Amadeus2018中东消费者旅游报告英文版20183230页

MiddleEastConsumerTravelReport2018March2018ACustomReportCommissionedby:1.Amadeus2.Tajawal3.JumeirahContents1.Introduction1.BusinessObjectives2.ResearchObjectives3.ResearchMethodology2.Traveler’sdemographics1.Samplecomposition2.Travel3.Mindsetwhenbookingtravel4.Traveller’sdemographicssummary3.Travelpatterns1.ByFrequency2.ByDestination3.ByOrigin4.Frequency&Destination5.Destinations:Long,Short,Domestic6.Duration&Seasonality7.Destination&Duration8.Domestic9.Typeofvacations4.Traveller’sAwareness,Mindset&Searchpoints1.Traveller’sAwareness2.ActiveAwareness3.Top-of-MindAwareness4.Onlinesearchpoints5.Offlinesearchpoints6.Searchpoints7.Decisionprocess:Whodecides?5.Influencers1.Influencers2.Friends,familyandcolleagues3.Socialmediaandinfluencers4.Offlinecommunication5.Suppliers&TravelAgents6.Considerations1.GeneralConsiderations2.Geopoliticsandnegativeperceptionofthedestination3.Visarequirements7.Evaluation7.Budget8.Destinationevaluation9.Hotels10.Flights11.Activitiesconsiderations12.Activities13.Foodoptions14.Pricecomparison15.SearchCyclevs.Effort37.Booking&Experience1.Reconsiderationvs.commitment2.Searchvs.booking3.Actualbooking4.Choosingpackages5.Packagescomponents6.Packages&relatedcomponents7.Journeyduration8.Postbooking9.Journeygaps10.Experience&sharing8.BusinessTravel(EmergingfromStudy)1.BusinessTravelPattern2.BusinessTravel…How?3.BusinessTravel…Who?4.BusinessTravelbooking9.MarketingPersonas10.Messaging/MarketingrecommendationsSub-regionspecifics:1.Egypt2.GCC3.LevantProjectTeam4ShadiKaddouraLeadAnalystFieldAgenciesQuantitativeSurveysFocusGroupsKatrinaBlundenAnalyst-GCCCristinaPoloEngagementLead&Analyst-GCCWafiaElDeebAnalyst–Egypt&LevantMonaFarajLeadOverseeIntroductionBusinessObjectivesResearchObjectivesResearchMethodologyBusinessObjectives601CustomerThewho,how,when&whyduringapurchasejourneySupplyChainThesupplychain’sroleandinfluenceinthepurchaseprocessJourneygapsBuildofthepurchasejourneymapwithclearevaluationofproblemandgapareasBuildupofrationalandemotionalmessagingacrossthepurchasejourneyandrespectiveactivationplanConstructaninsights-drivenMEconsumerpurchasejourneyfortravelproductsandservices.BybetterunderstandingthekeymomentsoftruthandproblemareasthroughoutthejourneyaswellasthebestwaytoconnectwithMiddleEastcustomersateachtouchpointandwininthemarketplace020304Messaging7ResearchObjectivesacrossthePurchaseJourneyResearchMethodology8AQUANTITATIVEQUESTIONNAIRE1953Interviewswithtravelcustomerscarriedoutacross9countriesSurveybyIPSOSDESKRESEARCH100+AnalysisofexistingreportsarticlesanddatabasesCONSUMERFOCUSGROUPDISCUSSIONS6Focusgroupdiscussionsheldin3keymarkets(UAE,KSA,Egypt)FGbyArchersANALYSISTriangulationofmarket,traveltrade&researchfindingsTRAVELTRADEINTERVIEWS23InterviewswithtradeexecutivesUAE:NationalMalesUAE:ArabMalesUAE:WesternMixKSA:NationalFemalesKSA:NationalMalesEgypt:NationalFemalesFacetofaceandonlinesurveysprovidingarepresentativesampleofthedefinedregion.TourOperators,Regional&GlobalOTAs,TravelAgenciesandTMCsacross9countries.Disclaimers•Allnumbersarereportedaspercentages•Basehasbeenaddedwhereapplicable•Un-promptedquestionsresultedinadditionaltravelprovidersnotinitiallyincludedinthestudybeingstatedbyrespondents.Forexamplein‘TopofMind’travelbrands9Traveller’sdemographicsSampleCompositionTravelMindsetwhenBookingTravelTraveller’sDemographicsSummary“Welovetravelling.Ourjourneysbegininourtech-savvytwentieswhenwearehappytravellingaloneorwithfriendsregionally.Aswegrowintofamilieswearehappiesttravellingwithotherfamiliestointernationaldestinations.Technologyhascompletelychangedthewayweresearchandbooktravel”SampleComposition12Female44Male56Gender13171534516EgyptGCCArabExpatsGCCIndianSub-Cont.ExpatsGCCNationalsGCCWestern&OtherExpatsLevantCategory21-30yo3531-40yo4141-50yo1751-60yo8Age6811119MaritalStatusMarriedwithchildrenMarriedwithoutchildrenSinglewithchildrenSinglewithoutchildrenOne6Two12Three23Four27Fiveormore33Householdsize2517181512141,501-2,000USD2,001-3,000USD3,001-4,000USD4,001-6,000USD6,001-8,000USDMorethan8,000USDHHMonthlyIncome13Once31Twice253Times134Times105Timesormore21Frequency20392164DomesticRegionalHomecountry&VFFInternationalDestinationMultipleAnswersFamily57Solo18Friends15Equally10CompanionshipEurope27America7Africa6Asia21Other3TravelMindsetWhenBookingTravelMotivefortravellingTechsavviness143313121185433321111LiketravellingSpoilmyselfDiscovertheworldMakeachangeinmylifestyleTreatmyfamilyTimeoftheyearwheneveryonegoes…AnnualhomevisitsPersuadedbyafriend/colleagueMakethemostofagreatpromotionBusinessmeetingsorworkPromptedbyachangeinlife…Study,training,coursesFollowsocialexpectationsRegularhealthcheck-ups/treatmentsNothingtodoathome341627511Newtechnologytendstomakemefeelanxious2345IgenerallyfeelempoweredbytechnologyScalefrom1-5,5beingmosttechsavvyMindsetWhenBookingTravelExplorationPre-Determination15522028ItakemytimesearchingforthebestoptionsforchoiceandpriceItendtodoaquicksearch,andusehelpfromtravelagent,flight&hotelcomparisonsitesIknowexactlywhatIwant,andfocusonmakingthebookingquicklyAccommodation52Destinat