Travellers from the United Arab Emirates (UAE) and the Kingdom of Saudi Arabia (KSA) are poised to increase their holiday spending over the next three years, with a heightened focus on sustainability, according to the latest findings from Marriott Bonvoy’s 2024 Future Travel Trends research.
In collaboration with foresight agency The Future Laboratory, the study analyzed travel plans from 14,000 individuals across Europe and the Middle East, revealing several key trends shaping the future of travel for the UAE and KSA.
Rise of AI in Holiday Planning
Artificial Intelligence (AI) is emerging as a pivotal tool for holiday planning, with 52% of UAE and 50% of KSA travellers having already utilized AI for this purpose. Significantly, 77% in both countries express their likelihood to leverage AI in the future, indicating a growing trend in AI adoption.
Among those who used AI, a whopping 95% in both the UAE and KSA stated that it influenced their holiday decisions. This influence extended to accommodation choices (36% in UAE, 39% in KSA), activity bookings (39% in UAE, 31% in KSA), and food selections (34% in UAE, 35% in KSA).
Emerging Trends: Slow Holidays and Dupe Destinations
The research identified the rise of ‘slow holidays,’ where travellers prioritize a leisurely pace, cultural immersion, disconnection from technology, and a reduced environmental impact. Already, 82% from the UAE and 80% from KSA have experienced slow holidays, with an additional 82% from the UAE and 80% from KSA planning to embrace this trend in the next three years.
‘Dupe destinations’ are also gaining prominence, with 33% from the UAE and 34% from KSA intending to opt for destinations offering similar experiences to traditional holiday spots but closer and more affordable.
Changing Summer Holiday Patterns
Extreme summer temperatures experienced in parts of Europe this year are expected to impact future holiday plans for Middle Eastern travellers. Eighty-six percent in the UAE and 83% in KSA indicate that if such high temperatures become regular, it would influence their summer holiday plans. While avoiding holidays is not suggested, adjustments to travel plans are likely, with 46% in the UAE and 53% in KSA expressing a preference for cooler destinations.
Increased Spending and Sustainability Focus
Over 90% of UAE adults (93%) and 89% of adults from KSA plan to go on holiday next year. Among those planning holidays, 66% from the UAE and 69% from KSA intend to ‘spend more than usual.’ Sustainability takes center stage, with 83% from the UAE and 78% from KSA willing to pay more for environmentally friendly accommodation.
Additionally, 88% from the UAE and 79% from KSA believe that accommodation providers and holiday companies have a responsibility to support local communities. Sustainability is already a priority for many travellers, with 75% from the UAE and 70% from KSA checking the sustainability of their accommodations, and 45% from the UAE and 42% from KSA assessing the environmental impact of their travel plans.
Value for Money: A Key Consideration
While overall spending on holidays is expected to increase, travellers remain keen on value for money. Only 1% from the UAE and 2% from KSA planning holidays in the next three years state they won’t be looking to save money on some elements of their trips. A third of travellers from both the UAE and KSA (32%) plan to save by opting for more domestic holidays, and 34% from the UAE and 29% from KSA will use loyalty programs to offset some or all of their holiday expenses with points.
Neal Jones, Chief Sales & Marketing Officer at Marriott International – Europe, Middle East & Africa, highlighted the seismic shift in thought processes and prioritization of funds in the post-COVID travel rebound. He emphasized the growing importance of sustainability and AI, particularly among younger travellers, predicting that AI’s use in holiday planning will become more mainstream in the next three years. Jones stressed the need for travel providers to ensure comprehensive information is available for AI to enhance the holiday research experience.
(With inputs from Agencies)
