Let us start with a few thought-provoking facts about the online travel market in the UAE.
The online travel market has emerged as the 2nd largest and best performer in the e-commerce sector in the Middle East. Therefore, it doesn’t come as a surprise that the Middle East has seen a huge increase in online travel websites that are trying to reach out to the potential travelers. However, only a few of these online travel websites have succeeded in leaving a mark. Criteo’s travel report has noted that online travel agencies are capturing most of the mobile bookings and the US OTA market share is expected to reach 41% by 2020.[i] In the Middle East, mobile bookings at 53% have put all other regions behind.
The point here to consider is: with the growing demand the sector is currently witnessing, is your company website ready to deal with the opportunities and challenges? Do you have a travel website that will leave a lasting impression on the travelers or get lost amongst millions of businesses that offer the same experiences that you do?
Buying travel is not like buying any other service or product from the internet. It is an emotional experience and requires several interactions throughout the buying process to arrive at a purchase decision. That’s why travel websites need to evolve with the changing and growing needs of the consumer.
But don’t just get convinced yet. Let us give you some irrefutable reasons why you need to work hard on optimizing user experience for your travel website right away.
#1 Middle East’s online travel market is set to double in value
Phocuswright reported back in 2016 that the Middle East’s online travel market is forecast to almost double in value, rising from US$18 billion to US$35 billion by 2018. So, if you’re not online, you’re missing out on a huge chunk of opportunities.
#2 About 50% of the UAE population relies on the Internet for planning travel[ii]
While planning travel or purchasing travel-related products, almost half of the population of UAE seeks Internet’s assistance. Therefore, it makes sense to be where your consumers are.
#3 46% of people in the UAE are influenced to travel by online travel sites[iii]
Did you know that only 31% of travelers actually get influenced by offline travel agents?
#4 Consumers are actively looking for the best offers
Your potential consumers love offers and discounts. Companies like Hotel Tonight and Airbnb are making it easier for their patrons to find lucrative deals on last-minute bookings through offers like app-only deals and so on.
#5 46% of airline tickets in the UAE are booked online
Booking.com and Trivago are the leading online air booking providers in the Middle East.
#6 Majority of consumers prefer local travel service providers
Use this to your advantage. Most OTAs (online travel agencies) like Booking.com, Trivago, TripAdvisor and others have localized their content in Arabic to appeal to the users. But users still prefer local sites such as Musafir and Rehlat because they feel more comfortable working with home-grown brands
#7 Traditional travel agents win big by going online
The travel agents who adapt their business models and created hybrid or stand-alone online platforms are more likely to succeed in the online travel market.
#8 50% of travelers from the UAE use smartphones to make travel arrangements[iv]
Apartments top the list of last-minute bookings followed by hotels and flights.
#9 Consumers are looking for personalized travel experiences
Personalization is the key to win more consumers in 2018. Your personalization system should be so advanced your visitors don’t feel the need to go elsewhere to check the prices. Segment your audience carefully because the more your segment, the more aware you are of your specific customer profiles.
#10 Your competitors are creating exceptional user experiences
Take Rehlat as an example. Its content is available in English, Arabic and Hindi. And that’s not it. Their customer service agents also communicate in these three languages. Rehlat provides the option to pay with all local GCC currency and also has local payment systems. Their website is available for all devices along with their app. They also update the deals and offers regularly to woo customers. With these simple incorporations, Rehlat has become one of the leading online travel companies in the Middle East within a span of just 3 years. So, if you plan to join the race, you need to rev up your game.
#11 80% of last-minute bookings are made on mobile devices[v]
And hence, you need a mobile-optimized website to catch those last-minute leads.
#12 Consumers require less planning efforts from their side
Taking Rehlat’s example, we can confidently say that what allures users is their simple product, user-experience, deals and after-sales service. The less your customers have to make an effort to make travel arrangements, the more they’re likely to visit your website for travel needs.
#13 UAE emerging as a leading MICE destination
With the recent UAE Cabinet’s decision to refund value-added tax (VAT) to the meetings, incentives, conferences and exhibitions (MICE) industry[vi], UAE is all set to be one of the biggest MICE destinations. So, buckle up with a fully-equipped travel website to grab those leads.
[i] https://www.criteo.com/insights/research-4-key-takeaways-from-criteos-summer-travel-report/
[ii] https://www.mea-markets.com/2016-middle-east-online-travel-market-35-billion-in-next-two-years
[iii] https://amadeus.com/documents/en/airports/research-report/consumer-travel-report-2018-middle-east.pdf
[iv] https://www.criteo.com/insights/research-4-key-takeaways-from-criteos-summer-travel-report/
[v] https://www.criteo.com/insights/research-4-key-takeaways-from-criteos-summer-travel-report/
[vi] https://www.albawaba.com/business/vat-refund-boost-mice-industry-uae-1132392
