YouGov survey of
22,600 MENA residents reveals regional online bookings grow to 31% up 10%
year-on-year
Technology in the travel industry will come
into focus at Arabian Travel Market this year, with the four-day event set to highlight
tech growth within the industry, as online travel bookings in the MENA region increased
by 10% in 2014.
According to YouGov data (which surveyed
22,686 online respondents, all MENA residents) 31% of those surveyed booked all
of their travel requirements online, an increase of 10% over 2013. Of those
surveyed 25% used their smartphones to book hotels online while mobile usage to
access online travel guides or to book leisure activities rose by 6%.
“Throughout the region, we are witnessing major
growth in online bookings as airlines, tour operators and hotels develop ever-more
sophisticated digital platforms and social media strategies to ensure they reach
out effectively to both existing and potential guests,” said Nadege Noblet,
Exhibition Manager of Arabian Travel Market, which takes place at the Dubai
International Convention & Exhibition Centre, on 4-7 May 2015.
“The industry as a whole is embracing
technology like never before, to compete in a digital market place where
accessibility and speed are critical to the demands of today’s tech-savvy travelers,
especially mobile compatible sites for hotels, tour operators and leisure
attractions,” added Noblet.
Spontaneity in the decision making process
for choosing a destination has increased by 11% according to the YouGov data,
thanks to upgraded technology. Paul Richer, senior partner of travel
technology consultancy, Genesys, will host two dedicated seminar sessions at
this year’s exhibition addressing a range of topics including latest
developments in mobile, digital marketing and digital distribution issues and
how these are impacting the consumer.
The seminars are panel-led discussions which
focus on how Gulf destinations can better utilise technology, as well as
outlining the latest trends and best ways of meeting the needs of the
tech-savvy traveler.
The Gen Y market (those aged 18-30) in the
region is placing even further emphasis on the hotel industry’s need to offer uninterrupted
broadband internet access for guests as well as a consistent social media
campaign, marketing a bouquet of hotel services. According to a Viacom report,
the Middle East’s Gen Y population is more internet reliant than any other
region, with four out of five staying connected wherever they are.
One Dubai-based hospitality company at the
forefront of technological advances is TIME Hotels Management. The group was
the first in the UAE to introduce ‘cloud’ collaboration software across all of its
IT platforms.
“Technological developments, now more than
ever, are playing a major role in the hospitality industry, something we look
to harness and develop to ensure we remain at the cutting edge of advances.
Greater guest interaction, more targeted campaigns and better internal systems
are all advantages we have seen through our technological upgrades,” said
Mohamed Awadalla, CEO, TIME Hotels.
TIME will be joined at the 2015 exhibition
by a number of new and returning travel tech specialists. Amadeus, Sabre
Travel, Payfort and M-hospitality return to the show while LeGate,
24x7rooms.com and TravelClick will make their debut.
“At
the core of our tech strategy is making the guest experience from booking to
check out as seamless as possible. This includes ease of searching and booking
the hotel in the first instance through, to the quality of communication during
their stay. Technology is an inevitable aspect of the hospitality industry, investment
in the latest hardware and software is crucial, along with the training that
goes with it,” added Awadalla.
The technology theme is only a part of a
packed agenda being developed for ATM 2015. Other highlights include budget
travel, health and wellbeing, shopping, transportation, luxury, sports, culture
and heritage, and adventure.
The
2015 event will also build on the success of last year’s edition with the
announcement of an additional hall as Reed Travel Exhibitions looks to add to its record-breaking achievements in
2014. Last year ATM saw total attendance increase by 12% with 33,000 participants
and business deals signed worth more
than US$2.1 billion over the four days.
For more
information on Arabian Travel Market 2015, please log on to: www.arabiantravelmarket.com
