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Research report

Digital footprints: Discovering online traveler needs in the UAE

This research gives a fresh snapshot of traveler behavior and sentiment in the United Arab Emirates.

Taking the time to analyze and discern travelers’ needs and responding accordingly is essential. Our objective in producing this report is to help online travel agencies visualize themselves as the traveler and follow in their footsteps as they chart a course along a shifting online landscape.

Although this research was conducted prior to the outbreak of COVID-19, it still provides a solid foundation for understanding traveler behavior and sentiment in the United Arab Emirates. Key findings include:

Who influences choice of travel destination?

Despite the ever-increasing role of online influencers, over half of UAE consumers we surveyed favour recommendations from those closest to them. Some 52% of adults in the UAE are inclined to base their travel destination decisions on information offered by friends and family. Just behind this is the influence of travel blogs and websites with 43%.Among those who allow their travel destination decisions to be influenced by social media posts, 80% look toFacebook influencers, 75% turn to YouTube and 70% get inspired on Instagram. Just under half (42%) think the information supplied by social media influencers around holiday destinations is very reliable.

It takes time to curate the perfect trip

Our study reveals that those surveyed start researching their trip an average of four months before the planned departure date. Despite advances in technology – and maybe because there is so much choice online – a notable amount of people haven’t noticed an improvement in terms of speed of booking. In fact, 44% suggest researching and booking online travel is more time consuming than two years ago, compared to just 37% who say it takes less time (17% haven’t seen any change in the time it takes to plan and book travel online.)

Download the report to learn more

Francesca Benati

Senior Vice President, Online Travel, Western Europe, Middle East and Africa

Amadeus

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Digital footprints: Discovering online traveler needs in the UAE

This research gives a fresh snapshot of traveler behavior and sentiment in the United Arab Emirates.

There is a problem

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