Mena has lowest online penetration

Amadeus, a leading travel technology provider has revealed key findings from an in-depth study into online travel markets in the Middle East, looking specifically at the leisure and unmanaged business travel segments.

The Middle East currently has the lowest online penetration globally with 33 per cent of bookings being made online in 2018. However, the report reveals that the region is especially receptive to growth in the online travel sector– with an increase of 14 per cent expected year-on-year, which will make the Mena region the second fastest growing online travel market in the world.

The study highlights that by 2022, 44 per cent of all activity will be conducted online, compared to 33 per cent in 2018. 

A preview of the study, Middle East Online Travel Overview, co-sponsored by Amadeus and conducted by Phocuswright, the global travel market research company, was shared at the recently concluded Arabian Travel Market in Dubai.

Raquel López, senior consultant at Insight Out Consultancy, and Phocuswright's Middle East analyst, explained: “The overall travel market in the Middle East is expected to continue growing and will reach $100 billion in gross bookings value by 2022. This market represents over 172 million people, with 71 per cent below the age of 34, internet savvy, social-media active and having a huge appetite for travel. This, together with a number of government-led and private business collaborations, will enhance travel growth and secure confidence in the travel industry in the region, particularly in online travel.”