Integration of transport and technology to enable personalised travel in Gulf region

Graham Nichols

Managing Director, Amadeus Gulf

This content is only available in this language.

We’ve identified five ‘Big Effects’, which will shape the future of travel in the Gulf Cooperation Council (GCC). All of these effects combined will go a long way towards helping travel players shape a more personalised future of travel in the GCC.


Integrated transportation capabilities converging with new technologies will enable a new level of personalised services, according to findings from our report Shaping the Future of Travel in the Gulf Cooperation Council (GCC): Big Travel Effects, which explores trends in Oman and the GCC as a whole. Offering travellers personalised services throughout their journey will be entirely feasible with a combination of ubiquitous broadband connectivity, biometric recognition, affordable tracking, and transport systems integration.

A key driver of this will be push advertising, with the ability to auto-pay through near field communications, helping takes customer loyalty schemes to a new level of personalisation and instant gratification.

The compound demographic effect of the youthful ‘next generation traveller’, together with their familiarity of handheld technology, will place the mobile device at the forefront of travel. Whether that is the company mandated business travel portal or the leisure and ticket-booking engine, the customer will have the ultimate controlling power.

Companies that invest in understanding their customers, knowing their preferences, and developing cutting edge mobile customer interaction platforms, will take a leadership position. Travellers, especially the new generation, will appreciate a higher level of customisation and expect companies to know them.

With a young demographic set to enter the workforce and become a decision maker, companies would be wise to generate an affinity to the leisure traveller in the GCC. These young travellers will challenge the travel industry’s ability to be innovative, and more receptive to the new demands from coming-of-age travellers. Instant information, high-quality communication, personalisation, and recognition will become the point of entry in earning these new travellers’ affinity and loyalty. Developing a product and service for the region’s new travellers is an enormous opportunity, while failing to embrace could signal the death knell for many.

Personalised medical tourism is also likely to emerge as a multi-million-dollar industry as brand new facilities are built from the ground up using latest equipment and a blank canvas.

Download a full copy of the reportand let us know what you think about its findings below.


Traveler Experience, Middle East