Adara: Insight into the travel habits of those visiting the MENA region


According to global travel data platform Adara, travellers to the MENA region are predominantly male, affluent, organised and loyal to brands.

Adara’s research, which used insight into millions of travel actions each day, highlighted that travellers to the MENA region are 78 per cent male (compared to 67 per cent on a global scale) and are more likely to be upscale travellers, with 38 per cent having travelled in first or business class over the last three months.

According to Adara, they spend $230 per night on hotel rooms, while those traveling from the US spend more with an average of $250 per night.


The data also revealed that travellers to the MENA region tend to plan further in advance (38 days) than the average global traveller (26 days).

Meanwhile, families to the region begin searching two weeks ahead of booking and book their tickets almost 80 days ahead of travel.

Visitors to the region are a diverse group, according to the data, arriving from a mix of countries. India, the UK and the US are ranked amongst the most popular originating destinations.

Adding to this, Adara shared that these travellers usually explore other options in the Middle East, Europe and Asia while planning their trips. They also are loyal to brands with 65 per cent being members of a hotel group’s loyalty scheme.

President of media, Adara, Elizabeth Harz commented: “Our research has shown that travellers to the MENA region have a higher budget, plan in advance and are loyal to rewards programmes. 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 nine days between first search and booking for flights and six days for hotels presents an exciting opportunity for our customers to leverage these and other insights.”