ATM 2021: YouGov survey sheds light on mindset of luxury travellers

Arabian Travel Market

YouGov recently conducted a survey for Reed Exhibitions, the organiser of the Arabian Travel Market (ATM), which revealed that 46 per cent of luxury travellers in the Middle East are planning to travel internationally at some point this year.

The survey asked the same recipients if they were planning domestic holidays or staycations during 2021 and more than half (52 per cent) confirmed that they are.

Adding to this, 25 per cent of respondents were planning to make a business trip, either domestically or internationally, and four per cent of respondents had no plans to travel anywhere in 2021.


When asking luxury travellers in the Middle East about their frequency of travel, YouGov uncovered that 31 per cent of respondents are planning to travel twice over the next 12 months, while 25 per cent confirmed they were planning on at least one overseas trip.

Exhibition director – Middle East, Arabian Travel Market, Danielle Curtis declared: “Luxury travellers from the Middle East are more likely to travel with their children, compared with those from other regions (40 per cent versus 36 per cent). And when you add that fact to their planned frequency of travel, it makes the Middle East’s outbound luxury travel sector, one of the most sought after globally.”

According to YouGov’s survey, Middle East luxury travellers are keen on destinations with outstanding natural beauty (34 per cent), beach holidays (34 per cent), conducive climate (29 per cent) and connectivity (28 per cent). The survey also uncovered that luxury travellers in the Middle East are most concerned about the health risks of travelling (43 per cent) and safety (35 per cent). However, one in three respondents also said that the actual price and good value for money was still very important.

Curtis said: “With vaccines being rolled out across the world, travel professionals operating in the luxury segment will welcome the insight this survey has provided, which affords them the opportunity to further develop their marketing strategies for the Middle East region and beyond.”

The Arabian Travel Market is scheduled to take place between May 16-19, 2021, at the Dubai World Trade Centre (DWTC). The luxury segment is an integral part of the exhibition and has its own dedicated show, ILTM Arabia, which is co-located with ATM and scheduled to take place between May 17-18.

Luxury exhibitors participating at ATM this year include Emaar Hospitality, Nobu Hospitality, The Ritz-Carlton, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Wilderness Safaris, One&Only, Dusit Hotels & Resorts, Minor Hotels Group and Shangri-La, among others.