ADARA Media: Big data look into MENA travel uncovers new insight

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Mountain View, CA, May 10th, 2016 – Travelers to the Middle East and North Africa (MENA) are predominantly male, affluent, organized and loyal, according to new research from global travel data platform ADARA.

The research, which used ADARA’s insight into millions of travel actions every day, shows that travellers to the MENA region are 78% male, compared to 67% globally, and are more likely to be elite travellers, with 38% having travelled First or Business class in the last three months. They also spend a high rate on hotel rooms at $230 per night. Those traveling from the US typically spend more with an average of $250 per night, showing that they seek more luxurious hotels when visiting.

Travelers to the MENA region also tend to plan further in advance than the average global travellers, with the average traveller booking their flights 38 days ahead of travel compared to 26 days on average. For families this trend is even more pronounced, with searches starting two weeks ahead of booking and tickets being purchased almost 80 days ahead of travel.

Those visiting the region are a diverse group, arriving from a mix of originating countries. They tend to explore other options in the Middle East, Europe and Asia while planning their trips. They also are loyal to brands, 65% are part of at least one hotel chain loyalty scheme. India, the UK and the US are ranked amongst the most popular originating destinations.

Elizabeth Harz, President of Media, ADARA, said: “Our research has shown that travellers to the MENA region have a higher budget, plan in advance and are loyal to rewards programs. Whilst these trends are somewhat expected, being able to quantify them with search, booking and loyalty data is incredibly helpful to brands. As an example, knowing there is an average of 9 days between first search and booking for flights and 6 days for hotels presents an exciting opportunity for our customers to leverage these and other insights.”

For more insight into MENA Travelers, please click here to view the full MENA Whitepaper.


Note to editors:

Most popular originating countries for travel to MENA:

  • India
  • United States
  • United Kingdom
  • Pakistan
  • Italy
  • France
  • Canada
  • Australia
  • Germany
  • Spain

Most popular MENA destinations:

  • Dubai, AE – (DXB)
  • Abu Dhabi, AE – (AUH)
  • Istanbul, TR – (IST)
  • Tel Aviv, IL – (TLV)
  • Doha, QA – (DOH)
  • Riyadh, SA – (RUH)
  • Jeddah, SA – (JED)
  • Muscat, OM – (MCT)
  • Marrakech, MA – (RAK)
  • Ad Dammam, SA – (DMM)


ADARA leverages global proprietary travel data to deliver increased business performance through their innovative platform, and exceptional team. ADARA’s Magellan platform transforms loyalty, search and booking data into actionable insight allowing companies to better understand, reach and engage customers. Magellan is fueled by first-party data from 90+ global travel partners, including United, Delta, Hyatt, Marriott and Hertz. Founded in 2009, ADARA currently has 19 offices across the US, Europe, Middle East and Asia, including its headquarters in Mountain View, California.