Region’s leading industry showcase
welcomes over 2,700 exhibiting companies for 22nd annual edition;
YouGov reveals new data on MENA family travel trends as in-depth study
highlights preference for destinations with theme park activities, shopping and
child-friendly environment
YouGov
has unveiled the results of its latest Family Travel study on the first day of
ATM 2015 with the findings showing that 64% of the 2,000-plus MENA based survey
respondents travelled with their children in the last 12 months, and almost
two-thirds (62%) prefer online booking channels.
Scott
Booth, Research Director & Head of Travel, Tourism and Leisure for YouGov
ME presented the research results as part of an interactive panel discussion on
the first day of ATM 2015 under the theme ‘Family Travel Trends – global family
travel patterns and how the Middle East can cash in on them’.
“Our research looked at how behaviour and preferences change when
travelling with children, and with children of different ages, and this was a
good springboard for discussion,” said Booth.
Sponsored by Mexico, family travel is the Spotlight Theme for this
year’s ATM and the research, which was based on outbound travel from the
region, revealed that families are taking an average of two trips per
year, and that those with younger children (0-12 years) tend to travel more
often than those with 13 to 18-year-olds, taking three or more trips annually
(32% of surveyed respondents).
Top ranked reasons for family
travel were visiting friends/family (29%), resort/beach holiday (25%), Eid
holiday travel (17%), shopping (15%), nature holidays (14%), city breaks (11%),
sightseeing (9%) and religious tourism (9%).
Recommendations were also
crucial factors in the decision-making process with feedback from
family/friends the major influencer versus traveller reviews with 50% relying
on this for trip planning. Input from teenagers in the family is also exerting
significantly more influence on booking decisions compared to families with
0-12 year olds, highlighting a need for teen-focused marketing and
teen-friendly properties.
“In terms of destinations, the pattern is not drastically
different from those travelling without family, with large concentrations of
family travellers visiting the UAE and Europe,” said Booth.
“Those who are married with or without children are more likely to
have visited Egypt or India on their last leisure trip. Those married
with children are more likely to have visited UAE on their last trip compared
to those married without children,” he added,
Accommodation preferences were
topped by four or five-star hotels or friend/family homes (31%) with 29% of
survey respondents looking specifically for city centre locations and the
availability of family suites/villas most important for parents of 13-18 year
olds with 17% choosing to stay in hotel apartments. Reasonable costs were also
cited as an important consideration for family groups.
Destination ‘checklists’ were
different according to the age group, with families with 0-12 year olds seeking
out locations with lots of activities on offer, theme parks and a good attitude
to children, while those with older children (13-18 year olds) wanted
all-inclusive options, decent flight times and access to shopping.
“We also found that 40% book
less than one month in advance and 62% are choosing to book their trips online,
although parents with teenagers in the family are still more likely to visit a
travel agent,” noted Booth.
“This is the second important
YouGov report on family travel following the March 2015 release of its luxury
travel study which highlighted increasing demand from affluent families making
travel a high-spend priority; and with families our Spotlight Theme for this
year, the data that Scott and his team have shared is incredibly useful as both
inbound and outbound travel professionals look to capitalise on this key growth
market,” said Nadege Noblet-Segers, Exhibition Manager, Arabian Travel Market.
The panel of experienced
travel sector specialists included Terry Kane, Head of Travel, Facebook MENA;
Gillian McLornan, Gold Travel Counsellor, Travel Counsellors; Ailsa Pollard,
Senior Vice President, dnata Travel; and Fredrik Reinisch, Regional General
Manager UAE/Seychelles, JA Resorts & Hotels.
For more information on Arabian
Travel Market 2015, please log on to: www.arabiantravelmarket.com
