By Lubna Hamdan
Personalisation leads to loyalty for 50% of travellers
Travellers from the UAE are willing to spend an average of $107 (AED370) on extras to personalise their trips, compared to a global average of $98 (AED360) and just $85 (AED312) in Europe, according to research by global travel company Sabre Corporation.
The study also found that almost 50 percent of travellers are more likely to be loyal to an airline or a hotel if they receive a personalised service.
Furthermore, 29 percent of those surveyed said they would pay more than $136 (AED500) on travel extras compared to 25 percent who said they would spend at least this amount on extras at their hotels.
Interestingly, 45 percent of millennials said they would be loyal to their airline or hotel in return for a tailored service, compared with 60 percent of generation X.
In addition, 30 percent of millennials said they would be willing to share their location and basic personal details in return for offers that are customised towards their individual needs, compared with 27 percent of generation X.
“Personalisation is no longer a trend driven by a specific group of people,” said Daniel Naoumovitch, CEO, Sabre Travel Network, Middle East.
“Irrespective of their location, age and gender, travellers are expecting and demanding personalised offers and services in return for their loyalty and the information they share with travel providers. If they receive a tailored service, they are willing to spend a considerable amount of money.”
The survey also suggested that travellers are expecting the same level of personalisation in their business trips as they do during leisure travel. Driven by millennial and generation X travellers, 64 percent of respondents said they would consider extending a business trip for leisure purposes.
As for mobile usage, the research showed 41 per cent of UAE travellers use their smartphone to purchase travel, while 47 percent prefer to use their laptop and 15 percent use their tablets.
The survey questioned business and leisure travellers from the UAE in order to learn about their latest behaviours, motivations and expectations.