A Signature Media Publication

Travelport puts the spotlight on Middle East’s demand for personalization


Travelport is planning to put the spotlight at the forthcoming Arabian Travel Market (ATM) on how travel tech is allowing airlines and travel agents to meet Middle East travellers’ demands, and grow their businesses, by providing a more personalized travel experience with more relevant travel choices to all the region’s travellers.

With today’s youngest working segment- the millennial generation- estimated to become the largest workforce segment by 2030, travel industry players in the Middle East are leveraging technology to meet needs of millennial who tend to be higher spenders than their global peers with regards to travel.

In the GCC, millennial account for a quarter of the population and they have grown up surrounded by and adapting to technology. The region’s travel industry is feeling the clout of their spending power already and it is estimated that millennials in the UAE will generate US$40,000 average annual gross income by 2019 with almost half of them book travel through mobile devices.

Rabih Saab, Travelport’s president and managing director for Europe, Middle East, Africa and South Asia said: “Travel tech is an exciting place to be right now. We are increasingly living in an experiential world. Mobile penetration in the Middle East is astronomical, across the GCC almost 80% of the population are mobile subscribers. Smart travel brands will continue to look at how mobile can help bridge the gap between generic experiences and ones where the end-traveller feels truly engaged and supported. Brands will thrive or decline depending on experiences delivered to travellers and how relevant and personalized these experiences are.”

Travel apps have become the millennials preferred method of interacting with brands, almost 1/3 more than past generations. Mobile applications are great platforms to create personalized offers. For airlines, the key can be the travel behaviour already known to the airline through past purchases tied to the user’s booking account.