr falls on June 25 this year, so not surprising that many in MEA are using this opportunity to take a long weekend away to celebrate. We see June 22 and 23 on the list of top departure dates searched for travellers in the Middle East and Africa. However, we also see that June 1 is actually the most searched departure date, meaning that people are also looking to travel at the beginning of the month.
What does this mean for travel brands? These spikes show that the middle of June may be a quieter period. Put your marketing efforts towards getting bookings during those slower periods.
2. Regional destinations pique the interest of early travel planners
Major cities like London, New York, and Paris remain favourites for MEA travellers, but we also see others make the list of top destinations searched. Amman and Manila are top destinations for early planners this summer.
What does this mean for travel brands? If you’re a travel brand in Jordan or the Philippines, take advantage of this! Push these travellers over the booking line by featuring exclusive upgrades or discounts in exchange for direct bookings.
3. Near or far, they are looking to get away for a while
The majority of both long- (57%) and short- (55%) haul searches are for 12 days or more. If you’re looking to attract MEA travellers, know that they are willing to spend a lot of time away, so they’ll probably consider decisions like their accommodation more carefully!
What does this mean for travel brands? If you’re a hotel brand, highlight your best assets and offerings with inspiring videos or other immersive formats to show a potential guest what they can look forward to if they book with you.
Looking for more summer travel insights? Download the entire report now.
Ashley is Sojern's Marketing Manager, EMEA & APAC and works in the London office. Originally from Canada, she's been living in London for over four years, and is actively trying to fill all the pages in her passport. She has never met a cheese she didn't like.
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