‘Slow holidays’ are the latest fad among the UAE and Saudi Arabian tourists, with an overwhelming number of travellers from the two countries of late preferring to spend longer time in one place rather than packing a multi-location, whirlwind itinerary into their holiday programmes, industry experts said.
Additionally, ‘solo holidays’ are also on the rise, with 75 per cent of UAE respondents having embarked on a solo trip within the past year and another 61 per cent considering taking one within the next three years, a study by a trend forecasting firm showed.
The rising travel trend is also pushing demand for various airport-related services, including lounge services, with firms such as Collinson International reporting a surge in the number of travellers from the UAE signing up for a payment card, mainly for accessing lounges on the trip.
“We have noticed a fascinating shift in travel patterns, of late,” said a senior executive of Collinson International, a global leading firm providing various airport experience-related services, loyalty and customer engagement solutions.
Surge in winter travel predicted
Collinson International predicted a surge in travel from the UAE and Saudi Arabia during the forthcoming winter season.
It also predicted an even greater spike in lounge visits as travellers increasingly look for more personalised and comfortable airport experiences as they head to their dream destinations around the world, either for a ‘slow’ or a ‘solo’ holiday.
Its projection is based on the current trend of continued rise in travel from the region – and also airport lounge visits, which posted a 25 per cent jump during the current summer season, compared to last year’s summer season.
According to The Future Laboratory, a trend forecasting firm, a significant 82 per cent of UAE travellers and 77 per cent from Saudi Arabia have already embarked on ‘slow holidays’ – where they stay longer in one place to fully immerse themselves in the surroundings and culture of the destination.
In another interesting finding, the study by the trend forecasting firm said travellers out of the UAE are more often opting for sustainable travel choices when travelling now.
“A significant portion of travellers from the Gulf region – 45 per cent from the UAE and 42 per cent from Saudi Arabia – conscientiously consider the environmental impact of their travel plans on most or every trip,” it said.
Research by YouGov revealed that 61 per cent of UAE and 62 per cent of Saudi residents also want hyper-personalised and exclusive travel experiences.
Significantly, the latest insights on traveller preferences come to light amidst fast-evolving of the travel landscape in the UAE and Saudi Arabia to rise in the pecking order in the sought-after global destinations.
The UAE is the sixth highest earner from international tourism, while Saudi Arabia, as part of its Vision 2030, has undertaken a series of projects to upscale its position as a leading tourism destination with the developments such as AlUla and the Red Sea Project.
UAE travellers likely to change cards over lounge access
Industry insiders said even as new trends such as ‘slow’ and ‘solo’ holiday preferences are catching up among UAE travellers, they are also seen to be equally choosy about their travel experiences, including airport lounge experiences, which offer a quiet place to wait for their flight, and amenities like sleeping pods.
Travellers would consider changing their payment providers if their cards lose access to airport lounges, they said, adding that it also remains essential that the airport experience meets the needs of the highly demanding traveller.
Collinson International executives said they found that when consumers in the UAE decided to sign up for a payment card, almost half cited travel-related benefits, such as airport lounge access, as highly influential factors.
The latest study by the firm also said two-thirds (69 per cent) of UAE consumers would be swayed to change payment providers if they lost access to airport lounges.
Besides lounge access, complimentary airport transfers (43 per cent), airport dining and shopping discounts (42 per cent) are the other benefits sought after by UAE travellers, it said.
However, the impact of bank cards goes beyond travel. Two-thirds (66 per cent) of respondents admitted that a bank’s benefits would encourage them to use that card to spend more.
Besides, almost half of UAE travellers said they prioritise a card’s rewards over the issuer’s reputation.
Industry experts said the study showings are indicators of customer satisfaction in today’s hyper-competitive marketplace, emphasising that card issuers must offer services that are highly desired and enhance the entire travel experience.
“Travel rewards, especially access to airport lounges, are highly valued among UAE cardholders,” Priyanka Lakhani, Senior Vice President of Commercial EMEA, Collinson International, said.
“To stay competitive and build lasting loyalty, issuers must now offer personalised benefits that align closely with consumer desires and requirements for the affluent customer segments,” she said.
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