CONTRIBUTOR
The Middle Eastern traveller: redux
The ‘Middle Eastern traveller’ is an enigmatic concept and trying to define it as one thing but not another would be foolish. Conscientious hotel companies or tour operators that want to win hearts and minds in this region need to delve a little deeper than this oversimplified and outdated geographical denominator.
Joe Mortimer, Senior Editor,
Destinations of the World News
To many, the ‘Middle Eastern traveller’ looks a little something like this: he is the patriarch of the family, aged in his 50s or 60s, who travels only at specific times of year, with his extended family, maids and other attendants. Sometimes he ships his Bentley over with him. He only stays in the top suites (for months at a time), rarely venturing beyond the hotel lobby. The female members of his entourage are only interested in shopping.
Twenty years ago this might have been true, but a lot has changed in the last two decades. Today, the children of the Middle East travellers that you think you know have been educated abroad, returned home and started careers in finance, media or movie production. They are entrepreneurs and they are open-minded; affluent and increasingly discerning.
These new-gen travellers still go to London and Paris, where they might own an apartment, but they also travel to LA, Bali and the Seychelles. They charter a yacht in the South of France for a couple of weeks each summer, or they might go hunting in Norway or partying in Bangkok.
Word of mouth is still an important means of learning about new destinations, but so are social media websites and boutique travel companies that offer concierge services and tailor-made itineraries. The Middle Eastern traveller has a few specific needs, but in general he wants the same as everyone else: quality product, thoughtful service and memorable experiences.
And this is just the Arab market. Most outbound luxury travellers from the Middle East are expatriates from Europe, Australasia, South Africa and the Americas, all of whom are unique. It’s time to rethink the age-old stereotype of the ‘Middle Eastern traveller’ and get to know the new face of the Arab world. If you don’t, someone else will.
DECEMBER2013 27
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